ISM and ProSweets Cologne to go ahead as a physical event with joint hall allocation

In a statement, organisers said they will continue to monitor developments regarding the coronavirus pandemic in Europe and Germany and are in constant talks with industry partners.

“We are convinced that we can cause a spirit of optimism with ISM and ProSweets Cologne 2021 and set a positive signal within the industry that trade fairs are possible under these conditions. The extensive hygiene and protection concept of Koelnmesse - #B-SAFE4business – contributes towards this. Furthermore, Koelnmesse's Corona-compatible complete stand packages facilitate the preparation for the exhibitors and reduce the financial risk​," said Bastian Fassin, Chairman of the AISM.

Hybrid form

Both trade fairs will be organised in a hybrid form and complemented by the digital platform Matchmaking365+.

"Special times require special measures with the aim of enabling both our exhibitors and visitors of ISM and ProSweets Cologne a safe and efficient as possible trade fair visit​,” said Oliver Frese, Executive Director and Chief Operating Officer of Koelnmesse.

“Against the background of the current challenges and the related travel restrictions, we already know now that the trade fairs will not take place in their customary dimensions. The number of applications received for ISM is still very promising and reflects the interest of the majority of the exhibitors for the trade fair to also be staged in 2021​.”

Modified hall structure

The restart edition of the ISM 2021 will be staged in Hall 4.2., together with the European country pavilions. Hall 5.2 will accommodate, among others, the Trend Snacks Area, the start-ups, the new ‘Finest creations – hand-crafted’ speciality trade area and the trend areas.

‘Sweet Trends by Innova Market Insights’ and the Expert Stage in Halls 11.1 and 11.2 are planned for further exhibitors of the ISM, while ProSweets Cologne will this year be found in Hall 10.2, together with the world's leading trade fair for sweets and snacks. A separate food service area will also be set up in Hall 3.1.

“ProSweets Cologne has indeed recorded a strong decline in the number of exhibitors, but through the synergies with ISM, still offers potential for both exhibitors and visitors. This is why together with the advisory board, we have decided to bundle the spectrum of offers of the two trade fairs in the halls of ISM in the coming year and stage the two trade fairs as a re-start edition with a modified hall structure​,” said Frese.

“This enables us, on the one hand, to exploit the synergies of both trade fairs even further and on the other, to present the industry themes to our visitors in a more concentrated and focused manner​.”