Magazine: IFFA Meat Show: The meat trends of the future

Since meat consumption is growing all over the world, the mood was rather optimistic during the six days of the International Trade Fair for the Meat Industry (IFFA) in Frankfurt in early May. On two large floors of the new hall No.12 modern store furnishing solutions for selling meat and meat products were exhibited.

One of the most interesting presentations at the IFFA Forum in hall No.11 was about brand building, how to be different from competitors, how to motivate workers, and about selling businesses and companies: German consultant Fritz Gempel told that retailers shouldn’t increase prices only when it is necessary, but every time when it is possible. In his view retailers need to do three things if they want to set the right prices: 1. calculation – comparing prices with those of the competitors; 2. arranging the meat counter in a way that shoppers will be more willing to accept higher prices – for instance by communicating that higher prices mean higher shop assistant salaries; 3. informing both workers and customers about the added value.

Mr Gempel added that higher prices can also be justified by the retailer’s building its own brand. They can also talk about protecting animals, fair trade, fighting climate change and the added value of premium products. He also mentioned polite service at the counters and special products in the self-service assortment. He revealed that in Germany 3 percent of a discount supermarket’s operational costs is workers’ salaries, in a supermarket this proportion is 18-27 percent and it is 27-42 percent in a butcher’s shop.

Richard Clemens
managing director
German Food Processing and Packaging Machinery Association

There were 1,039 exhibitors from 49 countries at this year’s IFFA. Richard Clemens, managing director of the German Food Processing and Packaging Machinery Association told at a press conference: IFFA very well reflected the fact that the meat processing machinery manufacturing segment is booming, and companies are also spending more on packaging machinery.

What were the most important trends to learn about for the 67,000 visitors from 149 countries? Digitalisation, smart meat processing, food safety, automation, improved processing technology and packaging solutions.
Dr László Nagy, owner and managing director of Mening Hungary Zrt. – one of the two Hungarian exhibitors at IFFA – told that they make clips and loops for cured meat products. They sell nearly 100 percent of their products abroad. There are only 5-10 important manufacturers of such clips and loops at world level. Varga-Flexo Kft. is based in Lengyeltó and they manufacture printing machines especially for the meat industry – informed managing director Dénes Varga. Since the Hungarian market is small, half of their high-capacity machines are sold in the international market.