How to get the most out of VegfestUK Trade

16th October 2017

In the run-up to the UK’s first vegan Trade Show VegfestUK Trade at Olympia London on Friday October 20th 2017, author and consultant development vegan chef Tony Bishop-Weston (@bishopweston) looks at how exhibitors at the Trade show can get the most out of exhibiting there.

Trade and Media professionals can register to attend VegfestUK Trade for free at 

At the risk of teaching you how to suck Veggs, there’s so much logistical stuff to think about when planning an exhibition and we want to make sure you’ve remembered the basics. Here’s a checklist:

Have you invited your key target trade customers to meet you at VegfestUK Trade?

  • Hopefully, you have taken advantage of the retail buyer’s lounge facility and you have organised an appointments system so when buyers turn up your key staff have time to talk to them. Let them know your stand number to avoid wasted time.
  • It’s also very important that you have taken full advantage of your financial and time investment and the infrastructure as well as empathy with your contacts that they have busy lives too and at VegfestUK they can make a day of it. Your media, blogger, chef, retail, catering, health professional contacts can all register for free here
  • Who is responsible for making this happen?

Can all your staff or tools on your stand easily and quickly answer all your client’s questions

  • Have you enough staff and marketing materials and business cards
  • Where / how can they buy the products
  • How much are they? What margins can they have?
  • How do I access any introductory tools /marketing material/ support/instore tasting/samples
  • Who is responsible for making this happen?

Engaging with your clients and fans and empowering them to promote your products

  • Market research – there are hundreds of people coming to visit you, use them to answer statistical questions – could the product be improved? What do they like/dislike about it?
  • Selfies / social media – Don’t just give products away – yes sample it of course but try to capture people’s enthusiasm with a selfie and product shot on their Twitter/Instagram/Facebook/blogs before rewarding them with free products. Perhaps set up a selfie point “My friend went to @VegfestUK and all they brought me back was this picture of them enjoying….”
  • Have a system to quickly capture their details and incentives to encourage them to willingly provide their contact details
  • Do Instagram and social media chefs need free products to develop recipes with your product?
  • Goody bags for VIP’s such as editors, celebrities, VegfestUK speakers and supermarket buyers
  • Who is responsible for making this happen?

Journalist, bloggers and the Media – tools and information

  • Have you made a press release?
  • Press packs and media Kits – have you made yours up? You can leave them in the Media Room for media to pick up. Short of time? A quick A4 printed resumé with your logo and contact details is enough. Aim for around 50 copies to leave in the Media Room before opening time.
  • What’s the story? What makes your product different and new? What’s the headline? Where’s the quote CEO of Blah says Blah? Where’s the ‘Gosh!’ where’s the ‘Wow!’. Have you any market statistics?
  • If you are a trademark holder of The Vegan Society / Vegetarian Society or Soil Association, get a quote from them and encourage them to do a backup Press Release, email or plug on social media with pictures of your product and a key piece of news. For instance, you will be at @VegfestUK if you haven’t got any other news.
  • Have hi-res product shots stored on your facebook page or website for journalists and lower resolution ones for bloggers that are easily accessible or on a free USB stick for editors.

Who’s in charge of following up on all the data and contacts when you get back to base?

  • Slightly fewer people come to VegfestUK on Sunday. Make sure someone is in charge of making sure you use social media to broadcast what went down on Saturday to remind and encourage last minute people to come and visit you on Sunday.
  • Don’t waste that investment by just carrying on as normal when you get back to the office
  • Make sure that the person responsible for follow-ups has time to follow up

More about VegfestUK Trade 2017

The UK’s first dedicated Vegan Trade show VegfestUK Trade comes to Olympia London on Friday October 20th 2017, with up to 160 stallholders showcasing cutting-edge vegan products, and 6 featured areas of panel discussions tailored to independent vegan business owners, health professionals and those from the catering, retailing, natural health, media, bodycare and beauty sectors. Featured areas include Vegan Business Support, Vegan Health Clinic, Plant-Based Chef Corner, Vegan Celebrity Zone, Independent Retailers Lounge and Vegan Bodycare Pavilion.

Trade and Media professionals, and small vegan business owners, can register to attend for free at: