35 years of operation is a special anniversary. What were the company’s beginnings on the market like and what challenges did it face in the following years? How did its history unfold?
Małgorzata Ryttel: The company was founded in May 1990, so it is now 35 years old. It is a family business with a long tradition, founded by my father. The first trade fair we organized was the Leopold Fair in Lviv. A unique aspect of this venture was the fact that, as a Polish company, we were referring to the tradition of the pre-war Lviv fairs, which took place there before 1939. The idea to revive them after the war came from my father, and we managed to invite ten companies from various industries to the first edition. It was a multi-industry fair attended by representatives of the cosmetics, food, and processing industries, as well as producers of fruit, vegetables, textiles, and car parts. It was this event that marked the beginning of our activity in the field of fair organization.
And then everything happened very quickly – we organized trade fairs in Kiev, Dnipropetrovsk, and Moscow. Individual industries began to develop and, over time, focus on their own specializations. If it was the food industry, then it was exclusively food; if it was the automotive industry, then it was mainly Moscow, Kiev, and Dnipropetrovsk. In these cities, we even chartered planes because the number of exhibitors was really large. These were already industrial trade fairs, thanks to which we gradually expanded our activities throughout the East.
The natural next step was to enter Western markets. The first trade fair we organized there was Anuga, which is extremely prestigious and still enjoys a high reputation today. It is a food industry event covering a wide range of industries in this sector. Among other things, sweets, red meat, poultry, and dairy products were presented there – each segment had its own separate exhibition space. In this way, our business covered the entire range of the food industry.
And then new directions emerged: why not Paris? Why not Amsterdam? Why not go even further, for example to Barcelona? And so on and so forth.
In the current situation, I can say that we serve virtually the entire world – including distant Australia, Africa, and the entire Arabian Peninsula.
For over three decades, you have organized trade fairs on many continents, supporting Polish entrepreneurs in their international expansion. Which of these international projects were the most important for you and how did they influence the development of the company?
Małgorzata Ryttel: That’s a difficult question, because every trade fair is important – whether it’s in Paris, Cologne, or Amsterdam. But the key event, where the most companies participate and where we can talk about great success, is probably the trade fair in Amsterdam. There, we sell about 1,000 m² for each event.
I can refer to a certain story – we started with just 18 square meters in Amsterdam, and today we organize stands with a total area of nearly 1,000 meters. Last year, we were accompanied by 53 companies, which was a huge undertaking and a challenge at the same time, because we wondered if we would be able to serve such a large number of participants at the next edition.
The trade fair in Paris is also a very large-scale event – around 40 companies regularly take part in it. Another important event is the trade fair in Cologne, which is of great significance for the industry.
But, it is not just about numbers, but above all about quality – about presenting Polish companies in the best possible light, finding new contractors, and presenting their offer in the most attractive way. Our role is to help them do this effectively.
You have a slogan that beautifully describes both your company and supports manufacturers: “Trade fairs are the best direct marketing tool.” It emphasizes the enormous importance of face-to-face meetings. Please tell us how the role of trade fairs is changing in the era of digitalization, social media, and e-commerce.
Wojciech Ryttel: First of all, we need to go back to the pre-pandemic times, when all trade fairs functioned in the traditional way. That is, customers came, exhibited, had stands prepared where they presented their products, advertised the best they had to offer and the best Poland had to offer in a given industry.
However, during the pandemic and immediately after it, voices began to emerge that our industry would change, that there would be greater digitalization, the internet, etc. But mainly, a group of people came up with the idea of organizing online trade fairs.
From what I remember, this information circulated on the internet for about a year. These online trade fairs were created quickly... and just as quickly they failed. Because people are used to meeting face to face, talking, and besides – trying, checking, touching. Tangible goods are completely different from those seen on the internet or through a webcam.
It’s not the same scale at all – not the same scale of experience, not the same scale of business. However, the best business was, is, and – I hope – will continue to be done face to face, i.e., at trade fairs, on site.
You already work with many companies, so you have an excellent insight into their needs. What are the dominant expectations among exhibitors at the moment?
Wojciech Ryttel: At the moment, exhibitors pay particular attention to the so-called exhibition, i.e., the construction of stands. This is our second domain – we have introduced our own facilities for stand construction: we have a well-equipped carpentry workshop, a paint shop, and designers who prepare stand concepts.
Today, exhibitors look at how their goods will be presented at the stand – whether they will be well arranged, nicely displayed, and whether the whole thing will make sense. It cannot just be a sample lying on a table – it must be nicely displayed, well exposed, and properly lit.
We prepare each stand design with the utmost care and present it to exhibitors for approval, asking whether the proposed concept meets their expectations or requires changes. It is becoming increasingly clear that this area is developing dynamically. Today, exhibitors pay attention not only to the product itself, but also to the way it is presented – both to customers visiting the stand and to potential contractors with whom they plan to sign contracts.
Product samples, which must be delivered to the venue, are of key importance – and we also support our partners in this regard. We organize transport, ensure the delivery of materials, and help with their placement at the stand.
Currently, the dominant trend is the expectation of increasingly individualized, customized booths. Standard solutions are being replaced by tailor-made concepts, using modern materials such as MDF, glass, and plexiglass. Large glazing, plexiglass elements, and multimedia screens are increasingly being used. TVs and monitors, on which companies present videos about their activities, are extremely popular today. A well-designed and well-lit stand makes a huge impression – and this is the direction in which the market is currently heading
You have received numerous awards for your excellent organization, for helping Polish companies, and for your contribution to promoting the Polish economy abroad. What makes Polish products and services attractive to foreign partners, especially in the food and industrial sectors?
We think that Polish products are simply wonderful. And we have to start with the fact that probably no one in the world can beat our confectionery industry.
It is such a well-known branch that our confectionery products are highly valued all over the world. It doesn’t matter whether we are in Dubai, Cologne, Paris, or anywhere else – even in the United States. Our brands – whether Wedel, Mieszko, or Jutrzenka – are recognizable and respected. The products are eagerly purchased.
We have been recognized not only by international trade fair organizers, who award us various diplomas and distinctions, but – what is particularly important to us – we have also been awarded the title of Ambassador of Polish Exports in the Food Industry. We received this distinction for our company, for which we are very grateful. It ennobles us and motivates us to become even more involved.
What are the current trends in the trade fair market?
New sectors are currently developing very dynamically, especially in the food industry – I am referring to the organic, eco, and healthy food segments. This is not a completely new topic, but in recent years its development has gained tremendous momentum. More and more companies, including our clients, are asking us at which events they can present their organic products and healthy food.
Trade fair organizers are recognizing this trend and adapting to it – they are expanding existing organic and eco zones, and if they do not have them yet, they are introducing them into their offer so as not to lose potential exhibitors. Companies with modern, attractive organic products quickly find customers because the market is extremely receptive and open to this type of offer. The best confirmation of this can be found at trade fairs such as Anuga or IFE in London, where organic and eco zones are already very well developed and enjoy great interest from both exhibitors and visitors.
The anniversary is a perfect moment for you to look to the future. We already know the history of the company – what are your plans? How do you see further development?
We are definitely looking to the future with optimism. We intend to continue what we are already doing, while adapting to changing technologies that also affect the way exhibitions are organized.
In the near future, we want to place even greater emphasis on environmentally friendly solutions. We plan to analyze whether the materials used to build stands are environmentally friendly, striving towards sustainable exhibition – this is our first priority.
The second area is further international expansion. Following the success of our expansion into the African, Middle Eastern, and Asian markets, we are now seriously considering South America. We are already receiving signals from companies interested in this direction and looking for new markets there. Our goal is to be present not only in Brazil, but also in other countries in the region.
In the coming years, we would like to offer Polish manufacturers the opportunity to participate in trade fairs in those markets – and this is one of the key points of our development strategy.
This is what we wish for you – every success, continued strong growth, and the same attention to every detail and every entrepreneur operating in the FMCG market.
Małgorzata Ryttel: The company was founded in May 1990, so it is now 35 years old. It is a family business with a long tradition, founded by my father. The first trade fair we organized was the Leopold Fair in Lviv. A unique aspect of this venture was the fact that, as a Polish company, we were referring to the tradition of the pre-war Lviv fairs, which took place there before 1939. The idea to revive them after the war came from my father, and we managed to invite ten companies from various industries to the first edition. It was a multi-industry fair attended by representatives of the cosmetics, food, and processing industries, as well as producers of fruit, vegetables, textiles, and car parts. It was this event that marked the beginning of our activity in the field of fair organization.
And then everything happened very quickly – we organized trade fairs in Kiev, Dnipropetrovsk, and Moscow. Individual industries began to develop and, over time, focus on their own specializations. If it was the food industry, then it was exclusively food; if it was the automotive industry, then it was mainly Moscow, Kiev, and Dnipropetrovsk. In these cities, we even chartered planes because the number of exhibitors was really large. These were already industrial trade fairs, thanks to which we gradually expanded our activities throughout the East.
The natural next step was to enter Western markets. The first trade fair we organized there was Anuga, which is extremely prestigious and still enjoys a high reputation today. It is a food industry event covering a wide range of industries in this sector. Among other things, sweets, red meat, poultry, and dairy products were presented there – each segment had its own separate exhibition space. In this way, our business covered the entire range of the food industry.
And then new directions emerged: why not Paris? Why not Amsterdam? Why not go even further, for example to Barcelona? And so on and so forth.
In the current situation, I can say that we serve virtually the entire world – including distant Australia, Africa, and the entire Arabian Peninsula.
For over three decades, you have organized trade fairs on many continents, supporting Polish entrepreneurs in their international expansion. Which of these international projects were the most important for you and how did they influence the development of the company?
Małgorzata Ryttel: That’s a difficult question, because every trade fair is important – whether it’s in Paris, Cologne, or Amsterdam. But the key event, where the most companies participate and where we can talk about great success, is probably the trade fair in Amsterdam. There, we sell about 1,000 m² for each event.
I can refer to a certain story – we started with just 18 square meters in Amsterdam, and today we organize stands with a total area of nearly 1,000 meters. Last year, we were accompanied by 53 companies, which was a huge undertaking and a challenge at the same time, because we wondered if we would be able to serve such a large number of participants at the next edition.
The trade fair in Paris is also a very large-scale event – around 40 companies regularly take part in it. Another important event is the trade fair in Cologne, which is of great significance for the industry.
But, it is not just about numbers, but above all about quality – about presenting Polish companies in the best possible light, finding new contractors, and presenting their offer in the most attractive way. Our role is to help them do this effectively.
You have a slogan that beautifully describes both your company and supports manufacturers: “Trade fairs are the best direct marketing tool.” It emphasizes the enormous importance of face-to-face meetings. Please tell us how the role of trade fairs is changing in the era of digitalization, social media, and e-commerce.
Wojciech Ryttel: First of all, we need to go back to the pre-pandemic times, when all trade fairs functioned in the traditional way. That is, customers came, exhibited, had stands prepared where they presented their products, advertised the best they had to offer and the best Poland had to offer in a given industry.
However, during the pandemic and immediately after it, voices began to emerge that our industry would change, that there would be greater digitalization, the internet, etc. But mainly, a group of people came up with the idea of organizing online trade fairs.
From what I remember, this information circulated on the internet for about a year. These online trade fairs were created quickly... and just as quickly they failed. Because people are used to meeting face to face, talking, and besides – trying, checking, touching. Tangible goods are completely different from those seen on the internet or through a webcam.
It’s not the same scale at all – not the same scale of experience, not the same scale of business. However, the best business was, is, and – I hope – will continue to be done face to face, i.e., at trade fairs, on site.
You already work with many companies, so you have an excellent insight into their needs. What are the dominant expectations among exhibitors at the moment?
Wojciech Ryttel: At the moment, exhibitors pay particular attention to the so-called exhibition, i.e., the construction of stands. This is our second domain – we have introduced our own facilities for stand construction: we have a well-equipped carpentry workshop, a paint shop, and designers who prepare stand concepts.
Today, exhibitors look at how their goods will be presented at the stand – whether they will be well arranged, nicely displayed, and whether the whole thing will make sense. It cannot just be a sample lying on a table – it must be nicely displayed, well exposed, and properly lit.
We prepare each stand design with the utmost care and present it to exhibitors for approval, asking whether the proposed concept meets their expectations or requires changes. It is becoming increasingly clear that this area is developing dynamically. Today, exhibitors pay attention not only to the product itself, but also to the way it is presented – both to customers visiting the stand and to potential contractors with whom they plan to sign contracts.
Product samples, which must be delivered to the venue, are of key importance – and we also support our partners in this regard. We organize transport, ensure the delivery of materials, and help with their placement at the stand.
Currently, the dominant trend is the expectation of increasingly individualized, customized booths. Standard solutions are being replaced by tailor-made concepts, using modern materials such as MDF, glass, and plexiglass. Large glazing, plexiglass elements, and multimedia screens are increasingly being used. TVs and monitors, on which companies present videos about their activities, are extremely popular today. A well-designed and well-lit stand makes a huge impression – and this is the direction in which the market is currently heading
You have received numerous awards for your excellent organization, for helping Polish companies, and for your contribution to promoting the Polish economy abroad. What makes Polish products and services attractive to foreign partners, especially in the food and industrial sectors?
We think that Polish products are simply wonderful. And we have to start with the fact that probably no one in the world can beat our confectionery industry.
It is such a well-known branch that our confectionery products are highly valued all over the world. It doesn’t matter whether we are in Dubai, Cologne, Paris, or anywhere else – even in the United States. Our brands – whether Wedel, Mieszko, or Jutrzenka – are recognizable and respected. The products are eagerly purchased.
We have been recognized not only by international trade fair organizers, who award us various diplomas and distinctions, but – what is particularly important to us – we have also been awarded the title of Ambassador of Polish Exports in the Food Industry. We received this distinction for our company, for which we are very grateful. It ennobles us and motivates us to become even more involved.
What are the current trends in the trade fair market?
New sectors are currently developing very dynamically, especially in the food industry – I am referring to the organic, eco, and healthy food segments. This is not a completely new topic, but in recent years its development has gained tremendous momentum. More and more companies, including our clients, are asking us at which events they can present their organic products and healthy food.
Trade fair organizers are recognizing this trend and adapting to it – they are expanding existing organic and eco zones, and if they do not have them yet, they are introducing them into their offer so as not to lose potential exhibitors. Companies with modern, attractive organic products quickly find customers because the market is extremely receptive and open to this type of offer. The best confirmation of this can be found at trade fairs such as Anuga or IFE in London, where organic and eco zones are already very well developed and enjoy great interest from both exhibitors and visitors.
The anniversary is a perfect moment for you to look to the future. We already know the history of the company – what are your plans? How do you see further development?
We are definitely looking to the future with optimism. We intend to continue what we are already doing, while adapting to changing technologies that also affect the way exhibitions are organized.
In the near future, we want to place even greater emphasis on environmentally friendly solutions. We plan to analyze whether the materials used to build stands are environmentally friendly, striving towards sustainable exhibition – this is our first priority.
The second area is further international expansion. Following the success of our expansion into the African, Middle Eastern, and Asian markets, we are now seriously considering South America. We are already receiving signals from companies interested in this direction and looking for new markets there. Our goal is to be present not only in Brazil, but also in other countries in the region.
In the coming years, we would like to offer Polish manufacturers the opportunity to participate in trade fairs in those markets – and this is one of the key points of our development strategy.
This is what we wish for you – every success, continued strong growth, and the same attention to every detail and every entrepreneur operating in the FMCG market.
