Rabat – In today’s fast-paced business landscape, adaptation isn’t just a buzzword—it’s a survival tactic. The COVID-19 pandemic has accelerated this need, pushing businesses to embrace online platforms like never before.
Heuda Farah Guessous, co-founder of the digital platform FoodEshow, recognizes that adaptation is a must for success in today’s ever-evolving world of commerce.
In an exclusive interview with Morocco World News (MWN), Guessous shared insights into the inception, evolution, and impact of FoodEshow, the first international – virtual – agro-industry exhibition.
Addressing industry gaps
FoodEshow came to life from Guessous’ first hand experiences as a sales and marketing manager for an exporting company. “I was away on business trips over 7 weeks a year, hoping from country to country attending or visiting trade shows to generate leads and develop exports,” she recounted.
Guessous was frustrated with the conventional format of trade shows, which she perceived as disjointed and inaccessible. Traditional trade shows often require significant financial investment and time commitment, making them impractical for many small to medium-sized food and beverage (F&B) businesses.
Guessous highlighted the challenge of “lead generation”, which is crucial for companies seeking to expand their clientele but often comes at a high cost. Lead generation is the process of identifying and attracting potential customers for a business’s products or services.
Alongside co-founder Jalal Benbrahim, Guessous created FoodEshow to address these challenges by streamlining the process of connecting F&B companies worldwide while reducing the environmental footprint associated with traditional exhibitions.
“We are addressing the pain of finding affordable lead generation for the F&B professionals,” Guessous emphasized.
Successful inaugural edition
The inaugural edition of FoodEshow took place in September 2020 at the height of the COVID-19 pandemic. With nearly 1300 participants from 95 countries, the platform surpassed expectations by fostering an international community focused on connection and engagement.
“We created an international community that connects, adapts, and engages,” Guessous told MWN. The success of the first edition paved the way for subsequent editions in 2021, culminating in the platform’s launch on a subscription basis in 2023.
“You don’t need to travel to find new prospects. We bring the food industry professionals to you,” she added, noting that individuals can access FoodEshow through a user-friendly platform via web or mobile app.
Following its inception, FoodEshow evolved from a traditional trade show concept to a dynamic live platform hosting monthly events.
Guessous noted that the platform, powered by AI, offers a variety of features including virtual showrooms, instant chat, and real-time tracking, all aimed at revolutionizing F&B connections.
“Close deals faster, network smarter, boost profits,” she emphasized, outlining the platform’s “customer-centric” approach and commitment to fostering meaningful relationships within the industry.
Overcoming challenges
The journey of FoodEshow was not without its challenges. These included navigating linguistic and cultural barriers and educating a diverse clientele on virtual technologies.
“We decided to go virtual and international since day one…that means speaking different languages…with potential clients in 50 countries which was our target.”
Another big challenge was the transition to a virtual platform, as their target was largely unfamiliar with digital technology.
Guessous said that she and her team overcame most of these challenges “with the power of networking, listening to different segments, and staying agile”. This allowed the platform to tailor content and offer personalized assistance across multiple channels.
Launching during the COVID-19 pandemic added even more uncertainty. “Everyone thought that they will go back to in-person events by September and our concept will be forgotten,” she said.
Despite all this, FoodEshow remained committed to improving its services and serving its growing global community. Guessous noted that the platform has a community of over 300 large buyers from 50 countries and 34% client retention.
At its core, FoodEshow aims to serve as a catalyst for innovation and collaboration within the agro-industrial sector. “We are future forward, we discuss topics that will inspire, we get the conversation started and connect our community with experts to take further,” Guessous told MWN.
In addition, the platform aims to facilitate dialogue, connect stakeholders, and streamline lead generation, empowering exporters and service providers to reach large buyers at a fraction of the cost of traditional channels.
Guessous further highlighted the platform’s impact by its success stories and notable partnerships. Among other notable collaborations was their partnership with Carrefour Morocco, which is sourcing products from FoodEshow exhibitors. In addition, the platform enabled cooperatives to enter new products, as well as enabled Moroccan companies to export to various countries.
Empowering future entrepreneurs
For aspiring entrepreneurs exploring the realm of virtual event platforms, Guessous offered a sage piece of advice. “Start with trust-building,” she said.
“We need a small community to build a bigger one,” she added, emphasizing the importance of building a supportive community. Guessous also stressed the importance of self-belief in entrepreneurship.
She encourages aspiring entrepreneurs to focus on providing value rather than striving for perfection. She alsoemphasized the need for a global perspective and willingness to change direction when necessary.
“Test and learn and don’t be afraid to pivot,” she advised.
Guessous also urges entrepreneurs to listen to clients and understand their needs, while continuously asking introspective questions about motivations.
She concluded the time with MWN by highlighting the ongoing opportunities for improvement and innovation within the food industry value chain.
“We will always need to eat and we can always improve how we source it, how we produce it and how to package it, the value chain is huge and there are still many opportunities to be explored.”
