14.07.2011
Gulfood 2011: effect® delights in Dubai
Gulfood 2011 - the largest and most important trade fair in the Middle East breaks one record after another: more than 3,800 international exhibitors from 80 countries present themselves on an area of 110,000 sq m.
3,800 exhibitors, 80 international pavilions and around 55.000 visitors from all over the world − this year's Gulfood figures from Dubai cannot fail to impress. This trade fair for the worldwide food and beverage industry, held in Dubai since 1987, takes place at the very heart and of the Middle East, offering an unrivalled setting for the market to present the huge diversity of its products and services. Exhibitors and visitors from the Middle East, but also from countries such as India, Kenya, Russia, Thailand, Great Britain or the USA use the show in the International Convention and Exhibition Centre in Dubai as a platform for making and maintaining international contacts.
Germany's innovative strength, entrepreneurial spirit and technical know-how are very highly regarded in the United Arab Emirates. This is as good a reason as any for effect®, Germany's # 1energizer, to show what it can do at its own booth for the first time at this year's Gulfood. effect®, the brand with the most dynamic growth rate in the Middle East, is synonymous with successful brands and companies "Developed in Germany" in the international arena. A sampling campaign will ensure that the energizer from MBG will be present at the show on all four exhibition days. There will be an opportunity to forge international contacts with potential customers from more than 68 different countries.
As part of its worldwide expansion strategy for the premium brand effect®, MBG set up a subsidiary -- the Middle East LLC -- in the United Arab Emirates in 2009. There has been a filling plant for effect® in Dubai itself since January 2010. Local production will be extended in the course of the year with additional filling plants in India and Bangladesh.
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