Organic Mecca attracts 43,000 visitors

This year the world’s leading fair for organic products brought together 2,557 exhibitors and around 43,500 visitors. Whilst many people were expecting a substantial decline in visitor numbers, the actual shortfall of 7 % proved to be moderate. Despite this shortfall, many exhibitors and visitors alike were very pleased with the fair itself, that once again proved its worth as the meeting point of the international organic industry. Large numbers of people took advantage of the congress programme that offered even more than in previous years. (Picture: Visitors in CCN Ost streaming into BioFach and Vivaness)
During the four days of BioFach and Vivaness from 17 – 20 February 2010, the exhibition site in Nuremberg became the focus for the organic world. International visitors again constituted 38 % of the total, with specialist buyers coming to Germany from 121 countries and in particular from Austria, France, Italy, the Netherlands, Poland and Switzerland. The slightly lower number of visitors corresponded to the decline in the number of exhibitors. (Picture on left: Despite building work, visitors were directed straight to the west and central entrances or taken by bus to the entrance of CNN Ost)

The vast majority of the 2,557 exhibitors (2009:2,733), two-thirds of whom were from abroad, were pleased with the quality of visitors. According to a survey carried out by an independent organization, 85 % of BioFach exhibitors and as many as 97 % of Vivaness exhibitors are anticipating a boost to their business in the wake of the fair. This is an increase of 12 % and 16 % respectively compared with last year, which is clear evidence of optimism going forward. Whereas many people attributed the decline in attendance to the economic crisis, others thought the reason could be the changed schedule (Monday to Saturday) and the many company and regional trade fairs. The fact is that the balancing act between the global organic industry here and the domestic specialist trade there is not simple for an exhibition company. (Picture: Johannes Gutmann, the founder of Sonnentor, still bursting with energy on the last day of the fair)

The atmosphere was not affected by the economic crisis or the fact of fewer visitors. Peter Knopp, the head of retail business at the market leader Dennree, said on the last day that he was delighted with the number of retailers and with the quality of discussions with them. He regretted the absence of the joint stand of the wholesalers Die Regionalen, who decided to have a break this year. Volker Krause too, the founder of Bohlsener Mühle, thought it was a pity that the wholesalers were acting ‘like sulking children’. In his view: “We want to develop the market, and we won’t make progress if we’re not at BioFach.” (Picture: Paul Söbbeke, Michael Radau and Volker Krause)

“BioFach has defied the crisis. The four days at the fair have proved that the organic industry is still in full swing. The trend towards organic and ecologically sustainable consumption is continuing. Periods of slower growth provide the opportunity to decide where to set up business and also to work on joint future concepts. We were particularly pleased with the how much political and media attention there was for this year’s theme Organic + Fair,” says Claus Rättich, a member of the management of NürnbergMesse. (Picture on right: attractive booth of Organic Africa)

However, some exhibitors and Fair Trade associations regretted not having clear criteria for exhibiting in this special category. If visitors to their exhibition space can’t immediately see why an exhibitor is there with his products, the special brochures for Organic + Fair should come to their assistance. But what you can read there is, for example, that the manufacturers of “Organic from Denmark” employ only people who want to work for them and don’t use child labour. As well as the recognised Fair Trade organisations like Fair Deal Trading (UK), Bio Partenaire (France), Gepa (Germany) or Claro (Switzerland), many firms are listed who may be recognised organic businesses and organizations but whose inclusion in the Fair Trade category is difficult to justify. (Picture on left: Organic + Fair exhibition area)

In the region of 8,000 participants took advantage of 180 events in the BioFach congress and six special forums to exchange information on the market with particular emphasis on fairness and sustainability. The Fair & Ethical Trade Forum alone attracted around 750 people. In the coming weeks, Organic-Market.Info will report in detail on some of these events. As we can see from the mostly high level of attendance, the topics of the forums and seminars were well chosen. (Picture on right: Many organizations and associations like BÖLW provided information for visitors or offered them a break in their cafés)

Fairness and sustainability were important themes at Vivaness too: “Visitors have been specifically asking about the added value of our products. Fair Trade and sustainability of not only raw materials but also packaging are crucial issues today,” says Dr. Alexandra Vogel, the head of public relations at i+m Naturkosmetik Manufaktur in Berlin. Vivaness is the international platform for natural cosmetics and wellness, and this year 183 manufacturers from 21 countries presented their products. After Germany with 88 manufacturers came France with 29, followed by Italy (16), Great Britain (12) and Austria (8). The international organic industry will next meet from Wednesday 16 February to Saturday 19 February 2011 at the Trade Fair Centre in Nuremberg. (Picture on left: Looking down on Vivaness 2010)

Once again, the textile area served its purpose extremely well. An additional attraction this year was the twice-daily fashion show that was attended by many visitors. The exhibitors in the natural textiles category were thrilled with this magnet. The German underwear manufacturer Comozo presented their products for the first time at BioFach and immediately established good contacts that went beyond their expectations. “We’ll certainly be here next year as well,” said manager Frank Löffler. The company, that has had Fair Trade certification since 2008, took home a “thoroughly positive impression”. Frank Schell from Living Crafts also expressed his complete satisfaction. His company recorded about a third more visitors to its stand and received excellent feedback on its new collection and new marketing concept. (Picture: Frank Schell - very pleased with the textile area)

As in previous years, the evening events were very popular and therefore well attended. It all got going on Wednesday evening (17.2.2010) with a “Come Together” organized by BNN Herstellung und Handel that was attended by some 450 registered guests from the specialist organic trade in Germany who enjoyed a splendid buffet. This was followed on Thursday by more than 20 stand parties in, for example, the Vivaness hall, on the stands of the associations Bioland, Demeter and Naturland, and in the international section at Organic Africa (picture on right), the Fairtrade Labelling Organization and BioFach Globally.

The Organic + Fair “Bionacht” party night on Friday – principally for exhibitors, organizations and journalists - was attended by well over 1,000 people. The dairy Upländer Bauernmolkerei – famous for its Fair Trade milk – dispensed its tasty milk drinks free of charge and even provided a model of a cow for people to decorate. Many of the guests danced until midnight, drawing to an end the action-packed days at the fair in the company of friends and acquaintances.