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Marketing Day 2012

1st foodRegio Marketing Day on 30 October 2012

The first foodRegio Marketing Day held by the North German food industry at the Media Docks in Lübeck focused on the target group of "Children and Young People".

The first foodRegio Marketing Day was held on 30 October at Lübeck's Media Docks under the title "Food for Thought – Understanding Children and Young People (Better)" in cooperation with the Schleswig-Holstein's Ministry of Energy, Agriculture, the Environment and Rural Areas.

In talks held by Prof. Dr. Cabos and Prof. Dr. Rentzsch from the Lübeck University of Applied Sciences and by Michael Schiessl of eye square GmbH from Berlin, the lecturers provided arguments from both a scientific and a market perspective to the target group. After the break, they headed for the do-it-yourself arena where the guests were able to compose their favourite products, together with students from Lübeck, from a huge range of ingredients and basic foodstuffs.

Dr. Björn P. Jacobsen from the Lübeck Business Development Corporation, under whose umbrella foodRegio operates, commented on the challenges involved in staging such an event: "We are very happy that we were able to attract four companies which were willing to go to such great lengths to support us."

Teams were able to have their sandwiches prepared at the Junge Bakery stand, to enjoy a variety of teas prepared by apprentices from Gebrüder Wollenhaupt GmbH, create their personal muesli favourites with cereal makers and, finally, to add all sorts of sweet or savoury ingredients to their quark at the catering company Tischlein Deck Dich's station. The arena was underpinned by theoretical inputs provided at interview stations where young people were asked about their eating and consumer habits.

The many interesting creations, which verged on the innovative, were perfectly complemented by the opportunity to network, which was the key focus of the do-it-yourself arena. "The atmosphere was really fantastic. Young people and adult team members took part with great enthusiasm," is how Brüggen described the mood at the Media Docks. In fact, he's already looking forward to working with the next target group which will be presented at the equally exciting and informative 2nd Marketing Day event.

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