Balkan Food and Drinks’07 (Bulgaria)

In November 2007 the Novosibirskprodmash Company participated in the Balkan Food & Drinks ’07. This International Specialized Exhibition for Food, Drinks and Food Equipment was held on 21 - 24 November in Sofia, Bulgaria. Over 100 exhibitors from 24 countries (Bulgaria, Greece, Romania, Serbia, Macedonia, Montenegro, Albania, Hungary etc.) took part in the exhibition. It was our first visit to the Balkans. In Bulgaria we exhibited 2 versions of the PEGAS device for foam-free dispensing of beverages from kegs: one is for plastic bottles, another is for glass bottles. Our stand was a success. It was made in green-grey PEGAS brand colors and attracted both visitors and exhibitors. About 50 visitors got interested in our product. Most of them were from Bulgaria and other Balkan States.

## Target markets data

Our main target markets	Planned to reach	Reached
Western Europe	+	+
South Europe	+	+
Eastern Europe	+

We considered this exhibition to be the platform for contacts with professionals from the Balkan countries because the Balkan market seems very attractive for us. Besides, it is similar to the Russian market. Among professionals who visited our stand were food industry equipment producers, designers of HORECA establishments, food and drinks wholesalers, breweries etc. It is worth saying that at the exhibition we also met the representatives of the Fifth Ocean in Bulgaria who already use our PEGAS.

Target groups data

Target groups	Planned to reach	Reached
Retail chains	+	+
Equipment producers	+	+
Breweries / microbreweries	+	+
Wholesalers	+	+
Bars/Restaurants	+	+

In contrast to the previous exhibitions in Bulgaria visitors and professionals showed more interest in the PEGAS device for filling plastic bottles. And it is not by chance. Beer in plastic bottles is widely used in Bulgaria and our device for sure has a future in this region. Everyone noticed that our device offers an interesting idea to sell beer and other beverages from kegs in retail outlets for take away. Such service does not exist in Bulgaria yet but this potential market segment has all chances to be successful and highly profitable in Balkan countries.

Contact Numbers

Criteria		Results
Stand visitors, total		50
Number of contacts, who expressed interest		20
Number of contacts, who asked for a commercial offer		10

Many visitors were impressed by our device and requested for prices and commercial offers. Some of them now are considering the possibility of becoming our dealers in their regions. Besides, our product and our stand aroused a great interest among press and TV representatives. Many magazines and newspapers in Bulgaria agreed to publish materials about our company and our technology. A short TV reportage about our product was shown in prime time on the Balkan Bulgarian TV.

Due to this exhibition we came to the following important conclusions:

People in Balkan countries consume beer in plastic bottles and find such way of packaging very convenient and money-saving. So, our PEGAS for dispensing draught beer into plastic bottles will suit the Balkan market as it will make draught beer cheaper and more available for customers.
There is an obvious chance for developing take-home market segment by selling draught beer from kegs in supermarkets and other retail outlets. Besides, not only beer but also wine and other beverages (mineral water, fizzy juices) can be dispensed in such a way.
Taking into consideration our Slavic similarities we need to show end consumers in Balkan countries all the advantages of buying draught beer in retail for take home (they drink draught beer only in bars and restaurants).