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Packaged food and drink brand owners are often afraid to spend the money to exhibit at a trade show in case they don’t make their money back.

Trade shows are a big investment in time and money, so that’s understandable.

In this episode I talk to Liz Shaw, Exhibition Manager of Specialised Events to help you understand what you must do to make your money back.

In my conversation with Liz, we get to the granular level of setting objectives and how to win turn in orders whilst you’re at the show. 

These are some of the key questions we answer:

1. How can trade shows help to grow a foodpreneurs business.
2. Where tradeshows should sit in a foodpreneurs marketing mix.
3. The big mistake most first time exhibitors make that can be easily avoided.

Links & Resources

• Register for Foodservice Australia.
• Setting objectives for a trade show so you make your money back.

This episode of Foodpreneur with Chelsea Ford is brought to you by my ‘Money For Jam’ masterclass I’ll be hosting live at Foodservice Australia on February 28th to help packaged food and drink producers pitch to buyers and win the account, even if your product is the most expensive.

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.