Our objective at Anuga was fully aligned with the programme’s approach to trade shows: increase visibility for the sustainable basket of products and help professional audiences understand the sustainability features of the products and production methods through direct, first-hand engagement. Positioned on the corner passage between Halls 4 and 5, our stand was designed to maximise interaction. We hosted visitors on a 12 m² stand with two service counters, adapted to the fair’s technical requirements and built around clear, on-stand communication of the programme’s key messages.

Representatives from PKS and Spanish PDOs attended the fair, combining structured business meetings with ongoing outreach to visitors stopping by the stand. A dedicated branded wine display featured almost 80 wine bottles, supported by product sheets, brochures, and posters with a QR code to access the full catalogue. Tastings played a central role: 1,404 glasses of wine were served, based on 78 different wines from Spain and Slovakia. In parallel, 29 additional products were showcased, with approximately 290 samples prepared for visitors to try.

The main theme throughout the activation was “proof, not promises.” Anuga enabled us to make the programme’s sustainability narrative tangible and verifiable: visitors could see the breadth of the basket, taste the products, and speak directly with beneficiaries who could explain production realities and sustainability practices first-hand. This combination helped turn sustainability from an abstract concept into something trade audiences could understand quickly, assess credibly, and take forward into commercial discussions.