Month: October 2021

Du 21 au 24 Novembre 2020 : 3ème édition The Foodeshow, le salon virtuel de l’agro-alimentaire

The Foodeshow, le premier salon virtuel international de l’alimentation, revient pour sa troisième édition du 21 au 24 novembre 2021. Forts de la réussite qu’ont connu les deux premières rencontres avec près de 2500 participant-e-s cumulé-e-s, les organisateurs abordent cette nouvelle rencontre dans la même perspective. MORE

The Foodeshow

The Foodeshow is a platform to connect and engage ventures and communities in the food industry ecosystem to explore new ideas, discover creative models and  innovative concepts to shape your future. Free foods- Frozen goods – Grain products and pastas – Herbs, spices and seasonings – Honey and apicultural products – Mineral water and non – alcoholic beverages. Exchange and network with potential customers, suppliers and partners from all over the world and discover a new  digital and modern event experience from home or office.

The foodeshow is a virtual boutique food show designed to foster unique opportunities and authentic connections for businesses from over 100 countries. The foodeshow is led by its co-founders, Jalal Benbrahim and Heuda Guessous, to tackle the challenges and needs of organizations operating in the food business.Early on, Jalal and Heuda have met in a food event organized in Sao Paulo, Brazil, in 2017. They have discussed potential collaborations between their companies, Wink Consulting, and Greativa Consulting Group. Their vision has been about changing the way people did business. The idea has been placed in the back burner until the opportunity presented itself in 2019. Since then, they engaged in multiple successful projects in Morocco and abroad.

More here

Le Matin – La 3e édition du Foodeshow démarre le 21 novembre

La troisième édition du salon virtuel international de l’alimentation, The Foodeshow, est programmée du 21 au 24 novembre prochain. Ce rendez-vous devrait connaitre la participation de plus de 2.000 visiteurs, dont 200 exposants et 250 acheteurs. Cette année, l’événement sera marqué par le lancement du prix «Ennovation Awards» qui récompense l’innovation dans le secteur agro-alimentaire. Ce concours est destiné aux entreprises et organisations ayant lancé des produits et services sur le marché courant 2020 et 2021. Ces dernières pourront concourir dans cinq catégories à savoir le produit de l’année, le service de l’année, le Clean label and natural Ennovation Award, le meilleur packaging et le sustainability Ennovation award. Engagé à promouvoir l’entrepreneuriat féminin, le salon prévoit des stands collectifs offerts aux organismes mettant en avant les exportatrices des produits agroalimentaires, emballages ou services relatifs au secteur. 

Develop a great value proposition with Miguel Serrano’s strategy

In the end, the only thing that matters is… How do we serve our consumers? And, what do we leave behind? _Miguel Serrano

If you want to be on the top of the game as a brand and leave a legacy behind, the secret is in your CVP. Customer satisfaction is not measured in smiley emojis nor is it a vague statement. It is a real value your product provides to people and solves a problem your competitors can’t.

In our last post, we’ve discussed two essential pillars of creating an offer that will appeal to your consumers, will connect with them on a functional and emotional level, and will eventually be the key to more closed sales deals.

As promised, here is the number one strategy you can follow to craft a great value proposition.

Market Research

Before you put your hands on the steps of this strategy, you need to make sure you’ve got a fair understanding of your market. You know who your competitors are, their advantages and claims, the prices, etc. You can even go beyond that and run a competitor portfolio analysis where you do extended research on your competitor(s) to assess the level of competition over each advantage in your industry.

In case you have already worked that out, then you’re all set to explore the hands-on strategy–by Miguel Serrano, that will help you come up with the best value proposition for your brand.

The Steps:

  • Put a Cross-functional team together
  • Select and prioritize customer needs
  • Quantify and rank by priority
  • Build a clear hierarchy
  • Execute consistently

#1 Team Work

This is teamwork. Bring together all the members of your team from across the entire value chain: technical, sales, marketing, quality, chefs, manufacturing, logistics; everyone who can contribute to the discussion.

#2 Customer Needs

Brainstorm all the customer purchase decisions in your industry. For elaboration’s sake, let’s say we’re addressing a vegan company. What makes people buy vegan food? Mainly for health care reasons, but there are other reasons you can consider like the taste, ethics, cost, convenience, animal welfare, etc.

Then, study which of these reasons is biggest in percentage. Based on that, you will choose the customer needs your product addresses. From all the value propositions you landed on, choose 5 key need groups.

#3 Quantify and Rank

Rank the value propositions by priority: decide which one of them is more important to you as a brand and which comes last. Let’s use the same example of a vegan company. The 5 possible value propositions can be ranked as follows:

01.Taste – 02.Environment – 03.Health – 04.Convenience – 05.Cost

“Who quantifies has the authority.”__Miguel Serrano

At this stage, there is a very important point you need to consider: quantification. Here you talk numbers.

To quantify means to translate the benefits of your product into measurable outcomes. Instead of telling that your product has a number of benefits, show what these are and draw a clear image of how it happens. Research each value proposition, especially the five you have chosen.

You can do that in many ways, including:

  • Ingredients: check the quality of your ingredients and how your consumers perceive their benefit.
  • Quality Control: elaborate on how your product responds to quality maintenance 
  • Taste Tests: give your product to people to test and you can report how well they respond to it. (chefs as in the example)
  • Scoring/ Likings With Stars: creatively track people’s reactions to your product/service through digital indicators.
  • Reduction of Prep-Time: explore how can your product offer convenience.
  • Average Pricing in The Market vs Your Pricing: by percentage, how much does your product save in budget compared to others in the market.
  • Recycling and CO2 Reduction in %.

This will help you sell your value propositions more efficiently. But remember, it is one piece of the wholesome puzzle we’re trying to build.

#4 Build a Hierarchy

Take each of the value propositions and break it down in terms of the supporting benefits. Again this is a vegan company with a new product in the market: a Veggie Burger. The top value proposition for this company is 01.taste (the sensual experience). Let’s carve out five supporting benefits:

  1. Flavor: the super umami taste flavor lingers two times longer;
  2. Meat: it is identical to meat in protein supply;
  3. Spices: 10% of the most popular burgers in the US don’t have spices;
  4. Chunk: the chunks of vegies are two times bigger than those in ordinary burgers;
  5. Juice: it contains 5g/100g of beetroot liquids, which makes it the juiciest veggie burger in the market.

Once you come up with all the supporting details, summarize them all in one sentence:

  • Summary: Possibly the juiciest burger ever: the increased flavor intensity convinced 70% of the chefs who tasted it.

Do the same with each of the needs you’ve listed: 02.Environment – 03.Health – 04.Convenience – 05.Cost. 

Now come up with a summary that puts the whole value propositions together. This will be the top value proposition that will occur everywhere you communicate:

  • The summary of all the summaries: Possibly the juiciest vegan burger made high-quality fermented pea protein. 5***** taste and 30% high protein quality.

Now that you’ve settled on a top value proposition and the supporting value propositions underneath it, you are ready to pitch your offer.

#5 Effective Execution

Wherever you communicate (pitch) your offer, the top value proposition will be the first thing that appears, and underneath, you select the supporting benefits (value propositions) depending on the context.

For effective execution of the value proposition, adapt the hierarchy of the underlying supporting arguments according to the target consumer.

Suppose your customer is an organic retail company: your top value proposition will stay the same but the underlying supporting value propositions will change in ranking. Remember that here it’s all about you’re customer’s need rather than what you value as important. You decide the custom ranking by looking at what’s relevant to your customer’s strategy.

This is how you create value propositions that resonate with the consumer, create real value, and that will take your business to the next level.

Does Your Product Fulfill Your Customer’s Need?

It’s not a Yes or No question. It’s a process whereby you ascertain your position in the market; whether you’re here to deepen customer’s confusion or to spare it and create real value.

It is easy to get stuck in the culture of shiny labels and manipulation. But you need to understand that people have spotted the marketing tricks that encourage them to purchase things that don’t respond to their actual needs. Thereby, many industries have lost people’s trust. Even when your company is worthy of it, unless you truly connect with people, you will be looked at like another misleading advert.

You connect with people based on the value you create with your offer. I mean, it’s all about what’s in it for your customers and why they should trust you. If they do trust you and make the first purchase, what would bring them back?

A simple answer to that is your CVP (customer value proposition). The elaborative one is the following.  

Brand Story (Who are you?)

Before you bring yourself out to the market, you need to clearly identify the identity of your brand and what you stand for. 

Essentially, your brand story starts when you recognize a certain need in the market. You then realize that you have the skill and resources to create a solution that can fit into a product or a service. After your market research, you find out that there are people who are willing to pay for it. 

Still, what kind of personality would you like to project? One side of the answer belongs to you: 

If you want to go about it strategically (much recommended), there are a bunch of methods you can use to find your IKIGAI (the Japanese concept of having a purpose in life and fulfillment). Miguel Serrano, one of our guest speakers at the second edition of the FoodeShow, suggested a strategy that adheres to this concept.

You need to find what you love deep within yourself (passion) and what you’re good at (profession) and see how can that project itself on your mission. Only then, your business will allow you to live your true purpose. 

And the other side of it belongs to your customer.

Customer is the keyword

Things get frustrating but also exciting when it is time to classify the type of customer you’re targeting. It is frustrating because we realize we can’t be the all-in-one brand, at least not yet. It’s a hard pill to swallow, but once you do, you will see that having a focused vision on the relevant customer will benefit you massively and the people you’re here to serve. Instead of attracting people who will not buy from you eventually no matter how appealing your value proposition is, focus on those who will always walk down the aisle looking for you.

When you have a clear image of who your ideal customer is, and you profoundly understand their need, it will be easy for you to craft an offer that is relevant, appealing, and will establish a genuine connection with people. 

What is your offer (CVP)?

Customer Value Proposition (CVP)

What is the value that is going to be delivered and communicated and that customers can expect if they buy into your offer? – Miguel Serrano

A value proposition is the offer and promises you make to the customers. Not a glossy claim on a billboard, it’s rather a clear description of product quality.

Value propositions that set us apart in the business world. And mainly, there are two of them:

  • Deceptive statements: labels that speak of magical results while the real product quality is trash.
  • Real business: clear product stories and brands that adopt a customer-based approach to their value propositions. 

A successful CVP comes from a clear product story. Landing one is not a random task. You either request the help of specialists in the field that use a scientific-based approach to identify the CVP and the hierarchy of elements within it. If you can’t afford that, or you want to know other alternatives available, our guest speaker Miguel Serrano was very generous at breaking down his strategy into clear steps any brand can follow to settle on a precise CVP. 

Coming next on our blog, stay tuned for that!

Why innovation is important in Food Tech Industry

The food industry went from a completely monopolized business into an open space where new ideas can flourish. You can have fewer resources than the leading business companies yet find support to improve your innovative idea. It’s now more about reinventing the existing products to serve the customer more efficiently while keeping the industry up-to-date with the new trends.

Most mission-driven startups have genuine and impactful stories. That’s why people are more likely to identify with those brands and value their mission compared to large corporate businesses. They are also the part of the industry that inspires innovation and creates trends around it.

Now, let’s explore some of the leading mission statements in Food Tech and why following trends is doing the greatest good to the industry.

Mission statement

The mission statement reflects every feature of the food value chain and responds to the underlying challenges in each category: the range and nature of the products, pricing, quality, service, marketplace position, growth potential, use of technology, and the relationships with customers, employees, suppliers, competitors, and the entire community.

For Iryna- the CEO of the FoodTechInnovation startup- being concerned about the safety of her own kids that first got her into the industry. She says:

It was the moment when I faced the problem of what I can actually buy in the supermarket. And I started being very attentive to the label of any food box that I take from the shelf— Iryna Gavrylova

Quality has become the in-demand business mission statement. People carefully browse through the data at the back of products before they decide to pick one. Either because of the accessibility to knowledge in the medical field, which has been long regarded sacred or because of people’s reviews on certain foods that you can find all across the internet. This pushes entrepreneurs like Iryna to step in and make a change in the industry.

Some of the leading mission statements in the food industry also include; health-centered food production, accessibility to food on a wider range, affordable quality food, efficiency in food making, environmental sustainability, local food appreciation, etc.


Trends are basically emerging or popular concerns of people in a certain context. In the context of health-related mission statements, let’s take the COVID19 situation as an example of the most recent trend.

Before the pandemic, business ideas in food tech have been spinning around a variety of techniques to satisfy community needs; such as implementing new biotechnology and presenting products in all shapes and sizes to serve multiple functions. After the pandemic, however, more concerns on health have occurred. Therefore, there’s become more demand for better alternatives to existing options.

According to Amir Zaidman, the cofounder of TheKitchenHub, these are the main categories where we can see major trends during the pandemic:

  • Food Quality

Quality is such a huge concern for consumers now. Companies are investing more in products that can take labels of healthy food; healthy snacks to replace high caloric ones, food that boosts the immunity system, whole unfiltered food, and more. Some take food production to the next level following studies that have proved animal-based food consumption affects people’s lives. And so more plant-based protein products and even insect-based protein products are being pulled to the market.

  • Cooking

Covid19 has forced people to do everything at home, most of all cooking. Tutorials and courses everywhere are inviting people to learn cooking and make their own food at home. A lot of content about time-friendly cooking is taking over the web. And we can see innovative ideas of smart kitchen equipment to help people cook more efficiently. All working together to build a better food consumption experience that serves healthy eating and overall well-being during Covid19 lockdown.

  • Shopping for food

We have been gradually walking towards the online shopping experience. But because of the pandemic, it has become a lifestyle. Food delivery allowed people to enjoy food from their favorite restaurants in the comfort of their homes. It was a necessity during the lockdown, but now it is also generating countless opportunities for companies such as home-based small enterprises to grow.

  • Food manufacturing

The process of mixing up ingredients has been reshaped by numerous trends. But what has become highly prevalent nowadays because of the pandemic is introducing automation to food manufacturing (robotics in food manufacturing). The initiation to this growing aspect of the food value chain was due to the spread of the virus in manufacturing communities.

To learn more about innovation in food tech, check out our panel discussion with Mr. Amir Zaidman and Ms. Iryna Gavrylova.

Jalal Benbrahim at the International Youth Economics Forum

Mr. Jalal Benbrahim at the International Youth Economic Forum in Russia, on June the 5th – 2021

Building a Digital Platform to Foster International Trade is an international business conference organized by the International Youth Economic Forum in Russia, on June the 5th. The purpose of the conference is to bring together businessmen from different industries to exchange the major tools they used during the pandemic to overcome communication problems. The discussion focused on the convenience of virtual shows in establishing effective b2b and b2c communication.

Mr. Jalal Benbrahim, the cofounder of the FoodEshow, took part as a speaker and shared his valuable insight from the FoodEshow experience. Here are some of the main takeaways from his intervention.

Virtual events have been a solution to survive communication during the pandemic. Jalal thinks that this is an interesting concept we can adapt even after the pandemic because of all the possibilities it allows us to explore. But, in order to guarantee the success of virtual events, there are two main points to consider inspired from the experience of the FoodEshow.

It’s a new adventure

At first, people were not used to virtual events. That is why, before we could start the FoodeShow, we had to educate everyone who should be involved on the value of participating in online events. In addition to that, we needed some time to explore the idea in action and look at the ways we can implement it. We worked on the design of the whole experience starting from planning the objectives, choosing the platform that will host the show, and working on the content of the event and the marketing campaign. That’s why it’s been a learning journey indeed.

It’s hard to maintain engagement

We thought that managing an online event would be very easy compared to onsite events. It actually turned out to be quite the opposite. The thing that we found most challenging was to ensure participants’ engagement. We had to make sure they log in at the right time and keep them engaged during the whole event.

But hey, it’s a rewarding experience because…

Given the challenges, online events involve many unique opportunities. Besides the convenience of time and space and the ability to communicate with more people from all around the world, according to Jalal, the core value lies in long-term community engagement. Creating communities and serving them with valuable content throughout the whole year; before the event takes place and after it’s over, is the essence of a successful virtual show.

Check out the conference session at (link) to see Mr.Jalal’s intervention and learn about the experience of other businessmen from different industries. The conference is in Russian but make sure to turn the page into English so you can benefit from the translation in the session.

How to maximize your gains from a virtual show

Virtual events are a new modal most of us are still trying to explore. People from different industries have recognized the benefits of hosting online shows. Both business owners and show attendees appreciate the experience. But, in order to get the true, full value of the virtual event, it is important to prepare yourself beforehand.

Schedule and Set Up

Honestly, the idea of working surrounded by all the comforts of home makes productivity impossible. Sitting on your beautiful living room couch, or on your bed with a computer upon your lap, open to plans with friends is exactly why you can’t check all the To-Do boxes you prepare. Hence, you need to create a whole ritual around it. First of all, free your schedule for the event as though you’d have to drive up to it. Then, select a designated place free of distractions and organize your equipment as you please. Preparing your favorite snacks and putting them at your disposal is also a plus. You will definitely need the maximum focus you can sustain.


Let’s begin with the obvious, maintain a high-speed internet connection. You don’t want the internet crushing during the event causing a stressful time. That’s why it is better to make sure the internet is in good condition before you attend.

Your charge cable should be nearby, good headphones and audio quality, and a comfortable chair. You might want to go the extra mile and get yourself lighting gear for night events. The thing is, equip your desk with everything you might need.


Networking is the creme of virtual or real-life events. Not only does it create a harmonious ambiance among the attendees, but it can also be an effective way to expand one’s business reach. To ensure the best outcomes, you need to:

Join community talks and connect with other attendees of the show. Generally, there would be discussion forums for such events where you can meet people and introduce yourself. Add people to your social media accounts for long-term connections.

Research speakers of the event online and check their areas of expertise. That will help you choose proper questions to ask during the event. You might want to add them to your social media accounts too.

Check out the website of the show hosts or download the app designed for the event. In fact, you will find everything you need to know about the speakers, the event agenda, and a community talks section.

During the event

You can’t be expected to watch the event passively. Regardless of how focused you are during the event, you need to ask questions and take notes. It doesn’t mean that you pressure yourself to speak when you have nothing to ask. At least, be prepared to answer the speaks when they ask for your opinion. If you take notes of the things you find interesting, it will help your thought process, and you might end up with a couple of questions to ask at last.

This might sound like a lot to do. But once you try to put more effort into the process, you will always feel the need to prepare for virtual events to maximize your long-term gains.

Scroll to top

How can we help you?