IEG – Italian Exhibition Group and Koelnmesse have signed a Memorandum of Understanding for a strategic partnership that will see Sigep, IEG’s international Rimini Expo event and flagship Show for Made in Italy products in the gelato, artisan pastry, bakery, chocolate and coffee sectors, launched into worldwide locations where trade shows powered by Anuga are held, as well as new markets that are potentially profitable for Sigep and Anuga alike.
According to a press release, under the agreement, IEG and Koelnmesse join forces to strategically explore the joint organisation of new editions of Sigep, The Dolce World Expo, in places where Koelnmesse already organises its network of events powered by Anuga – a leading global food platform, ranging from cheese to frozen food, from hot drinks to fine food and perishables – and possibly explore new markets, where neither of the two players is yet present.
“In an international context of progressive trade show «continentalisation», we have signed a new strategic agreement for one of our leading events: Sigep. After Green Technologies and Wellness, we are therefore projecting the Italian ambassador of dolce foodservice into the world on a global scale with the driving force of a leading food event such as Anuga. This strategy is both a reaction to the changing context of international connections and an anticipation of trends that will influence trade show business in the coming years,” Corrado Peraboni, CEO of Italian Exhibition Group said.