FOOD & LIFE Munich 2025: tasting-led conversations that make sustainability easy to grasp
From 12 to 16 November 2025, we took part in FOOD & LIFE at Messe München, a public-facing fair where gourmets meet and where small manufacturers, coffee roasters, chocolatiers and sustainable producers showcase artisan specialities in the run-up to the Christmas season.
Our activation was designed for a broad, non-specialised audience. Across the week we welcomed a balanced mix of younger visitors and seniors, with many attending on school or work days; over the weekend the demographic shifted towards a stronger presence of middle-aged visitors. This diversity made FOOD & LIFE a valuable setting to test and refine how we communicate the programme’s core idea in a way that works for the general public.
We hosted visitors at a branded stand equipped with branded counters, roll-ups, three A0 key visuals, and three A0 vineyard photographs (real images of Slovak vineyards) to bring the sustainability message to life through authentic, recognisable scenery. The stand also included leaflets, product mock-ups, merchandise items, and a dedicated area for food and wine tastings.
On 12 November, the opening day, our team arrived early to complete set-up and prepare the stand for continuous engagement. Throughout the fair, ongoing tastings were delivered by our staff, with two sommeliers and two event hostesses present at all times to ensure a high-quality visitor experience. Alongside sampling, we presented the products and the sustainability concept behind the project, guiding visitors through the programme’s objectives, values and practical impact. Every visitor who approached the stand was engaged directly, enabling informed and personalised conversations.
The key communication theme was clear: sustainability can feel intangible until people see and taste what it means in practice. Tastings once again proved to be the most effective entry point. Visitors would try the wine and cheese, and once they shared their feedback, we explained product origin, production methods and ingredients. We highlighted concrete sustainability practices such as responsible water management, food waste reduction and soil management, while emphasising local production and pure ingredients. Many visitors explored further by scanning QR codes on bottles or checking the project and partners online; others preferred printed materials, and we provided A4 leaflets with all key information.