The lifeline of the exhibition stand
A beautifully designed trade fair stand is no guarantee of a successful trade show appearance. Never underestimate your need for utility equipment hidden away in the stand's kitchen, Dietmar Strauch, authorised signatory of Valentin, warns.
Mr. Strauch, what advice would you give to an exhibitor planning the catering equipment for a trade fair stand?
If you want your presentation to run smoothly for the duration of the fair, your stand needs an individually tailored functional service area. It is a false perception to assume you can save space here in order to make full use of the presentation space. It's hardly very good for a company's image if a visitor is served food and beverages on dirty dishes or is forced to wait in endless queues just because that eagerly awaited cup of coffee first has to be gingerly carried through a 50 cm wide service opening from the kitchen.A good supplier is one who can come up with the optimum equipment for every space requirement, visitor frequency, or application. Failing that he can procure the necessary items at short notice. The advent of such sophisticated catering trends as "show cooking" or health food cuisine is a challenge to everyone involved.
Is there a rule of thumb when it comes to stand size and catering needs?
It is very difficult to offer any guidelines because at the end of the day we have to bide by the exhibitor's decision and what the stand designer needs. We must distinguish between basic needs of any trade fair galley which in most cases will be a powerful dishwasher, a sink and a refrigerator, and the special ideas an exhibitor has for the way he wants to cater for his guests. The equipment for a first-class catering facility is subject to other criteria.Another equally important aspect is the industry that the exhibitor comes from. When we consider that at a food fair, exclusive products have to be presented in the best possible light it goes without saying that the space dedicated to storing the product in the kitchen area must meet very high standards even if the stand is no bigger than 25 m2.
Can an exhibitor hire the equipment for any exhibition location worldwide?
Of course he can, and what is more always for the same fee and with the same quality of service. A professional service partner distinguishes himself by being able to offer his full range of services both at home and abroad at a competitive price.
What services can he expect?
We see ourselves as contributing to the successful trade fair appearance of our customers by providing a service that is both reliable and calculable. That means cost transparency, sophisticated and up-to-date products, sound advice, punctual logistics with our own fleet of vehicles, on-exhibition-site service and 24-hour availability. A capable partner responds quickly and solves problems effectively, for instance, when handling delicate, chilled foodstuffs.
Can you also help your customer to present food and not just store it?
We expanded our expertise from commercial dishwashers and general kitchen appliances to include commercial chilling and freezing equipment as early as 1960. So, of course, we stock a wide range of different display cabinets in considerable quantities for virtually every need. You will find our equipment at all domestic and international food fairs. We also rent out our appliances to commodity markets and company in-house fairs, and equip supermarkets while they are converting premises.
Interview: Anja Wagner
m+a report Nr.6 / 2006 vom 22.09.2006
m+a report vom 22. September 2006