Agri-Food Trade Service

ESE - Brussels, Belgium

Held in April every year, the European Seafood Exhibition (ESE) is the world's largest fish and seafood trade show. ESE showcases the world's marine-based foods to decision-makers and purchasers who dominate the seafood industry in Europe and around the world. The number of exhibiting companies at the 2011 show was 1,700 from 81 countries with 25,000 buyers and sellers from around the globe.

Agriculture and Agri-Food Canada (AAFC) in collaboration with Canada's Mission to the European Union managed all aspects of the Canada Pavilion at ESE, including one-on-one meetings with trade commissioners, a common lounge, telecommunication & meeting room facilities, a European market debrief providing insights on market opportunities, and chef culinary demonstrations and tastings.

The Canada Pavilion at the 2011 show included 31 Canadian food and beverage exporters along with a number of associations and provincial and federal government departments. The Canada Pavilion was 427 sqm and featured innovative design elements.

Participants gave high marks to the Canada Pavilion for its attractiveness and effectiveness in projecting Canada as a world class agri-food producer. Exhibitors were pleased with the use of archways to increase the visibility of the pavilion. Some 85% of exhibitors expressed that they were very satisfied with the quality of visitors at the show. Participants reported on-site sales of $500 million over the next year and 307 leads generated (estimate).

Some emerging food trends to note include fish and fruit combo cups, smoked salmon, seafood salads and convenience foods.