Speciality & Fine Food Fair opens up to non-food products

Speciality & Fine Food Fair has announced that for the first time it will be welcoming products outside of food and drink categories to be showcased at the event, which takes place on 6-7 September 2021 at London’s Olympia.

Non-food suppliers and products complementary to the Fair’s core audience of independent retailers, wholesalers, farm shops, delis, garden centres and more will be showcased as part of a new ‘non-food’ trail. The new exhibitors will expand on Speciality & Fine Food Fair’s role as a one-stop-shop for unique, artisan products, showcasing everything from local, independent producers to innovative international businesses looking to expand in the UK market.

Event Manager Philippa Christer commented: “There are a number of sectors outside the world of food and drink which are directly relevant and valuable to our core visitor audience. We’ve made the decision to welcome some non-food suppliers and products to the show in order to fulfil more of our customer needs and provide businesses in compatible sectors a chance to meet with key buyers.

“The Speciality & Fine Food Fair brand is trusted by our audience to deliver high quality speciality food and drink producers, and we’re excited to expand that curated offering to a limited number of non-food products and brands.”

As independent retail businesses look for more ways to increase average basket spend and expand on their offering to their customer base, the non-food trail will provide a vibrant selection of ‘basket boosting’ products from some of the most exciting specialist and artisan producers on the market.

Daniel Williams, Project Manager at Godfrey C Williams & Son, added: “I’m looking forward to visiting the new non-food trail at Speciality & Fine Food Fair. When selling cheese, upselling shouldn’t just be limited to biscuits, chutney, or accompaniments. Customers looking for a present or in the mood to impress at a gathering may be open to a pitch for cheese boards, knives, or ceramics. The new non-food trail will allow me to compare and consider new and existing products that fit this higher tier of upselling, so that we can maximise our sales.”


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