Two trade fairs, one goal: strengthening Vičiūnai Group’s position in the German HoReCa market
The Vičiūnai Group team presented its products at the CHEFS CULINAR and OMEGA SORG trade fairs in Germany.
Although these were regional events, their format offered an important advantage: the opportunity to engage directly with customers, sales teams, chefs and key decision-makers. Product presentations and tastings not only helped increase VIČI brand awareness but also demonstrated how the Group’s products can be used in professional kitchens.
VIČI Gyoza presented to the CHEFS CULINAR audience for the first time in Düsseldorf
At the CHEFS CULINAR exhibition, the spotlight was placed on one key product category: VIČI Gyoza. This was the first time these products had been presented at the partner’s exhibition, as Gyoza had not previously been part of the CHEFS CULINAR product range.
“Our aim was to show visitors that Gyoza can be a convenient and versatile choice for the HoReCa sector: they are quick to prepare, easy to incorporate into different menus and do not require complicated preparation processes. Exhibition attendees also had an opportunity to discover their flavour during the tastings,” said members of the Vičiūnai Group team who participated in the event.
A modern Gyoza cart became the main highlight of the stand, helping it attract attention in the exhibition space and encouraging visitors to stop and taste the products. The dishes were prepared by an experienced chef who had previously presented the Group’s products at Internorga, Anuga and Igeho.
Gyoza attracted the greatest interest from visitors and received positive feedback. Their successful debut provided an important opportunity to support the future expansion of the VIČI product range available through CHEFS CULINAR.
Showcasing the potential of the VIČI range for professional kitchens in Dresden
The OMEGA SORG exhibition in Dresden marked Vičiūnai Group’s first participation in the event. This in-house exhibition organised by the partner provided direct access to its regional customers, allowing the team to showcase the broader potential of the VIČI range rather than focusing on individual products.
The main products presented at the stand included Gyoza, surimi products and shrimp. The range also featured salmon fillets, smoked salmon, Khinkali dumplings, Crêpes and other shrimp products.
According to the team, product tastings and live cooking demonstrations helped showcase the qualities that are particularly important in professional kitchens: ease of preparation, consistent quality, convenient use and versatility across different dishes. The VIČI dishes were prepared for visitors by the Group’s key account manager, who previously worked as a chef.
Our colleagues noted that Gyoza, Torpedo shrimp and smoked salmon attracted the greatest interest in Dresden. These products also received particularly positive feedback during the tastings.
The best way to appreciate a product is to taste it
Both exhibitions once again highlighted the importance of live product presentations in the HoReCa sector. Product specifications and technical information alone are not enough for industry professionals: they also want to see the preparation process, taste the dishes and assess how the products could be incorporated into their everyday kitchen operations.
Participation in the events in Düsseldorf and Dresden helped strengthen relationships with partners, gather direct market feedback and introduce the VIČI range to potential customers. These meetings are laying the foundation for the continued expansion of Vičiūnai Group’s product range and business activities in the German HoReCa market.