Top food and drink trade shows
(and how your brand can make the most of exhibiting at them!)The ingredients to a great food and drink trade show
Are you ready to boost your brand presence, showcase your latest products and have deal-making conversations with key buyers and decision makers? Exhibiting at a food and drink trade show is one of the fastest and easiest way to get the right eyes on your business.
With a stack of experience behind them, our team have pulled together the essential elements for creating an impressive trade show stand that leaves a lasting impression.
With this guide, you’ll discover:
- Why you should exhibit at a food and drink show
- What you can include in your exhibition stand design
- Inspiration for impactful, memorable trade stands
Not to mention, our team will recommend the best food and drink exhibitions to get involved in in 2026.
Read on to find out what ingredients you need to make your brand stand out from the rest!
Why should I exhibit at a food and drink trade show?
Food and drink trade shows, exhibitions and festivals are some of the most effective ways of getting a product in front of your audience and helping them to fall in love with it. You can:
- Connect with customers
- Show and provide samples of your products
- Start meaningful conversations
- Make new relationships
- Collect valuable data for future marketing
- Secure new contracts and deals with suppliers there and then
Shows like this will usually have a great mix of products, suppliers, talks, training, networking and sometimes even award events (evenings) on offer. You could see well-loved or emerging brands launching new products in response to market trends, or challenger brands with huge social following looking to raise their profile in front of industry legends. Expect a flurry of new innovations designed to cause a stir.
Food and drink show and festival organisers invest in targeting the right audience to be there for you, and if you check on their website, they’ll normally list the types of visitors they expect to attract. If this fits your target market, you’ll know straight away that exhibiting at that event should be part of your marketing strategy. We know it can be a bit overwhelming and that’s why we’ve created individual guides for each show, where you can find out all the stats, facts, pros and cons of the top food and drink trade shows across the UK.
And to attract the biggest audience possible, shows quite often run several specialist shows under one roof. For example, during Food, Drink and Hospitality Week you can see IFE, HRC, Pub Show, IFE Manufacturing and International Salon Culinaire come together to draw in visitors from across the food and hospitality industries and maximise the number of visitors walking through the door.
While bigger shows will give you a much larger audience to put yourself in front of, it doesn’t come without some challenges. Getting good quality leads from busy shows with high footfall can be tricky, with visitors often in a rush to get around as many stands as possible. Meanwhile, so many more brands to compete against can make it harder to set yourself apart from the crowd.
These challenges, and more, mean that it’s more important than ever to exhibit with a showstopping exhibition stand design to attract your ideal customer – not just anyone and everyone – and that sticks in their mind, long after the show is over. Stuck for ideas? Our team is brimming with them. With the right stand, you could secure deals on the spot in 2026.
Want some inspiration? Check out our latest projects and case studies.
In the meantime, we’ve put together everything you need to know about exhibiting at lunch! North and IFE, Food & Drink Expo to help you get started.
“By exhibiting at a trade show, exhibition or food festival, you put yourself in front of people who get to taste that delicious new chocolate bar, sample that brand new coffee you’ve launched or even try out that innovative grill technology you’ve developed.
It is a wonderful place to be if you are in the food and drinks industry. I try to visit as many as I can, full of innovations and ideas, and you get to try loads of new products. It’s something you can’t get with digital marketing alone, you have to be there and get people to try your products”
Edward Marshall, Creative Director of Motive Exhibitions
Glebe Farm
Lunch Show, ExCeL London
Qualitops
International Food Expo (IFE), ExCeL London
Budweiser Budvar
London Craft Beer Festival (LCBF)
What can you have on a food and drink exhibition stand?
It’s not surprising that most exhibitors taking part at a food and drink trade show like IFE, or festival, such as Taste Festival London, take some of their products with them for visitors to try. For brands that manufacture ingredients used in a dish, the event is the perfect chance to show what can be made with them. After all, the proof is, as they say, in the pudding.
For example, Scrocchiarella created a stand that demonstrated how their traditional pizza bases can be used in a cafe or restaurant. Meanwhile, Synergy Grills provided live cooking demonstrations that showed the audience just how fantastic their grills actually are.
Any of these demonstrations means that having the right kit on your stand is essential, and this requires some careful planning.
Here are a few key things to consider:
How can I cook on my exhibition stand?
If you need to cook on the day but don’t need your audience to see what you’re doing, you could use a tabletop oven like a Merry Chef. However, if you’re going to use showcooking to either demonstrate or attract people to your stand, you’ll need a full, Masterchef-style setup. In the past, we’ve built stands with full demo gas-powered grills, induction hobs, ovens and air-fryers to make cooking a doddle. Don’t forget you’ll also need a protective screen to make sure none of your visitors touch anything hot or get splashed in the cooking process!
Check out some of our case studies that demonstrate just how easy it is to cook on your stand.
How can I store my products/ingredients?
This is something that’s regularly overlooked, but super important for keeping ingredients at the right temperature for food hygiene and safety. If you need to keep your products cold or frozen, you have a few options. Food and drink shows have ambient, frozen and cold storage to keep large volumes of product over the course of a show. Space needs to be pre-booked. Just make sure you book the right amount of space (usually done by the pallet). You will also need to consider having a standalone fridge and/or freezer on your stand, and be prepared to go back and forth during the day to the storage for top-ups.
Serving counters with lots of shelving underneath can be a great way to optimise your stand space for ingredients too. Your exhibition stand designer can work with you to make sure you’ve got the room you need to keep your space operating smoothly.
When you book your stand, you’ll be asked whether you will be collecting your products from storage or if you are happy for any overflow to be donated to a local food bank or charity.
What happens to my fridge/freezer overnight?
If you’ve got a standalone fridge or freezer, you’ll need to make sure it stays powered even when the show comes to a close, otherwise items inside will quickly spoil. This means booking a 24/7 electric package to keep your products cool around the clock.
Will I need a sink?
If you’re sampling or cooking food on your stand, you’ll have to have a sink to comply with food hygiene regulations, so a sink is a necessity. There are a few options for this:
- Self-contained countertop sink, which has a built-in water reservoir that you fill (and folds up nicely to sit under your counter)
- Self-contained upright sink – an option that provides a washing bowl with a larger reservoir. Also has an option for hot water if you need it.
- Full sink. Most venues offer a fully plumbed sink and water/waste package if you need a full station on your stand for cleaning, washing or prepping. Obviously, this needs a lot more space, as well as a platform floor for hiding water and waste pipes.
Can I serve hot drinks?
If you’re serving up your perfectly roasted coffee or brewing your brand new blend of tea, hot water is a must. In the past we have included coffee machines, instant hot water taps and kettles on a stand. One of the key points to think about here is power. You can’t just turn up with your all-singing-and-dancing coffee machine and plug it straight into a 500w rated socket – the power will trip and you’ll be left high and uncaffeinated! Anything that boils water requires a much higher power source. We recommend booking a 3kW socket as a minimum for kettles or coffee machines. If you’re not sure what power you need, always speak to your stand builder or the electrical contractor for the event.
Can I have a bar on my exhibition stand?
You can indeed, and there are a few ways we can do this. You could go simple and have an under counter fridge with space for your beverage of choice. Or if you are looking to have your latest craft beer on tap and ready to serve, we can build your chiller, pump, and dispensing equipment directly into a bar, counter, or wall of your stand. The third option is going for the halfway house and having a table top Beer Tender or Blade dispenser.
Food and Drink Exhibition Stand Ideas
It can be hard to know where to start with your food and drink exhibition planning. We’ve put together some examples of custom exhibition stands that we’ve designed and built from scratch, as well as modular, and shell-scheme stands which include elements that have been hired, to give you some ideas of just what’s possible.
When you’re ready to chat about your future exhibition stand, get in touch with our team. We’re excited to help make your next trade show the best one yet!
Budweiser Budvar
Taste of London, Regents Park London
Brew Tea Co
London Coffee Festival, The Trumans Brewery London
Essential Cuisine
Hotel, Restaurant and Catering (HRC), ExCeL, London
Nationwide Produce
Farmshop and Deli Show, NEC Birmingham
Joe and Seph’s Popcorn
Speciality Fine Food Fair (SFFF), Olympia, London
Essential Cuisine
Casual Dining, ExCeL London
Solina
Casual Dining, ExCeL London
Budweiser Budvar
National Geographic Traveller Food Festival, London
Belazu
Taste of London, Regents Park London
Budweiser Budvar
London Craft Beer Festival (LCBF), Tobacco Dock London
Nextera
Plant Based World Expo Europe (PBWE), ExCeL London
Brew Tea Co
London Coffee Festival, The Truman Brewery London
Synergy Grill
Hotel, Restaurant and Catering (HRC), ExCeL London
Destiny Foods
Lunch Show, ExCeL London
Chika’s
National Convenience Show, NEC Birmingham
Recommended exhibitions for food and drink brands
We often get asked what shows we go to, so we’ve put a handy list together of some of the food and drinks exhibitions and festivals we go to each year.
ISM | 1 – 4 February 2026 | Cologne, Germany
The world’s largest sweets and snacks fair.
lunch! North | 10 – 11 March 2026 | Manchester Central, UK
This will be the second year of lunch! North which is a spin-off from London’s popular lunch! show. It’ll largely be focused on the northern café, coffee shop and food-to-go industries. Read our tips about exhibiting at lunch! North.
Northern Restaurant & Bar (NRB) | 10 – 11 March 2026 | Manchester Central, UK
NRB is the north’s leading show for the hospitality and restaurant trade.
International Food & Drink (IFE) | 30 March – 1 April 2026 | ExCel, London
IFE is part of the Food, Drink and Hospitality Week. It is one of the UK’s largest shows for showcasing food and drink products. See our case study for the stand we built for premium Italian brand, Scrocchiarella, or find out everything you need to know about exhibiting at IFE.
Hotel, Restaurant and Catering (HRC) | 30 March – 1 April 2026 | ExCel, London
HRC is part of the Food, Drink and Hospitality Week; one of the leading shows for food service and hospitality for the trade.
Food and Drink Expo | 13 – 15 April 2026 | NEC, Birmingham
Part of the UK Food and Drink trade shows, Food Expo brings buyers from retail, wholesale, food service, hospitality and manufacturing sectors under one roof.
Farm and Deli Show | 13 – 15 April 2026 | NEC, Birmingham
Part of the UK Food and Drink trade shows, Farm and Deli is great for showcasing the best in quality local ingredients and produce.
National Convenience Show | 13 – 15 April 2026 | NEC, Birmingham
Also art of the UK Food and Drink trade shows, this is the biggest event for the convenience and retailing sector.
BREWLDN | Date TBC | Between the Bridges, Queens Walk, London
The UK’s largest and most diverse craft drinks festival, beginning together the best of the craft drinks world in one, immersive experience. It attracts a diverse crowd with attendees from both trade and the public.
London Coffee Festival (LCF) | 14 – 17 May 2026 | The Truman Brewery, London
The ultimate show for caffeine enthusiasts, this festival features 275 artisan coffee and gourmet food brands, offering tastings, live demos from world-class baristas, interactive workshops, street food and music. Read our case study for the stand we built for Brew Tea Co.
Taste of London | 17 – 21 June 2026 | Regents Park, London
A five-day celebration of food and drink in London, set in beautiful Regents Park.
National Geographic Traveller Food Festival | Usually July 2026 – Dates TBC | Business Design Centre, London
Showcasing food and drink from brands around the world.
London Craft Beer Festival (LCBF) | 17 – 18 July 2026 | Tobacco Dock, London
A weekend celebration of all things craft beer and food.
Speciality Fine Food Fair (SFFF) | 15 – 16 September 2026 | Olympia, London
A leading showcase of artisanal food and drink.
The National Restaurant, Pub and Bar Show (Casual Dining) | 16 – 17 September 2026 | ExCeL, London
A brand-new look for what was known as Casual Dining, it brings together restaurants, pubs and bars to showcase the best in the industry. Read our case study for the stand we built for grill manufacturer, Synergy Grill.
lunch! Show | 16 – 17 September 2026 | ExCeL, London
The original show focuses on the cafe, coffee shop and food-to-go industry. Check out our case study for the stand we built for Czech brewery brand, Budvar.
Plant Based World Expo Europe (PBWE) | 13 -14 November 2025 | ExCeL, London
Gathering space for the retail and foodservice industry looking for plant-based innovation and solutions. Read our case study for the stand we built for Nextera.
“I highly recommend Motive Exhibitions. We worked with them to exhibit at trade shows for the past two years. They also assist us at smaller shows, where our resources are such that I need external support.
“They are adaptable, innovative, very helpful and really understand the demands of food exhibitions, especially those where we cook and sample on the stand.
“The design nous is exceptional as well.”
Scrocchiarella – Read our case study here
What location should I exhibit in?
Ultimately, the answer to this question depends on your business and brand. If you’re trying to tap into local markets, exhibiting at national or international events may not produce the leads that you’re looking for. Instead, taking part in a regional food and drink event might be a great start. However, if you’re looking to expand into new areas, increase your geographic presence or engage with buyers with national or international footprints, shows that attract a broad range of visitors from across different locations could be a good move.
If you’re based in London, you’re lucky enough to have a whole range of great shows on your doorstep, with everything from Taste of London for talking straight to consumers through to Hotel, Restaurant and Catering, to develop those trade partnerships.
If you are in the Midlands, then Birmingham has some great shows for trade. Check out the UK Food and Drinks Shows or get in the festive spirit with festivals such as BBC Goodfood Winter.
In the north, there are some great shows in Manchester such as the Lunch North show and long-running shows such as Northern Restaurant and Bar.
Whatever your goals, whatever your show, a great stand can help you make wherever you exhibit a success. Talk to our team today to find out how we can help to bring your stand visions to life.
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Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX
