Buyers & Retail
- Buyers
- Category Managers
- Retailers
- Wholesalers
ANUGA / Koelnmesse × FAIRZ
ANUGA Discovery
Pavilion 2027
Rethinking how products are discovered at trade fairs.
- Location
- COLOGNE
- Dates
- 9–13 OCTOBER 2027
- Space
- ≈ 400 M²
02 / Opportunity
More choice needs better discovery.
Thousands of products.
Thousands of exhibitors.
Limited time.
DiscoverANUGA creates one central starting point for product discovery — and leads visitors back to the companies and stands behind every product.
03 / Scale
The world's food industry, in one place.
145,000+
Trade visitors
ANUGA official
190+
Countries
ANUGA official
7,900+
Exhibiting companies
ANUGA official
5
Trade fair days
ANUGA official
≈ 400 m²
Discovery experience
Discovery target
300+
Targeted products
Discovery target
04 / Audience
Who you can reach.
One concentrated international B2B food ecosystem. Tap a group to see examples.
05 / Concept
One central Discovery Point.
Visitors discover products from different ANUGA categories in one environment, interact with them and continue to the brands and exhibitors behind them.
- 01
Discover
Curated products from every ANUGA category in one place.
- 02
Scan / Interact
Scan a product and open its digital layer.
- 03
Learn
See the brand, story, certifications and details.
- 04
Connect
Get matched with the company behind the product.
- 05
Visit
Continue to the exhibitor's stand at ANUGA.
The pavilion is not the destination.
It is the starting point.
06 / Experience
Physical discovery meets digital intelligence.
Product Discovery
Curated physical product presentation.
Smart Retail
Shelving, refrigeration and modern retail presentation.
Digital Interaction
QR / NFC enabled product experiences.
AI Discovery
Interest-based product and company discovery.
Visitor Guidance
Helping visitors move from interests to products to exhibitors.
Taste
Product tasting and food experiences.
Content
Talks, interviews and podcast content.
Experts
Certification, market entry, product and industry expertise.
Lounge
A central place for conversations and networking.
Technology features are currently part of the development vision and are not presented as fully launched or guaranteed functionality.
Discovery Worlds
- Halal
- Kosher
- Plant-Based
- Alternative Proteins
- Free From
- Health & Functional Food
- Gourmet & Specialty
- Convenience & Snacking
- Private Label
- Superfoods
- Sustainable Products
- Start-ups
- Innovation
05 / Partners
Where does your company fit?
Selected partners. Real integration. One Discovery ecosystem.
Partners are not advertisers. Their technology, equipment, expertise and services become an active part of the physical and digital Discovery experience.
- Retail
- Cooling
- Technology
- Data
- Certification
- Product Innovation
- Market Entry
- Packaging
- Logistics
- Hospitality
- Content
- Media
01
Presenting Partner
1 exclusive partnership
02
Official Solution Partners
Exclusive category partnerships
03
Discovery Experts
Selected professional partners
04
Official Suppliers
Selected infrastructure and service partners
01
Presenting
Partner
1 Exclusive Partnership
The highest strategic partnership level of the ANUGA Discovery Pavilion 2027. The Presenting Partner receives high-level integration across the Discovery experience, communication and visibility.
Naming, branding and communication rights are subject to approval and the official ANUGA / Koelnmesse brand framework.
Explore presenting partnership02
Powering the Discovery experience
Exclusive functional categories — normally one official partner per category. Tap a category for details.
03
Expertise behind Discovery
Limited partnerships — different areas of expertise can coexist.
04
Making Discovery possible
Selected partners providing products, infrastructure or operational services.
Lighting Partner
Limited
Display & Screen Partner
Limited
Furniture Partner
Limited
Coffee Partner
Limited
Water / Beverage Partner
Limited
Technical Equipment Partner
Limited
Taste & Sampling Partner
Limited
Content / Podcast Partner
Limited
Media Partner
Limited
Not sure where you fit?
Answer two questions and see the most relevant partnership opportunity.
Why become a Discovery partner?
Visibility
Become visible within the ANUGA Discovery environment.
Relevance
Position your company around food brands, manufacturers, buyers and industry professionals.
Live Application
Show technology, equipment and expertise in actual use rather than traditional advertising.
Connection
Become part of an ecosystem connecting products, brands, experts and international industry professionals.
Don't just sponsor Discovery.
Become part of it.
Technology. Retail. Cooling. Expertise. Logistics. Content. Selected partners help turn ANUGA Discovery into a connected Discovery experience.
Become a Discovery partner- Presenting Partner
- 1
- Official Solution Partners
- Limited & category exclusive
- Discovery Experts
- Selected
- Official Suppliers
- Limited
Real integration
Your solution. In a real food environment.
A refrigeration partner doesn't just display a logo. Its refrigerators present real products to an international professional audience.
- RefrigerationCooling units present real products to an international professional audience.
- ShelvingPresentation systems carry the curated Discovery assortment.
- Retail DesignSpatial concepts shape how visitors move and discover.
- TechnologyInteraction and guidance tools are used by visitors on site.
- CertificationStandards become visible directly at the product.
08 / Collaboration
Built in collaboration.
ANUGA / Koelnmesse×FAIRZ
The ANUGA Discovery Pavilion is developed as a collaborative project between ANUGA / Koelnmesse and FAIRZ.
ANUGA provides the international platform, exhibitor ecosystem and global professional audience.
FAIRZ develops the Discovery concept: partnerships, experience and implementation.
FAIRZ — We make trade fairs work.
Statement
Quote placeholder — Taner Türksoy, Managing Director, FAIRZ.
Statement
Optional placeholder for an official ANUGA / Koelnmesse statement.
The bigger vision
Starting with ANUGA 2027.
ANUGA Discovery is the first implementation of a broader idea: making large trade fairs easier to discover. The format is designed to scale beyond a single pavilion.
From exhibition
to discovery.
Contact
Become part of Discovery.
We are building a selected ecosystem of partners that will help shape the ANUGA Discovery Pavilion 2027.
partners@discoveranuga.com