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ISM and ProSweets will be held in a mixed format in 2021

November 20, 2020
ISM and ProSweets will be held in a mixed format in 2021
Ana Rodríguez

The coronavirus will not stop the celebration of the next editions of the ISM and ProSweets fairs, scheduled for January 31 to February 3, 2021 in Colony. Both the main German industry associations and the International Confectionery Fair Work Circle (AISM) insist on the importance of holding these monographic events as it is a meeting point and platform for snack trends, even if it is in reduced dimensions and with a more focused participation of exhibitors. For their part, the organizers of the two fairs are in favor of joining synergies. Thus, ProSweets will continue as an independent event, but will share a pavilion with ISM exhibitors. Both will also be held in a mixed format, complemented by the Matchmaking 365+ digital platform.

“Current circumstances call for special measures in order to be able to offer our exhibitors and visitors to ISM and ProSweets Cologne the possibility of safe and efficient trade fair participation. Against the background of the challenges we currently face and the corresponding travel restrictions, we already know that these events will not be able to be held in their original dimensions. Despite everything, the number of registrations for the ISM continues to be promising and reflects the interest of a large part of the exhibitors to participate in 2021. ProSweets Cologne, although registering a greater decrease in exhibitors, offers an important potential thanks to the synergistic effects of the ISM. For this reason, we have decided together with the Advisory Council to group in the pavilions of the ISM the offer of both events and organize the two fairs as a relaunch edition with a modified pavilion structure. This makes it possible, on the one hand, to take advantage of even more synergies of both events and, on the other, to present our visitors with the topics of the sector in a more concentrated and focused way “, says Oliver Frese, executive and operations director of the Koelnmesse, the fair venue where both events will be held. 

IALA supports this decision in its capacity as sponsor. “Certainly at this time we can only expect a very concentrated offering from both events and a limited flow of visitors. However, we are confident that with ISM and ProSweets Cologne 2021 we can create a revival environment and provide the industry a positive sign, showing that it is also possible to hold trade fairs under current circumstances. The comprehensive hygiene and protection concept of the Koelnmesse also contributes to this,” says Bastian Fassin, President of AISM.