SHERIDAN, WYOMING – September 14, 2025 – Koelnmesse and IFEMA MADRID are set to reshape the European food and beverage exhibition landscape with the launch of Anuga Select Ibérica, a new trade fair debuting in Madrid from February 16–18, 2027. The partnership aims to consolidate Spain and Portugal’s role as growth hubs for the global food industry while strengthening trade flows between Europe, Latin America, and North Africa.
Strategic Expansion of the Anuga Brand
Anuga Select Ibérica represents the next evolution of IFEMA MADRID’s Meat Attraction and InterSICOP (rebranded as Bake & Ice Attraction). By merging these formats under the globally recognized Anuga umbrella, the new event expands beyond meat and bakery to cover additional food and beverage sectors. This integrated platform positions Madrid as a central hub for innovation, networking, and international trade.
- Meat Attraction — established as a global meeting point for meat industry professionals across the value chain.
- Bake & Ice Attraction — spotlighting bakery, confectionery, ice cream, and coffee sectors with technology showcases, seminars, and competitions.
- Extended Anuga segments — new categories from beverages to specialty products, designed to attract wider international participation.
Industry Value for Spain and Portugal
Spain and Portugal’s combined agri-food sector accounts for more than 12% of regional GDP and continues to drive European export growth. The Iberian Peninsula’s geographic position uniquely links European producers with Latin American and North African markets. By leveraging this, Anuga Select Ibérica will:
- Boost cross-border trade opportunities.
- Provide SMEs with a scalable entry into export markets.
- Offer international buyers direct access to Iberian innovations in meat, bakery, and emerging food segments.
Executive Perspectives on Market Growth
Gerald Böse, President and Chief Executive Officer of Koelnmesse GmbH, underscored the long-term commitment behind the new platform: "With Anuga Select Ibérica we are creating a strategic platform that will revitalise the food trade between Europe, Latin America and North Africa. For us Spain and Portugal are not just markets among many - they are the core of a region that sets trends worldwide. Together with IFEMA, we will bundle our international reach and local expertise to help companies from the food industry tap into this growth potential that didn't exist in this form before. This project is a clear commitment to long-term, sustainable success on the Iberian Peninsula."
Aligning with Global Exhibition Trends
The alliance reflects broader trends in the trade fair industry, where consolidation of specialized formats under globally recognized brands enhances international visibility and exhibitor ROI. With consumer preferences rapidly shifting toward sustainability, premiumization, and cross-cultural flavors, industry platforms such as Anuga Select Ibérica provide a timely venue for:
- Showcasing alternative proteins and plant-based innovation.
- Scaling technology adoption in food processing and packaging.
- Strengthening collaborative ecosystems for export-driven growth.
Implications for Exhibitors and Trade Professionals
By integrating IFEMA MADRID’s proven sector-specific expertise with Koelnmesse’s international reach, Anuga Select Ibérica will deliver measurable value for:
- Food manufacturers and processors seeking new export channels.
- Retail and HoReCa buyers scouting emerging trends and technologies.
- Technology suppliers introducing next-gen production and packaging solutions.
- Policy stakeholders and trade associations aiming to support sustainable industry growth in Spain and beyond.
Next Steps for Industry Engagement
With its premiere set for 2027, industry stakeholders now have over a year to plan participation strategies. The organizers emphasize early registration to secure visibility across the new cross-sectoral exhibition format.
More details about Anuga Select Ibérica are available at www.anuga-iberica.com.