The initial situation
When innovation meets a traditional industry
IFFA is considered the leading international trade fair for meat processing and meat technology.
This presented a unique opportunity for Loryma:
To showcase its solutions for vegetarian and vegan alternatives directly to decision-makers in the meat industry.
However, a conventional trade fair presence would have generated little attention.
A clear strategy was required.
The target audience
When aiming to reach industry giants
The trade fair presence targeted decision-makers in the international meat industry:
• Meat product manufacturers
• Product developers
• Food technologists
• International food corporations
• This target group is less interested in ideology—and more in economic opportunities and innovation.
The communication concept
When economic benefit takes center stage
The trade fair presentation deliberately focused on economic benefits rather than moral arguments.
The message was:
Plant-based alternatives open up new market opportunities for manufacturers.
This communication of benefits addressed the very issues that truly matter to decision-makers.
The stand solution
When a trade fair stand becomes a magnet for conversation
The trade fair stand was designed to attract attention without provoking the industry.
A particular highlight was a tasting station where visitors could directly compare traditional meat products with plant-based alternatives.
As a result, the stand quickly became a meeting point for industry decision-makers.
The result
When a bold idea achieves a market breakthrough
The trade fair appearance proved to be a real magnet for conversation.
Among others, one of Germany’s largest meat product manufacturers showed great interest in Loryma’s solutions.
For the company, the event marked a significant step in entering the market for plant-based alternatives.
Today, Loryma is one of the leading suppliers of ingredients for vegetarian and vegan food products.
