Fi Europe 2020 has been postponed following months of speculation over whether or not one of the biggest events in the F&B calendar would go ahead. Earlier today, organizers confirmed that the live event, which was scheduled to run in Frankfurt, Germany, from November 24 to December 4, is now pushed back until 2021 and they are transitioning to a virtual format for the 2020 event.

“Over recent weeks and months, the Fi Europe team has been in discussions with key industry stakeholders and partners to stay abreast of the challenges facing the F&B industry due to COVID-19,” says a statement.

“While the event was set to take place this December with [organizers] Informa’s AllSecure guidelines incorporating the highest standards of hygiene and cleanliness, the decision to postpone the live event and transition to virtual was taken as a result of the global nature of the event,” it continues.

As international travel still faces great uncertainties, stakeholders and partners felt it was difficult to ensure the same level of participation typically expected at the live event. 

“Therefore, the Fi Europe team made the difficult decision to transition to a virtual format in 2020, with the expectation that they will return to Frankfurt as a best-in-class physical event from November 30 to December 2, 2021. The following year the show will take place in Paris.”

This is the latest live trade show and expo to be scrapped this year as the COVID-19 pandemic has annihilated the live tradeshow landscape, forcing industry to pivot and adapt to digitally showcasing these types of events instead. 

Going virtual 
Many in the industry believed that cancelation was inevitable because of the uncertainty surrounding the coronavirus pandemic. 

Fi Europe organizers had already stated: “This year is different. And we’re different, too.” They previously unveiled that the parallel online event of Fi Europe Connect 2020 would be running on the show dates. 

Attracting over 8,000 attendees at this virtual event, organizers say this provides the chance to stay up to date with trends through more than 100 on-demand and over 16 expert sessions.

Virtual visitors can also use Fi Europe’s data-driven matchmaking service to find the most relevant buyers for customers’ products and solutions.

Fi Europe Connect 2020 will take place from November 23 to 4 December.

“2020 has changed the world and the food industry. Issues such as food safety and secure supply chains, along with the health aspects of nutrition, have become even more important,” says Julien Bonvallet, Brand Director for Fi Europe. 

“At our virtual experience, experts from all segments exchange views on these highly relevant topics and buyers and suppliers can connect with their peers in the F&B industry. That’s why it was important for us to create a virtual experience that, even in these difficult times, will be successful for all participants.”

Safeguarding transparency
Lu Ann Williams, director of insights and innovation at Innova Market Insights, has been involved with several online events this year and reflects on some of the lessons that can be learned to improve the experience and make it more transparent. 

“I have positive things to say about the previous online events I have participated in from a content point of view,” she tells FoodIngredientsFirst.

“However, it is a shame to lose out on the serendipity part in terms of meeting people that you don’t know,” Williams adds. 

“With online events in general, I think one thing that is missing for everyone is transparency. Personally, I have presented at a couple of virtual events and you’re blind to who is watching your session and you have no interaction, so from that point of view the experience is less satisfying because there is no feedback,” she explains. 

“When you are live, someone will come up to you and say ‘you did a great job’ or ‘I liked this and that.’ It’s the same at a booth, I ask questions, but facilitating that transparency part is really important.”

In terms of taking part in a Fi Europe virtual experience, Williams adds: “Innova Market Insights will be participating in the content, that’s for sure. We are absolutely there from our part to provide something to the visitor experience in terms of content and insights on the industry. The industry is moving ahead, we just can’t be face to face to talk about it.”

B2B landscape pivots to mitigate pressures of the pandemic 
During the early stages of lockdowns and quarantine measures, FoodIngredientsFirst examined how the F&B B2B landscape was pivoting and adapting to virtual experiences as the reality of holding face-to-face shows and exhibitions was just not possible. 

The Institute of Food Technologists (IFT) announced that it would transition the IFT20 Annual Event and Food Expo – previously slated for July 12 to 15 at McCormick Place in Chicago, US – to a “virtual event experience” for its 20,000 global attendees.

Following close consultation with its partners in the international nutraceutical industry, Vitafoods Europe made an early decision to reschedule its live event and instead transitioned to a large-scale virtual event that was held earlier this month. 

Supply Side East was also postponed, and other affected events included Natural Products Expo West, hosted in Anaheim, US; Tokyo’s CPhI Japan; CFIA, held in Rennes, France; and Incosmetics Global, in Barcelona, Spain.