Baking & Snack - May 2016 - 105

MEETING PREVIEW
Jorge Zárate
IBIE 2016 Committee

Jorge Zárate, senior vice-president of operations for Bimbo Mexico and IBIE 2016 committee member, shares some strategies the committee is pursuing to continue expanding opportunities for international exhibitors and visitors. From expanding global outreach by
sending committee members to an increasing number of international trade shows to creating technology tools to help break language
barriers, Mr. Zarate and show organizers are working to make IBIE 2016 and future shows truly global.

IBIE Expands Its
Global Reach

IBIE 2016 welcomes 160 international
exhibitors, and new efforts are underway to
attract companies from around the world.

Baking & Snack: From an international perspective,
how will this year's IBIE event be different
from previous shows?

How have the IBIE committee and the show's sponsors reached out to the international community to
recruit more exhibitors and attendees?

Jorge Zárate: Year after year, our post-show surveys indicate
that the international market is becoming more and more important for our show, and we continue to build on the growth
we've seen the last several cycles. Compared with other major
shows in the US, we have a very high percentage of international attendees. They make up about 30% of our attendance
and hail from more than 100 countries. This year, we're really
starting to hear feedback that confirms our international positioning. We've also really ramped up our marketing and have
cast our net wider, targeting international prospects more aggressively than ever before. This year, we have more than 160
international exhibitors, and that number continues to grow.

We have a very aggressive multi-channel campaign that combines
media, direct marketing and personal outreach. We leverage exhibitors and committee members who attend international events
to promote the show on our behalf. For example, our Chairman
Michael Cornelis was at the Food & Hotel Asia show in Singapore
promoting IBIE, and Committee Member Fred Springer was at
Foodex in Birmingham, UK. IBIE also exhibits at several trade
shows including, iba, Europain, Gulf Foods Manufacturing,
Bakery China, FIPAN and MOBAC.

How is IBIE partnering with the US Department of
Commerce and the International Buyer Program (IBP)
to promote the show and draw new exhibitors and
attendees?
You have to apply to get accepted into the IBP, so it's an honor that
we've been able to work with them on our third consecutive show.
The Department of Commerce has been a great resource for recruiting international delegations. They have posts in more than
75 countries and serve as our "boots on the ground." We work
very closely with them to identify our target markets and audience
profile while we support them with the information and marketing materials they need to attract buyers to our show. They also
provide a great resource for matching up international attendees
with suppliers at the show.

What lessons have they learned from attending other
international shows?
While at the shows, IBIE Committee representatives meet with
dozens of international delegations to discuss opportunities for
partnerships to further build the international program. These
delegates represent countries such as South Africa, Brazil, China,
Italy, France and Germany.

What personal tips do you have for new international
exhibitors?
I suggest doing as much planning as possible in advance of the
show. Make a thorough list of points of interest: innovation/
product launches, problem-solving solutions, ingredients, training, learning opportunities, updating equipment or systems or
even networking with specific exhibitors or industry colleagues.
Once you have your list, I recommend making a roadmap to plan
each day. Use the IBIE Connect mobile app to set up your appoint-

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