How to get the best out of a Trade Fair? Training in Kyiv for berry producers

How to get the best out of a trade fair

On December 6,the International Trade Centre in partnership with the Ukrainian Berries Association facilitated a one-day training in Kyiv on how to increase the impact of Ukrainian export-oriented berry companies when participating in international exhibitions and trade fairs. The event took place under the framework of the European Union-funded project ‘Eastern Partnership: Ready to Trade – an EU4Business initiative’.

More than 40 participants from 25 companies and organisations took part in the training. There were also representatives from the Ministry of Agrarian Policy and Food of Ukraine, other berry and fruit associations, and the media.

The main objective of the training was to increase the awareness of Ukrainian berry companies regarding selection, preparation and participation at international exhibitions and trade fairs.

Simone Raudino, sector manager from the EU Delegation to Ukraine, provided an opening speech to the event. He stressed the importance of such trainings as part of the EU4Business initiative, and elaborated on other key elements to improve the competitiveness of SMEs including access to finance, markets and knowledge. 

Participants during the event also had the opportunity to discuss best practices and other key areas important when participating in exhibitions and trade fairs, such as the use of promo-materials, product and company profiles, elevator pitches, cooperation opportunities among small producers, identifying potential clients, product samples requirements, and specific export requirements for various countries.

The beneficiaries received recommendations on organisational and financial criteria, as well as on the importance of active and passive engagement in the booth and following up with potential clients.

The Eastern Partnership: Ready to Trade project helps small and medium-sized enterprises (SMEs) to access new markets with a focus on the EU, helping SMEs identify and comply with quality and standards to meet international requirements, linking them with buyers along the value chain, and providing cluster support.