POST SHOW REPORT 2015 INNOVATION IN THE FOOD, BEVERAGE & HOSPITALITY INDUSTRY DEFINING.

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1 Under the Patronage of H.H. Sheikh Mansour Bin Zayed Al Nahyan Deputy Prime Minister of the UAE, Minister of Presidential Affairs and Chairman of Abu Dhabi Food Control Authority DEFINING INNOVATION IN THE FOOD, BEVERAGE & HOSPITALITY INDUSTRY Strategic Partner Host Sponsor Images by: December 2015 Abu Dhabi National Exhibition Centre, UAE POST SHOW REPORT 2015 Headline Sponsor Diamond Sponsor SIAL, a subsidiary of Comexposium Group PANTONE 433 U PANTONE 5777 U CMYK C:28 M:11 Y:51 K:4 RGB R:141 G:137 B:73 Platinum Sponsor Silver Sponsor Retail Partner Official Airline Culinary Partners

2 RECORD INCREASE IN VISITOR TURNOUT AT THE 2015 EDITION The 2015 edition of SIAL Middle East was attended by record number of visitors with a 23% increase over 3 days. More than 15,000 visitors from 90+ countries visited the event including 438 VIP hosted buyers from across the region. 86% of the exhibitors at the event were satisfied with their participation. EXHIBITORS & COMPANIES % increase For me personally SIAL Middle East is the biggest filter in the region for quality leads. In three days we generated 150 quality leads which will be estimated US$ 100,000 in after sales business. Sascha Geib, Director UAE & Corporate Chef VITO Germany, Exhibitor 208% increase in number of exhibitors over the last 6 years VISITORS 12, , % increase 120% increase in visitor turnout over the last 6 years NATIONAL PAVILIONS % increase Increasing presence of decision makers and influencers at SIAL Middle East 233% increase in national pavilions over the past 6 years 43% % % 2015 DECISION MAKERS 24% % 2014 INFLUENCERS 29% 2015

3 EXHIBITOR ANALYSIS EXHIBITORS & COMPANIES 926 exhibitors from 53 countries NATIONAL PAVILIONS 30 National Pavilions, some of which include: Australia, China, Cyprus, Egypt, Greece, India, Italy, Morocco, Oman, Pakistan, Philippines, Poland, Saudi Arabia, Sri Lanka, Taiwan, Thailand, Turkey, UAE, USA, Vietnam GEOGRAPHIC SPLIT 78% international 22% GCC 5 KEY STATISTICS REFLECTING EXHIBITOR EXPERIENCE 86% 73% 72% 73% 77% of exhibitors were satisfied with their participation of exhibitors appreciated the number of visitors who visited their stands of exhibitors were able to meet at least 55 new contacts of exhibitors rated the hosted buyer programme from excellent to good of exhibitors will participate again at SIAL Middle East 2016 TOP 5 SECTORS REPRESENTED BY EXHIBITORS 15% 14% 20% 21% 30% Grocery products, dried products Confectionery, biscuits and pastry Non-alcoholic beverages Fruits and vegetables, dried fruits Dairy products, eggs As a networking event we were able to meet some potential new customers and have a number of leads to be followed-up over the coming weeks. Being at the exhibition allowed us to meet with decision makers and to discuss in detail what future opportunities may exist, we have already committed to attending next year s show. James Duff, National Key Account Manager Lily O'Brien s- Ireland, Exhibitor RETURN ON INVESTMENT FOR EXHIBITORS Return on investment for exhibitors from their participation at SIAL Middle East 2015 was equivalent to: 8% 28% 1 to 3 months of turnover 3 to 6 months of turnover 49% 6 months to 1 year of turnover 15% More than 1 year of turnover It was a real positive experience, structure, organisation and animations went very well, SIAL Middle East is a very elegant show, we will definitely come back! Lorella Roncolato, Director Dimensione Carne - Italy, Exhibitor

4 VISITOR ANALYSIS TOTAL ATTENDEES 91 countries NUMBER OF VIP HOSTED BUYERS 15,125 from 438 hosted buyers from 31countries 438 hosted buyers from 31countries TOP 10 INTERNATIONAL VISITOR COUNTRIES (EXCLUDING UAE) 7% 7% 6% 8% 5% 4% 3% 9% 35% 15% Saudi Arabia Kuwait India Oman Qatar Pakistan Egypt Bahrain Iran Jordan DIGNITARIES IN ATTENDANCE His Majesty King Mohammed VI, King of Morocco His Highness Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces His Highness Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the UAE, Minister of Presidential Affairs and Chairman of Abu Dhabi Food Control Authority Agriculture Ministers from Morocco, Palestine and Jordan More than 50 Ambassadors and Consul Generals NUMBER OF CHEFS AT LA CUISINE 682 chefs 5 KEY STATISTICS SHOWING VISITOR OPINIONS Probably one of the best food & beverage events in the MENA region, we met quality exhibitors. The best of Middle East F&B all under one platform, sharing a common passion for quality products. Definitely a must visit!!!. Hosted Buyer, India 90% of visitors will recommend their industry peers to visit SIAL Middle East 89% of visitors appreciated the diversity of exhibitors 92% of visitors will attend the event in % of visitors attended the event with the main objective of 'Finding new suppliers'

5 VISITOR ANALYSIS WHAT ARE OUR VISITORS SOURCING? Visitors at SIAL Middle East sourced from a variety of product groups on offer. Here are the top 10 products sourced: Grocery products, dried products Dairy products, eggs Cured and salted meat Fruits and vegetables, dried fruits Fish, molluscs and shellfish Confectionery, biscuits and pastry Poultry and game Non-alcoholic beverages Equipment, technologies and services Meat and tripe 12% 8% 9% 12% 9% 11% 9% 10% 10% 10% BUSINESS ACTIVITIES REPRESENTED BY OUR VISITORS Be it import/export, dealers/distributors or foodservice professionals, SIAL Middle East attracts top quality audience catering to the products on display: 5% 8% 5% 8% 4% 4% 4% 12% 19% 31% Interesting and getting larger year on year. Seeing suppliers from the previous exhibitions proves the success of their previous participation. Hosted Buyer, United Arab Emirates Import / Export / Trade Foodservice Restaurant / Cafe Central Purchasing Group Distributor / Agent Retailer Hotel Wholesaler Supermarket / Hypermarket Agency / Consultancy

6 FEATURES MORE THAN JUST AN EXHIBITION HOSTED BUYER PROGRAMME Strategic Partner HOSTED BUYER PROGRAMME In partnership with the Abu Dhabi Food Control Authority, SIAL Middle East hosted 438 buyers from 31 countries to promote business matching at the show. All hosted buyers at SIAL Middle East are selected through a stringent process and a minimum purchasing power of US$ 500,000 was required to qualify. SIAL Middle East fully hosts its buyers including flights, accommodation and airport transfers. 100% of the hosted buyers would like to return in 2016 HOSTED BUYER INTRODUCTION SUITE Launched this year, the Hosted Buyer Introduction Suite provided a private dedicated space for exhibitors to meet with batches of selected Hosted Buyers. 7 structured Speed Networking Sessions based on sourcing requirements (confectionery, dairy, fruits/vegetables, grocery, non-alcoholic beverages and meat/tripe) of hosted buyers were organised over 3 days. Exhibitors and Hosted Buyers had 3 minutes to exchange business cards, introduce products and schedule a detailed meeting if required. After our experience in importing and visiting a lot of countries in Europe, South America or Asia, can tell this is one of the best Hosted Buyer Programme we have done. Hosted Buyer, Qatar SOME OF THE TOP HOSTED BUYERS AT SIAL MIDDLE EAST KEY STATISTICS FROM OUR HOSTED BUYER PROGRAMME 9,871 introductions and meetings between exhibitors and hosted buyers 89% of hosted buyers rated the quality of meetings from good to excellent 21 was the average number of meetings attended by hosted buyers 81% of hosted buyers appreciated the newly introduced Speed Networking Sessions.

7 FEATURES LA CUISINE Organised by the Emirates Culinary Guild, La Cuisine saw fierce competition between more than 680 chefs from all over the region. Best Cuisinier Mithun Chamika Dharmawardana Radisson Blu Deira Creek Dubai Hewa Dalugodage Best Arabian Cuisinier Mohamad Khalil Fahed St Regis Saadiyat Abu Dhabi Best Pastry Chef Dinesh Chathuranga Perera Rosewood Abu Dhabi Best Kitchen Artist Samantha Kumara Gloria Hotel & Furnished Apartments Dubai Winner - Etihad Meal Class Michelle A Gabay Emirates Flight Catering Dubai Winner- Food Safety Runner Chaminda Jayalal Bandara Miramar Al Aqah Beach Resort Fujairah LA CUISINE VIP EVENING GLOBAL CHEFS CHALLENGE SEMI-FINAL The Global Chefs Challenge Semi-final was held alongside La Cuisine. 7 teams from across the region competed in 3 competitions including Global Chefs, Global Pastry Chefs & Hans Bueschkens Young Chefs Challenge. Junior sous chef Thamara Kumari from The St. Regis Saadiyat Island Resort in Abu Dhabi won the challenge to represent UAE at the Global Chefs Challenge Final in Greece. NEW IN 2015 LA CUISINE VIP EVENING More than 100 senior chefs in the region attended the La Cuisine VIP Evening hosted by SIAL Middle East at Shangri-La Abu Dhabi. The information setting served as an excellent networking platform for foodservice and HORECA industry. NEW IN 2015 LA CUISINE AIRLINE CATEGORY ROAMING CHEFS LA CUISINE AIRLINE CATEGORY The Airline category officially became part of La Cuisine. More than 15 chefs participated in this category to prepare a lunch/dinner menu for business class passengers. Michelle A Gabay from Emirates Flight Catering Dubai won the La Cuisine Airline Category competition. NEW IN 2015 ROAMING CHEFS A brand new concept for this year. Senior chefs from La Cuisine took guided tours around the show resulting in more than 2,200 meetings over 3 days of the event. NEW IN 2015 Onboard Cateringat ONBOARD CATERING OnBoard Catering proved to be an ideal platform for travel catering suppliers and food manufacturers aiming to break in to the airline sector. A record number of airlines were in attendance this year. Here are some of the top airline and catering buyers who attended OnBoard Catering 2015.

8 FEATURES THE MERCURYS refreshed THE MERCURYS Leaders in travel catering sector from around the world were honoured at the 34th annual Mercurys, during a ceremony attended by the crème de la crème of the global travel catering industry. Many of the airlines attending OnBoard Catering were present at the Mercurys in a social setting. The winners of the Mercurys 2015 were: The incredible thing is that The Mercurys stand for two key things, innovation and excellence and we really thought our product fitted the bit. In terms of that we are delighted to support why it is really regarded as the leading industry award. Chris Jackson, VP Global Specialist Services, DHL - United Kingdom. The Mercurys 2015 Winner, Production (Equipment) Category Airline Meal Perth Inflight Australian Salmon and Smoked Trout Brick with Catering Grilled Shark Bay Prawn and Green Pea Puree Food Ready-to-Eat Balkis Gourmet Gourmet Halal delicatessen Food Desserts & Confectionery Lily O'Brien s Lily O'Brien's Halal Certified Desserts Range Beverage Air Berlin Air Berlin Flieger Cocktail A Heritage Story Equipment Production DHL Delivering Innovation and advancing the Green Agenda in Airline Catering Equipment Passenger Icebridge Chilled Minibar New Launch Hainan Airlines Art of Tea I was very confident that our product was innovative and it is unique and there is no similar product in the market. We really wanted brand awareness and visibility and we wanted to reach the right people. Salama Al Muhairi, Managing Director, Soil Store UAE, SIAL Innovation Gold Winner SIAL INNOVATION A unique celebration of 100+ most innovative food and beverage products out of 200+ submissions. All selected and finalist products were displayed at the dedicated Innovation Area at SIAL Middle East. The Coffee Brewer from Soil Store, UAE was the Gold Award Winner and has been invited to showcase their product at SIAL Innovation World Champions around the world. Here are the SIAL Innovation winners: Award Product Company Country Gold Award The Coffee Brewer Soil Store UAE Silver Award Woos Mosaique Distribution France Bronze Award Ice Su Turkish Coffee Milkshake Cevher Gida Sanayi Ticaret A.S. Turkey SIAL INNOVATION WORLD CHAMPIONS NEW IN 2015 As part of this new initiative, 7 SIAL Innovation winners from SIAL Paris, SIAL Canada, SIAL China, SIAL ASEAN Manila, and SIAL InterFOOD Jakarta were present to showcase their innovative products to buyers and visitors. SIAL MIDDLE EAST & ETIHAD AIRWAYS PARTY This was the 3rd year when SIAL Middle East and Etihad Airways jointly hosted a reception for exhibitors, hosted buyers and Etihad Airways suppliers at aloft Hotel Abu Dhabi. SIAL Innovation award winners were also announced during the event.

9 FEATURES SIAL WORLD SUMMIT NEW IN day global summit focusing on food & beverage innovation with 50+ speakers from around the world. 4 dedicated streams including World Food Innovation Summit, Hotel & Restaurant Summit, Mass & Airline Catering and Food Retail & Import/Export. ABU DHABI FOOD SECURITY ALLIANCE ABU DHABI FOOD SECURITY ROUNDTABLES NEW IN 2015 Food Security Center - Abu Dhabi (FSCAD) brought together for the first time ever top government officials, CEOs and industry experts to discuss ways of ensuring the availability of affordable, sustainable and nutritious food. The roundtables were held as part of Abu Dhabi Food Security Alliance, which represents a model of partnership between the public and private sectors, and aims to unify efforts to strengthen state of food security at the UAE level. The alliance was signed in presence of HH Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister, Minister of Presidential Affairs, Chairman of Abu Dhabi Food Control Authority. CEREMONY THEATRE NEW IN 2015 Another first at SIAL Middle East 2015! Ceremony Theatre proved to be an ideal platform for various sponsors and exhibitors to hold their individual events. Over the 3 days, number of events were held including ADFCA Excellence Awards and Health Authority of Abu Dhabi (HAAD) Awards & Workshop. Overall these events were attended by more than 500 attendees from across the region. World TOUR WORLD TOUR NEW IN 2015 In partnership with Nielsen, one of the world s largest research by companies, most up to date information on retail and eating habits from 33 countries across the world was presented on the show floor including representation from all GCC countries. This award gave us incredible media visibility on TV, print and also online. We ve gained tremendous respect from the biggest French retailers Frederic Ventre, Founder Yooji (2014 Gold Winner, SIAL Paris, SIAL World Champions) - France REGIONAL BARISTA CHAMPIONSHIP REGIONAL BARISTA NEW IN & LATTE 2015 ART CHAMPIONSHIP NEW IN 2015 One more feature launched for 2015, the Regional Barista and Latte Art Championship highlighted the skills and knowledge of the region s best coffee makers. More than 21 baristas participated in the competition. Fredrick Bejo from Stomping Grounds Café, Dubai won the Latte Art Championship and Armiel Alkuino from La Marquise International, Dubai took away the Barista Championship trophy. Both winners received a trophy, participation certificate, cash prize of AED 5000 and a return airline ticket to any destination in the world.

10 PROMOTIONS & MEDIA ENSURING RIGHT VISITORS ATTEND SIAL MIDDLE EAST Direct marketing: 3.2 million s delivered 900+ hours of telephone calling to potential visitors SMS campaign to 10,000 contacts 3 half-day media roundtable events in key regional markets including Riyadh, Jeddah and Doha in September. Attendees included Food critics and reviewers (newspapers & magazines), Executive Chefs from leading hotels, Chefs with a good network or local reputation, Radio, TV food programming presenters and Food Bloggers 16-page supplement in 83,000 copies of Gulf News the highest circulating newspaper in the UAE 20-page supplement in 65,000 copies of The National the leading English newspaper in Abu Dhabi 8 weeks PR campaign to highlight SIAL Middle East and Abu Dhabi International Date Palm Exhibition in local and regional media. Total value of press exposure this year was in excess of US$2.5 million A dedicated digital retargeting campaign for visitors leaving the website without registering Advertising and ticket inserts in 34 trade magazines across Europe, the Middle East & Asia. I am really happy about the show. I met many buyers not only from UAE region but also From India, and North/ Central Africa. In only one show I could reach many geographic areas, a positive I really like the show. It has experience! been busy for us so far. At Fabrizio La Barbera, Consultant SIAL, we get more time to talk to Gallo Gelati - Italy, serious buyers. Exhibitor David M. Bryant, Chief Executive Officer Export USA Commodities - USA, Exhibitor We launched a new line of products at SIAL Middle East and we are very enthusiastic about the reception and several contacts we made. We will return! Thank you! Carla Lima, Marketing Manager Dona Caetana - Portugal, Exhibitor in airline c FACE O LA CU 600 chefs batt in the fiercely co com Since 2010 I am attending SIAL all over the world. It is really good experience & big impact on our business. Hosted Buyer, Qatar

11 JOIN THE WORLD NUMBER ONE FOOD INNOVATION NETWORK MONTRÉAL April 2016 TORONTO 2-4 May 2017 PARIS Oct ABU DHABI 5-7 Dec SHANGHAI 5-7 May 2016 JAKARTA 9-12 Nov MANILA 31 May-2 June 2016 conception : Images by SÃO PAULO 5-7 April A L -GRO U P. C O M an event b y

12 LOOK DEEPER Abu Dhabi The Middle East food innovation exhibition 5 TH - 7 TH DEC 2016 ABU DHABI NATIONAL EXHIBITION CENTRE W W W. S I A L M E. C O M Join us INTERNATIONAL PARTICIPATION Alessia Carolo (North America, Central America, Northern Europe, France, Italy, Portugal, India, Pakistan) E: alessia.carolo@comexposium.com T: +33 (0) Elly Habt (Asia, Oceania, South America, Africa, Spain, Central and Eastern Europe) E: elly.habt@comexposium.com T: +33 (0) GCC & MIDDLE EAST PARTICIPATION Omar Hassan E: o.hassan@sialme.com T: Ext: 105 M: Dan Mesfin E: d.mesfin@sialme.com T: Ext: 111 M: Mohamed Bahgat E: m.bahgat@sialme.com T: Ext: 110 M: