ISM/ProSweets 2021

ISM 2021 still on as organizers launch new digital tool to connect exhibitors and visitors

By Anthony Myers

- Last updated on GMT

ISM 2021 is still going ahead as feedback from the industry says business has to carry on despite COVID-19. Pic: Koelnmesse
ISM 2021 is still going ahead as feedback from the industry says business has to carry on despite COVID-19. Pic: Koelnmesse

Related tags ProSweets coronavirus

ISM 2021, Europe’s largest sweets and snacks fair held every year in Cologne, is still scheduled to go ahead at the end of January, despite the German government extending a ban on large events until December 2020.

Since the latest measures refer to events such as folk festivals, concerts and sporting events, the organisers can still go ahead with ISM, which is planned from January 31 to February 3 2021 in the Koelnmesse exhibition centre. ProSweets, which is being staged parallel, will also be taking place.

Organizers Koelnmesse said the trade fairs are permissible under current legislation ‘as long as suitable protection and hygiene concepts are adhered’.

It said preparations for ISM 2021 “are in full swing​” with just under 80% of the exhibition space already booked. Feedback from the industry and trade is explicit that business has to carry on despite COVID-19.

"This is why the industry is particularly looking forward to personal encounters and discussions after this long time without trade shows, because business relations cannot exist long-term without them. Beyond this, trying out products is essential for the buyers for their decision-making process. To this end, ISM 2021 offers optimum solutions for the Corona-conform organisation of trade fairs in the scope of its ‘#B-SAFE4business’ concept, so that the distribution of samples is also possible under these framework conditions​," said Sabine Schommer, director ISM.

‘Matchmaking 365+’

In addition to the physical trade fair, a new online industry tool for registered exhibitors and trade visitors as well as for media representatives will be launched.

‘Matchmaking 365+’ will allow ISM exhibitors to reach trade visitors in good time before the fair opens. This will allow the possibility of being present and establishing business contacts and offers additional options of establishing contacts, networking and exchange, ISM said.

Access to the digital Matchmaking platform of ISM will be granted to registered trade visitors and media representatives free of charge, and could be come a permanent feature of hybrid trade fairs, where the physical and digital spheres co-exist, in the future.

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