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Taste. Trends. Trade.


Contents In the world of food and beverages, there’s no getting away from the Anuga. It is the world’s largest trade fair and the industry’s foremost meeting place. Even at the inaugural exhibition in 1919, visitors were already describing the product diversity as overwhelming.

1919

— Delicacies in times of hardship

A culinary showcase and a new exhibition – brought to life shortly after the First World War. Hundreds of visitors marvel at the variety of goods on display.

1920 – 1932

— Changing venues

The first Anuga fair in Stuttgart’s Kronprinzenpalais

Food exhibitions in the Weimar Republic

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Munich, Hanover, Berlin, Magdeburg, Cologne: the Anuga is the premier forum and marketplace for the retail food sector – even when hyperinflation elevates the cost of a stock cube to 250,000 marks.

1933 – 1937

1949 – 1954

— Brought into line

— Rebirth The Anuga in Cologne

Anuga, Rekofa and the Reich Exhibition under the Nazis PAG E 2 6

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Malt coffee instead of mocha, tea produced from mountain herbs, and sparkling wines produced in Germany – “food for the good of the people” according to the Nazi regime.

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International exhibitors, merchants from all over the world, eager visitors – the venue on the Rhine becomes the permanent home of the fair.

100 years of Anuga


1955 – 1960

1961 – 1970

— Global forum for the food industry

Frozen food and self-service The Anuga during the economic miracle

The Anuga in the sixties

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As the leading trade exhibition for the international food industry, the Anuga reflects the transition from the corner shop to the supermarket. Federal Chancellor Konrad Adenauer describes the show as “impressive”.

Exotic and reduced-fat products, fish fingers, instant beverages and snacks – international produce mirrors the decade’s bright and breezy culture.

1985 – 2000

1971 – 1984

Rethinking Anuga

— Growth presents a challenge

Pure Trade Fair

The Anuga undergoes transformation

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Branded the Global Food Marketplace, the Anuga hosts multiple shows under one roof – a format that remains a recipe for success to this day.

Continuous growth in size and international appeal – Brazilians buying from Indians, Australians doing business with Americans. The call for freshness, quality, organic produce and convenience creates a need for clarity.

2001 – 2018

2019

— Forwardlooking

Global, digital and reorganised Ten leading fairs under one roof

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Combining ten premier trade shows creates an unparalleled event, attracting 7,400 exhibitors from across the globe and 165,000 visitors from 198 countries. Cologne plays host to the world and co-hosts exhibitions abroad.

The Anuga celebrates its centenary

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What will the future taste like? Innovation and emerging trends at the 2019 Anuga – the hot spot of the food and beverage industries. Happy Birthday!

Contents

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Preface Gerald Böse President and Chief Executive Officer Koelnmesse GmbH

Dear Ladies and Gentlemen, dear partners, exhibitors and visitors of Anuga, it gives me great pleasure to extend my warmest greetings to all our friends, partners, exhibitors and visitors to the Anuga as we celebrate the centenary of the food industry’s leading global exhibition. Thanks to the commitment of everyone involved with the fair, thanks to innovation and the impetus generated by the industry, and thanks to tireless progress, we remain very much in tune with the times even after 100 years. I hope you enjoy looking back over the first century of the Anuga’s history, as I have done. The highlights of this anniversary publication include the first event in Stuttgart in 1919, which was attended by around 200 German companies, and the establishment of a permanent home in Cologne from 1951. At the time, the exhibition made a strong impression on Konrad Adenauer, who said, “This is an impressive show in which you can take pride.” I certainly remain proud of the Anuga, and I think we probably all share that sentiment. As the years unfolded, its development into an outright trade show, a qualitybased selection policy and the refined definition of product categories enabled the Anuga to emerge as an exhibition without equal worldwide in view of the horizontal and vertical range of its offering. In recent years, not only the Anuga but also the exhibition venue itself has undergone substantial further growth. We are currently constructing a new hall, named 1plus, and another new building, the Confex® for conferences and exhibitions. This eye-catching modernisation project also encompasses a digital navigation and information system. In short, the trade fair centre in Cologne is being given every opportunity to expand further.

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Even after a hundred years, the Anuga is not standing still, but injecting the industry with new vigour across the globe. In March 2019, for instance, the ANUFOOD Brazil got off to a successful start. In addition, the THAIFEX is now officially known as the THAIFEX – Anuga Asia to reflect its affiliation with the parent exhibition in Cologne. And in 2020 the ANUFOOD China will be moving to a new trade fair centre – the largest in the world – in the southern Chinese city of Shenzhen. As you can see, our international satellite events have put us on the map in the key growth markets and are extending the global Anuga network. I now invite you to delve into the details of the Anuga’s history, learn about the influence exerted by the dismantling of the Berlin Wall and the 9/11 terror attacks, and explore the transformation of the event into a consummate trade fair. Allow yourselves to be captivated and inspired by this fascinating account of the last 100 years. I’m sure you’ll agree that it’s a good read.

“Even after a hundred years, the Anuga is injecting the industry with new vigour across the globe.” Gerald Böse · 2019 —

Preface

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THE FIRST ANUGA FAIR IN STUTTGART’S KRONPRINZENPALAIS

1919

Delicacies in times of hardship

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Fine food retailers from across the country gathered

in Stuttgart on the morning of Sunday, 28 September 1919. Eager anticipation and excitement prevailed as the Imperial Association of Fine Food Merchants opened the inaugural General Exhibition of Food and Beverages, to which numerous politicians and businessmen had been invited. The first Anuga – the immediately popularised acronym of the fair’s German title – took place in the ballroom of the former Kronprinzenpalais on Königstrasse, which was then being used by the exhibition organiser Handelshof.

Above: The Kronprinzenpalais in Stuttgart. After the First World War the former palace served as an exhibition venue. Right: The opening ceremony of the first Anuga took place in this sumptuous ballroom in 1919.

The first Anuga fair in Stuttgart’s Kronprinzenpalais

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Up until the last minute, the sound of carpenters and decorators at work had echoed through the building’s elegant halls and rooms. Around 200 exhibitors presented their products in lavish displays, including Dr. Oetker of Bielefeld and

Letterhead of the exhibition organiser Handelshof, dating from 1920. The company specialised in exclusive exhibitions.

Bahlsen of Hanover, as well as the renowned sparkling wine producer Kessler of Esslingen, and Asbach of Rüdesheim. During a guided tour to mark the opening, guests were able to sample the delicacies on show, from jams and confectionery to capers and sardines, spices and marinades, cognac and sparkling wines, and speciality teas and coffees. Apart from food, the exhibits also included household appliances, refrigeration systems, packaging, and tobacco products. One journalist described the wealth of diverse products as “overwhelming” and highlighted “the exhibits’ tasteful presentation”. “In this respect as well,” he continued, “the exhibition scaled remarkable heights.”

in the Volksgarten public park in Cologne, where in July 1914 – coinciding with the Werkbund Exhibition – the association held its conference and presented “new food delicacies”. Unlike the first Anuga, the food exhibitions staged before the First World War were not publicly accessible, but open only to members of the trade association.

— Excursus

The Anuga and its precursors 012

The first Anuga, hosted by the Imperial Association of Fine Food Merchants in Stuttgart’s Kronprinzenpalais, marked the renaissance of a practice that had begun several years earlier. Even before the First World War, the German Trade Association of Delicatessen Merchants, which was established in 1905, had been exhibiting produce at its annual meetings. Two events had been especially successful: the trade show of 1912 in Heidelberg and the exhibition

100 years of Anuga

When the German word for “delicatessen”, which was loaned from the French “délicatesse”, fell out of favour during the First World War, it was replaced by “Feinkost”, which translates as “fine food”. At its 1916 conference in Danzig (now Gdańsk), the trade body adopted the new name Imperial Association of Fine Food Merchants. In 1919 it duly unveiled the Anuga as a new exhibition format for its annual meetings. The small-scale presentations held behind closed doors became a major public showcase – the success story of the Anuga had begun.


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1919

Bahlsen, Kessler, Dr. Oetker and Asbach were already exhibiting their branded products at the inaugural Anuga in Stuttgart in 1919.

The first Anuga fair in Stuttgart’s Kronprinzenpalais

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The Anuga of 1919 in Stuttgart was staged to complement the 12th annual meeting of the Imperial Association of Fine Food Merchants. It was co-hosted by the publishing house Karl Schmalfeldt of Berlin, whose titles included the association’s trade journal “Die deutsche Feinkost”. The format adopted for the Anuga was that of an informative trade fair targeted at a business audience. Its declared goal was to reflect “the current state of the food industry” and initiate discourse among producers and retailers. For this purpose, an “exchange”, to which only members of the trade were granted access, was also set up at the venue. The Anuga was also open to the general public, however, which set it apart from the association’s previous food exhibitions. And people came in droves. Hundreds of citizens thronged to the Kronprinzenpalais on the opening day. According to a local press report, they “cast their admiring eyes over the bewildering display of appealing and delicious things” presented on the exhibition stands.

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Above: Inside the Kronprinzenpalais, the exhibition rooms were connected by long corridors and occupied three floors. Floor plan (top left). An advertisement for the Anuga in a Stuttgart daily paper (bottom left).


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1919

“The time appears to be ripe for an informative exhibition targeted at a business audience.” Stuttgarter Neues Tagblatt · 29 September 1919 —

The first Anuga fair in Stuttgart’s Kronprinzenpalais

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The sumptuous assortment of goods at the Anuga was all the more “bewildering” in view of the worrying food situation in the early years of the Weimar Republic. Barely one year after the end of the First World War and shortly after the lifting of the British blockade, the supply of food remained in the grip of a command economy. In the shops, very little could be purchased without food coupons, and in many cases the government allowances were too meagre to quell the population’s hunger. Against the backdrop of this existential deprivation, the inaugural Anuga also sent out a political message. In his opening address, the chairman of the Imperial Association of Fine Food Merchants, Karl Weigt, commented, “May the exhibition fulfil its purpose of improving the supply of food and beverages to the general public.” The retailers who had assembled in Stuttgart called for an end to the command economy and urged politicians to deregulate prices and allow the movement of goods across the country’s borders.

Below: The post-war years were shaped by shortages and a command economy. Aid organisations sought to alleviate the most serious cases of deprivation. Right: Staple foods were rationed by way of vouchers.

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— Anuga Trend

Food substitutes – necessity is the mother of invention

more than 12,000 substitute products had been approved by the German authorities.

The food situation in Germany deteriorated during the First World War. Domestic production alone was unable to feed the entire population, and the British naval blockade had put a stop to food imports. Many people made do with inferior alternatives – margarine, as well as rendered beef or mutton fat, for example, replaced butter in cooking and baking. Tea was brewed with the leaves of blackberry, mulberry or strawberry plants; coffee was made from beechnuts, acorns or chestnuts; potatoes and swedes took the place of flour in bread; and honey was produced from sugar. The substitute food market was flourishing – by 1919

A lot of the food substitutes remained current and were exhibited at the inaugural Anuga in 1919. Cenovis-Nährwerke presented its corn coffee and oat cocoa, for example, and Nährmittelwerk Dr. Schweiger exhibited an especially delicious synthetic must. To their credit, the quality of such products had improved, as confirmed by the Stuttgarter Tagblatt: “We are no longer encountering wretched and utterly foul substitute offerings, such as the ones we had to accept during the war. Instead, today’s produce is notable for making more efficient use of raw materials.”

Despite the inauspicious climate in which it took place, the first Anuga was a success for retailers and producers alike. “An exceptional number of orders are said to have been placed,” reported the Stuttgarter Neues Tagblatt on the penultimate day of the fair. It said that many companies had sold all of their produce and were “now accepting orders only subject to provisos”, and that foreign merchants had also been among those buying goods. In consequence, the association resolved to establish the Anuga as a recurring event. It was to be held every year in a different place alongside the annual meeting. The Anuga became a new forum and marketplace for the food and delicacies segment.

“An exceptional number of orders are said to have been placed at the Anuga.” Stuttgarter Neues Tagblatt · 29 September 1919 —

The first Anuga fair in Stuttgart’s Kronprinzenpalais

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FOOD EXHIBITIONS IN THE WEIMAR REPUBLIC

1920 – 1932

Changing venues

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After the premiere

in Stuttgart, from 1920 the

Anuga took place alongside the annual meeting of the Imperial Association of Fine Food Merchants in a series of different German cities. In August 1920 it was staged at the exhibition venue in Munich, now known as the Bavariapark – it was the first

Left: The exhibition venue in Munich. Fine food merchants gathered here in 1920 for the second Anuga. Above: The delicatessen of Fritz Tiede in Berlin around 1920. In the Weimar Republic most grocery shops were family-owned businesses.

major fair to be held there after the war. The Munich city authorities were eager to promote the Anuga. Archived official papers contain the following remarks, written in advance of the event: “The only objection to the exhibition would be its use of the phrase ‘fine food’, which cannot be deemed appropriate in view of the current shortages.” The document gave an assurance of a “handsome, exemplary setting” and advocated that the proposal be given the authorities’ support. The renowned Munich architect Richard Berndl designed the exhibition, which opened its doors on 15 August 1920.

Food exhibitions in the Weimar Republic

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More than a hundred thousand people – buyers and casual visitors – attended the tenday gathering, which was a far greater number than recorded for the Anuga in Stuttgart. Compared to that event, the produce on show was more sumptuous as well. The food supply situation had improved now that staples such as meat, edible oils, fruit, vegetables, coffee and rice could be purchased on the open market again. After this and the following successful fairs in Hanover in 1921 and Berlin in 1922, the organisers proclaimed, “The Anuga is blossoming and thriving, and broadening its scope every year.” Magdeburg played host to the fifth Anuga at the beginning of September 1923, when the hyperinflationary crisis was at its peak. A family of five had to stump up a million marks to gain entry to the fair, and bouillon cubes were selling for 250,000 marks each. One observer said that “continuing to do business appears tantamount to lunacy”. But the Anuga remained an important marketplace even during the crisis. In his opening address, the association’s chairman Franz Breitkopf declared that fine food, “in its true sense, is nourishing, tasty and quickly prepared food”. The term also encompassed preserves, instant soups and stock cubes. Confectionery was very well represented among the exhibits as well – the German Association of Chocolate Retailers was co-hosting the event for the first time.

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Resembling a stage set, the lavish exhibition stand of A. Zipter was built for the 1924 fair in Cologne.


— Excursus

The Anuga moves to Cologne

Konrad Adenauer played a key role in the founding of Cologne’s exhibition centre and its rise to prominence. Then the city‘s mayor, the man who was to become Federal Chancellor initiated the formation of the trade fair company in 1922. The largest shareholder was the City of Cologne, which put up two-thirds of the capital. Construction of the first halls in the suburb of Deutz, on the right bank of the Rhine, began in the summer of 1922. Less than two years later, on 11 May 1924, Konrad Adenauer opened the inaugural Spring Fair in the presence of Reich President Friedrich Ebert and Reich Chancellor Wilhelm Marx. In

their desire to witness Cologne’s debut on the exhibition stage, thousands of local residents attended the event. The first fair was an unbridled success as 3,000 companies from highly diverse sectors exhibited their products in 18 main categories. The entire exhibition space, covering more than 32,000 square metres, had been immediately pre-booked. That same year it was decided to add more buildings to the centre. Before the end of 1924 several further trade fairs were staged in Cologne, including the Anuga, which ran from 17 to 24 August and thus took root in the city.

“If Cologne exhibition centre were to play a role (...) in bringing about lasting and genuine peace in Europe, that would be (...) its greatest achievement.” Konrad Adenauer · 1924 —

The introduction of the reichsmark in the summer of 1924 heralded the only period of economic stability in the Weimar Republic. Against this backdrop, that year’s sixth Anuga, held in the recently constructed convention centre on the River Rhine in Cologne, was the most successful one to be staged in the inter-war years. Almost 400 exhibitors presented their wares at the event – even though visiting the Rhineland, which was under British occupation and still separated from the rest of the German Empire, was difficult. The Anuga in Cologne was also the first to adopt distinct categories, such as food, promotional items and shop fittings. The thematic structure made it easier for buyers looking for new products to focus on the items that interested them most. Many of the visitors were owners of delicatessens,which had gained a foothold especially in major cities from the start of the 20th century. New trade and distribution channels, such as department stores and purchasing and consumer cooperatives, were being established around the same time.

Food exhibitions in the Weimar Republic

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During the Weimar Republic, competition arose for both the Anuga and its organiser, the Imperial Association of Fine Food Merchants. In 1921 the newly formed Imperial Association of Colonial Goods, Fine Food and Grocery Merchants, which adopted the acronym Rekofei, held its first exhibition. And from 1922 fine food merchants in Berlin staged their own regional fair, and the Edeka Association of Commercial Cooperatives organised exhibitions to keep its members abreast of new developments on the food market. For exhibitors, the marketplace was becoming more and more crowded. “Exhibition fatigue” was setting in among producers and visitors alike. From the mid-1920s calls for a unified exhibition for the food and delicacy segment became louder. Its time would come, but the path proved to be a long one. First, the two largest trade associations, Rekofei and Edeka, merged their exhibition activities and inaugurated the Imperial Colonial Goods Exhibition (known by its German acronym Rekofa). It was to be held, in a different place, every two years.

UK producers made their debut at the 1925 Anuga in Breslau. One of their delicacies was advertised as “liquid meat”.

“It is worth mentioning that the English companies’ stand was conspicuously well attended.” Kölner Illustrierte Woche · 1925 —

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— Anuga Trend

Food on the go – preserves From the outset, the exhibitors at the Anuga in the Weimar Republic included several companies that preserved foodstuffs and sold their wares in jars or cans. The products ranged from pickled fish, as supplied by the fine food purveyor Appel of Hamburg, to pickles produced by Hengstenberg, and preserved fruit originating from the canning factory in Tangermünde. At the Anuga of 1924 in Cologne alone, two

dozen exhibitors produced only canned fruit and vegetables, and they were joined by a host of jam and canned meat and fish manufacturers. The technique of preserving food had already been known for a long time, but jars and cans did not become popular in Germany until the dawn of the Weimar Republic, once soldiers who had served at the front had come to appreciate their practical benefits.

Food exhibitions in the Weimar Republic

Above: In 1929 the Tietz department store in Berlin was offering its customers a large assortment of preserves. Below right: Factory production of food cans during the First World War. Below left: The canning factory in Tangermünde specialised in preserved fruit products and was a regular Anuga exhibitor.

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“Fine food, in its true sense, is nourishing, tasty and quickly prepared food.” Franz Breitkopf · 1923 — The premiere in Berlin in 1927 was a success. With more than 400 exhibitors and 180,000 visitors, the Rekofa was bigger than its rival from the outset. But the Anuga continued to take place – in Dortmund in 1927, Koblenz in 1928, and Kiel in 1929. While it was shrinking year on year, the Rekofa was presenting a broadening spectrum of the food retail sector and appealing to an international audience. The second Rekofa in 1929, for example, which was held in Essen, attracted exhibition stands showcasing the goods of the Netherlands, Latvia, Denmark, Greece and Brazil. The new trade fair was also garnering political support. According to the Reich Minister for Food and Agriculture, Hermann Dietrich, who wrote in April 1929, “The cornucopia of exhibits and quality of the produce broadcast the reputation of this exhibition far beyond Germany’s borders.”

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More than groceries – some fine food stores offered not only a wide range of produce, but also a postal service.


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1920 — 1932

By now at the latest, it was obvious that the Rekofa had superseded the Anuga as the foremost event. Just a few months later, the Anuga in Kiel was a flop. The association’s trade journal listed the names of fewer than 80 exhibitors, all of them from Germany. The Imperial Association of Fine Food Merchants therefore decided to seek a merger with Rekofei. In the period from 1930 until 1932, however, the efforts to establish a unitary association and exhibition were suspended, as was the Anuga. The Rekofa was now the undisputed premier exhibition in its sector. Even in 1931, at the height of the global economic crisis, the show in Breslau (now Wrocław) sent out positive signals. In the meantime, the rise of the National Socialists in Germany had begun. The NSDAP party secured the largest number of votes for the first time in the 1932 Reichstag and presidential elections, and Adolf Hitler was sworn in as Chancellor of Germany on 30 January 1933. Time was nearly up for Germany’s first democracy and the days of free retail food trade were numbered.

Food exhibitions in the Weimar Republic

The Anuga and Rekofa – catalogues and advertisements issued by the two food exhibitions between 1921 and 1931.

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ANUGA, REKOFA AND THE REICH EXHIBITION UNDER THE NAZIS

1933 – 1937

Brought into line

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The only Anuga during the Nazi period took place in the RheinNeckar-Hallen venue in Mannheim in 1933. A propaganda motorcade extolled the virtues of “German products”.

After an interlude of several years, in September

1933 the Imperial Association of Fine Food Merchants reconvened the Anuga alongside its annual meeting in Mannheim. Around a hundred food producers presented their wares in the recently constructed Rhein-Neckar-Hallen exhibition venue. Apart from regional suppliers, they also included famous brands such as Maggi, Dr. Oetker, Kaffee Hag and Knorr, but the Anuga could no longer compete with the Rekofa, which recorded a major success in Frankfurt am Main earlier that year with four times as many exhibitors. Much the same pattern was reflected by the visitors who attended the Anuga in Mannheim. Most of them had not travelled far to the event and, according to one journalist, many of the ticket holders were primarily interested in eating their fill. He described the stands that were handing out samples as being “positively besieged”.

Anuga, Rekofa and the Reich Exhibition under the Nazis

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The influence of the new Nazi regime was already apparent. Women were invited to take part in a cookery competition for “German housewives” staged against a backdrop of flags bearing the swastika symbol, and a “propaganda campaign” by car on the opening weekend extolled the virtues of “German quality products”. In the wake of the manipulated elections of 5 March 1933, the National Socialists, spearheaded by Adolf Hitler, were resolutely consolidating their power. Aided by the Enabling Act and by targeted violence, they had asserted a dictatorship in Germany within a few months. All other political parties had been banned in the summer of 1933, and Jewish citizens were being ostracised and deprived of their livelihood. The new rulers imprisoned political opponents, and crushed trade unions and other associations.

Among the contestants in the cookery competition for housewives on 20 September 1933 was a Miss Hemberger of Mannheim. The roast pork dish she produced in 25 minutes was judged to be the tastiest. Her prize was a gas cooker.

— Anuga Trend

“Food for the good of the people” – goods produced in Germany After 1933 the National Socialists intervened radically in the food economy. Millions of people, including farmers, merchants and producers, as well as agricultural organisations, banks and even academic institutions, had to join the Reichsnährstand. It was a government body set up to control and regulate every aspect of food production and distribution, as dictated by the Nazi regime. The state also wished to ensure that people consumed German goods in order to end the country’s reliance on food imports.

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The trend towards exclusively homegrown produce had already been in evidence at the final pre-war Anuga of 1933. Among the exhibits were malt coffee instead of mocha, liqueurs, vermouths and sparkling wines produced in Germany. Even the tea no longer originated from the Far East but, as applauded by one newspaper, from the “best German mountain herbs”. Domestic produce continued to be placed on a pedestal at the exhibitions of 1935 in Munich and 1937 in Dortmund. For all their striving, however, the Nazis never achieved their goal of complete self-sufficiency.


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1933 — 1937

These actions also signalled the end of the Imperial Association of Fine Food Merchants. Its chairman Karl Weigt had already been replaced by Otto von der Heyde, an official who was loyal to the regime, shortly after the Nazis had seized power. At the annual conference in Mannheim in September 1933, its members unanimously voted to merge with the Imperial Association of Colonial Goods, Fine Food and Grocery Merchants (Rekofei), which was to become a unitary organisation. Exhibitions and trade fairs were likewise compelled to conform with the party line. The association’s trade journal Deutsche Feinkost, which was to cease publication as well, wistfully reported in the autumn of 1933, “For you, our dear and dignified Anuga, […] the oldest exhibition of your kind in Germany […], the death knell has now sounded. Alongside the fine food association that brought you to life and nurtured you like a true mother, you too will now belong to the past.” The Rekofa now became the unitary exhibition for food retailers. It continued to be held every two years, on each occasion in a different city. The staunch National Socialist Franz Hayler, who was appointed chairman of the trade association Rekofei, made certain that the event was realigned with the party ideology.

Sales assistants behind the counter of a fine food store in 1935. Customer relationships were cherished, and many of the groceries were weighed and wrapped by hand.

“Our Anuga has set itself the goal of publicising German quality products.” — Call for a propaganda campaign by car · 17 September 1933

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In the Berlin headquarters of Rekofei, “compelling reasons” had already been found in April 1933 to dismiss the employee Klara Schlesinger, who was a member of a Jewish business family. The numerous Jewish retailers in the food sector also felt the effects of the new regime’s aggressive anti-Semitism. During a boycott campaign that began on 1 April 1933, stormtroopers daubed slogans on the shop windows of Jewish businesses, exhorting Germans not to buy from Jews. In the years that followed, large numbers of merchants were forced to close or sell their businesses below the market value. A similar fate befell both small stores and large enterprises, such as the thriving fine food chain Wittwe Hassan of Frankfurt, which had 26 branches. It was broken up and sold to non-Jews (Aryanised). Jewish retailers were completely debarred from engaging in business at the end of 1938. Among those who benefited were the new shop owners, various middlemen and party officials, who enriched themselves while implementing the Aryanisation policy.

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Above: A stormtrooper outside a Jewish store on 1 April 1933. The boycott campaign initiated the coordinated exclusion of Jewish entrepreneurs from business life. Below: One of the victims of “Aryanisation” was the long-standing fine food chain Wittwe Hassan of Frankfurt, which encompassed numerous outlets and vehicles.


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1933 — 1937

Commemorative programme of the 1933 Rekofa. Popular German brands, including Sanella and Sarotti, were represented at the exhibition in Frankfurt am Main. Sarotti continued to use its traditional dark-skinned mascot even during the Third Reich.

The days of free food trade were at an end. By enacting the Hereditary Farm Act in September 1933, the National Socialists had already fixed prices. In the controlled market, retailers were conscripted into political service. In the words of one official, they were to “assist the Führer of the German people with his Herculean development task” and “educate” customers to consume German produce. The Rekofa food exhibition served the same purpose. Billed as a product showcase, the event that took place in Munich in September 1935 attracted more than 300 German companies. According to the newspaper Frankfurter Zeitung, it focused “not so much on the goods themselves”, but on “the show of responsibilities and capabilities of both the retail trade and the producers and industries that operate within the food economy”.

Anuga, Rekofa and the Reich Exhibition under the Nazis

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In 1935 in Munich, Rekofei was transformed into the food and beverage retail section of the state-controlled Retail Economic Group, and the Rekofa was accordingly renamed. Now known as the Reich Exhibition of Food and Beverages, the fair that took place in Dortmund’s Westfalenhalle in the autumn of 1937 posted a record number of visitors. Thousands of food retailers thronged to the event when it opened, and the general bustle continued on the following days as well. The organisation’s plans for another showcase in autumn 1939, which was to be held in Stuttgart, were thwarted when Germany launched an attack on Poland on 1 September. The invasion marked the beginning of the Second World War, and – twenty years after the first Anuga – interrupted the long series of food exhibitions that had commenced after the previous conflict.

Left: Cheese selection of a Hamburg fine food store in 1935. Below: Targeted advertising contributed to the rise in dairy product consumption in Germany.

Food exhibitions 1919 – 1937 1919

1920

1921

1922

1923

1924

1925

Anuga in Stuttgart

Anuga in Munich

Anuga in Hanover

Anuga in Berlin

Anuga in Magdeburg

Anuga in Cologne

Anuga in Wrocław

Rekofei exhibition in Frankfurt am Main

Rekofei exhibition in Berlin

Rekofei exhibition in Leipzig

1926

1927

1928

Anuga in Dortmund

Anuga in Koblenz

Imperial Association of Fine Food Merchants Imperial Association of Colonial Goods, Fine Food and Grocery Merchants (Rekofei), together with Edeka from 1927

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Rekofa in Berlin


— Excursus

Nazi era exhibitions in Cologne

In the Second World War, forced labourers were detained on the exhibition site on the banks of the Rhine in Cologne. Right: The first Polish prisoners of war were transported to Cologne in September 1939 and accommodated in the Osthalle building.

Under the Nazi regime, all trade fair and exhibition activities were controlled by the Advertising Council of German Industry within the Reich Ministry of Public Enlightenment and Propaganda. The once freely organised trade events thus became National Socialist propaganda shows. Alongside Leipzig, Wrocław and Königsberg (now Kaliningrad), Cologne was one of the four major exhibition venues. Among the events staged there that stressed the ruling ideology were Gesunde Frau – Gesundes Volk (1933), Braune Messe – Deutsche Woche (1934), and Reichsschau Ewiges Volk (1939). Once the Second World War began, exhibition activity was restricted. In mid-1942 it was suspended completely. Camps for prisoners of war and forced labourers were estab-

lished on the exhibition site in Cologne. For a time, it also accommodated a satellite of the Buchenwald concentration camp, and a special camp overseen by the Gestapo. Jews, Roma and Sinti were transported from the convention centre to the death camps, and their goods and chattels were deposited in the exhibition halls. By 1945 around 85 percent of Cologne’s trade fair venue had been destroyed. Its halls had been gutted by fire, and the frontages of its principal buildings – the Rheinhallen, Staatenhaus and Messeturm – had been severely damaged.

“Everyone who attended the event must recognise that Munich set a new benchmark in our sector’s development.” Kolonialwaren- und Feinkostzeitung · 27 September 1935 —

1929

1930

1931

Anuga in Kiel

Rekofa in Essen

1932

1933

1934

1935

1936

1937

Anuga in Mannheim

Rekofa in Wrocław

Rekofa in Frankfurt

Rekofa in Munich

Anuga, Rekofa and the Reich Exhibition under the Nazis

Reich Exhibition of Food and Beverages in Dortmund

033


4

THE ANUGA IN COLOGNE

1949 – 1954

Rebirth of the Anuga

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The founding of the Federal Republic of Germany in May

1949 paved the way for the return of the Anuga. After the war and years of deprivation, the food supply had improved and, upon the introduction of the deutschmark in June 1948, West Germans could once again enjoy the benefits of a stable currency. Food that was previously available only on the black market – including from supplies that had been withheld from circulation by merchants – now appeared in the shops. In the days that followed the currency reform, inquisitive consumers marvelled at the goods that adorned the shelves. At last they could indulge in treats that were only recently beyond their wildest dreams, such as a cup of real coffee or a slice of proper butter cake.

Above: Among the rubble, a store in central Munich was offering fine food. Left: After the currency reform of June 1948, many sorely missed food products appeared in the shops overnight.

The Anuga in Cologne

035


Pent-up demand was so great that retailers were soon looking out for new products to add to their offerings, but a trade fair providing an overview of the available goods had yet to be established. Against this background, representatives of the food sector accepted an invitation from the Association of the German Trade Fair Industry (AUMA) to meet in December 1949. Together they decided to initiate a major food exhibition under the auspices of the German Food Retailing Association (HDLE), which was founded in 1949 as the successor of both the Imperial Association of Fine Food Merchants and the Rekofei. The new event, which was to take place every two years in a succession of venues, was to pursue the goal of attracting manufacturers “with a strong reputation and standing” at home and abroad. The exhibition was to be known by the familiar acronym Anuga.

“The Anuga of 1951 has set itself the task of showcasing everything that has been produced, processed and achieved since the war.” HDLE · 1951 —

Left: Konrad Adenauer inspects the reconstruction of Cologne trade fair centre after the Second World War. Above: The first post-war exhibitions were well attended.

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4

1949 — 1954

A little less than two years later, the plan bore fruit. On 6 October 1951, the Federal Minister Wilhelm Niklas officially opened the Anuga (long form: General Exhibition of Food and Beverages) in the Great Western Congress Hall of the trade fair centre in

Aerial view of the rebuilt exhibition venue on the banks of the Rhine in Cologne. The Hohenzollern Bridge connects the site to the city’s main railway station.

Cologne. The hosting partner was the trade fair and exhibition company of the City of Cologne (Messe- und Ausstellungsgesellschaft mbH, later to become KoelnMesse), which had quickly rebuilt the war-ravaged exhibition halls and, since 1947, had already been successfully staging trade fairs at the venue. Apart from its good location on the Rhine waterfront, the decision in favour of Cologne was prompted by the desire “to generate […] fresh impetus, by way of the tremendous vigour that accompanies every exhibition, in one of the cities most severely affected by the war”, as highlighted in the opening address of the HDLE President Adolph C. Nickelsen. Six years after hostilities had ceased, the cityscape was still pockmarked by rubble and ruins. Numerous hotels and inns remained closed as well, so that visitors to the event had to seek out private accommodation or stay in nearby towns and cities.

The Anuga in Cologne

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Unlike the pre-war exhibitions, the Anuga of 1951 was already aligned with the international marketplace. In his welcoming address, the mayor of Cologne Robert Görlinger praised the fair for extending “the horizon of global affinity

Left: Exhibition catalogue of the 1951 Anuga. Right: Special exhibition edition of the fish trade journal Allgemeine Fischwirtschaftszeitung.

beyond Germany and across continents”. During the Anuga, more than 30 countries presented their wares in the congress centre’s Hall of Nations. While the Netherlands, France and Italy were represented by official pavilions, American packaging producers came together at the event to host a joint trade show of their own. At the same time German enterprises, predominantly from the meat, spirits and confectionery segments, showcased their products to an international audience in a separate export fair.

“The Anuga extends the horizon of global affinity beyond Germany and across continents.” Robert Görlinger, Mayor of Cologne · 1951 —

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100 years of Anuga


4

1949 — 1954

With more than 1,200 exhibitors occupying a surface area of 52,000 square metres, the first post-war Anuga in Cologne was an unbridled success. A Cologne newspaper carried the headline “Offering – Exhaustive, Range – Comprehensive”, and the exhibition catalogue listed countless different products, from A for Aal (eel) to Z for zwieback (a type of rusk). During the nine days of the event, around 250,000 visitors passed through the gates. Many of them were interested citizens of Cologne and the surrounding area, who for a long time thereafter viewed the Anuga as a “sampling fair”. But now, in 1951, the Anuga had already emerged as a serious trade fair first and foremost. It brought producers and merchants together, and helped retailers to present their wares in the best possible light – it was a format that won universal praise. The trade fair and exhibition company of the City of Cologne was among the satisfied parties and, in defiance of the original concept, campaigned to retain the Anuga in Cologne. Following the successful premiere, the German Food Retailing Association then decided to stage the second post-war Anuga in the city as well.

The Anuga in Cologne

Robert Görlinger (left) during a walking tour of the Anuga in 1951. Sausage and meat products were highly prized in the early days of the Federal Republic of Germany. On the right is the Federal Minister of Food, Agriculture and Forestry, Wilhelm Niklas.

039


— Anuga Trend

“Irresistibly creamy consistency” – processed cheese and condensed milk

Added to coffee and used as a cooking ingredient – canned milk was a staple of every German household in the 1950s.

Thanks to the currency reform and deregulation of food prices, at the end of the 1940s West Germans engaged in a quest to make good their caloric deficit. After years of deprivation and austerity, Germans could now eat to their heart’s content – satiating food, such as meat and fat, as well as dairy products, became very popular. Typical of the items that were well-liked at the time were processed cheese and condensed milk, which not only supplied a lot of calories, but also had a long shelf life and were easy to use. In a survey conducted in 1952 to discover which cheese was purchased most frequently during the previous week, almost one-third of German housewives identified processed cheese as their favourite choice. Manufactured from leftover cheese, emulsifying salts, preservatives, colourings and seasoning, the prod-

uct was sold under a variety of brand names, including Velveta and Milkana. In the mid1950s, thin cheese slices were added to the range of processed cheese products. These became a staple ingredient of open toasted sandwiches with ham and pineapple, known in Germany as Toast Hawaii. Condensed milk was also flying off the shelves; in 1952 four out of five German housewives claimed to be using it either regularly or at least occasionally. In the 1950s it was advertised as lending an attractive colour to coffee, but it was also used for cooking and baking, and as an ingredient of mixed drinks or cocktails. Among the leading brands were Bärenmarke, Glücksklee and Libby. The manufacturers presenting these two trending products at the early post-war Anuga exhibitions included Kraft and Allgäuer Alpenmilch.

“An exhibition of this kind must have a permanent home.” — Federal Chancellor Konrad Adenauer · 1955

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4

1949 — 1954

Floor plans of the 1953 Anuga. The fair brought together almost 1,400 exhibitors, including numerous brand manufacturers, in seven halls and on two floors.

The exhibition, which was held in October 1953, was not only larger, but also more varied and international than the first. It attracted 38 countries and, measured against 1951, the number of trade visitors from abroad doubled. The retail purchasing cooperatives Edeka and Rewe booked space in the exhibition halls for the first time, and the German fish industry impressed visitors with its elaborately constructed “glass kitchen”. A sideline event showcasing the wares of confectionery wholesalers attracted major manufacturers and proved to be the nucleus of today’s ISM, the international trade fair for confectionery and snacks. Federal Economics Minister Ludwig Erhard, who visited the 1953 Anuga, was also most impressed by the abundance and quality of the products, and supported the appeal for the fair to remain permanently in Cologne.

The Anuga in Cologne

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5

THE ANUGA DURING THE ECONOMIC MIRACLE

1955 – 1960

Frozen food and self-service

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Indications of a forthcoming retail revolution first appeared in Germany in the mid-1950s. More and more outlets

were introducing the American concept of self-service shopping. The principal German pioneer was the consumer cooperative Produktion of Hamburg. From 1949

Above: Personal attention was the unique selling proposition of traditional corner shops. Left: For their part, the first supermarkets wooed customers with a large assortment of products.

the self-service store was offering around 600 lines, which was an astonishingly large assortment at the time. It was to be some time, however, before others followed its lead. In view of the threat to traditional communication patterns and relationships, many retailers opposed the new selling regime. For them, the grocery store was still a place where people came together to interact. The shopkeeper knew his customers by name, served them in person, offered advice, and acted as a broker between them and his products. Supermarkets, on the other hand, were an entirely different proposition. Customers picked the goods themselves, while the retailer retired to the cash desk or storeroom.

The Anuga during the economic miracle

043


Transforming a store into a self-service outlet was also an expensive exercise. The average cost to retailers of converting their traditional shops into supermarkets was 500 marks per square metre – disregarding the cost of renting larger premises. The change nonetheless proved irresistible; fuelled by the prosperity of the economic miracle years, from the mid-1950s self-service expanded to encompass the whole of the country. Between 1955 and 1960 the number of supermarkets increased from around 500 to more than 20,000. At the same time, more and more food merchants were joining retail chains and purchasing cooperatives.

Supermarket shoppers find all the key product information printed on the packaging. The number of lines in refrigeration cabinets was steadily increasing.

“No country in the world – not even America – has witnessed such a complete rejuvenation and modernisation of food retailing in such a short time as the Federal Republic of Germany.” HDLE President Walter Steffen · 1967 —

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5

1955 — 1960

The Anuga not only reflected this move away from the corner shop to the supermarket, but deliberately fostered the trend by hosting special shows that addressed just about every topic of concern to German retailers. In this context, the major

Bahlsen set a new benchmark when it presented its rigid thermoplastic packaging at the Anuga in 1955. Sealed aluminium foil prolonged the biscuits’ shelf life.

exhibition of 1957 entitled The Modern Store was a groundbreaking Anuga show. The trade fair spokesman Walter Maschmeyer described it as “embracing everything the street corner merchant needs to stay ahead”. Various examples of typical stores were constructed in the exhibition halls to demonstrate how the American principle of self-service operated in practice. Visitors were able to inspect and place orders for shop fittings, refrigeration systems, shopping trolleys and cash registers. The show coincided with a turning point in the proliferation of self-service in Germany. While the Anuga was taking place, the first proper supermarket in the country opened in the Ehrenfeld suburb of Cologne on 26 September 1957.

The Anuga during the economic miracle

045


The Modern Store became a permanent part of the Anuga event programme. Another exhibition, hosted from 1955, highlighted the topic of packaging, which likewise changed radically as the retail trade adopted the self-service format. In the 1950s plastic took its place alongside the classic packaging materials, namely paper, sheet metal and glass. In the special shows that accompanied the Anuga, every two years visitors had an opportunity to review the latest packaging concepts. In 1959 for example, a lot of small shopkeepers, as well as farmers, took a keen interest in a fruit and vegetable packing station that was demonstrated in operation throughout the Anuga. The trade fair centre subsequently reported, “It showed how much visitors appreciate all kinds of practical instruction that help them to resolve their problems.� That same year, the Anuga also hosted a special show entitled Advertising and Decoration, and an exhibition on the subject of the frozen food supply chain.

Below: View inside one of the exhibition halls of the 1959 Anuga. Above: The exhibition journal Anuga-Rundschau was a useful source of information for visitors.

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5

1955 — 1960

“This is an impressive show in which you can take pride.” Konrad Adenauer · 1955 —

By way of the special shows, which later emerged as self-contained elements of the exhibition, as well as through congresses, conferences and lecture programmes, the Anuga facilitated the rapid dissemination of self-service throughout Germany. In this context the Cologne trade fair centre established close working relationships

A large contingent of Cologne women visited the fair in order to sample the latest delicacies, including Dutch biscuits on the stand of De Beukelaer. The Australians even brought a live kangaroo to advertise their offering.

with key associations and institutions, including the packaging organisation Rationalisierungs-Gemeinschaft Verpackung (founded in 1951), the deep-freeze working group Deutsche Tiefkühlkette (founded in 1956), and the self-service body Institut für Selbstbedienung (founded in 1957). Continuity was ensured now that the question of the venue had been resolved. In the wake of the successful third post-war Anuga, the German Food Retailing Association decided in 1955 that it was to take place “every two years in Cologne […] until reunification with the Eastern Zone is accomplished”. The intercession of two prominent politicians is thought to have been an instrumental factor in the decision in favour of Cologne. On the occasion of the 1955 Anuga, Federal Chancellor Konrad Adenauer described the exhibition as “impressive” and, according to the verdict of Economics Minister Ludwig Erhard, “The Anuga embodies the spirit of optimism that is an essential part of a healthy economy.”

The Anuga during the economic miracle

047


— Anuga-Trend

In from the cold – frozen food makes its debut in Germany Langnese distributed ice cream samples, and more frozen products were exhibited in the special show entitled Frozen Food Supply Chain at the 1957 Anuga.

When the Anuga of 1955 showcased frozen food for the first time, barely anyone was interested in the product. Refrigeration appliances were not to be found in either stores or households, but when 400 freezer chests were installed in the Rhineland a year later by way of an experiment, consumers gave frozen food a very warm reception because it was available year-round and easy to prepare. In the next few years, large numbers of retailers equipped their stores with freezers. Refrigerators began to capture the market at the same time, and they soon became the number-one status symbol in German kitchens. For its part, the food industry was constantly producing new frozen goods. In 1955, for instance, the very first fish fingers

appeared on the market in the UK. They were introduced in Germany four years later. Among the other especially popular products were frozen vegetables, meat, fish, fruit and ice cream. From the very outset, the Anuga generated significant impetus for the proliferation of frozen food. In 1959 for the first time, the fair curated a special show entitled Frozen Food Supply Chain in collaboration with the recently formed German Frozen Food Institute. It took place in a newly constructed hall and attracted fifty frozen food and appliance manufacturers. The special show became an integral element of the Anuga and contributed to the rapid establishment of frozen food not only in Germany, but in the international arena as well.

When the Anuga made Cologne its permanent home in 1955, it marked a major success for the trade fair and exhibition company, which had been skilfully positioning itself as an organiser of specialist trade fairs. But the food fair faced opposition as well. The inaugural International Colonial Goods and Fine Food Exhibition (IKOFA) of 1956 in Munich, for example, saw itself as a direct competitor of the Anuga. Editions of the weekly newspaper Die Zeit that year carried the headlines “Copycat Munich” and “Munich versus Cologne”. Before long, however, the dust had settled. While the Munich IKOFA focused primarily on a regional audience, in the years that followed, the Anuga steadily consolidated its reputation as the leading trade exhibition for the international food industry.

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100 years of Anuga

Cologne welcomes the world. The organisers set up a separate entrance for international visitors.


5

1955 — 1960

“The Anuga embodies the spirit of optimism that is an essential part of a healthy economy.” Ludwig Erhard · 1955 —

The Anuga during the economic miracle

049


6

THE ANUGA IN THE SIXTIES

1961 – 1970

Global forum for the food industry

050

100 years of Anuga


The Anuga welcomed

more than 2,000 exhibitors

from 45 nations to the trade fair centre in Cologne for the first time in September 1961. Together with trade visitors representing 69 countries, their presence established the Anuga as the principal marketplace for the international food industry. And these benchmarks were set in an unsettled political climate – just a few weeks earlier the East German state had started to erect a wall right across Berlin. In Cuba, a crisis was smouldering after the ill-fated US invasion from the sea in the Bay of Pigs, and throughout the world the blocs formed by the capitalist West and communist East were engaged in a hostile Cold War. At first glance, the Anuga appeared to be immune from these events. “The impression arose in Cologne that eating keeps not only body and soul together, but nations as well,” observed one journalist. “The eastern bloc countries are wooing German consumers just as assiduously as the capitalist camp.” Left: A taste of the Caribbean comes to Cologne. At the 1961 Anuga, rum from the island of Martinique is recommended as a prophylactic treatment for colds. Above: The Canadians serve up some impressive ready meals. Right: An advert of the Swiss manufacturer Nestlé for its chocolate bar Nuts.

The Anuga in the sixties

051


Visitors to the Anuga could sample delicacies from all over the world. The 1965 fair attracted exhibitors from 60 nations, and South Africa was among the 45 countries that presented their wares in a national pavilion.

“The impression arose in Cologne that eating keeps not only body and soul together, but nations as well.” — Die Zeit · 6 October 1961

Food from all five continents was on show in the 1961 exhibition. No fewer than 36 countries presented their wares in the Hall of Nations. Several countries, including Italy, France and the USA, were represented by dozens of exhibitors, while Japan celebrated its debut at the Anuga with a modest selection of fish and rice products. Each successive Anuga attracted new national pavilions; by 1969 their number had risen to more than 50, most of which were organised by the countries’ embassies or trade bodies in collaboration with the exhibition venue. The centrepiece of the Anuga’s opening ceremony was a parade of nations, with exhibitors dressed in national costumes and bearing flags. It was not by accident that the event brought the Olympic Games to mind and stirred emotions. According to a newspaper report, “It was a moving tableau – so much colour, folklore, exoticism and silk, and so many flowers, all moving in apparently peaceful solidarity.” Numerous ambassadors, business representatives and politicians saw the impartial platform afforded by the fair as an opportunity to engage in talks across political divides and to forge new contacts.

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100 years of Anuga

At the 1967 Anuga, the Russian fermented grain beverage Kwas (kvass in English) wooed buyers in Germany. In allusion to Yuri Gagarin, who sipped the traditional brew while orbiting Earth, it was also marketed with the strapline “the potion of cosmonauts”.


6

1961 — 1970

The process of European unification brought about change in the Anuga as well. In the 1960s the six founding nations of the European Economic Community (EEC) – Germany, France, Italy and the Benelux countries – began to align the organisation of their agricultural economies. The internal market and customs union not only eased the exchange of agricultural produce, but also cemented the Anuga’s reputation as the premier European exhibition for the food industry. EEC President Jean Rey accredited the Anuga, which he officially opened in 1967, with “a truly European and international flavour”. Now, following completion of the second phase of construction works, Cologne trade fair centre encompassed around 150,000 square metres of exhibition space – three times the area that was available in the early days. The expansion allowed the supply industries to be grouped together in a Technical Centre – shop fittings, packaging, refrigeration equipment, vending machines and the restaurant and catering sector occupied about one-third of the exhibition area in 1967. Below: A retail display of wine, meat and vegetables on the Hungarian stand at the Anuga in 1965. A jar of pickled pepper was priced at DM 1.95. Right: Alongside other products, Malaysia came to Cologne to promote pineapple exports.

The Anuga in the sixties

053


“The Anuga has a truly European and international character.” — Jean Rey · 1967

Exhibitors and trade visitors from all over the world gathered in Cologne for the world’s largest food exhibition. In the 1960s the site was extended and connected to the motorway network.

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6

1961 — 1970

In the food industry the trend towards convenience persisted in the 1960s. Frozen food emerged as a mass market as fish fingers and French fries became ever more popular among children. Instant coffee and soups were also generating strong demand, and the range of baking mixtures, cocoa drinks and snacks was growing. Tropical fruits, which had still been regarded as exotic luxuries in the 1950s, were now everyday items for many consumers. West German cuisine was also increasingly influenced by Mediterranean tastes in the 1960s as holidaymakers became familiar with dishes such as pizza, paella, cevapcici and gyros.

The American dream of a refrigerator with a freezer compartment came true for most West Germans as well in the 1960s.

— Excursus

The Anuga as a political platform

First encounter – Federal President Heinrich Lübke (left) met the new Israeli Ambassador Asher Ben Nathan (centre) at the Anuga in 1965. They were among the many diplomats and politicians who attended the exhibition.

In the 1960s the Anuga emerged as the foremost meeting place of the international food industry. It was attended by politicians, government ministers and permanent secretaries, diplomats and heads of trade organisations from all over the world. As a forum without a political, ideological or economic agenda of its own, the fair was a tremendous facilitator of communication. Food is a topic that unites the world, and exhibition stands foster informal interaction. In addition, the

Die Sixties auf der Anuga

venue was proving ideal, given its proximity to Bonn, which was the federal capital at the time and home to numerous ministries and embassies. And several public agencies, associations and international cultural institutions reside in Cologne itself, not least because of Konrad Adenauer’s affinity with his birthplace. The major political significance of the Anuga was further reflected in the succession of high-ranking politicians, ministers of state, federal chancellors and presidents, and European Community officials who were invited to open the event. In 1965, for example, Federal President Heinrich Lübke delivered the opening address to guests from across the globe. During a tour of the fair, Lübke paid a visit to the national pavilion of Israel where, for the first time, he met the Israeli Ambassador Asher Ben Nathan – diplomatic relations had not even been established between the two countries until earlier that year. On the stand of the Soviet Union, which occupied a prominent position at the fair, businessmen, politicians and diplomats from East and West forged contacts and business relationships while sampling Crimean sparkling wine and caviar. Since the end of the Cold War and the relocation of the federal government to Berlin in the 1990s, the diplomatic function of the Anuga has waned a little, and the colourful displays of national folklore have been superseded by professional presentations. Distinguished figures from all over the world continue nonetheless to rub shoulders at the Anuga.

055


Left: Peeled and parboiled potatoes are ready to serve in just three minutes, as demonstrated at the 1967 Anuga. Below: Cosmic cuisine – six years before man first set foot on the Moon, an astronaut’s galley kitchen was on show at the 1963 exhibition.

“To an increasing extent, the food industry was now taking care of work that had been performed manually in the past.” Historian Michael Wildt —

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100 years of Anuga


— Anuga Trend

Food at the push of a button – vending machines

Above: The company Stollwerck of Cologne was already selling chocolate in coin-operated machines at the end of the 19th century. Right: A proven idea in a new look – the 1963 Anuga presented the latest vending machines in a special show.

The first time the Anuga presented vending machines was in a special show in 1963, subtitled “the second line of business”. It attracted a lot of interest among retailers, wholesalers and companies wishing to offer their employees food outside their canteens’ opening hours. The ability of the machines to satisfy the needs of the travelling public was also recognised – drinks and snacks could be purchased in railway stations and airports simply by inserting coins and pressing a button.

It was an offering that struck a chord, especially since more and more people were on the move and eating away from home in the 1960s. The rigid order imposed by regular mealtimes was being dismantled. The Anuga gave a significant boost to the proliferation of vending machines by staging the major special show in 1963, showcasing German manufacturers in 1965, and hosting a series of expert discussions at a vending machine conference in 1967.

Retailers were steadily extending the assortment of products in their stores and supermarkets, and journeyed to Cologne to attend the Anuga for this purpose. Advertising for the fair proclaimed: “The Anuga opens up the world to merchants, and the German market to the world.” Contacts between exhibitors and visitors intensified when the Anuga – unlike its domestic competitors, namely the IKOFA in Munich and the LEFA in Hamburg – positioned itself as an outright trade show in the 1960s. First four, then five, and from 1969 six of the seven exhibition days were reserved exclusively for trade visitors from home and abroad.

Koelnmesse advertised its anniversary Anuga with an image of a pink soup ladle. The oldest food fair in the world celebrated its 50th year in 1969.

The Anuga in the sixties

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7

PURE TRADE FAIR

1971 – 1984

Rethinking Anuga

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By the start of the 1970s

the Anuga had

become so large that the trade fair company Koelnmesse began to spin off individual segments. In 1971 the popular Sweet Aisle was largely absorbed by the recently established international trade fair for confectionery and snacks (ISM).

Left: Cans of Argentinian corned beef were sold to buyers worldwide at the Anuga. Above: The number of lines offered by supermarkets was increasing steadily in Germany as elsewhere.

Confectionery manufacturers were henceforth able to present their wares early in the year at an annual event tailored to their needs. The flourishing restaurant and catering section also became an autonomous exhibition for a while before re-integrating in the Anuga. At the same time, the fair was also attracting trade associations as new exhibitors. The Central Marketing Corporation of the German Agricultural Industry (CMA), which included the umbrella organisations of the domestic agricultural and food industries, booked space at the event for the first time in 1971. Also making its debut that year was the German Hotel and Catering Association (DEHOGA). The non-food section of the fair, in turn, was being expanded. Its target audience comprised buyers and sellers of cosmetics and paper products, among other things, in the supermarket segment.

Pure trade fair

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— Excursus

ISM – a separate exhibition for confectionery

In January 1971 the first trade fair for confectionery and snacks (ISM) took place at the exhibition centre in Cologne. The 351 exhibitors from 14 nations presented their wares against a deliberately low-key backdrop. Visitors were greeted by serried ranks of white booths with uniform lettering, and even the height of the stands was regulated. The inaugural ISM attracted 5,800 trade visitors, including 1,300 from abroad. According to the report published by Koelnmesse after the event, “The ISM proved to be a top-rank-

ing European order fair. Foreign activity exceeded expectations.” The ISM originated as a spin-off from the Anuga, which already included confectionery among its exhibits when it made its debut in Stuttgart’s Kronprinzenpalais back in 1919. As the Anuga expanded after the war, so did its confectionery offering – to the extent that by the end of the 1960s there were calls for a separate event. The confectionery trade associations in particular were eager to have a specialist trade fair of their own, which was to be held annually and earlier in the year than the Anuga. Nearly fifty years after its inauguration, the ISM has become the leading ordering and information platform for the international confectionery sector. It is now larger and attracts a more global audience, and also looks a lot different. The plain booths have been replaced by visually attractive stands that reflect diversity, quality and enjoyment – the very hallmarks of the confectionery trade.

Enormous variety at the international trade fair for confectionery and snacks (ISM) in Cologne. The Anuga’s sister exhibition has been a meeting place for the sweets industry since 1971.

Federal Chancellor Helmut Schmidt enjoys a cigarette after opening the Anuga against a challenging economic backdrop in 1975.

“While taking in this cheerful view of plenty, let us not (...) lose sight of the concerns that are troubling us in the world economy today.” — Helmut Schmidt · 13 September 1975

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100 years of Anuga


7

1971 — 1984

The Anuga of 1971 lacked the clarity of previous exhibitions, as exemplified by the adoption of the unwieldy title General Exhibition of Food and Beverages incorporating Inter-Non-Food, the Food Industry Technical Centre, and the Catering Trade Show. Exhibitors also complained that, by distributing free tickets to their regular customers, representatives of the hotel and catering industry were enabling more non-trade visitors to attend the fair. It soon became obvious that the Anuga had to change in order to survive. At the end of 1973 its advisory committee, which included members of the co-hosting associations, set up a working party to develop a new exhibition format. In consequence, the 1975 Anuga was branded the Global Food Marketplace, adopted a new logo, and consisted of three main sections: Consuma for the regular food industry, Systema (later to become Gastroma) for the catering and contract catering segments, and Technica as the successor of the Technical Centre. This was the first occasion on which the Anuga brought together several different trade shows under one roof. As a recipe for success, this constellation continues to thrive today. The popular national shows were retained in a fourth section, but the single day that remained open to the general public was abolished in order to underline the professional nature of the event. Right: The new format adopted in 1975 with the three trade shows Consuma, Systema and Technica enabled visitors to navigate the exhibition more easily. Below: The world’s largest food fair was keeping pace with media technology as well.

Pure trade fair

061


The reconfigured Anuga was opened by Helmut Schmidt on 13 September 1975. In the Grand Rhine Hall of the exhibition centre, the federal chancellor said, in a thoughtful mood, “While taking in this cheerful view of plenty and the scene created here by 3,000 firms, let us not (...) lose sight of the concerns that are troubling us in the world economy today.� As economic output went into decline worldwide, the post-war boom that had spanned decades came to an end. Food retailers were among those who felt the effects of households tightening their purse strings again. In West Germany the crisis paved the way for a breakthrough by discount stores, such as those operated by the brothers Karl and Theo Albrecht. Based on a small number of lines and lots of private label products, their business model sought to generate fast turnover with affordable prices. Alongside the statutory abolition of controlled prices in 1974, this approach intensified the price war in the West German retail sector. Small businesses suffered most from the collapse of consumer prices and the struggle to maximise efficiency.

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100 years of Anuga

A crowd of shoppers impatiently await the opening of a new Aldi store in Hamburg in July 1971. Discount chains, including the one overseen by the Albrecht brothers, were to become major players in the retail grocery sector.


7

1971 — 1984

“The Anuga does not depend on food alone.” — messen & ausstellungen · 1971

Thousands of corner shops in city centres closed down, while the major retail chains erected new outlets on out-of-town greenfield sites. Technology continued its onward march in the retail segment, as evidenced by the gradual introduction of scanner systems in supermarkets from the end of the 1970s. The Anuga dedicated special shows and events to this new technology, which originated in the USA, and thus contributed to the rapid upsurge of the barcode.

Pure trade fair

The USA booked several joint stands for the 1981 Anuga. The barcode, which gave every product an identity and revolutionised logistics, was an invention that made the leap across the Atlantic.

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“Today there’s no stopping organic and health food trends.” — Koelnmesse · 1983 For their part, major manufacturers used the fair as an international launch pad for their products. Specialities such as Mexican tacos began their triumphant crusade across the globe in Cologne. The Anuga also popularised the New Zealand kiwi fruit. Convenience remained a driving force, and the manufacturers of frozen food, ready meals and reduced-fat products reaped the rewards. A contrary trend was making its presence felt at the same time, however, with the appearance of the first organic grocery stores in the 1970s. Apart from fresh fruit and vegetables, they stocked dried fruit, ancient cereal varieties, and numerous types of muesli. In Germany alone, by 1980 the number of health and natural food shops had risen to around 1,000. Organic food merchants looking for new produce started to visit Cologne as well. “The passionate interest in organic and health products has now become irresistible,” reported Koelnmesse in 1983, when inaugurating a separate show for this segment.

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Mutter Erde was a natural food store that opened in the Charlottenburg district of Berlin in 1977. Hipsters came here to buy organic produce. Another Berlin store, Kraut & Rüben in Kreuzberg, is still trading today. Organic food outlets were being established in other countries as well.


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1971 — 1984

From pastries to East Asian cuisine – in the 1980s the Anuga encompassed a vast array of products.

— Anuga Trend

Du darfst – reduced-fat products at the Anuga After the wave of gluttony that swept through the western industrial nations in the years of the economic miracle, a growing number of people were now overweight. A self-help book recommending a low-carbohydrate diet, entitled “Hurra, die Punktdiät ist da”, triggered the first slimming craze when it became a best seller in Germany in the early 1970s. The English model Lesley Lawson, better known as Twiggy, was another advocate of the belief that a slim figure was the hallmark of beauty. Food producers were soon satisfying the emerging demand. According to an article in the trade journal

Lebensmittelzeitung in 1971, “More turnover has been generated with dietary, natural and low-calorie products this year than ever before.” The sweetener brand Natreen was extending its product range at the time, for example, and shortly thereafter launched its classic dispenser. In 1973 Unilever made a promise that is regarded as a landmark in the food industry. Its low-fat brand Du darfst insisted that consumers could eat without feeling guilty, and lose weight without foregoing culinary pleasures. A half-fat margarine was its first product, and jam, cheese slices and processed cheese were added to the range later. While some brands focused exclusively on low-calorie foods, others offered “light” variants of their existing products. In 1983, for instance, Coca-Cola introduced Coke Light. The Anuga was also showcasing more and more products labelled light, low-fat, low-calorie or reduced-calorie, depending on the manufacturer.


8

THE ANUGA UNDERGOES TRANSFORMATION

1985 – 2000

Growth presents a challenge

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The Anuga was steadily growing in size and

international appeal – by 1985 two-thirds of the around 5,200 exhibitors came from abroad. In order to stress its professional character, in this year the organisers banned direct sales and introduced more rigorous access controls. Unlike in the early days, the typical Anuga visitor was no longer a regional food merchant looking for new products across all segments, but a highly specialised international purchaser interested in a single product group. The outlook of the companies attending the fair had also changed, as explained by the chief executive of Koelnmesse, Dieter Ebert in an interview, “Some exhibitors are not targeting the German market at all. Brazilians are placing orders with Indians, and Australians are buying from Americans.”

Above: Federal President Richard von Weizsäcker looks over the shoulder of a chef at the 1985 Anuga. Right: Tennis star Steffi Graf was a guest of the 1987 exhibition.

The Anuga undergoes transformation

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New ideas were being developed in order to enable purchasers from all across the world to navigate their way around the large exhibition more easily. In 1991, for example, beverages were grouped by type for the first time, and domestic and foreign dairy product manufacturers were brought together in a Milk Aisle. One step at a time, the exhibition planners in Cologne were structuring the Anuga according to product groups – it was a transformation that was to last for years. For individual exhibitors, this entailed relinquishing a space they had occupied for years in the interests of alignment – cheese belonged with cheese, bread with bread, and beer with beer. The changes signalled the end of the overarching national shows as well. In the 1990s Koelnmesse urged foreign producers exhibiting their goods in a national pavilion to transfer their allegiance to the appropriate product segment instead.

Left: Refill packs of cornflakes were a new product being exhibited by the German producer Hahne. Below: Purchasers visiting the national pavilion of Indonesia focused their attention on tropical fruit products.

— Excursus

An instant hit – the Anuga FoodTec

Trade visitors make their way to the Anuga FoodTec. Inspired by the former Technica section of the exhibition, since 1996 it has emerged as the foremost international food technology fair.

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Right from the outset, the Anuga FoodTec cemented its reputation as the leading international food technology fair. More than 37,000 trade visitors gathered in Cologne at the beginning of November 1996 to view the offerings of nearly 1,000 exhibitors. The proportion of foreign attendees more or less matched the share reported by the Anuga itself. On display were innovations in process, packaging, measuring and control technology, as well as in the hygiene and refrigeration segments.

100 years of Anuga

The Anuga FoodTec was inspired by the former Technica section of the Anuga and the DLG-Foodtec exhibition held in Frankfurt. Cologne hosted the second fair and became its new permanent venue in 2000. The now triennial trade event has been growing steadily ever since. It has become the principal meeting place of technical pioneers and decision makers, and is now focusing primarily on the topics of interconnection and automation in the food industry. Exhibitors of intelligent production, packaging and logistics systems assemble here under one roof and demonstrate how to shape and bring about digital transformation. The 2018 FoodTec posted new record figures with more than 50,000 trade visitors from 154 countries.


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1985 — 2000

“All of a sudden, people were buying only western goods.” Die Zeit · 3 October 1991 —

The Anuga also continued to reflect the political events of the day. In 1987, for instance, anti-apartheid activists in Cologne protested against the participation of South Africa. And the following Anuga, in October 1989, was held against the backdrop of the Monday demonstrations that preceded the peaceful revolution in East Germany. Two years later, after Germany’s reunification, producers from

The fall of the Berlin Wall on 9 November 1989 gave East German citizens ready access to foods that were previously scarce. Below: Bananas became a symbol of their new-found freedom. Employees of the West German supermarket chain Edeka gave away truckloads of the fruit.

the new federal states made their debut in Cologne. Some of these, including the sparkling wine producer Rotkäppchen, occupied individual stands, while others booked space in the Joint Show of the Central Marketing Corporation of the German Agricultural Industry (CMA).

The Anuga undergoes transformation

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The upheaval in Eastern Europe presented the food industry with enormous opportunities. For the citizens of the East, the dismantling of the Berlin Wall gave access not only physically to the rest of the world, but also to an assortment of goods that was hitherto known only from Western television broadcasts. The demand for branded products from the West was huge. At the same time, market liberalisation intensified competition among both manufacturers and retailers. Koelnmesse established outposts and stepped up its international activities in the democratic states that were emerging in Eastern Europe. The department responsible for trade fair activities abroad became an autonomous subsidiary of Koelnmesse in 1996.

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Auenplatz, the central forum of the 1991 Anuga. As it sought to strike a good work-life balance, Koelnmesse included a childcare facility among the many services available to visitors that year.


— Anuga Trend

Going West – The new states of Germany at the Anuga After reunification, the citizens of East Germany were finally able to sample goods that they had seen beforehand only in TV broadcasts from the West. Brands such as Nutella, Birkel and Henkell flew off the shelves, while sales of the corresponding Eastern brands Nudossi, Riesa and Rotkäppchen collapsed. The monetary union of the two Germanies in 1990 boosted the turnover of producers in West Germany by almost ten percent. Numerous businesses in the former Eastern states, in contrast,

were threatened with ruin. Post-1989 the volume of sales generated by Rotkäppchen, the famous sparkling wine of East Germany, slumped by 80 percent. In an endeavour to save the company, employees travelled the country selling the wine from the boots of their Trabant cars. The Anuga played an instrumental role in the eventual transformation of Rotkäppchen into an all-German cult brand. With a tiny stand in Cologne in 1991, it not only put it self back into the spotlight but also attracted new buyers. Other Eastern brands were also represented at the 1991 exhibition – some on their own and others in the special show hosted by the CMA, which for the first time was promoting itself as the all-German “meeting place for good quality”.

After Germany’s reunification, the future of the sparkling wine brand Rotkäppchen was in jeopardy. The East German producer exhibited at the Anuga in 1991. The wine has since established a strong international following.

In 1997 the Anuga welcomed international trade visitors to Cologne as the World Capital of Food.

The Anuga undergoes transformation

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“Along with freshness and quality, consumers now expect food to offer variety and convenience as well.” — Nestlé at the Anuga · 1999

A new offshoot of the Anuga was formed as well, namely the Anuga FoodTec – a trade fair for the production and packaging industries that formerly exhibited in the Technica section. The separation of its technical segment marked the Anuga’s renewed focus on its core business, namely food, which was mirrored to the outside world by the adoption in 1995 of the strapline World Food Market. That year’s reconfigured Anuga was opened by Helmut Kohl. In his speech the federal chancellor drew attention to the ingenuity of the food industry, but he was also treated to some familiar favourites while touring the exhibition, “Liver sausage from Thuringia, Bundt cakes by Dr. Oetker, French champagne, draught beer from the new federal states, aquavit from the Nordic countries, and finally a refreshing (…) glass of milk on the Bavarian stand,” reported Lebensmittelzeitung.

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Above: The celebrated Italian mountaineer Reinhold Messner promoting speck from his home region of South Tyrol at the 1999 Anuga. Below: Federal Chancellor Helmut Kohl was a regular guest in Cologne. During his tenure he opened the exhibition on four occasions.


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1985 — 2000

Helmut Kohl also paid a visit to the elaborate NestlÊ stand. The multinational conglomerate was exhibiting a probiotic yoghurt fortified with the bacteria strain LC1 for the first time, which was said to be beneficial to health. Functional food was in its infancy, and health-conscious nutrition was taking its place on the agenda. In the 1990s the first organic-only supermarkets appeared alongside health and natural food shops, and conventional supermarkets began stocking organic produce as well. The Anuga continuously extended the health and organic food section and, in 1997, also initiated a special event for the convenience segment. Nonetheless, as the millennium drew to a close, the exhibition faced several challenges. Major producers, such as Dr. Oetker, which had exhibited at the inaugural show in 1919, were turning their backs on the Anuga in 1999. And the task of creating order despite the great profusion of goods was yet to be satisfactorily resolved – in short, the Anuga was lurching towards a serious crisis.

Ready meals in a Seoul supermarket. In 1997 the Anuga devoted a separate event to the global convenience food trend.

The Anuga undergoes transformation

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9

TEN LEADING FAIRS UNDER ONE ROOF

2001 – 2018

Global, digital and reorganised

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The first Anuga of the new millennium opened its doors

just three weeks after the 9/11 terrorist attacks in the USA. Several exhibitors and numerous visitors decided not to attend the 2001 fair at the last moment. In view of the heightened security precautions, Federal Chancellor Gerhard Schröder even declined to undertake the traditional walking tour of the exhibition halls. In his opening address, Schröder not only championed the fight against terrorism, but also addressed another topic that was exercising the public at the time, namely mad cow disease or BSE. The pathogen, which can cause death in humans as well, was first detected in an animal born in Germany in November 2000. Two ministers had already resigned in the wake of the scandal, and thousands of animals were slaughtered. The food industry was in a state of turmoil – from one day to the next, beef was regarded as a health risk. The debate concerning controls and food safety was a constant theme that impinged on every aspect of the Anuga in 2001.

As the industry’s oldest marketplace, the Anuga entered the new millennium with a bright, fresh and international profile. Right: Light relief from serious issues facing the food industry – Federal Chancellor Gerhard Schröder and Food Minister Renate Künast at the 2001 exhibition.

Ten leading fairs under one roof

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But these were not the only reasons that crisis hit the Anuga. Three Inter exhibitions in Düsseldorf in the preceding years had given rise to competition in the frozen food, dairy and meat segments. Many buyers from leading producers, including Nestlé, Kraft, Unilever and Danone, continued to attend the Anuga, but their companies no longer exhibited there. Faced with this situation, the Koelnmesse team headed by its chief executive Jochen Witt recognised the need for urgent action. Together with the advisory board, the trade fair organisers developed a new format. They divided the Anuga into ten autonomous trade shows and thus succeeded in giving the event a clear structure despite the overwhelming diversity of products. The aim was to establish each of these new fairs as the leading marketplace and communication platform in its segment worldwide. Each had its own distinctive profile and benefitted not only from sharing a venue with the nine other events, but also from the strong appeal of the Anuga umbrella brand.

The Anuga Meat showcases innovation in the meat product and convenience segments. Above left: Consumers are taking a keener interest in regional produce and traceability, as well as championing animal welfare and protection. Above: The Anuga Culinary Concepts is the food industry’s technology show.

— Excursus

The new exhibition venue of Koelnmesse Koelnmesse kicked off 2006 by opening a new exhibition venue. A construction project spanning just 16 months gave rise to four modern exhibition halls, a congress centre, central boulevard and new northern entrance, directly alongside the existing premises. A few months later, the new southern entrance was officially opened, giving the exhibition halls a direct link to the high-speed railway station Köln Messe/Deutz. The expanded venue of Koelnmesse, comprising eleven halls and a gross exhibition area of 284,000 m², is the fifth largest trade fair centre – and one of the

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most attractive – in the world. It accommodates the latest technology and digital services. In 2009 employees of the media group RTL Deutschland and the insurance group Talanx moved into offices in the historic exhibition halls on the River Rhine.

100 years of Anuga

Visitors approaching the entrance to the new exhibition halls at the 2007 Anuga.


9

2001 — 2018

Anuga Meat exhibits all the latest trends and innovations in the meat, sausage and poultry sectors

Anuga Bread & Bakery is the marketplace for bread and bakery products in all their diversity

Anuga Fine Food is the event for gourmet and delicatessen products and general provisions, and the largest of the ten shows

Anuga Hot Beverages is the business platform for tea, coffee and cocoa

Anuga Dairy is the leading international showcase for the milk and dairy industry

Anuga Culinary Concepts targets the catering market with a focus on equipment, technology and all things gastronomic

Anuga Drinks presents trending innovations and welcomes merchants and representatives of the catering and drinks industries Anuga Frozen Food is the coolest trade show and brings together the frozen food business, merchants and the catering market

Anuga Chilled & Fresh Food highlights topical developments in the food-to-go, fresh fine food and fresh snack segments

Anuga Organic offers a wide range of organic products from Germany and abroad with a clear focus on exports

Top: For discerning customers in a fast-moving world – the Anuga Chilled & Fresh Food highlights the latest trends in ready and semi-prepared meals. Centre: Loaves, cakes, buns and regional delicacies are among the products that take centre stage at the Anuga Bread & Bakery. Bottom: The Anuga Dairy offers not only milk products but also lactose-free and plantbased alternatives.

Ten trade shows under one roof

Ten leading fairs under one roof

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This new constellation brought ten leading fairs under one roof for the first time in 2003 and ended the traditional national shows that had been a feature of the Anuga for many years. Instead of erecting a single national pavilion, national partners now often organise several joint stands at one or more of the individual fairs. Olive oil from Greece, for example, is exhibited on the Greek stand at the Anuga Fine Food, while the natural home of Greek yoghurt is the Anuga Dairy, and that of

Top left: Growth in the sector represented at the Anuga Drinks show has been driven by non-alcoholic and energy drinks in recent years. Bottom left: The Anuga Hot Beverages offers visitors a warm welcome. Above: Fine food producers, importers and their customers in the grocery and catering segments get together to discuss premium products at the Anuga Fine Food.

Greek ouzo is the Anuga Drinks. The concept of separate trade fairs is appealing because most buyers specialise in a single product group and can focus their time and attention on a smaller area of the exhibition. After the change, the number and quality of visitors increased immediately, and several high-profile exhibitors decided to return to the event in 2003. Prominent guests also came, including former President of the Soviet Union Mikhail Gorbachev and Nobel Peace Prize winner JosÊ Ramos-Horta from East Timor, a country which was exhibiting at the Anuga for the first time. Taste 03, a special show dedicated to new trends, was also introduced. In addition, the Anuga increasingly embraced digital technology. Its website enabled visitors to search all the fairs’ offerings for cross-cutting topics, such as vegetarian products or functional food.

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Bottom right: From the freezer to the plate – convenient products in small, ready-to-serve portions are especially popular at Anuga Frozen Food. Top right: Trending topics at Anuga Organic include customer-focused, locally sourced produce, fair trade and veganism.


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2001 — 2018

“The idea of hosting ten trade shows under one roof secured a breakthrough and success for the Anuga.” — Lorenz Alexander Rau · 2019

Ten leading fairs under one roof

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The exhibition of October 2007 was the first to take place in the new halls completed by Koelnmesse a year earlier alongside its historic premises. A portion of the exhibition area was henceforth reserved for the booming organic food sector, which was granted its own Anuga Organic trade show that year. Also, in 2007 the Anuga presented Thailand as its first official partner country – other nations are

Above: Royal patronage – the Spanish crown prince Felipe and his wife Letizia visited the Anuga in 2013. Below: Koelnmesse is the international leader in hosting food exhibitions. Its Thaifex show in Bangkok is now established as the premier Asian food fair.

still being added to the list today. The international economic and financial crisis, triggered in September 2008 by the insolvency of the US bank Lehman Brothers, passed over without scarring the food exhibition. “There was no indication whatsoever of a crisis at the Anuga,” concluded Dierk Frauen, President of the Federal Association of the German Retail Grocery Trade (BVLH) in 2009.

“Organising a trade fair abroad based on a leading trade fair in Cologne perfectly complements and ensures the sustainability of the German market.” Gerald Böse · 2019 —

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— Anuga Trend

From a trend to a trade show – organic products at the Anuga Healthy and sustainable nutrition has always been an important topic at the Anuga. Early in the new millennium the Anuga began showcasing the organic sector separately: in the Anuga Spezial of 2001, and two years later by making organic food a trend theme. In 2005 Organic World was introduced, giving the segment its own platform for the first time; by 2007 it had become an independent trade show. Since then, Anuga Organic has brought the latest developments in this sector to Cologne every two years. It is an event that mirrors a global trend.

Many people are willing to pay more for healthy and natural foods, and the days when wrinkly carrots and apples were a hallmark of organic produce are long past. In fact, organic fruit and vegetables are becoming indistinguishable from conventional products. Convenience is a major factor in the organic segment as well. Boil-in- the-bag rice, packet soup and, of course, frozen food, have all gone organic. The Anuga not only reflects the growing range of certified organic products available to food retailers, but also supports the sector with specialist events and shows.

Fully booked as ever, the Anuga had lost none of its popularity. The organisers now faced the challenge of selecting and appropriately grouping the exhibitors. Quality and diversity were the principal criteria – “just like in a well-ordered supermarket,” explains Anuga Director Lorenz Alexander Rau. Each successive Anuga reflected a stronger international orientation than the last. The proportion of foreign exhibitors climbed from 84 percent in 2009 to 90 percent in 2017. During the same period the share of trade visitors from abroad increased from around 60 to 74 percent. By hosting a clearly structured website, addressing currently trending topics, and offering comprehensive advice, the Anuga was fostering matchmaking and enabling exhibitors and visitors to make the most of their time during the exhibition. Cologne regularly welcomes prominent guests to the Anuga, including in 2013 the successor to the Spanish throne and his wife. The city not only plays host to the world, but also sends delegations to the four

Koelnmesse CEO Gerald Böse in São Paulo announcing the inauguration in 2019 of the ANUFOOD Brazil.

corners of the globe. Following the path trodden by other major trade fair companies, in the 21st century Koelnmesse is expanding its international network and, in the food segment, developing an export model with the strapline “powered by Anuga”. Its participation in the Thaifex World of Food powered by Anuga in Bangkok in 2004 was the first in a series of successes in a variety of countries and regions. Anuga now collaborates with local partners to organise food fairs in China, India, Columbia and Brazil as well. Its business unit Global Competence in Food & FoodTec encompasses a total of twenty exhibitions worldwide.

Ten leading fairs under one roof

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10

THE ANUGA CELEBRATES ITS CENTENARY

2019

Forwardlooking

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What will the future taste like? What are we

going to eat next? How will our meals change? Where is food going to be produced? What technologies will be employed? And how will shopping change? These questions have been asked, discussed and answered again and again at the Anuga during the hundred years of its existence. In this, its centenary year, the longest running and largest food exhibition worldwide is not only reviewing its long history of success, but also previewing the future.

Global, at the top of its game and trendsetting. In 2019 the Anuga is once again delivering everything that international trade visitors expect. Above: The Anuga taste Innovation Show gives an overview of the latest product launches.

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It is already clear that the world’s population is growing – by 2050 nearly ten billion people will be living on Earth, and almost 70 percent of these will be city dwellers. Food production will need to increase if everybody is to be fed. The activities of crop cultivation, food processing and consumption are likely to take place within a smaller footprint again in future. And trend scouts are predicting that the future of the food supply chain lies in the cities. Aided by new technologies, urban farming is already gaining ground across the globe. Food is being grown on rooftops in China’s megacities, a floating cowshed and dairy is moored in Rotterdam; and production recently got under way on Germany’s first aquaponic farm in the heart of Berlin. Its greenhouse is supplying the metropolis with fresh fish and crunchy vegetables. But this is only the beginning – engineers and city planners intend to adopt the techniques of vertical farming in order to produce food in high-rise buildings. Their overriding goal is a self-sufficient city.

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Above: Cultivating vegetables among skyscrapers on a rooftop farm in Kunming, China. Below: The floating farm in the Port of Rotterdam is seeking to establish a climate-friendly dairy economy.


— Excursus

Koelnmesse 3.0

Koelnmesse is continuing to build for the future in the Anuga’s centenary year. In 2021 the new hall 1plus will enter service and its 10,000 square metres of floor space will become available for fairs, exhibitions, special shows and events. Another new building is the Confex® which, with an eye to the future, has been designed to accommodate a fusion of fairs, conventions and events. These two buildings form part of an extensive

modernisation programme Koelnmesse 3.0, conceived by the company to equip it for the future. It also includes digital signage which will aid both information delivery and navigation. This complex digital system includes a solution for controlling foot traffic and information in real time, and offers attractive production opportunities in high-end quality. It represents a major milestone in the quest to create an exhibition venue for the future.

Koelnmesse is investing not only in bricks and mortar, but in infrastructure digitalisation as well. The venue is becoming more flexible and paving the way for entirely new formats encompassing elements of trade fairs, events and congresses.

“By building a new exhibition hall as a prelude to modernising the whole venue, Koelnmesse has given the Anuga the best possible birthday present.” Franz-Martin Rausch, BVLH · 2019 —

At the same time, globalisation is bringing the world closer together, and this process is reflected in the food we eat. Culinary preferences in many countries are becoming more international, influenced by a variety of elements from around the world. Experts have coined the word glocalisation to describe a mix of local and global – a development that the Anuga has been addressing for some time. In addition, more and more people want to know where their food comes from and how it is produced. Ethical considerations such as animal welfare, climate protection, fair trade, and the avoidance of packaging and transportation are gaining importance. How and what we eat are factors that will ultimately determine how we live in the future. Food is therefore a subject that is also close to the hearts of many people, especially young people who are committed to fighting the climate crisis as part of the global Fridays for Future movement. The Federal Association of the German Retail Grocery Trade (BVLH) has concluded that “Nutrition is becoming more politicised.

The Anuga celebrates its centenary

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Scientists and industrialists are developing new ways of delivering healthy, tasty and sustainable food for the future – worm burgers and grasshopper salad could soon be appearing on the menu. Just like algae, insects are high in protein and could therefore play a role in maintaining the supply of food. In common with others, the researchers who succeeded in cultivating meat in the laboratory are concerned about climate and animal protection. In 2013 they served up the first meatballs to have been produced in a Petri dish. If forecasts are to be believed, we will also be adopting a more individual approach to food in future. As suggested by the proverbial saying “One man‘s meat is another man’s poison”, what is agreeable to one may be distasteful to another. The notion of personalised nutrition is founded on scientific knowledge and likely to give rise soon to diets that are precisely tailored to our individual circumstances. At a special convention during the 2019 Anuga, entitled NEWTRITION X, science and industry will come together to discuss this very topic.

“Successful fairs of the future will be more flexible, efficient and exciting.” Gerald Böse · 2019 —

Innovation, trends and inspiration – the Anuga Halal Market fosters a global discourse about the diversity of halal products. Right: The special show in the Anuga Organic Hall puts the expanding assortment of organic produce centre stage.

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— Anuga Trend

Anuga Trends in 2019: What to expect, what’s here to stay, and what’s new? Anuga 2019 will shine a light on emerging trends, established products and recent innovations. Organic produce remains on an upward trajectory worldwide. The trend towards a plant-based diet is being fuelled not only by vegetarians and vegans, but also by the many people who wish to curb their consumption of meat and dairy products. Attention is also focused on transparency and traceability throughout the supply chain. At the same time, the market for fair trade products continues to grow. The convenience segment, in contrast, is undergoing a transformation. To an increasing extent, ready-to-go snacks are regarded

as mini-meals for eating at any time during a busy day. The interest in superfoods, small portions of which supply a multitude of vitamins, minerals and proteins, for example, is rising accordingly. In addition, a growing band of consumers are seeking out “free from” foods, especially gluten and lactose-free products. Non-GMO labelling is another significant trend, in which North America has overtaken Europe as the foremost market in recent years. The demand for halal products is on the rise as well, in particular in the Middle East and Asia. Sales of kosher products are likewise advancing. These are often gluten-free, non-GMO, and free from additives and preservatives.

The Anuga Trend Zone continues to blaze a trail in 2019 with a team of experts analysing the latest food and beverage developments.

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Alternative Proteine New Solutions, New Products

Sustainable

Anuga Horizon 2050

New Nutrition –

Environment –

The Evolution

Better Food for

of Food

a better World

Internet of Food

The future of food will be a constant theme of the centennial Anuga. Three special shows will be staged on the Boulevard of Inspiration, focusing on both the major trends and new developments – the Anuga taste Innovation Show will present new products selected by a panel of experts; the Anuga Trend Zone will be examining current food trends; and the special event Anuga Horizon 2050 will be looking ahead to the more distant future. It will be exploring how new technologies are changing the food and beverage industries, how innovation is being applied in practice, and what action is required in order to ensure transparency and safety.

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Anuga Horizon 2050 brings together visionaries, innovators, initiatives and start-ups to shape the future of the industry. Five topics have been chosen to illuminate the opportunities and challenges facing merchants, businesses and consumers.


10 2019

The Anuga brings together people and markets. In the 100 years that have passed since its premiere in 1919, it has developed from a small fine food fair into the largest and most important forum for the international food and beverage sectors. The ten trade shows taking place under one roof in 2019 will once again attract over 7,500 exhibitors from more than 100 nations. More than 165,000 visitors from all around the world are expected to gather in Cologne. For the first time the Anuga will also feature start-up areas, enabling emerging businesses from 25 countries to present their innovative ideas and products. Taste the future!

“The Anuga will always provide a platform for showcasing, sampling and testing products for the first time. And even after another hundred years, it will still be a place where people share their knowledge and build networks.” Lorenz Alexander Rau —

Visitors can look forward to cookery demonstrations as well as fascinating lectures and product presentations on the Culinary Stage, which has its own studio. Inspirational gastronomy – the cookery shows hosted by celebrity chefs and restaurateurs regularly attract large crowds.

The Anuga celebrates its centenary

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Appendix Photo sources akg-images . . . . . . . . . . . . . . . . . . . 6 · 10 · 12 · 13 · 15 · 16 · 25 · 29 · 32 · 39 · 40 · 57 · 65 AUMA - Association of the German Trade Fair Industry . . . . . . . . . . . . . . . . . . . . . . . . . 20 bpk-Bildagentur . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 · 32 · 42 Bahlsen GmbH & Co. KG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 · 13 · 45 Hauptstaatsarchiv Stuttgart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 · 14 Lebensmittelzeitung . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Marchivum Mannheim . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 · 27 · 28 NS-Documentation Center of the City of Cologne . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 picture alliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 · 59 · 73 · 75 · 84 Collection Angelika Rieber/ Sommer family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 SZ Photo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 · 35 · 55 ullstein bild . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 · 7 · 19 · 23 · 24 · 28 · 30 · 34 · 35 · 40 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 · 44 · 55 · 56 · 62 · 64 · 65 · 69 · 71 · 81

All other images are subject to the copyright of Koelnmesse GmbH. If, despite thorough research, we have not been able to identify all the owners of image rights, we would ask them to contact us.

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100 years of Anuga


Archives Bundesarchiv, Berlin

Marchivum Mannheim

Bundesarchiv, Koblenz

Stadtarchiv Dortmund

Hauptstaatsarchiv Stuttgart

Stadtarchiv Hannover

Historisches Archiv der Stadt Köln

Stadtarchiv Koblenz

Koelnmesse Pressearchiv

Stadtarchiv München

Landesarchiv Baden-Württemberg

Stadtarchiv Stuttgart

Landesarchiv Berlin

Legal notice Published by Koelnmesse GmbH, Cologne Realisation Geschichtsbüro Reder, Roeseling & Prüfer, Cologne Anja von Cysewski (text and image selection) Britta Stücker (editor and project management) Design Ralf Schroeder, Cologne Printed by LUC GmbH, Selm

www.koelnmesse.com www.anuga.com

Appendix

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100 years of Anuga In the world of food and beverages, there’s no getting away from the Anuga. It is the world’s largest trade fair and the industry’s foremost meeting place. At the inaugural exhibition in 1919, visitors were already describing the event as overwhelming. This is the story of changing tastes, global food trends, innovative products and an inspiring trade fair.