Interpack alliance expands commitment in the MEA region

FoodAfrica Cairo is an ideal complement to pacprocess Middle East Africa

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FoodAfrica Cairo is an ideal complement to pacprocess Middle East Africa.

After showing its presence in the region for the first time with pacprocess Middle East Africa (MEA), newly founded in 2019 as part of the interpack alliance umbrella brand, Messe Düsseldorf is now expanding its commitment with a full cooperation alliance with FoodAfrica Cairo trade fair. An agreement to this effect was signed by Wolfram N. Diener, chairman of the board of management of Messe Düsseldorf Group, Albert Aoun, chairman and chief executive officer of IFP Egypt SAE as well as Tamer Safwat, general manager and Dalia Kabeel, director operations of Konzept during pacprocess MEA and FoodAfrica Cairo 2021, which took place simultaneously at the Egypt International Exhibition Center in Cairo on 12-14 December.

“When we entered North Africa for the first time in 2019 with pacprocess MEA, the market dynamics and role of Egypt as a gateway to the Middle East Africa region with its extensive free trade agreements were key arguments for doing so, as our trade shows create platforms for the development of industries and economies. They thus become catalysts for dynamic developments. With our involvement in FoodAfrica Cairo, we are now taking the next step in an important growth market,” says Wolfram N. Diener.

Support from the highest levels

Already at its premiere, pacprocess MEA has benefited from the support of the highest decision-makers and government institutions – Egyptian President HE Abdel Fattah Al Sisi acted as patron and Prime Minister Mustafa Madbuli underscored the appreciation of political leaders with an opening tour. In addition, the fair’s high-profile advisory board includes members of international companies in the food, pharmaceutical and confectionery/bakery industries, as well as representatives of numerous Egyptian organizations and associations.

Closely linked thematically

In terms of content, pacprocess MEA is closely linked to FoodAfrica Cairo, which is considered the most important platform for the food industry in Africa. The international food industry is the largest consumer of packaging and the number of packaged food products has been growing significantly worldwide for years. A phenomenon that is particularly present in developing countries. Therefore, even at the premiere of pacprocess MEA in 2019, the general tenor of the exhibitors was that the parallelism of the two trade shows would allow many synergies in the food sector. FoodAfrica Cairo covers the entire range of food products including confectionery, baked goods and beverages. In addition to the food and beverage sector, pacprocess MEA addresses the core target groups of pharmaceuticals, cosmetics, confectionery and bakery products, consumer goods and industrial goods – in each case across the entire value chain, it also appeals to suppliers of packaging materials and the corresponding production technology. Recycling and environmental technology also play a role.

The cooperation with the organizers IFP Egypt and Konzept has already been tried and tested through the premiere of pacprocess MEA two years ago. They will remain partners in the organization of the interpack alliance trade show, as well as continuing this alliance with FoodAfrica Cairo.

Solid participation despite pandemic

After a pandemic-related break in 2020, pacprocess MEA and FoodAfrica Cairo now took place on 12-14 December at the Egypt International Exhibition Center in Cairo – with a total of 436 companies participating as exhibitors. About 16,000 visitors took the opportunity to inform themselves personally about the companies’ offers and to establish personal contacts.

The upcoming pacprocess MEA and FoodAfrica Cairo are scheduled for 05 to 07 December 2022.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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