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Agrana

Show: Institute of Food Technologists
Location: McCormick Place Convention Center
Industry: Food & Beverage

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Institute of Food Technologists 2024 (20x30)

Concept &
Design

The general aim was to create a summer festival atmosphere with a food truck and typical street festival seating (but also comfortable enough to sit on). Warm fairy lights hung between the food truck and the storage room can also be a good addition to reflect that summer feeling.

Challenge

The market for vegan organic food is also developing rapidly, and AGRANA, the Austrian food and industrial goods group, wanted to showcase its organic product range in the areas of fruit preparations and starch to the specialist audience at IFT FIRST. As an eye-catcher, the company invited visitors on an innovative culinary world tour and transformed the exhibition stand into a small street food festival. Taste the Good.

Solution

The concept was developed around a real food truck. The aim is for every detail and every product to be an authentic experience. Freshly prepared ice cream in the display cases, like the ‘Summer in Paris’, an ice cream served with a subtle cheese flavor in macaroon bowls with berry jelly. A typical stylish food truck banner printed with the finished products on the truck. The hanging banner draws attention to the company from afar. A small cocktail bar, in keeping with the theme, a display case on the side of the stand presenting functional drinks based on natural substances and the floor painted the color of asphalt to realistically depict the atmosphere.

Results

The result was a great success, both in terms of the image of the stand and the interest and demand for the company’s solutions, especially among customers who want to integrate current sustainability trends into their products.

Testimonial

I’m pleased to report that AGRANA Group booth concept got a big positive thumbs-up from our customers, booth visitors, and colleagues alike! They loved new visuals, delicious food concepts presented in the food truck, and all the thoughtful booth elements we planned together. We want to thank you for producing and building up our booth and share some comments to help us work together even better in the future.

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