It was fantastic to get back to big trade shows this week as HRC made its long-awaited return at ExCeL London.

I was there for two days, with a packed agenda that took in client support, networking, the opportunity to learn from industry experts and of course plenty of good food whilst catching up with old friends and colleagues. I was exhausted by the end of it, but it was a great feeling to be back in a big exhibition hall again.

Here’s a summary of what I got up to over the two days – showcasing the interesting, the insightful and not so conventional things that a PR professional gets up to at a busy trade show.

Day one

• I arrived in London and headed straight to the Filta stand, a longstanding client that was exhibiting its range of kitchen hygiene solutions. My role was to support Filta’s show activity with carefully-crafted press packs and a series of press briefings on stand – more on that later.

• One of the best things about big trade shows is the opportunity to see so much talent under one roof. I took the opportunity to have an early walk around, taking in some of the new innovations and approaches on display, as well as visiting other clients at the show. Not forgetting tasting products of course!

• This also enabled to introduce myself to a number of the Masterchefs of Great Britain (MCGB) Business Partners. I’ve been working with MCGB to help attract new business partners, who receive benefits and rewards in return for tiered sponsorship of MCGB activities. I’ve been then liaising with those partners to coordinate adverts in MCGB’s magazine and to invite them to next week’s Annual Lunch, but it’s always better to meet people face to face. I took the chance to say hello and find out how their products are being used by MCGB members.

• Back to the Filta stand for the first of two press briefings with editors from across the H2O and ITP publishing groups. This was a chance to showcase new products and initiatives, giving editors the opportunity to speak with key individuals from Filta and identify further opportunities for press coverage where possible.

• I also visited the International Salon Culinaire, hosted live at HRC. Apart from admiring the incredible culinary talent on show, I’ve been supporting clients Filta (a class sponsor) and Master Chefs of Great Britain (a partner) to help take advantage of their links with this year’s competition. Sponsorships remain a fantastic opportunity and it was great to see their logos on display across the main stage.

• The opportunities don’t stop with the show. On the first evening I was keen to try new cuisines and was lucky enough to visit a fantastic Turkish restaurant in Canning Town with a client. What better way to meet up informally with clients than by trying a new venue? 

Day two

• Back to the exhibition on day two and I started by visiting The Staff Canteen Live, bringing the UK’s top chefs to a live stage to showcase their Michelin-starred dishes with interactive demonstrations, recipe guidance and cooking tips. I was lucky enough to catch Asimakis Chaniotis and David Moore from Pied à Terre.

• One of my favourite things about any trade show is the way in which the industry comes together and the event becomes a focal point for meetings, whether an informal catch up over a coffee or a more formal client meeting. I managed to catch up with four clients at HRC, saving all the logistics and potential travel of having those meetings separately over the space of a week or more. I also took the chance to catch up with journalists and publishing groups, discussing ideas for potential campaigns and activity – a packed two days of relationship building and networking.

• HRC also included a programme of seminars and I made sure I visited the Vision Stage for a couple of particularly interesting talks including the Future Food Trend Tracker 2022 from Charles Banks and Kelly Dawson. Keeping on top of food trends is essential to make sure I’m producing relevant, engaging campaigns for my clients so I’m always keen to take in key insights where I can.  

Want to know more about my role and the support I can offer? Connect with me on LinkedIn.