Trade fairs

Intergastra is surprisingly happening 2021 - digitally

Leaves its two-year cycle and comes to customers digitally in 2021: Stuttgart's Intergastra.
Messe Stuttgart
Leaves its two-year cycle and comes to customers digitally in 2021: Stuttgart's Intergastra.

The Stuttgart fair comes before the canceled Internorga and wants to organize at the beginning of of March against the usual fair cycle an "Intergastra digital".

Nobody had expected this: Intergastra, which was not back on the trade fair calendar until 2022, announces a digital edition from 8 to 10 March next year. On the online platform the industry will be able to network in virtual space and present product innovations. According to the Stuttgart Trade Fair Centre, the core of the platform, in addition to the virtual exhibition, will be digital events on the main themes of Intergastra: "Kitchen and Food", "Furnishings & Tableware", "Services & IT", "Coffee & Confectionery", "Drinks", "Gelatissimo" and "Outdoor.Ambiente.Living".

"With Intergastra digital, we have developed a new format that includes a large number of online offers", says Stefan Lohnert, Managing Director of Messe Stuttgart. "This will complement the physical meeting at Intergastra 2022 in Stuttgart. In this way, he said, the aim is to "bring the industry together and support it virtually as early as 2021 in these challenging times".

Presence fair in Hamburg had to be cancelled

At the Hamburg Messe, people are currently still considering whether a virtual Internorga makes sense and what it could look like. Only a few days ago, the fair management had to cancel its presence event, which was to run from March 12 to 16. "Rapidly rising corona infection figures and the second lockdown are once again depriving the hospitality and events industry of essential business foundations within a few months," is the understandable explanation. The unpredictable further development makes serious planning of a presence fair impossible.

The cancellation was generally well received by the exhibitors. "This is very regrettable for us, but of course completely understandable", said Marten van der Mei, Vice President Professional Coffee Machines for the DACH region of the WMF Group and Managing Director of proheq, "We had defined this trade fair as the time to introduce various innovations and had already been working towards this. Especially in our product area, product experience, sensor technology and haptics are decisive".

For Marco Gottschalk, Managing Director of Melitta Professional, the cancellation of Internorga is also "understandable and not surprising". Health protection is the top priority in Corona times. "Trade fairs and events thrive on personal encounters, which unfortunately cannot be reconciled with the necessary contact restrictions in the pandemic. For planning reasons, we had therefore already decided in October not to participate in any trade fairs for the time being until the end of April 2021.

The cooking technology specialist Rational is "very pleased that this decision was taken so early", says Oliver Frosch, Executive Vice President DACH. "We greatly appreciate the long-standing partnership with Internorga and naturally support all planned digital alternative scenarios. However, the decisive factor will be an absolutely conclusive concept with clear added value for the customer, to move into a virtual room instead of a face-to-face event".

This text first appeared in our sister magazine (German)