Western Cape Business News

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MARKETING: It's All About Good Food, Fine Wine


Recent Western Cape Business News

THE Good Food & Wine Show, now in its twelfth year, continues to attract an audience of in excess of 100 000 LSM 7-10 visitors nationally per year.

Taking place in the three major capitals, namely Cape, Kwa-Zulu Natal and Gauteng, the Good Food & Wine Shows provide brands in the food, food preparation or drink sector with a proven national marketing platform to interact directly with their target audience, both in the trade and amongst consumers.

Many companies, from small producers to big brands, have utilized the four-day interactive exhibition to effectively promote their products, generating generous on-site sales as well as good trade contacts, gaining improved relationships with industry players and retail listings.

Exhibitors had this to say about their Good Food & Wine Show experience: “Pesto Princess grew up on the show. We have exhibited for ten years and can attribute a lot of our growth to the Good Food & Wine Show. We benefit from the show on four levels – we introduce consumers to our products, we remind them of our products, we generate great trade contacts, retail listings and hospitality trade orders; and we sell from the show. We have booked for all three shows once again for 2009,” says Kathleen Quillinan of Pesto.

Jaco de Goede of Tydstroom Poultry says: “We have exhibited on the Cape Good Food & Wine Show for the last decade and can attribute our strong positioning in the Western Cape market to the Good Food & Wine Show.”

Show director Christine Cashmore says the secret to this successful show is that each year they continue adding to the show and its interactive elements to ensure that the Good Food & Wine Show reflects the very latest in global trends within a local context.

Some new additions to the Good Food & Wine Shows 2009 will include:

• From the Garden to the Kitchen – in keeping with global trends, this area will showcase recipes using fresh produce available in South Africa in the show season. Fresh produce is always the best and the most affordable, so let’s explore different ways to utilize it in cooking.

• Outdoor entertaining – this pavilion consists on an interactive theatre where great chefs and well-known sportsmen and media celebs, will demonstrate great meals for outdoors and Al fresco dining, extending the traditional South African braai to a complete cooking solution. Related exhibits, including outdoor table décor and lifestyle elements will surround the popular showcase.

• Tools of the Trade – dedicated to the trade, this emporium will showcase the very latest in local and imported chefs’ gadgets, coffee and bar accessories, cookware, crockery, cutlery and glassware.

• Coffee Creation – taking the coffee category to the next level, this hands-on, interactive pavilion will enable the trade and consumers to learn, ‘hands-on’ the intricacies of grinding, frothing and speciality coffee making.

• The Beer and Cider Route – a showcase of premium local and imported ciders and beers available in South Africa, including an interactive theatre forum, providing educational talks by international master brewers and playing host to a prestigious beer pouring competition.

• The Great Wine Sale – an extension of the ever-popular Wine Walk, this dedicated area will showcase premium wines, available for tasting and purchase at keen show prices.

The Cape Town show will be held from 28 to 31 May this year at the CTICC.

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