For the programme, this setting was particularly relevant because it allowed us to engage with industry professionals who shape distribution and market access, including buyers, importers and other decision-makers. These stakeholders play a key role in scaling the presence of promoted products through retail networks and can influence both purchasing and professional recommendations—especially in categories where origin, quality standards and EU schemes such as PDO are understood and valued.

The objective of our participation was twofold: to present the high quality, strong tradition and innovative approaches behind the programme’s basket of products, while also highlighting their positive environmental and societal contributions. In parallel, the event offered an efficient framework to establish and strengthen relationships with both existing and potential partners in the Czech market.

The congress welcomed 218 participants, and our stand location made a real difference. Positioned directly at the entrance to the event area, the stand ensured that all attendees passed by, creating a high-visibility contact point from the very first minutes of the day. Thanks to this strategic placement and the proactive approach of our team, we estimate that we reached around 70% of participants through brief introductions and follow-up conversations. Because all attendees wore name badges indicating their roles, we were able to quickly identify relevant profiles and convert initial interactions into more focused exchanges. Over the course of the event, we held 21 one-to-one B2B meetings with buyers and key industry representatives, enabling more meaningful discussions around potential cooperation.

Our choice of SAMOŠKA was also strategic. The programme initially planned to participate in a different Czech event, but it was cancelled. An alternative was offered by the organisers, however, as it was a first-time edition, we decided not to take an unnecessary risk. SAMOŠKA, by contrast, is a recognised and reputable platform. In addition, in a context where direct meetings between sales representatives and suppliers must remain transparent, participating in an established industry congress was the most appropriate and credible approach.

Tasting played a key role in attracting attention and making the sustainability message tangible. During the day, we distributed approximately 300 tasting menus, which generated strong interest—particularly for bryndza and bryndza spreads, which quickly became the “hero” products of the presentation. As bryndza is relatively scarce in the Czech market, curiosity and demand were notably high. Another highlight was the presentation of Slovak “novošľachtence” wines, which are not widely available in the Czech Republic and sparked clear interest among attendees.