Meat Attraction 2022, the International Meat Sector Trade Fair held from 8 to 10 March, has closed the doors of its 4th edition with the participation of more than 9,000 professionals, which represents a consistency of figures compared to the previous year and a great achievement in the face of the situation of uncertainty that has been experienced in recent months. All of this is thanks to the meat sector's commitment to being present at the only vertical fair of this important industry in southern Europe, and which has been particularly notable for the quality of the visitors. With more than 300 exhibitors, brands and companies taking part, this monographic event has consolidated its position as the largest business platform for the meat industry in its entire value chain.
The international scope of Meat Attraction has been one of the most outstanding parameters of this event which, despite the difficulties of movement, has attracted the meat industry's major international importers and traders. Of the total number of visitors, 11% came from the international segment, maintaining last year's figure, with professionals from 48 countries. Specifically, the most numerous were from Europe, especially from Portugal, Italy, France and the United Kingdom, as well as buyers from Mexico, Peru, Colombia, Japan, Canada, the United Arab Emirates, Vietnam, South Korea, among others. 70% of the international visitors were from the EU, 9% from Asia and the Pacific, 13% from Latin America and 3.1% from the Middle East.
The Fair has therefore been confirmed as a fundamental instrument for the internationalisation of the sector, a meeting point for the professionals who make up the entire chain and a framework for innovation in the meat market. Along these lines, it is worth highlighting Meat Attraction's commitment to attracting major importers of meat products, for which it has made a significant investment in its guest programme, with the presence of 100 international buyers from 20 countries.
Similarly, Meat Attraction, with the collaboration of ICEX trade offices around the world, hosted a total of 559 appointments at the B2Meat meetings. A total of 42 buying companies from 15 countries took part in these meetings, whose meetings with 50 exporters were monographic B2B meetings by product category. In this way, the fair offered participants a platform for international promotion and expansion.
With regards to the profiles and segments of the professional activity of all the visitors to Meat Attraction, quality and specialisation stood out. Production, industry and processed products accounted for 33% of the total; 21.8% corresponded to wholesalers, traders, import/export; 8% to retailers and points of sale; 7% to HORECA professionals and another 7% to retail and the distribution chain; 3% to transport and logistics, and 18% to services and other professionals.
As a novelty, Meat Attraction 2022, with the collaboration of Educarne, has incorporated The Butcher's Shop, the exhibition area of solutions and novelties at the service of the specialisation of butchers and charcutiers. As part of the programme, this area featured Renzo Garibaldi, considered by many to be the best butcher in Latin America and one of the best in the world, who performed live with Spanish chef Íñigo Urrechu. Janela Morante, proclaimed Best Young Butcher in Spain after two final live tests, was also awarded a prize, as was Francisco Martínez, from Carnicería Garrote, in Calatayud, who won first prize in the Best Artisan Burger Competition for his "Aragon Mountains" proposal. On the other hand, Carnicerías Herrero won the prize for the best digitalisation project in the establishment, Carnicería Ederra won the award in the category of best e-commerce, and Carnicería Catalá won recognition for its strategy in social networks.
Innovation was another of the main themes at Meat Attraction with the aim of highlighting it as one of the pillars of a modern industry adapted to the new consumer profiles and requirements of the market and society. In this sense, the Innovation Hub area brought together the new products and the best products and services of the exhibitors participating in the Fair. In this area, the fair awarded the Innovation Hub Awards 2022, the aim of which is to recognise and highlight the R&D&I efforts of the sector, and of each participant in particular. Among the ten finalists who defended their candidacy before the jury, the company Coren was the winner in the 'Product Area' category, and Inspectra, in 'Auxiliary Industry'.
ANICE, after its Annual Assembly held at the fair, also presented its awards. On this occasion, Luis Medina del Río, founder of Cárnicas Medina, received the Business Career Achievement Award; David Rodríguez Lázaro and Emcesa, the José Flores Innovation Award; Alimentos de España, and its campaign El País Más Rico del Mundo, the Gastronomía y Salud Award; the magazine Eurocarne, the Amigos de la Carne Award; the Asoprovac and Matadero de Orihuela, Sustainability Award, and the Navidul, Entrepreneurship Award.
In parallel to the trade show, Meat Attraction also hosted an extensive programme of technical conferences and activities, offering professionals a space for debate and knowledge exchange.
Likewise, Factoría Chef was the space for various demonstrations and showcookings with different products such as veal from Aliste, black pudding from Burgos, Iberian prey, cabbage and chicharrón from Tierra de Sabor, poultry, Avianza, lamb from La Mancha, veal from Asturias and colt meat from Go Cavale. Meat from Avila.
On the other hand, and in relation to IFEMA MADRID's commitment to sustainability, Meat Attraction facilitated the collection of produce from exhibitors for the Madrid Food Bank, which managed to collect more than 500 kilos for charity use.
Coinciding with Meat Attraction was Meat Week, organised in collaboration with the Meat and Health Platform between 7 and 13 March. Under the slogan #LaEnergiaDeCadaDia, it hosted different activities aimed at highlighting the nutritional properties of meat products.