With a focus on further developing Anuga with innovative concepts, expanding the B2B approach in a targeted fashion, and clearly distinguishing the trade fair from the competition, Jan Philipp Hartmann joined Koelnmesse in 2016.
The successful reorientation of ISM Middle East in Dubai provided him valuable international experience as a sales manager. He has been the director of Anuga since April 2023 and has been applying this expertise to develop the event further.
“I am already looking forward to Anuga 2025 – it will be a real highlight and probably the biggest B2B event of all time in the F&B industries,” said Hartmann.
“Together with my team, I am working intensively to provide new impulses and make exciting industry trends experienceable. Our ambition is to offer all participants an incomparable platform for exchange, inspiration and business opportunities.”
Knowledge partner Innova Market Insights has identified five critical trends characterising the food industry in the coming years. One trend is personalised nutrition: an ever-increasing number of consumers have sought food products that suit their health needs. Transparency and documented health advantages are thereby especially important.
The desire for natural and pure foods has also grown. The trend toward "Clean Labels," focusing on simple, transparent ingredients and plant-based alternatives like bell beans, has increased.
“A decisive moment for the industry will be Anuga, which will shift the focus to cell-cultivated meat and other alternative protein sources with the new trade fair.”
In addition to plant-based alternatives, cell-cultivated meat will also be a central theme of Anuga Alternatives, the new trade fair under the umbrella of Anuga. This will offer companies in synthetic meat products a valuable platform for presenting their innovations to a broad, global public and further advancing the discussion around sustainable, ethical nutrition alternatives.
“Despite the challenges, the sector's future remains promising. With the right strategy and innovation, the market has the potential to grow, mainly because the demand for sustainable food alternatives is increasing.”
Sustainability is also a significant factor. Consumers have attached importance to environmentally friendly production, resource-preserving ingredients, and sustainable packaging. Innovations like algae or cultivated proteins support this development.
Exhibitors can fill up the application form for ANUGA 2025 here
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