From November 15 to 17, ASIA CATERING EXPO 2024(JINAN) (hereinafter referred to ACE 2024) was successfully held in Jinan Shandong International Convention and Exhibition Center. With the core theme of “Sharing and win-win, Integrated development”, the exhibition aims to promote the exchange, cooperation and innovative development of the catering industry in Asia and even the world. The three-day exhibition has attracted the participation of many professionals and enterprises in the catering industry at home and abroad to explore industry trends and share innovation results.
It is worth mentioning that this year ACE 2024 was listed as an important agenda of the “BRICS Dialogue - Shandong Enterprise Innovation and Development Exchange Meeting” activity. Liu Yin, chief representative of BVMW, and the German delegation attended the “BRICS Dialogue - Shandong Enterprise Innovation and Development Exchange Meeting” on November 14, and participated in the ACE 2024 opening ceremony on November 15. This series of activities not only deepened the friendly exchanges between China and Germany, but also laid a solid foundation for the cooperation and development of the two sides.
At the exhibition, the German exhibition group created a strong German cultural atmosphere with elaborate elements such as German Schinkel organic beer and authentic food, as well as the booth layout full of German customs, which attracted the attention of a large number of Chinese consumers and buyers. The German exhibition group’s booth was crowded with people, who stopped to taste, consult and buy, showing the popularity of German food in the Chinese market.
The German exhibition group brought their local beer brand Schinkel beer to the exhibition, which in 2001 became the first company in Hesse, Germany, to receive the green organic beer brewing certification, and its green organic beer is renowned in the German beer industry by winning the gold award for green organic beer from the German Ministry of Agriculture. The German exhibition group has successfully attracted the attention and interest of a large number of consumers with the unique flavor and brewing process of Schinkel organic beer, as well as the fun beer competition that goes with it.
The setting of the beer competition also pushed the atmosphere of the exhibition to a climax. While tasting German beer, the audience was also attracted by these competitions, stopping to watch and even taking part in them. This interactive experience makes beer not just a drink, but also a cultural experience. While enjoying the pleasure brought by beer, consumers also have a deeper understanding and appreciation of German beer culture.
In addition, before the official opening of ACE 2024, the German purchasing team had submitted to the organizing committee a total of two batches of purchase list, including duck blood, duck meat, bean products, pastries, frozen products, bamboo shoots, sesame oil, sesame paste, wide flour, Longkou vermicelli and other food ingredients. These ingredients not only reflect the German catering industry’s demand for Chinese ingredients, but also reflect the potential of cooperation between China and Germany in the catering sector.
ACE 2024 attached great importance to the needs of the German purchasing team and quickly selected a group of high-quality suppliers in China, including Chengdu Baifeng Food Co., Ltd., Shandong Jiuhongfu Grain and Oil Food Co., Ltd., Shandong David Ecological Food Industry Co., Ltd., and Nuanzai (Shandong) Food Co., Ltd. And invited them to the exhibition site and the German purchasing group for face to face docking. This efficient service not only provides convenience for the German purchasing team, but also creates valuable business opportunities for domestic suppliers.
With the active assistance of the organizing committee, the German purchasing group had in-depth discussions with Nuanzai (Shandong) Food Co., Ltd. and Yingyuan Co., Ltd. The two sides reached a good cooperation intention in the procurement of duck meat and duck blood, and plan to further carry out specific procurement docking work after the end of the exhibition. The achievement of these cooperation intentions not only indicates that the cooperation between China and Germany in the field of catering will be more in-depth, but also injects new vitality into the common development of the catering industry of the two countries.
The successful holding of ACE 2024 not only provides a platform for exhibitors and buyers to display and exchange, but also makes a positive contribution to promoting the shared win-win and integrated development of the catering industry in Asia and even the world. Through such an international exhibition, caterers from all over the world can learn from and inspire each other, and jointly explore the future development direction of the catering industry.