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Why compete when you can also join forces?

Claire van Berkum

19 October 2023

7 min

Why compete from each other, when you can also join forces? That's what VICTAM International and VIV (part of Royal Jaarbeurs) both wondered. And then something extraordinary happened. The organisations sat down together to discuss the possibilities of organising the large-scale fair editions on the same days and location. With success: the choice of co-location meant a complete package of information on animal feed technology and feed processing.

VICTAM International has returned to Jaarbeurs. In recent years, the fair for animal feed processing industries made a temporary stopover in Cologne, to 'be a little deeper in Europe'. Yet this choice proved not quite the right . General manager of VICTAM International, Sebas van den Ende: 'We were looking for a city with a more international allure. Utrecht has developed seriously in recent years and fits the bill. We could present this to our international clients as 'the outer city of Amsterdam'. Within twenty-five minutes, you can be from the capital straight to the trade fair.'

In addition, VICTAM International also saw opportunities in terms of competition. Van den Ende: 'VICTAM International is the largest event worldwide for the feed processing industry. Together with VICTAM International, GRAPAS Europe, the event for the grain, flour and rice processing industry is a one-stop show for our target audience. But, we saw that more and more farmers are also producing their own animal feed. And that is the target group of VIV International, which is Jaarbeurs's own fair. That meant many exhibitors were at both VICTAM International and VIV. So we started competing with each other.'

case victam

The target audience also noticed this; more and more often, VICTAM was asked if the two fairs could not take place at the same time. That way, people did not have to stand at both and travel twice to an event location. VIV Europe asked itself the same question at the same time and the organisation saw opportunities to strengthen each other. Director VIV worldwide, Managing Director VNU Asia Pacific, Heiko M. Stutzinger: 'VICTAM's strong network in feed technology and feed processing, together with the Feed to Food concept that VIV Europe is known for, provides a very complete and professional platform for the feed industry for exhibitors and visitors.'

"There were about 7.5 thousand visitors spread over the three days."

Both parties saw benefit in joining forces. No merger, just a shared venue, on the same days. Visitors could also enter VIV-International with access badges. It turned out to be a great success. Van den Ende: 'There were about 7.5 thousand visitors, spread over the three days. Knowing that every visitor can generate a potential sales call, it was therefore also a very successful fair for our exhibitors. Moreover, we have given them new confidence: we are responding to our exhibitors' requests and we have had 15% more visitors thanks to the cooperation with VIV.'

Together, VIV and VICTAM presented the Feed to Food industry under one roof. Renate Wiendels, Senior Project Manager, enthusiastically stated: 'The animal protein sector responded to this strong collaboration with a high turnout, despite the economic situation posing major challenges to the feed sector in Europe in particular.'

Both parties look back on the three days with a positive feeling. Not only in terms of visitors, but also in terms of the choice of event location Jaarbeurs in Utrecht. Says Van den Ende: 'We sent out surveys among our target group about the location, among other things. As it turned out, 80% preferred Utrecht to Cologne. Jaarbeurs is right next to the railway station and it is easy to get to from the airport. Utrecht is also cosy and there are plenty of hotels.'

case victam

The co-location is a textbook example of joining forces. So says Van den Ende: 'We look back on a successful fair and hope to continue the cooperation in the future. By organising the fairs at the same time, the fair organisers show an eye for efficient fair frequency and the deployment of valuable financial and human resources.