MIUK: Farm and Deli Show 2025
Meet with specialist trade
officers and international
buyers

NEC Birmingham: 7 - 9 April 2025

Register now to secure an in-depth, personalised one-on-one meetings with DBT’s specialist Food and Drink sector trade advisers from the Netherlands, the Czech Republic and Poland. Their direct connections with international buyers will help you to unlock new opportunities, gain insights from local market experts, and grow your networks and overseas sales.

Come and join us for the chance to speak to over 1500 UK food and drink exhibitors from across the UK. It will be an unbeatable three days to network, sample and find new suppliers.

The Show

This market leading show is renowned as the UK’s go-to event for artisan, local and speciality food and drink, as well as giftware, technology and equipment. This exceptional event will bring an influx of decision makers, stakeholders and influential figures from across the industry to the NEC this April.

The Farm and Deli show is part of the wider Food and Drink Expo, the leading event for grocery, hospitality, and manufacturing and one of the UK’s longest standing and most well-respected food and drink focused trade exhibitions.

The Expo includes:

• Food & Drink Expo: Retail, Hospitality, Wholesale & Manufacturing (including Future Foods / Plant-Based Zone) 
• Farm Shop & Deli Show: Speciality Retail
• National Convenience Show: Convenience Retail
• Foodex Manufacturing Solutions: Processing, Packaging, and Logistics 

With over 90% of visitors satisfied that they found new suppliers at last year’s show, it’s an opportunity not to be missed.
 

Meet the experts

		Edyta Saks DBT Senior Trade Adviser British Embassy Warsaw Based at the British Embassy in Warsaw, Edyta has been supporting British exporters in Poland for over 5 years, offering SMEs a wide range of support: from market intelligence to introductions to potential partners. She specialises in Food and Drink sector; while Poland is a price sensitive market, she believes there’s still space for innovative, premium quality British brands.
		Katerina Fricova DBT Senior Trade Adviser British Embassy Prague Katerina Fricova is a Senior Trade Adviser in DBT Czech Republic based in Prague. Supporting and promoting UK businesses in Food & Drink, Retail and Creative Industries. Helping them to understand, evaluate and access the Czech Republic market. Katerina works with a number of CZ-based Food & Drink distributors and partners to understand market trends, demands and identify opportunities. Categories of interest: Dairy Healthy and innovative snacks Non or low-alcoholic drinks Spirits
		Paul Meikle DBT Senior Trade Adviser – Agri, Food & Drink British Embassy The Hague Netherlands Paul has been in his role at the British Embassy Netherlands, based in The Hague, since January 2024, supporting UK Agri, Food & Drink businesses to understand, evaluate and access the Netherlands market. Paul works with a number of NL-based Food & Drink distributors and partners to understand market trends, demands and identify opportunities. He has worked within British Embassies for the past 9 years, previously working for the Department for Business & Trade in Doha, Qatar before arriving in the Netherlands. Categories of interest: Plant-based products (new concepts to category) Functional Drinks Meal replacement / supplement drinks Convenience breakfasts Healthy cereals Hybrid meat/plant solutions
		Lukas Jirousek Food & Drink Sector Specialist, DBT International Markets Lukas is the Food & Drink Sector Specialist at DBT International Markets, supporting UK companies across multiple European markets. Lukas has played a key role in shaping the UK Food & Drink export strategy for Europe, overseeing its development and implementation. He is responsible for triaging UK companies looking to enter European markets, providing guidance and support to help them navigate opportunities and challenges. Collaborating closely with DBT and DEFRA market access officers, Lukas works to address and resolve barriers to trade. He also cooperates with DBT Food & Drink sector specialists in Europe on various projects and events, helping UK businesses expand their international presence. Categories of interest: "Better-for-you" foods, Sustainable, innovative, and healthier food & drink Low- and no-alcohol beverages Sparkling wine.

Meet the Buyers

Airberg		Founded in 1988, Airberg specialises in delivering top-quality British food products to global destinations. With expertise in sourcing directly for clients or fulfilling third-party orders, we offer end-to-end delivery services ensuring safe, efficient transportation. Known for our reliable airfreight and seafreight shipments to the Middle East, Far East, and India, we manage both full-container load (FCL) and less-than-container load (LCL) shipments, optimising cost-effectiveness through tailored packing methods and consolidation services. We work closely with retail supermarkets in Dubai, Qatar, Kuwait, and Saudi Arabia, providing tailored logistics solutions to meet the unique demands of the region. Beyond transportation, we provide foreign relabelling and ink jetting services to meet local regulations and prevent customs issues. We also offer storage solutions with 4000 pallets for ambient, 1000 pallets for frozen ambient, and 500 pallets for chilled products. With comprehensive C&F airfreight and seafreight services, as well as consolidation options, Airberg is committed to delivering goods promptly and securely, giving clients peace of mind to focus on their business while we manage logistics.
JPServis		Andrea Holičková is the Product Manager Retail Junior at JPServis, an operator of several retail chains all over the Czech Republic. The company runs over fifty shops based at train and bus stations, serving more than 10 million customers every year. Andrea is interested to speak with companies specializing in: Confectionery Snacks Drinks Bio products
Menta Group		We have over 7 years of experience in distribution and retail consulting, working directly with suppliers and buyers in the European and Asian continental markets. Our clients include brands in the food and beverage and health, beauty, and care sectors. We represent both sides when dealing with business, and we act on behalf of our buyers when necessary, such as during events and one-on-one meetings, allowing us to operate effectively and take action quickly. Categories of interest Menta Retail and our buyers are open to all categories from: Snacks Confectionery Non-alcohol Alcohol Halal
Stickybeak		Stickybeak is a self-service consumer testing platform purpose-built for busy FMCG marketers. It delivers fast, affordable consumer feedback—without the need for a research agency. Whether you’re refining creative, testing packaging, validating product ideas, or preparing for a market launch, Stickybeak gives you actionable insights within 48 hours (often faster), for hundreds, not thousands of pounds. Why Marketers love Stickybeak: Speed: Launch a test in minutes, get results in hours. Affordability: Designed for marketers who need to do more with less. Global reach: Target consumers in specific countries, regions, or even cities. Easy to use: Clear, AI-enhanced results that are easy to share and act on. Confidence boost: Make smarter, data-backed decisions without second-guessing. What you can test (in over 200 geographies): Brand elements (logos, taglines, USPs, brand health) Campaign creative (visuals, headlines, offers, messaging) Product (concepts, packaging, claims, formats, names)
TAG CPG		TAG CPG empowers international brands to confidently enter, scale, and succeed in the U.S. market by delivering tailored solutions that simplify compliance, logistics, supply chain management, and operational support.  With deep expertise in U.S. market dynamics, we reduce your risks, maximize your ROI, and accelerate your growth—allowing you to focus on what matters most: driving revenue and expanding your presence through retailer and marketplace launches.  Whether you need targeted project support or a fully outsourced, "U.S.-business-ready" solution, TAG CPG offers a cost-effective, agile alternative to traditional importers or hiring a U.S.-based executive.  As an extension of your team, we provide dedicated experts across U.S. time zones, ensuring your brand operates seamlessly and efficiently.
Ellron Consulting Services Ltd		Ellron Consulting Services offers market entry facilitation to help businesses expand into new regions or sectors. Our expertise spans strategic insights, navigating regulatory requirements, identifying potential partners, and providing logistical support. By leveraging local knowledge and industry experience, we help companies establish a strong market presence, minimise risks, and accelerate growth. This business is certainly challenging, as I am shouldering much of the heavy lifting at my own expense. However, I believe this effort will strengthen our relationship and enable us to better support UK businesses in exploring opportunities in the Far East. There are numerous markets, particularly in Malaysia, China, Indonesia, the Philippines, and Singapore, that hold British-made products in high regard. These regions offer significant potential for growth and expansion, and I am confident that our collaboration will open doors to exciting opportunities. I am working with Mustafa Centre in Singapore. Mustafa Centre is a large outlet spanning 35,000 square feet, with over 500,000 SKUs. They are constantly seeking new productsin: Sweets/Confectionery Halal Meats Dairy Products Drinks and Beverages

How to register

Register your interest by following the link below, free and without obligation.

Register

For any other export related enquiries contact the Department for Business and Trade in the Midlands at: dbtmidlands@businessandtrade.gov.uk or call 0300 303 8955

Organised by:

• About
• Contact us
• Privacy and cookies
• Terms and conditions
• Performance
• Department for Business and Trade on GOV.UK