UMAMI Arena is raising its ambition for 2027. With the theme ‘Stronger Together – a Unified Boost for Growth’, the meeting place will become a more distinct engine for collaboration, innovation and value creation in the industry.
“It is no longer enough to stand together, we must be stronger together,” says Torill Engelberg, Director of UMAMI Arena.
“The choice of theme builds further upon the foundation from Partnership in 2025, but lifts the ambition from unity to power. In an industry characterized by increasing complexity, stricter requirements and rapid change, this is absolutely crucial.”
Engelberg points to a clearly defined goal for 2027:
“This is the core of UMAMI Arena 2027. We will be the platform where relationships are developed into real value creation, where insights are translated into action, and where the value chain is jointly strengthened.”
Need for closer cooperation
The theme has been developed in close consultation with the exhibitor committee, where key players from the industry have contributed to the process.
“‘Stronger Together – a Unified Boost for Growth’ is about gathering the entire value chain around common goals: increased profitability, improved competitiveness and more sustainable solutions,” says Javvad Latif, Sales & Marketing Manager of NHO Reiseliv (Norwegian Hospitality Association).
Latif points out that the need for closer cooperation has become more apparent in an industry characterized by pressure on margins and rising costs.
“For us, it is particularly important that UMAMI Arena brings together decision-makers and professional spheres across segments. We hope this contributes to increased insight into market trends, new business opportunities and strengthened collaboration in the industry.
“In our experience, UMAMI Arena is a platform where relationships are actually developed into definitive value creation,” Latif says.
Sharing expertise
At Lerøy, too, they find that cooperation is becoming increasingly important.
“Collaboration across the value chain is essential as demands continue to increase,” says Elin Johnsen, Head of Sales and Marketing at Lerøy. Photo: Lerøy Seafood
“This is about working more closely with our customers to create solutions that actually work in everyday life. The demands for sustainability, productivity and quality are increasing, and then interaction across the value chain becomes crucial,” says Elin Johnsen, Sales & Marketing Manager at Lerøy.
Johnsen highlights UMAMI Arena as an important arena for development:
“We hope the trade fair gives us the opportunity to get even closer to our customers and gain better insight into their needs and challenges. For us, this is an important arena for testing ideas, getting direct feedback and finding good, future-oriented solutions.”
Where the industry evolves
With the theme for 2027, UMAMI Arena wants to reinforce its role as the industry’s most important meeting place.
“A unified boost for growth is about more than cooperation. It is about building resilience and finding directions that provide better solutions and enhanced competitiveness. When players meet physically, new partnerships, ideas and opportunities can emerge. UMAMI Arena 2027 will be the place where this power is unleased, where the industry is not only mirrored, but developed,” explains Engelberg.
“Stronger together is therefore not just a topic, but a clear direction for UMAMI Arena in 2027. A promise that growth, innovation and development are best facilitated when we promote these together.”
