UMAMI Arena takes an important step as Norway’s largest meeting place for the food and hospitality industry will, for the first time in 2027, host an international pavilion. Turkey will be the first country to lead the way.
– We are very excited and happy to be the first country to present a pavilion at UMAMI Arena. This is a big moment for us, says Business Development Director at Atlas Expo, Füsun Tavus.
In cooperation with Atlas Expo, officially authorized by the Turkish Ministry of Trade, a joint Turkish pavilion of approximately 150 square metres will be established at next year’s exhibition in Lillestrøm. The ambition is to gather between ten and fifteen producers in the first edition.
– When we represent Turkey abroad, it is a national responsibility. The pavilion must reflect the quality of Turkish products and Turkish food and beverage industry, Tavus explains.
– The ambition is to gather between ten and fifteen producers in the first edition of a Turkish pavilion at UMAMI Arena 2027, says Füsun Tavus, Business Development Director at Atlas Expo, Füsun Tavus. Photo: Atlas Expo
A national initiative supported by the Authorities
The initiative is anchored at government level and forms part of Turkey’s export strategy. It was in fact the Turkish authorities who highlighted UMAMI Arena as an attractive meeting place for the country’s food and beverage producers.
– UMAMI Arena is well established and has a strong reputation. For Turkish exporters within food and food-related industries, this is a highly interesting platform, says Tavus.
The establishment of the Turkish pavilion marks an important strategic milestone for UMAMI Arena.
– This is an important step in the development of UMAMI Arena. With Turkey as our first international pavilion, we strengthen our position as the Nordics’ leading meeting place for the food and hospitality industry, while also opening the door for more countries, says Torill Engelberg, Director of UMAMI Arena.
She points out that international pavilions provide both visibility and greater impact.
– For countries that wish to establish or strengthen their position in the Nordic market, UMAMI Arena offers direct access to export promotion, national profiling and B2B opportunities, Engelberg explains.
Aiming to create a wow effect
Füsun Tavus describes Norway and the Nordic region as premium markets with strong purchasing power and clear requirements for quality and sustainability.
– Turkey has strong producers within olive oil, nuts, dried fruits and Mediterranean products, and we are highly advanced in sustainable packaging solutions. Our goal is to create a wow effect at the exhibition and to showcase both the breadth and the quality of the Turkish export market, Tavus explains.
For Atlas Expo, this is about more than just one exhibition – the goal is to establish a long-term presence.
– We want to build long-term partnerships, and we hope that UMAMI Arena will become a permanent part of our calendar for many years to come, says Tavus.
Opening the door for more countries
A unified Turkish pavilion will provide greater visibility than individual stands, creating both synergy and confidence for the exhibitors.
– When companies stand together, they gain a clear identity and stronger presence. Visitors are always looking for new suppliers, new flavours and new solutions. We believe the Turkish pavilion will add exactly that, says Tavus.
– Turkey is the first country to participate in this format, but the ambition does not stop there. At a time when the industry is seeking new suppliers, flavours and sustainable solutions, UMAMI Arena aims to welcome more international pavilions at the 2027 exhibition, says Torill Engelberg. Photo: NOVA Spektrum
