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All Asia Food Expo

Producer: Diversified Business Communications, Portland, Maine

What: Launch of Asian food and beverage show

Date: Oct. 26-27, 2004

Where: Jacob J. Javits Center, New York

No. of attendees: 3,040

No. of exhibitors: 84

Producer comment: "Most exhibitors turned around and bought space next year," said H Stephen Phillips, show director, Expo Comida Latina and All Asia Food Expo, at Diversified Business Communications. "It was not a large show, but it was a great show. People did business right up until the last minute. We co-located with two other food events we have. We leveraged our relationship with customers through the pre-existing event, co-wrote operational costs, and we were able to come out with all the bells and whistles and a guaranteed visitor base. That's what made the difference. If you are an ethnic foods buyer for Albertson's supermarket, you now have three reasons to attend the show."

Exhibitor comment: "We had a good response from visitors to our booth, and almost all of our important buyers and customers came to the show," said Hiroshi Hasegawa, VP-New York branch manager at JFC International, an Asian food supplier. "We have already committed to participate in the next [All Asia] show as well, with bigger booth space."

Breakdown: Because of overwhelming reception by attendees and exhibitors at the inaugural event in New York, Phillips said, DBC will add an All Asia Food Expo in Los Angeles next year. The new West Coast show has been scheduled for Oct. 9-11, 2005, at the L.A. Convention Center and will again be co-located with the Kosher and Latin food shows.

 -Carol Krol

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