At the beating heart of the Summer Fancy Food Show in New York, there is more than just the display, tasting and telling of gastronomic excellence. Behind the scenes are the entities that make it possible for international supply and demand to meet. Among them is IMAX Management, a company that has represented foreign trade show organizers in the United States for years and accompanies American companies in their internationalization process.
We caught up with Claire Gross, chief operating manager of IMAX Management, in our interview box in the Italian Pavilion at Summer Fancy Food: she told us about the strategic role of international trade shows in an increasingly uncertain global environment, but one full of opportunities.
Can you tell us more about IMAX Management and its mission in the international trade show landscape?
IMAX Management represents international trade show organizers in the United States. Our mission is to help U.S. companies who want to export their products participate in trade shows abroad to reach international markets.
What kind of sectors do you operate in? Just food and beverage, or are there other areas in which you help companies as well?
I would say that the food and beverage sector is definitely the broadest sector we work with, but we also touch on other sectors: animal husbandry, pets, some technology fairs, energy, agricultural machinery.So we are present in different areas, but food and beverage remains the main one. And maybe also the most fun, because when you go to the fair you can taste the products and experience firsthand what you are helping to bring to other markets.
At a particular time in history, both in the U.S. and in Italy, how important do you think trade shows, particularly in the food sector, are in fostering business growth and internationalization?
I think fairs are crucial, especially at times like this. Right now we are in a somewhat complex political environment to deal with. Things are changing very rapidly.
And for a small company interested in doing business abroad, to have the opportunity to sit down in person with clients or potential clients and realize that there is still interest in doing business-maybe you just need a little more creativity and flexibility-is something really important.And it’s very difficult to have those kinds of conversations if you’re not physically in front of each other. So I think trade shows and the live experience are, if possible, even more central today in how we interact with international clients.
It’s like saying: it can still be done. And you support them and help them believe that it is still possible, despite everything that is happening.
Exactly. Our job is just that: to help American companies understand that internationalization is still possible, that there are still markets ready to welcome their products, and that they can still grow because of these opportunities.
Are there future plans for IMAX Management to expand further into the food or beverage sector, perhaps geographically or with new trade shows?
We are always looking for new opportunities in markets that are interested in welcoming American companies and products. Of course, we are trying to increase the American presence in all the trade shows where we are already active, in Europe, in Asia.
We have recently started working on a trade show in Africa, which is very exciting.I think there has been a strong commitment from the federal government to work with Africa and try to expand there, so we are trying to help our companies achieve those goals.
And at the same time, we are also very connected to the trade shows where we are already present.We want to make sure that despite-as we said-the somewhat complex environment, we are still able to foster those connections between American companies and foreign companies.
And we are very happy to hear that. Realities like IMAX Management really support these connections and these business opportunities, including from the United States to other countries, and of course with Italy.
Of course. And it was a real pleasure for me to be here. Thank you very much for this opportunity.
The article Claire Gross: “We take American companies to the world. And food is the best way to do it” comes from TheNewyorker.