UMAMI is taking over where SMAK 2020 left off, creating a bigger, better and even more essential arena for Norway’s food and beverage industry.
“We have a clear ambition to consolidate our position as the number one meeting place for this exciting industry,” comments Torill Engelberg, Project Manager at Norges Varemesse. “The name demonstrates how we’re injecting a new flavour into our event and emerged as a clear favourite with stakeholders. The fact that it means ‘tasty’ gives it an obvious, extra appeal.”
Refining a winning formula
Although the name is changing Engelberg is keen to stress that the ‘recipe’ that made SMAK such a success will remain the same, although it will evolve to create even more pride and passion around food and beverage.
It’s an evolution that appeals to the palate of NHO Reiseliv, UMAMI ARENA’s key partner.
“The sector is constantly developing so it’s important that the arena does too,” says Morten Karlsen, NHO Reiseliv. “We want this arena to really demonstrate just how important the food and beverage industry continues to be for ourculture, authorities and businesses. It is an essential part of Norwegian society.”
In addition to building on the exhibition, UMAMI ARENA will also develop a new digital content platform to maintain its presence and impact throughout the year. Norges Varemesse has been busy this year developing its digital strategy and partnerships to deliver added value for both exhibitors and visitors to UMAMI ARENA.
The place to be
UMAMI ARENA will offer something for everyone, hosting a diverse array of exhibitors – both large and small, national and international, from start-up local producers to big name brands.
“This really is a ‘must visit’ arena for everyone with a professional interest in food and drink,” concludes Engelberg. “It’s the industry’s place to be for inspiration, expertise and value creation.”
UMAMI ARENA will be held at Norges Varemesse in Lillestrøm 14 – 17 February 2023. In addition to being the industry’s largest and most important meeting place, UMAMI ARENA will also host a number of Norwegian and international championships in food and drink