Training and Capacity Building at Expoalimentaria 2024

This collaboration aimed to develop key competencies for identifying opportunities, managing sales portfolios, and preparing for promotional events. With the support of the fair organizers, ADEX, various training sessions were conducted both virtually and in person before and during the event.

During the technical assistance sessions, which included 37 AGROMERCADO officials, fundamental topics were addressed, such as identifying trends using tools like MINTEL, Google Trends, Euromonitor, Google Alerts, and AUMA.DE. Additionally, training was provided on promotional mechanisms, indicator development, trade fair planning, and an introduction to Expoalimentaria. The practical approach of these sessions aimed to equip participants with specific skills to enhance their business management and performance at trade events.

During the in-person session held at Expoalimentaria, participants took the opportunity to tour the fair, focusing on identifying opportunities and possible alliances in the chains prioritized by each regional head. This activity was key in strengthening their observation and market analysis skills, allowing them to identify relevant innovations in the products showcased at the fair’s innovation contest.

The active participation of the heads and assistants of each AGROMERCADO office was crucial for organizing into teams based on five strategic routes, each with defined objectives for visiting the fair. This dynamic allowed them to gather valuable information and stay updated on product innovations and market trends.

The strengthening of soft skills was also a priority, encouraging greater use of networking spaces. This enabled them to interact effectively with potential business partners, present the export offerings from their regions, and highlight the work AGROMERCADO is doing to boost the agri-food sector’s development.

Finally, SIPPO was invited to deliver one of the keynote presentations at the fair, where Victor Sarabia, SIPPO Country Representative, spoke about opportunities for sustainable business in the cocoa value chain.