Drinktec cluster of Messe München and Fairtrade, a German organiser of food and beverage technology trade fairs)have signed a marketing cooperation to present their exhibitors and visitors with a broader range of products and services. Messe München's Drinktec includes international subsidiary trade shows in South Africa, China, and India. While fairtrade organises specialist trade fairs in Ethiopia, Ghana, Nigeria, and Iran.

The two companies now mutually support one another in their respective trade fairs through corresponding marketing and sales activities. Their combined expertise in beverage, food, and packaging technology, will push each party to expand their reach and strengthen each event. “We complement each other perfectly with regard to industries and country portfolios: the drinktec cluster can strengthen its presence on the African continent and further expand the range of FDT Africa with our partner's food technology and Africa expertise. In turn, fairtrade benefits from our global reputation and expertise in the beverage and liquid food industry. Together, we can combine the respective multipliers, partners and media into a global network for the food, beverage and packaging industries, thus guaranteeing our customers trade show platforms with even greater reach,” explained Petra Westphal, exhibition group director of the Drinktec cluster. “I am delighted that with this cooperation, we are offering further value to our exhibitors and visitors.”

Fairtrade's exhibition director, Paul März added that having worked in Iran since 1994 and on the African continent since 1997, they have a solid knowledge of these markets. März also stated that the combined expertise with drinktec cluster would result in valuable synergies in order to achieve joint growth opportunities.

The following events will be held this year: agrofood Nigeria, from March 28 to 30, 2017 in Lagos; iran food + bev tec from May 23 to 26, 2017 in Tehran; drinktec, from September 11 to 15, 2017 in Munich; and agrofood West Afrcia, from December 5 to 7, 2017 in Accra.