The European Coffee, Tea & Soft Drinks Expo is to co-locate with the HRC Show on 22-24 March at ExCeL London.
The co-located events will be the first, large-scale gathering for the community following the pandemic, bringing the whole food, drink and hospitality industry together.
Quinic Events, organisers of European Coffee, Tea & Soft Drinks Expo and HRC organiser Montgomery Group are forming a joint venture and will be working closely together on a campaign to co-promote the complementary events to maximise the attendance of food and drink industry buyers from the UK and overseas.
John Bednall, CEO of Quinic Events, said: “Co-locating European Coffee, Tea & Soft Drinks Expo with HRC and IFE, along with the London Produce Show, Festival of Enterprise and IFE Manufacturing Solutions will provide the industry with an event that will deliver solutions from the entire food, drink & hospitality supply chain, from start-ups to the best known brands.
“This is a ground-breaking move. HRC and IFE are both long-established and leading events for the food and hospitality industries with a total combined attendance of over 45,000 when last held. European Coffee, Tea & Soft Drinks Expo, will run in its own clearly designated and distinctive zone, will retain its unique soft beverage focus and identity, and add an exciting new dimension to the overall offering.”
Lori Hoinkes, managing director of Montgomery Group, said: “In such difficult times, it is crucial that businesses have every resource available to help them be successful. By co-locating six shows together, visitors can now test, taste and source products and services that meet multiple needs of their business from all areas of the supply chain.
“This, combined with an extensive seminar line-up and inspiring trend trails, means business owners will have the best opportunity to prepare for the year ahead and exceed expectations.”