Julia LesererGermany’s first in-person trade fair in two years was a resounding success. And Krones hit the mark with its focus on plant-based drinks.
Last week, Anuga FoodTec took place in Cologne. This trade fair is traditionally all about the production processes for beverages and foods. So, we put our process technology front and center.
“Our focus for this year’s Anuga showcase is on plant-based drinks. On the one hand, this beverage category has huge market potential for the future. On the other hand, it is a promising answer to the challenging question of how to feed the world’s population in the future,” is the clear conviction of Thomas Ricker, Chief Sales Officer of Krones.
And as Dr. Roland Feilner, Head of Processing Units at Krones, sees it, the plan worked: “Especially the decision to focus on plant-based drinks as THE trending topic in the industry was spot on. Around nine out of ten customers who visited our booth asked about exactly that.” What was particularly interesting: It wasn’t only dairies and food companies – breweries and of course the major players in the beverage industry were all eager to learn more about making plant-based drinks.
USP for plant-based drinks expertise
So, it was perfect that we were presenting three line concepts for precisely that purpose. The high-end version in particular, in which we combine classic syrup-room equipment with brewery technology, was especially well received. “The industry professionals showed a keen interest in the concept presented by Krones and Steinecker, especially because of its integrated approach and great potential for energy savings,” explains Alexander Scheidel of Steinecker’s(opens external link in a new tab) product development team.
And in this regard, Krones has a true unique selling proposition: We’re the only supplier on the market able to deliver an entire end-to-end solution, from the whole oat kernel to the aseptic filling of the finished oat beverage, from a single source. “Many visitors to our booth at Anuga FoodTec didn’t know that – and were all the more enthusiastic once they learned of the synergies our process technology offers,” says Feilner.
Tapping new business potential with the cooling tower
The VapoChill also carried a significant wow factor for visitors, says Thomas Koch of Milkron: “We’re really still newcomers to the cooling tower scene. Anuga FoodTec was precisely the right platform for us to show the market what we are capable of and to get the word out about what we’ve been doing in the field.”
Everyone who attended the fair emphasized how good it was to have an in-person event again. After two years’ forced hiatus, everyone was glad to finally see customers and suppliers in real life – to meet old acquaintances and make new ones. Because no matter how well virtual meetings work these days, even the best video tool can’t quite match a real face-to-face conversation.
Our live blog for Anuga FoodTec
Have we made you curious? Would you like to read more about the topics Krones brought to Anuga FoodTec? Then please take a look at our live blog. Within the Krones magazine, you can see what we posted over the course of the four-day fair and even dive right into the action retrospectively, of course.
Follow this link to the live blog within the Krones magazine. We’ve also captured the highlights in a short video:
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