Equipment sales, topical issues, VIP guests — what made DairyTech 2021 special for exhibitors and visitors
On 26-29 January 2021, the 19th International Exhibition of Equipment for Milk and Dairy Production DairyTech took place at Crocus Expo. The attendance of the first industry-specific offline exhibition in 2021 exceeded all the expectations.
For four days, DairyTech 2021 convincingly demonstrated that face-to-face interaction was still in demand as an effective tool for doing business, and specifically for finding new suppliers and customers. More than 80 exhibitors, including both long-term participants and 20 new companies, had the opportunity to present a full range of equipment for milk processing and dairy production to managers and specialists of dairy enterprises, distributors and representatives of government agencies from Russia and abroad. In addition to Russian companies, equipment manufacturers from 7 countries took part in the exhibition, namely the companies from: Poland, Czech Republic, Germany, France, Italy, the Netherlands, and Turkey. In the wake of the exhibitions, 100% of the exhibitors expressed their intentions to participate in DairyTech 2022.
Despite the challenging epidemiological situation, the density of visitors to the exhibition increased compared to last year. This is confirmed by the exhibitors themselves: “This year there are even more visitors at the stand than in the past,” noted Yuri Matusevich (ULMA Packaging). In 4 days, the exhibition was attended by over 2,700 people, the vast majority purposefully coming to DairyTech to choose equipment for their production.
The opportunity to hold long-awaited face-to-face meetings with colleagues and partners and to the machines in operation resulted in three companies concluding equipment sales deals directly at the DairyTech site.
In particular, PROFITEKS Pyatigorsk Machine-Building Plant, a regular exhibitor at DairyTech, one of the leading manufacturers of filling and marking equipment for food industry enterprises, announced the sales of its equipment in 2021. “We have visitors at our stand all the time. This exhibition is meant for sales, we come here specially to sell our machines,” said the plant’s representative. A single-strand automatic machine for filling dairy products in plastic bags ADNV 39-P was sold from the PROFITEKS stand.
“Our goal is to tell the visitors about our equipment. We demonstrate our machines in operation, and it always interests people,” said Yuri Matusevich, Head of sales for packaging equipment for the food industry at ULMA Packaging. The product of this company, which is the world's leading manufacturer of packaging systems and equipment, were also sold directly at the exhibition. The customer was interested in the FM 305 Flow-Pack machine for packing fresh food in a flow-pack with three welded seams.
The Italian company Facchinetti, a DairyTech exhibitor since 2003, sold two exhibits from its stand: the TXF 03 semi-automatic fixed weight slicer (which allows slicing rectangular cheeses into fixed weight portions) and the PR01 rotary cheese slicer for slicing round cheese shapes into fixed weight portions. “We were looking forward to this exhibition and we are generally satisfied with the number of visitors,” said the Director of the Facchinetti office in Russia.
At DairyTech, TD NEW TECHNOLOGIES announced the opening of a second production site in the Southern Federal District. The company provides a full range of engineering and technical services for the dairy and juice industry and is also the official dealer of the Japanese SHIKOKU KAKOKI aseptic lines. “Despite the difficult situation, we are glad that we haven’t changed our decisions and we are participating in the exhibition. Our goal is to meet and communicate personally with partners and customers, as well as to tell about the company's new products,” said Artyom Berezutsky, the company's Commercial director.
VIP guests at the exhibition
DairyTech was visited by: Alexey Nikolaevich Kondratenko, member of the Federation Council Committee on Agrarian and Food Policy and Environmental Management, Senator from the Krasnodar Territory; Vladimir Sergeevich Skvortsov, Deputy Director of the Food and Processing Industry Department of the Ministry of Agriculture of the Russian Federation, and Oleg Ivanovich Bochkaryov, Deputy Chairman of the Military-Industrial Commission under the Government of the Russian Federation. The guests had a VIP tour of the exhibition and visited exhibitors’ stands.
On the opening day of the exhibition, within the framework of the plenary session “Trends, New Niches and Opportunities for the Dairy Industry” Aleksey Nikolaevich Kondratenko read out a greeting from A.P. Mayorov, Chairman of the Federation Council Committee on Agrarian and Food Policy and Environmental Management, addressed to the organizers, exhibitors and visitors of DairyTech. Vladimir Sergeevich Skvortsov conveyed greetings by O.N. Lut, Deputy Minister of Agriculture of the Russian Federation.
DairyTech was accompanied by a comprehensive business programme that attracted a large number of visitors. In total, more than 55 speakers took part in the content events, both offline and remotely. It should be noted that remote participation was tantamount to personal presence: experts live-demonstrated presentations on the screen, communicated with moderators and answered questions from the audience.
The business program of DairyTech 2021 was opened by the Seminar on Digital Labeling of Dairy Products, moderated by Lyubomir Panov, Government Relations Manager, Soyuzmoloko. The speakers at the seminar were: Elena Dukhovskaya, General Director, Galaktika Group of Companies; Alexander Shirinkin, Chairman of the Board of Directors, Tula Dairy Plant; Mikhail Rzhavin, Marketing Director, Tetra Pak; Konstantin Serezhenkov, Head of Labeling Implementation, Center for Advanced Technologies Development; Yana Nizamidi, Project Manager of the Directorate for Strategic Development of Supply Chains of the Magnit retail chain; Anton Kharitonov, Executive Director, Antares Vision. In particular, Mikhail Rzhavin spoke about the research of the Tetra Pack company in the field of digital marking implementation, and many manufacturers were interested in the launch of technical solutions by this particular company as soon as possible
Another key event of the first day was the previously mentioned plenary session “Trends, New Niches and Opportunities for the Dairy Industry” with the participation of business representatives and government agencies. The session was moderated by Artyom Belov, General Director of Soyuzmoloko, National Union of Milk Producers. The speakers were: Andrey Dalnov, Head of the Center for Industry Expertise, Rosselkhozbank; Alexey Gruzdev, Managing Partner, Streda Consulting; Irina Vasenkova, Director of Customer Relations, Ipsos; Dmitry Krasnov, Head, Federal Center Agroexport; Natalia Kartashova, Research Director, Danone Russia & CIS. Experts summed up the results of 2020 and gave forecasts for 2021, as well as spoke about the potential of Russian exports of dairy products.
The business programme of the second day was opened by the conference “Branding & Rebranding as a Sales Increase Tool”. The conference was moderated by Vera Mozgovaya, CEO of V-brand. Representatives of the folloeing companies that have achieved success thanks to unexpected and innovative marketing strategies were invited to participate as speakers: Valio; Ehrmann (Epica); EkoNiva; Bryansk Dairy Plant; Sernur cheese factory, and others.
The following speakers took part in the session “Retail and manufacturers during the coronacrisis: difficulties and solutions in managing the dairy category”: Anastasia Katchalova, researcher of the consumer panel research department, GfK Rus; Alla Filatova, Marketing Manager for Traditional Dairy Products, PepsiCo; Vladimir Zyukov, General Director, Neva-Milk; Alexander Shirinkin; Alexander Egorov, manager-technologist of dairy products, VkusVill. The session was moderated by Marina Petrova, General Director, Petrova Five Consulting.
The second day ended with a seminar on technical regulation, moderated by Yulia Eliseeva, Director for Technical Regulation, Danone in Russia and Vsevolod Milrud, Deputy Chairman of the Quality Committee, Akort. The speakers were: Yulia Izvekova, Head of the Legal Department, Lactalis, Chairman of the Committee for Agroindustry of the Franco-Russian Chamber of Commerce and Industry; Vladimir Sidorchuk, Deputy Head of the Department for Control and Supervision Activities, Rosselkhoznadzor.
On the third and final day of the business programme, two Cheese Sessions took place. Both sessions were moderated by Yuri Vlasenko, Development and Marketing Director, PiR Product, and Elena Vorontsova, General Director, AgroMediaGroup.
The first session was dedicated to “Consumer, assortment, and distribution channels”. Analysts from Nielsen, Euromonitor International, GfK Rus presented the latest statistics on the cheese market, analyzed global trends in the cheese market, Russian assortment and distribution channels, and the impact of coronavirus on consumption. Louis Lawrence, a successful South African cheese maker, shared his experience in the production and sale of cheese in a video interview.
At the second Cheese Session, dedicated to technology and production, the following practical issues were discussed: creation of an efficient cheese factory, cheese ingredient composition, phage biocontrol and product safety, whey processing solutions and labeling implementation, and other topics.
Famous cheese makers and cheese sommeliers (for example, Oleg Sirota and Alexander Krupetskov) were noticed among the visitors of the exhibition.
The business programme was completed with the 6th Discussion platform on effective solutions for the dairy industry, where the discussion topics were: the ways to optimize energy in the dairy industry, production safety and air disinfection, validation of the packaging process, as well as the possibility of introducing electromembrane technologies, robots and various chemical innovation. The discussion was moderated by Vladislav Budrik, Ph.D., Head of the BioPishcheMash Engineering Center, Director of VNIIPP, and Leonid Kompaniets, General Director, European Technological Group.
Health & Safety
DairyTech 2021 was held in full compliance with all the recommendations of Rospotrebnadzor and UFI on ensuring the safety and health of participants and visitors. It was mandatory for all persons present on the site to wear protective masks and gloves; all visitors were subjected to body temperature screening at the entrance to the hall. Detailed information on security measures is available on the exhibition website.
DairyTech Exhibition Director Oksana Veligurova expresses gratitude to the exhibitors for creating an interesting exposition and for their decision to participate in DairyTech in a difficult period for the exhibition industry.
The 20th International Exhibition of Equipment for Milk and Dairy Production DairyTech 2022 will take place from 25 to 27 January at Crocus Expo, Pavilion 1.
About the organizer
The exhibition is organized by Hyve, a global next generation event organizer. The company was founded in 1991 in London and since then has gained an impeccable reputation both in Russia and on the international exhibition services market.