The Event
The Melbourne Convention & Exhibition Centre (MCEC) became a vibrant hub of culinary delights and hospitality innovations as Fine Food Australia hosted its annual tradeshow from 2-5 September.
As the country’s premier event dedicated to the food industry, Fine Food Australia brings together professionals from food service, hospitality, catering equipment, retail, and bakery sectors, further solidifying its reputation as the industry’s most established tradeshow.
Our Clients
Supporting three prominent brands—Vitasoy, Oppenheimer, and Zeller—Expo Centric delivered exceptional results at the trade show. Through the tastefully designed exhibition stands for our clients, Expo Centric ensured that each brand’s presence was as bold and distinctive as their products. By combining innovation and storytelling, Expo Centric helped these brands tantalize the senses and make a lasting impression on visitors.
Through Expo Centric’s innovative approach in exhibition displays, it brought each brand to life, further enhancing their presence and impact at the trade show.
Client Highlights
Vitasoy
With over 80 years in the industry, Vitasoy showed no signs of slowing down as it secured a 6x3m stand at this year’s Fine Food Australia which served as a visual showcase of modern convenience, thoughtfully designed by Expo Centric to engage guests with a dynamic mix of product displays and interactive elements.
Designed to mirror your everyday retail experience, at the forefront of the stand was a mock-up of a “grab & go” fridge, usually seen in convenience stores and petrol stations, housing Vitasoy’s products. The 11ft. modular structure not only housed the fridge but also carried the lighted Vitasoy logo, an eye-catching element to invite guests over. Below it was an LED TV which displayed its full product range, adding a digital element to the overall experience.
A sleek Barista’s Choice coffee station was at the opposite end of the stand where a single group-head coffee machine was ready to serve the guests with free samples of plant-based milk coffees made with Vitasoy’s Barista’s Choice milks. In addition, smartly hidden at the bottom of the fridge was a storage space for storing Vitasoy’s products.
Complementing these two key features of the stand was the integration of a small ambient shelf which served as the display area for Vitasoy’s export products and its marketing collaterals that were distributed to potential buyers.
Overall, Expo Centric’s excellence in designing the stand for Vitasoy allowed the brand to successfully blend product promotion with an inviting, real-world retail vibe.
Oppenheimer
Oppenheimer’s participation at Fine Food Australia 2024 highlights their commitment to staying at the forefront of industry trends and connecting with their partners and stakeholders in the food industry. Complemented by Expo Centric’s expertise in creating functional and experiential exhibition stands, Oppenheimer really stood out at the trade show.
Expo Centric crafted a visually striking and highly functional booth for Oppenheimer, designed to engage visitors and showcase the company’s products. The 9x6m booth featured an elevated oak flooring which added a polished look to the overall design. A large modular structure with a vibrant PVC design was the focal point, ensuring Oppenheimer’s branding was visible from across the exhibition hall.
Divided into various functional zones, Oppenheimer’s booth included a reception area featuring a bright counter designed with printed graphics at the front. Adjacent to this was a serving area featuring oak countertops, creating a sophisticated yet inviting space. This area allowed visitors to choose from Oppenheimer’s product offerings on display. For casual conversations and meetings, two sets of black stools with oak tabletops allowed for comfortable seating arrangements, strategically incorporated in the design to foster engagement between the brand and its clients.
On one side of the booth was a practical storage area, smartly hidden from view but was easily accessible. It seamlessly mixed with the design and ensured a clutter-free presentation area.
Expo Centric’s elegant and highly functional design showcased the combination of red, deep blue, and oak elements which resulted to an overall aesthetic reflective of Oppenheimer’s values of quality, innovation, and attention to detail, making their Fine Food participation not only successful but also memorable.
Zeller
As a company specializing in modern financial solutions, Zeller’s primary in its venture at Fine Food Australia 2024 was to showcase its expertise and latest innovations to restaurant owners and hospitality professionals by positioning itself as a smarter alternative to outdated financial systems. To reach its goal, Expo Centric designed Zeller’s booth to create an inviting and modern retail environment that emphasized simplicity and accessibility.
The booth featured a 6x6m raised floor with oak and black stipple finishes, creating a warm and polished atmosphere. An LED-illuminated structure was prominently displayed on one side of the booth while a walk-in lockable storage with tote bag hooks was on the other side. Both structures housed multiple smart televisions to further enhance the product displays, making it easier for guests to see the products’ key features.
Additionally, Zeller’s product range was displayed on top of two benchtops acting as counters where the company’s employees had the chance to engage visitors and potential clients in product discussions while maintaining a neat and organised display.
To boost engagement and attract more guests, Zeller smartly incorporated an interactive spinning wheel at the centre of the booth offering prizes and discounts. Through this gamification strategy, the spinning wheel served as an invitation to everyone to come and check out Zeller’s booth.
With its sleek and functional design, engaging features, and strategic layout, Zeller’s booth was a stand out at the trade show.
The Results
Expo Centric is proud to have supported four reputable brands at this year’s Fine Food Australia. True to our mission to create authentic human experiences, our team always have one goal in mind: to design a journey that will foster curiosity and start a conversation and ultimately, convert your customers into brand advocates.