Food Fair Anuga in Cologne, which took place this year from 5 to 9 October, is the stage for many organizations in the EU food market to present themselves to the market. Jan Zandbergen and co-exhibitor Moving Mountains look back at a successful Anuga. In addition to many enthusiastic visitors and interesting conversations, two certificates of Top 10 Taste Innovation products were earned.

Arnold Burger, commercial director at Jan Zandbergen: “Our intention was to put new concepts in the spotlight at Anuga. That worked out well. Easy Cooking and FiftyFifty – both concepts of sister organization Diviande – were clearly reflected in our stand, as were our own brands Roosterz & Co and The Meatlovers. Moving Mountains had a prominent part as a co-exhibitor. That the concepts caught on so well at the Anuga Taste Innovation, gives a sense of pride and confirms the path that we have chosen. It also provided an extra run to our stand, a nice side effect that allowed us to show our concepts and added value to many visitors. All in all, we look back on not just a successful, but because of the contacts, also a pleasant fair.”

What impresses more than experience, was Jan Zandbergen’s approach. More than ever in the Jan Zandbergen exhibition history, interested people could taste products. From each concept products were prepared. Especially for The Meatlovers, Jonathan Zandbergen, Michelin star chef, was invited to make delicious dishes at the stand for two days. In this way, one could once again experience the high quality, taste and texture of retail brand The Meatlovers.

The tasting of the plant-based products from Moving Mountains was also very popular. Simeon van der Molen, Director at Moving Mountains: “We had an amazing few days at Anuga. Thanks to everyone who came to visit our stand, we are overwhelmed by the incredible feedback and inspired to keep innovating in this space.”

Cooperation and concepts
Jan Zandbergen increases the focus on cooperation, both with customers and with organizations that emphasize product development. This way, various product concepts are born. One of the companies that Jan Zandbergen cooperates with is Diviande. FiftyFiftyhas emerged from this collaboration. This series of hybrid products – consisting of 50% meat and 50% vegetables – was developed by Diviande and provided with a brand and image by Jan Zandbergen. Jan Zandbergen also takes care of the distribution. A successful combination according to the first reactions in the market. The Anuga Taste Innovation also appreciates this development, by declaring FiftyFifty a Top 10 Innovation.

The cooperation with Moving Mountains meant that Jan Zandbergen can supply plant-based products to the (alternative) meat market in the EU. Moving Mountains is also fully engaged in product development. At the Anuga they launched three new products; a Brat Burger, Sausage and Sausage patty. The Sausage even ended up, just like the FifityFifty concept, in the Top 10 Taste Innovation.

New at the Jan Zandbergen stand was the logo of The Future Food Group. A new sister company led by Mr. Anton Bal. Future Food Group will focus on sustainable protein concepts. This will mostly lead to new vegetarian products, but meat is certainly not excluded.