ISM, ProSweets Move Forward With Hybrid Event Set For January 2021

Cologne, Germany — ISM and ProSweets Cologne, both scheduled for January 31 through February 3, will be held as a hybrid event both in person and through a digital format — Matchmaking365+.

According to trade fair organizer Koelnmesse, both trade fairs will be held as a “re-start edition” and will be more closely combined to build on existing synergies. While ProSweets Cologne will continue to be an independent trade fair it will share a hall with ISM exhibitors in 2021.  

Koelnmesse notes it continues to watch current developments of the pandemic in Europe and Germany, adding that International Sweets and Biscuits Fair Task Force (AISM) of ISM explicitly stressed on November 5 the importance of allowing the event to take place in 2021, even in a reduced format and with a focused selection of exhibitors.

The organizers note the event will be staged in Hall 4.2, together with the European country pavilions, while Hall 5.2 will accommodate among others the Trend Snacks Area, the start-ups, the new “Finest Creations – Hand-Crafted” specialty trade area and the trend areas “Sweet Trends by Innova Market Insights” and the Expert Stage. Halls 11.1 and 11.2 will house additional ISM exhibitors and ProSweets will be held in Hall 10.2. A separate food service area will be set up in Hall 3.1. 

“Special times require special measures with the aim of enabling both our exhibitors and visitors of ISM and ProSweets Cologne a safe and efficient as possible trade fair visit,” says Oliver Frese, executive director and COO of Koelnmesse.  “Against the background of the current challenges and the related travel restrictions, we already know now that the trade fairs will not take place in their customary dimensions. The number of applications received for ISM is still very promising and reflects the interest of the majority of the exhibitors for the trade fair to also be staged in 2021. ProSweets Cologne has indeed recorded a strong decline in the number of exhibitors, but through the synergies with ISM still offers potential for both exhibitors and visitors. This is why together with the advisory board we have decided to bundle the spectrum of offers of the two trade fairs in the halls of ISM in the coming year and stage the two trade fairs as a re-start edition with a modified hall structure. This enables us on the one hand to exploit the synergies of both trade fairs even further and on the other to present the industry themes to our visitors in a more concentrated and focused manner.”

AISM Chairman Bastian Fassin adds: “In these times we can certainly only expect a very concentrated offer at both trade fairs and a limited flow of visitors. Nevertheless, we are convinced that we can cause a spirit of optimism with ISM and ProSweets Cologne 2021 and set a positive signal within the industry that trade fairs are possible under these conditions. The extensive hygiene and protection concept of Koelnmesse — #B-SAFE4business — which is unique in this comprehensive form contributes towards this. Furthermore, Koelnmesse’s Corona-compatible complete stand packages facilitate the preparation for the exhibitors and reduce the financial risk.”