October 09, 2015

09/10/2015: VIV MEA signals a strong first edition

Newly-launched regional trade fair VIV MEA looks to be set for a great start, with all stand space now fully booked for the inaugural edition.

VIV MEA 2016 takes place in Abu Dhabi, the capital of the United Arab Emirates, between 15-17 February. It is dedicated to serving animal protein providers from the Middle East and Africa to Turkey, Iran and the countries of the Indian sub-continent.

Priority for poultry
While VIV MEA will cover all parts of the animal protein spectrum except pork, the organisers state that its particular emphasis will be on the production and processing of poultry meat and eggs.

“The region wants to develop its own production of animal proteins and especially poultry in a responsible and sustainable way,” says VIV shows manager Ruwan Berculo.

“We were delighted to agree to requests from regional leaders to help in this development by adding VIV MEA as the third international hub in our portfolio of business events for the animal protein sectors, alongside VIV Asia and VIV Europe.

“Global suppliers to the animal protein sectors have also shown their support for the initiative, by making sure to book their place at the show. The available stand-space is complete sold out, meaning that there will be about 200 stands in three halls of the Abu Dhabi national exhibition centre (ADNEC)."
Abu Dhabi by night (Image: Leonid Yaitskyi)
Sustainable theme
“Abu Dhabi is the perfect location for our new regional platform,” Berculo continues.

“VIV MEA fits exactly into the policy of the Abu Dhabi government to lead the way regionally in developing sustainable agriculture. For them, being sustainable begins with using the least possible water and energy in production and processing.

“The country is also centrally located within the VIV MEA region and has excellent links by air, plus all the facilities needed for a modern business exhibition. The ADNEC venue even has hotels on site. The exhibition centre is only 20 minutes from the international airport in Abu Dhabi and just one hour by taxi from neighbouring Dubai.”

Preliminary estimates from the organisers suggest that there will be approximately 4000 visitors over the three days of the trade fair, with about 65 percent of them coming from the countries bordering the Persian Gulf along with Iran and Turkey. Another 25 percent or so are likely to be from African countries and around 10 percent from India, Pakistan and Bangladesh.

Business boosters
For the first time at any VIV event, executives from the region’s top companies are being invited to join a hosted buyer programme. The campaign team is visiting the largest poultry integrations in the Middle East and offering their directors a complete package of travel to attend VIV MEA with a guide to help make the trip as productive as possible.

Additionally, as at other VIV events, the show-time agenda features a VIP programme for larger players from the target area and for established names from the VIV Europe/VIV Asia network.

Each of the promotional activities reaching out to animal protein producers in the Middle East, Africa and Central Asia alerts them to an exciting series of opportunities for business conversations, networking and technical updates that is coming in the United Arab Emirates early next year. As well as VIV MEA, three other major agri-food events will be held at Emirates locations on the Persian Gulf during the month of February.

Multiple attractions
Between 15-17 February 2016, VIV MEA will be co-located at ADNEC with a world event known as the Global Forum for Innovation in Agriculture. A renowned showcase for innovative and sustainable technologies relating to food production, GFIA works with organisations including the United Nations, the World Bank and the Bill & Melinda Gates Foundation. 

In 2016 its global edition returns to Abu Dhabi for the third consecutive year. Therefore VIV MEA visitors also can check at the same location what GFIA 2016 demonstrates for innovative technology, not least devoted to the conservation of resources of water and energy.

Then, just a few minutes away from ADNEC, a third event begins on 17 February that should also appeal to poultry producers. This is the spring conference of poultry world leaders organised in Abu Dhabi for the first time by the International Poultry Council. It will be open to VIV MEA visitors who have IPC membership.

“The line-up of Emirates occasions does not end there,” Ruwan Berculo points out.

“On dates of 21-25 February at the Dubai World Trade Centre there will be the 2016 edition of Gulfood. It is now considered the world’s largest annual show on food and related hospitality products. In 2016 it will have over 110 international pavilions as well as hundreds of stands of individual food companies. For anyone from the Middle East involved in animal protein production and processing , this important focus on food product developments is not to be missed.”
Knowledge sessions

The appeal of VIV MEA to technicians from the animal protein sector has been enhanced by including an appetising menu of seminars and conferences prepared in association with media partners. Middle East Agrifood Publishers MEAP are teaming up with the World’s Poultry Science Association to discuss commercial and scientific trends in poultry production. Reed Business International will focus on poultry health. Watt Global Media brings a discussion of broiler breeding and housing. Perendale Publishers will address feed management.
Colonnade in Sheikh Zayed Grand Mosque, Abu Dhabi (Image: Andrew Moore)
On the day before the show opens, Positive Action Publications presents a one-day conference on giving chicks a healthy start and the company follows this during show time with half-day sessions on poultry meat quality and the commercial viability of milk production on large dairy farms. There will also be a contribution from the Dutch Poultry Centre in partnership with the International Egg Commission, looking at some egg quality issues.

Entry to the show and to these knowledge sessions will be free of charge to everyone who has registered in advance through the website viv.net, where full details of the VIV MEA programme can also be found.

Visit the VIV MEA website HERE.

The Global Miller
This blog is maintained by The Global Miller staff and is supported by the magazine GFMT
which is published by Perendale Publishers Limited.

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