Food tech: the Parma-Cologne alliance is consolidated

After developing joint activities in co-marketing and promotion of global events, it’s now time for a joint venture company: from the partnership between Koelnmesse and Fiere di Parma, Koeln Parma Exhibitions (Kpe) is born. Antonio Cellie talks about the new company and plans for the future.

How did this partnership between Fiere di Parma and Koelnmesse arise?
The current solution is the conclusion of a longstanding process of convergence with Koelnmesse. Not only does the German fair organizer have a portfolio of initiatives that is coordinated with ours (Anuga and Anuga Foodtec are held in alternate years from Cibus and Cibus Tec, Editor’s note), but also a growing presence in the target markets of highest interest to the Made in Italy food and food technologies sectors. What’s more, the strategic plan which we established in 2009 provided for a process of consolidation and internationalization of Fiere di Parma that is “fast, flexible and with low capital investment”, and thus by building alliances with key players in food and food tech fair organizing. At the time, these sectors accounted for around 80% of our EBITDA, through Cibus and Cibus Tec.

What are your goals?
First and foremost, to develop in Italy and abroad KPE’s main asset, namely Cibus Tec, a go-to platform for Made in Italy food processing & packaging. But we are also working on other projects in order to bring to Parma fairs organized by Koelnmesse in Germany and elsewhere, as well as to develop, in Italy and abroad, events in sectors in which Parma and Cologne are leaders.

So there will be new fairs organized by KPE?
A partnership as important as this one always involves the potential for development projects and exploring new food tech initiatives abroad, particularly in Africa and the Middle East, including with light formats along the lines of the “show/conference”, as well as the possibility of acquiring or partnering with Italian events to simplify and rationalize the country’s events offer.

Will KPE also work on other things?
Yes. It will act as the vehicle through which Cibus Tec exhibitors can gain privileged access to both Anuga Food Tec and to Koelnmesse’s global network of food technologies events, in the USA, South America, INDIA, Eurasia, etc., where our partners have availed themselves of an undisputed position. Such is the case of Chicago, which will immediately become a valuable asset at the disposal of our exporters.

Is such a strong alliance with Koelnmesse in some way a response on the part of Parma and of the food valley to growing competition in the fair organizing sector?
In order to compete globally, we have opted for an industrial alliance in which we bring to an international network not only eighty years of history and our record-breaking tracking of recent years, but also a brand – Cibus Tec – which is synonymous with excellence in food processing & packaging, representing Made in Italy food technology. This unique manufacturing complex has deep roots in Parma itself and relies on the support of concerns and applications that are world famous.
Of course the quantitative and qualitative growth, in Germany and elsewhere, of Düsseldorf with Interpack and of Frankfurt with IFFA have driven us to make the most of our competencies and accelerate this convergence with Cologne.

What are the relations between the two partners within KPE?
The two companies enjoy equal footing, with 50% of shares controlled by Fiere di Parma and 50% by Koelnmesse, as well as a statute specifying the two operators’ respective roles. Cologne will focus on international support while Parma will be tasked with developing the event, which is barred from relocating from Parma.                                              

Well-reasoned development The data is very promising for Cibus Tec 2016 in terms of exhibitors, such that an entire pavilion has been added to the exhibition space in order to accommodate the 30% increase expected for the packaging sector alone. Thomas Rosolia (AD of Koelnmesse Italia and President of Kpe) explains: «We have worked to bring even greater visibility to Cibus Tec by relying on the network of competencies and events which Koelnmesse’s activities in many markets strategic for Italian and European concerns provide access to. Kpe srl is effectively the “operations arm” of the Italo-German partnership, working to create a virtuous community in Cibus and Cibus Tec, Anuga and Anuga Foodtec, which in such a way will become the only business platform of its kind in the world».The enhanced cooperation between Koelnmesse and Fiere di Parma will also enable creating events in markets like Brazil, India, the USA and Colombia, coordinating the international calendar in order to respect the needs of both exhibitors and visitors.