food. IT S OUR BUSINESS.

food. IT S OUR BUSINESS. Post show report 2012 17-19 JUNE 2012 ASB SHOWGROUNDS GREENLANE, AUCKLAND NZ www.finefoodnz.co.nz

Introduction Fine Food New Zealand 2012 is New Zealand s foremost international trade exhibition for the retail, foodservice and hospitality industries. It was successfully staged from 17 19 June 2012 at ASB Showgrounds, Auckland, New Zealand. The show utilised significantly more floor space, signed up 9.5% more exhibitors and attracted 5% more visitors than the inaugural 2010 event. Highlights of the show include: 267 exhibitors, including 45 international exhibitors 6,101 visitors, comprising retail, foodservice and hospitality buyers Strong support across the retail, foodservice and hospitality sectors Fine Food New Zealand is part of the Fine Food group of exhibitions that includes Fine Food Australia, Fine Food Western Australia, Fine Food Queensland and Fine Food India. As organisers of this event, North Port Events and Diversified Exhibitions Australia are committed to bringing buyers and sellers together in a professional environment that generates business. Information sources We commission surveys of visitors and exhibitors during and after the event to measure the success of the show and monitor audience quality. Extracts are available on request to support quoted statements and statistics. A total of 6,101 visitors, comprising of the retail, foodservice and hospitality sectors.

Contents Executive summary...4 Key facts...5 Special show features...6 Visitor analysis...7 Exhibitor survey...11 Marketing campaign...13 Exhibitor quotes...14 Industry partners...16 Contact...17

Executive summary Fine Food NZ 2012 featured 267 food, drink and equipment exhibitors (a 9.5% increase on the 2010 show), attracted 6,101 visitors (a 5% increase on the 2010 show); and channelled $1.55 million into the Auckland economy. The show s impressive growth required us to expand the floor area from Halls 2, 3 and 4 at ASB Showgrounds in 2010 to utilising Halls 1, 2, 3 and 4 in 2012. In the lead-up to the show, the main objective was to attract sufficient high quality exhibitors in a wide range of industries to enable the show to fulfil the expectations of visitors and facilitate maximum sales. Surveys show that 68.1% of exhibitors were hoping to meet business owners, directors or managers, while 69.8% wanted to connect with purchasing managers. At the show, 74.1% saw owners, directors or managers, while 53.4% saw purchasing managers a great result. Moreover, 86.3% of visitors expressed their overall satisfaction with the show. During the show, our objective was to facilitate maximum sales and sales leads gathering for our exhibitors. Survey results show that 89.2% of visitors discovered new products, services or suppliers at the show and total visitor spend at the show was $13,667,248 an average spend of $2,240 per visitor. 89.2% of visitors discovered new products, services or suppliers at the show and total visitor spend at the show was $13,667,248 an average spend of $2,240 per visitor.

Key facts Venue ASB Showgrounds, Auckland, New Zealand Dates 17 19 June 2012 Hours Sunday 10am 5pm Monday 10am 5pm Tuesday 10am 5pm Gross area 9,800 square metres Stand costs Exhibition stands sold 3,626 square metres Exhibitors 267 exhibitors, including 45 international exhibitors Visitors 6,101 visitors, comprising retail, foodservice and hospitality buyers Admission Restricted to persons in the food, drink, and equipment trades. Admission free with pre-registration, or $20 at the gate. Unserviced (space only) stands: NZ$330 per m 2 Serviced stands: NZ$363 per m 2

Special show features NZ Chefs Association Gourmet Pacific Challenge Competitions for junior chefs producing individual courses, junior teams creating three-course meals and senior chef teams cooking 140 covers of a three-course meal, complete with wine matches. NZ Chefs Association Battle of the Tasman Teams of senior chefs from Australia, Singapore and New Zealand cooking 70 covers of a four-course meal, followed by two hours of service. The results were judged by an international panel of experts from Australia, Singapore and Hong Kong. Weston Milling Trainee of the Year Competition Live bake-offs between talented young bakery trainees, plus live baking demos from professional bakers. Baking Industry Association of NZ Bakery of the Year Competition Live judging on the opening day of the show and all products entered in the competition were on display. Best New Product Awards Launched at the 2010 show these awards were expanded in 2012 to include a dedicated showcase on the exhibition floor. The number of companies entering the awards increased by 10% compared with 2010. The Best New Product Awards serve as a benchmark for excellence in the foodservice, food retail and hospitality industries, showcasing new and innovative products and services in the following categories: Best New Retail Innovation sponsored by Supermarket News. Best New Food or Beverage Product sponsored by FMCG. Best New Foodservice Product sponsored by Restaurant & Catering. Best New Hospitality Equipment sponsored by Hospitality Magazine. Worlds of difference Fine Food NZ 2012 added new, dedicated sector areas, including Packaging World and Gourmet World, to the existing Equipment World, Drinks World, Bakery World, Dairy World and Meat and Seafood World. Dedicated networking space We introduced the Fine Food Business Lounge on the exhibition floor for corporate hospitality and face-to-face meetings between exhibitors and buyers.

Visitor analysis A total of 6,101 high quality trade visitors attended the exhibition over three days and were highly satisfied with their visit: 86.3% expressed their overall satisfaction with the show. 86% were likely or highly likely to recommend the show. 89.2% of visitors discovered new products, services, or suppliers. 73.9% of visitors were likely or highly likely to recommend products seen at the show. Total visitor spend: $13,667,248. Average spend per visitor: $2,240. Business type: Cafés (576 visitors), manufacturers (545 visitors), restaurants (524 visitors) and wholesalers/distributors (518 visitors) were the most common business types. Media 0.3% Liquor Store 0.4% Butcher 0.5% Independent Takeaway 0.5% Pizzeria 0.7% Education Facility-Canteen 0.8% Convenience Store 0.9% Healthcare/Aged Care 1.3% Association/Government 1.4% Food Safety and Handling 1.7% Food Broker 1.7% Fast Food/Quick Service 2.0% Deli/Gourmet 2.3% Club/Bar/Venue 3.1% Consultancy 3.4% Supermarket 3.8% Hotel/Motel/Accommodation 3.8% Bakery/Patisserie 4.2% Caterer 5.3% Importer/Exporter 6.1% Education/Student 7.6% Wholesaler/Distributor 9.9% Restaurant 10.0% Manufacturer 10.4% Café 11.0% 0% 10% 20% 100%

Job function: Well over half of visitors (56.4%) were either business owners, directors, general managers, sales and marketing managers or purchasing managers. Butcher 0.5% Pastry Chef 0.7% Catering Manager 0.9% Media 0.9% Barista 1.2% Barperson/Waiter 1.2% Food Technologist 1.6% Food and Beverage Manager 1.7% Catering Manager 1.9% Sous Chef/Chef de partie 2.3% Baker 2.9% Consultant 2.9% Cook 3.3% Executive Chef/Head CHef 4.4% Student/Trainee 4.6% Operations Manager 4.8% Purchasing Manager/Buyer 5.3% Sales/Marketing 14.5% Owner/Director/General Manager 36.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Areas of interest: the top three product areas that interested visitors most were food service products (55.7%), hospitality equipment (45.2%) and packaging (43.7%). Other 3.9% Fair trade/ethical 16.6% Liquor 17.2% Retail Equipment 21.6% Ready/prepared meals 21.6% Confectionery 22.0% Bakery Equipment 23.8% Frozen food 31.0% Dairy 31.4% Coffee 32.4% Drinks 32.7% Gluten free food 35.1% Natural & organic products 35.3% Bakery 37.0% Catering equipment 38.0% Ingredients 39.4% Food retail products 41.0% Meat & seafood 42.0% Gourmet food 42.0% Packaging 43.7% Hospitality equipment 45.2% Food service products 55.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Recommending purchase: 73.9% of visitors said they were likely or highly likely to purchase or recommend a product or service seen at the show. New products: 89.2% of visitors said they discovered new products, services or suppliers of commercial interest at the exhibition. 4.1% Unlikely (3-4) 0.9% Highly unlikely (1-2) 10.8% No 21.2% Somewhat likely (5-6) 36.9% Highly likely (9-10) 89.2% Yes 37% Likely (7-8) Overall satisfaction: 86.3% of visitors said they were very satisfied or satisfied given their reason for attending. The number products on display 80.3% The ease of finding new products 74.5% The number of products relevant to your profession 75.2% The ease of finding products relevant to your profession 75.6% Overall satisfaction, given your reasons for attending 86.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 89.2% of visitors said they discovered new products, services or suppliers of commercial interest at the exhibition.

Level of annual spend: 38.5% of visitors said they spent $100,000 or more per annum on commercial food products for their business. The average level of spend per visitor was $284,488. $1,000,000+ $1,000,000+ 14.4% $500,001 - $1,000,000 5.9% $200,001 - $500,000 9.3% $100,001 - $200,000 8.9% $50,001 - $100,000 9.3% $25,001 - $50,000 11.1% $1 - $25,000 21.3% $0 19.7% $500,001 - $1,000,000 $200,001 - $500,000 $100,001 - $200,000 $50,001 - $100,000 $25,001 - $50,000 $1 - $25,000 $0 The average level of spend per visitor was $284,488 Spend at the show: Visitors spent $13,667,248 at the show an average of $2,240 per visitor. Almost 30% of visitors spent more than $2,000. $1-2,000 70.3% $2,001 - $5,000 12.5% $5,001 - $10,000 4.7% $10,001 - $20,000 5.9% $20,001 - $35,000 1.2% $35,001 - $50,000 2.7% $50,001 - $100,000 0.8% $100,001 - $250,000 0.0% $250,001 - $500,000 1.6% $500,001 - $1,000,000 0.4% $1,000,000+ 0.0% Total value of purchases at show $1-$2,000 $2,001-$5,000 $5,001-$10,000 $10,001-$20,000 $20,001-$35,000 $35,001-$50,000 $50,001-$100,000 $250,001-$500,000 $500,001-$1,000,000

Exhibitor survey Fine Food NZ 2012 featured 267 food, drink and equipment exhibitors (a 9.5% increase on the 2010 show), 47.4% of whom were new to the show. The event has become a preferred medium for launching new products, with 77.6% of exhibitors launching one or more new products at the show. Exhibitors made good use of the show s promotional opportunities with 48.8% of exhibitors generating additional orders or sales leads as a result of promoting a special at the show. Overall exhibitors noted an average increase of 17.6% in product or brand recognition. And the show enabled exhibitors to make an average of $8,483 in sales at the show and generate an average of $54,724 in sales leads. Reasons for exhibiting: Almost all exhibitors (96.6%) wanted to increase awareness of their brand or products and 83.6% wanted to meet existing customers and suppliers at the show. Increasing brand or product awareness 96.6% Meeting existing customers & suppliers (networking) 83.6% Generating high value sales leads 82.8% Launching new products 72.4% Generating a large volume of sales leads 70.7% Generating sales orders at the show 47.4% Finding a distributor/dealer/importer 34.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Satisfaction: Exhibitors were mainly very satisfied or satisfied that they met their top four objectives at the show. Increasing brand or product awareness 73.7% Providing opportunities to network 67.9% Helping you generate high value sales leads 49.1% Supporting the launch of your new products 71.1% Helping you generate a large volume of sales leads 36.4% Helping you generate sales orders at the show 31.3% Helping you find a distributor, dealer or importer 43.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Sales leads: Exhibitors gathered an average of 42 sales leads each and 24% gathered more than 50 leads at the show. The average value of leads gathered at the show was $54,724. Sales leads per exhibitor More than 1,000 0.0% 751-1,000 0.0% 501-750 0.0% 251-500 0.9% 201-250 1.7% 151-200 1.7% 101-150 7.8% 51-100 12.1% 21-50 23.3% 11-20 18.1% 6-10 16.4% 0-5 11.2% Not applicable 6.9% 251-500 201-250 151-200 101-150 51-100 21-50 11-20 6-10 0-5 Not applicable Value of sales leads per exhibitor $1,000,000+ 0.0% $500,001 - $1,000,000 1.7% $250,001 - $500,000 2.6% $100,001 - $250,000 10.3% $50,001 - $100,000 12.1% $35,001 - $50,000 6.0% $20,001 - $35,000 7.8% $10,001 - $20,000 8.6% $5,001 - $10,000 13.8% $2,001 - $5,000 8.6% $0-2,000 6.9% Not applicable 21.6% $500,001-$1,000,000 $250,001-$500,000 $100,001-$250,000 $50,001-$100,000 $35,001-$50,000 $20,001-$35,000 $10,001-$20,000 $5,001-$10,000 $2,001-$5,000 $0-2,000 Not applicable Onsite sales: Exhibitors took home a total of $2,239,448 from onsite sales an average of $8,483 per exhibitor. $1,000,000+ 0.0% $500,001 - $1,000,000 0.0% $250,001 - $500,000 0.0% $100,001 - $250,000 2.6% $50,001 - $100,000 2.6% $35,001 - $50,000 0.9% $20,001 - $35,000 3.4% $10,001 - $20,000 2.6% $5,001 - $10,000 4.3% $2,001 - $5,000 6.0% $0-2,000 62.9% Not applicable 14.7% $100,001-$250,000 $50,001-$100,000 $35,001-$50,000 $20,001-$35,000 $10,001-$20,000 $5,001-$10,000 $2,001-$5,000 $0-2,000 Not applicable

Marketing campaign An extensive promotional campaign with a rate card value of approx $200,000 utilised print and online advertising, DMs and EDMs, social media and public relations. The campaign was highly effective, resulting in a 5% increase in attendance plus 8,882 online registrations. The campaign attracted many new visitors 54.9% of visitors had never attended a Fine Food show prior to Fine Food NZ 2012. Fine Food NZ established partnerships with Review Publishing publishers of Supermarket News and Restaurant & Catering and Mediaweb, publishers of Hospitality/Thirst Magazine and FMCG. These partnerships resulted in extensive print coverage including full-page advertisements, inserts, show previews, a Buyers Guide, plus pre- and post-show editorial. The Fine Food NZ website was completely rebuilt to offer visitors enhanced search features, the ability to create personalised show itineraries and interactive floor maps. Exhibitors received their own promotional profile pages on the website that they could link to their Facebook and Twitter accounts, and use to help drive traffic from their own websites. These profile pages now provide a year-round resource, driving visitors to exhibitor websites long after the show. A social media campaign utilising Facebook, Twitter and LinkedIn encouraged visitor interaction in the leadup to the event. The Facebook page achieved close to 1,900 Likes prior to the show. This resulted in hundreds of interactions every week and a viral reach of over 600,000 via friends of fans. Over 100 people actively joined the conversation on Twitter while targeted LinkedIn advertising achieved over 500,000 impressions. A widespread PR campaign resulted extensive coverage, including an interview with North Port Events CEO Dona White on TVNZ Breakfast, print coverage in Meeting Newz, Tourism Business magazine, NBR Food Industry Week, Admedia, Manawatu Standard and The Press, online editorial in foodnews.co.nz, hosponews.co.nz, foodie.co.nz, yahoo.co.nz, voxy.co.nz, fresh.co.nz, pmflegal.co.nz, nzherald.co.nz and gisborneherald.co.nz. Overall a PR value of approximately $250,000 was achieved.

Exhibitor Quotes A great show with fantastic people and a wonderful range of products. Taking part should be compulsory for anyone in the hospitality industry. Thanks, we thoroughly enjoyed ourselves. The Team from Skellon Foods (Skellonz) Dealing with the team at North Port Events and Fine Food has been a pleasure, always had the answer or the right person to put me onto. Having the BIANZ Feature Area in such a great spot we were able to showcase our business and the industry to everyone that came through, no one could miss it. Veronica Thompson, Marketing Executive, Weston Milling New Zealand It was our first time at Fine Food New Zealand and compared to other shows we have done this one really worked for us! Meeting the right people in the right circumstance lead to new customers new sales and better brand awareness. Looking forward to 2014 and bigger better highs! Tracy Levey, Alpine Gold Fine Food NZ was a well-run trade show that provided significant opportunities for our business. We generated a large number of leads from people interested in how we can help their business and formed some great relationships with dealers and suppliers. Attie O Rourke, Silver Chef The Fine Food show was a great event and while showcasing our products it was a great place to catch up with our existing clients. This platform also helped us meet with new prospects and gain further exposure for our brand. Ticked all the boxes and helped us spread the Altura Coffee experience. John, Altura Coffee Fine Food New Zealand was a great experience it was a really well organised show with a great range of exhibitors and, for us, generated a lot of quality leads. We ll definitely be back! Helen Robinson, Organix Wholefoods I have been to Fine Food shows across Australasia for many years and would rate the Auckland show as one of the better shows held. With time this show could and should become NZ s premier show to generate large volume international and local food sales and provide a one-stop location for the New Zealand food and beverage industry. Winston Herbert, ENZA Foods NZ Ltd The web-based system for promoting products, show specials, etc. was great, very intuitive and effective. The pre-show visibility we received via the FFNZ web site was beneficial and instrumental in us receiving greater results than previous shows. - Philip Dowling, Nero Italia Fine Foods NZ 2012 was a great boost for our business and provided great exposure in one event. - Mike Grassick, JL Lennard

Anonymous testimonials from exhibitor survey I feel proud as a business owner to be associated with such a professionally run show. Couldn t fault anything and can only praise the team and the calibre of exhibitors. Run off my feet with orders, show visitors and new leads. Well laid out. We will be demanding the same site again and have our hands up to be back for the next one. We attend around six trade shows a year and this has been the best trade show in 10 years! Excellent showcase for the foodservice industry, offering opportunity to showcase new products/services and to network with industry colleagues. Launching our range of food base products from Custom Culinary USA at Fine Food NZ was the best venue available. The show provides a targeted audience to foodservice businesses. A well organised, systematic trade fair. One of the best organised trade fair shows across the globe. In simple words it s value for the money spent. Excellent showcase for foodservice industry, offering opportunity to showcase new products/ services and to network with industry colleagues.

Our Partners and Supporters: Future Events: Fine Food New Zealand 2014 ASB Showgrounds, Auckland 22 24 June 2014 Fine Food Australia 2013 Sydney Convention Exhibition Centre 9 12 September 2013 Fine Food Western Australia 2013 Perth Convention Exhibition Centre 14 16 April 2013 Fine Food Queensland 2014 Sponsors: Brisbane Convention & Exhibition Centre 9 11 March 2014 Fine Food India 2013 Pragmati Maiden Exhibition Complex 11 13 December 2013 Associate Sponsors: Media partners: Official charity:

Contact Want to exhibit and meet thousands of serious buyers? Contact a member of the Fine Food team to book your stand. Diversified Exhibitions Australia 424 St Kilda Road Melbourne VIC 3004 Australia Telephone: + 61 3 9261 4500 Facsimile: + 61 3 9261 4545 Web: www.finefoodnz.co.nz Email: mconstan@divexhibitions.com.au North Port Events PO Box 90300 Victoria Street West, Auckland, New Zealand Telephone: + 64 9 376 4603 Facsimile: + 64 9 378 7659 Web: www.finefoodnz.co.nz Email: dona@nthport.co.nz