The team at Booker Group Ltd, a leading food wholesaler, was keen to create an event that inspired its top catering customers by showcasing a selection of brands and products available and the versatility of its produce.
Silverstone, the home of the British Grand Prix, was chosen as the launch venue for the annual Booker Catering Trade Show in 2017 and the company decided to return in 2018 because of the success of its inaugural event.
The venue’s accessibility, proximity to Booker’s Headquarters in Northamptonshire and Silverstone’s room versatility made it the perfect choice. In addition, attendees expressed their excitement at experiencing live events taking place on the iconic circuit during the trade show.
Booker Catering Trade Show took place on Wednesday 26 September and hosted more than 3,000 attendees. The event was held in The Silverstone Wing’s Hall 1, Hall 2 and Hall 3 and made use of the mezzanines, providing in total 4,490sqm of space for 200 catering exhibitors.
The President’s Suite was used by the Leadership Group for breakout business meetings.
Approximately 60% of the space was set up in a standard shell scheme comprising exhibitor stands and branding, while the rest of the space was used for Booker own brand products, space-only exhibitors and a cook-off theatre demonstration area.
The Cook-off Zone was designed to allow visitors to watch Booker’s master butchers prepare quality meat, showcasing the award-winning Blackgate branded products, and highlighting the ‘cut to order’ service available at a range of locations.
The meat was then handed to Booker’s chefs who demonstrated some exciting and on-trend recipes using the products, bringing the brand’s latest Food and Drink Guide to life. Gino D'Acampo also made a guest appearance at the Cook-off Zone to showcase the latest Bonta Italia products, before book-signing and taking photos with the audience.
The venue team and event organisers had to work closely together to overcome a few unique challenges. For example, frying is not allowed in the halls, so a separate, external frying station was organised, to enable exhibitors to cook sample products for attendees.
The venue and event team partnered with Phoenix Food Hub to minimise food waste post-event. Phoenix Food Hub collected over four tonnes of food waste from the event, which is the equivalent of 10,400 meals.
Freddie Brisbane, trading controller at Booker said: "I’d like to thank the team at Silverstone for working with Booker to once again ensure our annual Catering Trade Show was a great success. Thanks to the fantastic venue and the support of the talented staff, we were able to provide our customers with an inspirational and enjoyable day.
"We’re looking forward to working with the event team to see how we can expand next year’s show into the remainder of The Silverstone Wing to make 2019’s event even bigger and better."
Where: Silverstone Circuits
What: Booker Catering Trade Show
When: 26 September 2018
How many: 3,000
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