“Algeria wants to promote its food exports, having a lot to offer to
the European market.”
127
Interview conducted by. Youcef MAALLEMI and Adem BOUGUERROUMA.
Le Courrier d'Afrique 54. Hello Mr.
Ronald, could you introduce Expo Business Communications BV, the official
organizer of Free from Specialty?
Mr. Ronald HOLMAN. We are an independent B2B
trade show organizer. We organize 2 editions every year – one for the European
market, which we organize in different European cities like Amsterdam,
Barcelona, Brussels, Stockholm, etc, and one for the Middle East market, based
in Dubai. Happy to think of ourselves as a driven and forward-thinking company
with a wealth of experience and know-how in organizing trade fairs. We operate
from our office in Breda, with a young and energetic team, working hard to
position ourselves as one of the leading players in the fast-growing 'Free
From' market.
Le Courrier d'Afrique 54. With about a
month to go until the 12th edition of the annual European trade fair for
importers, retail, food service, and contract catering (Free From Specialty),
which will take place on June 17 and 18, 2025, how are the preparations going?
Have you planned any special events?
Mr. Ronald HOLMAN. The preparations for this
year’s Vienna edition are in full swing. Our current focus points are Operations,
working on and clarifying a lot details, aiming to create the best possible
experience for our visitors & exhibitors. We are still working hard on our Visitor
campaign, striving to attract as many high-quality buyers and decision-makers
as possible, using the platforms of our high-quality Media Partners all around
Central Europe, available to check on
our website.
Le Courrier d'Afrique 54. What is your
strategy for a successful 12th edition?
Mr. Ronald HOLMAN. To have a strong visitor
campaign on print, online and social media. Also important to keep in mind that
we have an already strong existing visitor database after 12 editionsall across
Europe. We are supported by our partners, exhibitors and speakers as well.
Le Courrier d'Afrique 54. What are the
expected foreign exhibitors and participants contributing?
Mr. Ronald HOLMAN. This year, we welcome
exhibitors from all over the world.The event will feature an impressive array
of National pavilions, bringing together some of the most forward-thinking food
producers from around the world. Countries including the Czech Republic,
Slovakia, Bulgaria, Italy, Hungary, Cambodia (as part of the International
Trade Center pavilion) and of course- Algeria, will present their finest
offerings in free-from, vegan, plant-based, organic, and specialty food and
beverage products. These pavilions provide visitors with a unique opportunity
to explore emerging trends and connect with high-quality suppliers. This strong
international presence highlights the increasing global demand for healthier,
more sustainable, and allergen-free food solutions. Some of our exhibitors like
Döhler (Germany), Valio (Finland), ExSeed (Bulgaria) will contribute to our
Conference Program with extremely interesting insights during our conferences,
each in their area of expertise. The full conference program can be checked on
our website.
Le Courrier d'Afrique 54. Algeria is the
"guest of honor" this year. Why was this country chosen?
Mr. Ronald HOLMAN. Algeria wants to promote its
food exports, having a lot to offer to the European market. This, combined with
the popularity and success of our trade exhibition naturallyproduced a strong
match.
Le Courrier d'Afrique 54. After Austria,
Free From Fine Food will be arriving in Dubai in 2025. Can you tell us more about it?
Mr. Ronald HOLMAN. Free From & Fine Food Dubai is coming back this September, and it's shaping up to be the biggest one yet. Last year was a real success—we had over 1,200 industry professionals from all over, and the B2B meetings were extremely productive. It’s important to note that it’s not only focusedon healthy foods like gluten-free or plant-based, but also premium and specialty products, so there is something for everyone who wants to exhibit. Plus, it’s happening alongside the Future Food Forum once again, which brings in all the key players from the region. With countries like South Africa and Sweden getting involved, there’s a real international interest this year.
