From intolerance to lifestyle: free-from is rising

The Free-From Food 2015 and Free-From Ingredients 2015 joint exhibitions were held June 4-5 in Barcelona, Spain. Exhibition director Ronald N.F. Holman has shared with European Baker insights into the trade show and the industry’s booming trend.

The joint events held in Barcelona showed a clear sign of the free-from market’s development in Europe: there were 26 per cent more exhibitors present compared to last year’s edition, which took place in Brussels and registered an impressive 42 per cent increase in visitors, as well as a re-booking onsite confirmation ratio of 45 per cent.
Ronald N.F. Holman shared a behind the stage look of the third edition of the show as well as insights into the dynamics of the food sector.

EB: How is the concept of the fair evolving?

RH: The concept of the fair is a European one, with a strategy aiming at the North-European and the South-European markets, respectively. This is why the event is traveling – to be close to and represent both markets. Now, for example, in Barcelona, we estimate that up to 50 per cent were Spanish visitors with the other half hailing from Northern Europe. So next year, in Amsterdam, there will be more Dutch visitors – we are attracting a real European flavor of buyers and specialists who are interested in finished products, private label, developments, but who are also looking for new applications, ready-made products, desserts, ice cream and more.

EB: What is the trade fair dynamics like in terms of exhibitors present at its past editions?

The third edition is bigger and better with around 25 per cent more companies present at fair stands. It’s a positive sign that a big number of Spanish companies were present this year: 55 per cent came from Spain, 15 per cent from the UK, 10 per cent from Holland, 10 per cent from France and the remaining 10 per cent from other countries.

The stronger the market grows, the more exhibitors will join us, because our concept also covers diet, healthy food and vegan options; the potential is good. These are the main trends to watch for.

EB: What does the event imply in terms of organization?

RH: We are working for one full year on this event, in cooperation with our advisors, our members and our exhibitors and sponsors, including the decision of where to go next. The ingredients market is quite a strong and vast group of companies that have joined the fair since its first edition. 

You can read more in our latest issue of print magazine European Baker (May/June)!

This issue also contains an free-from foods supplement!