GulFood Fair in Dubai: Interviews with Luxembourg Delegates

At the GulFood fair in Dubai, which a Luxembourg delegation is currently attending, Chronicle.lu talked with Luxembourg delegates (other than the exhibitors) to find out about the reasons behind their involvement and what they hoped to get out of their participation.

This article follows on from the recent articles entitled "Luxembourg Delegation Visits GulFood Fair in Dubai" and "GulFood Fair in Dubai: Interviews with Luxembourg Exhibitors".

Georges Schmitz, International Key Account Manager at Villeroy & Boch Luxembourg, recounted that the organisation's hospitality division is a dynamic part of the European branded company Villeroy & Boch with over 270 years of success with ceramic products. Its product concepts and services are oriented around the needs of field professionals and draw on the originality, creativity, quality and cosmopolitan flair of this leading brand. Professional tableware by Villeroy & Boch features select grades of porcelain with lead-free glazes, stackable forms, series with up to 70 perfectly coordinated articles for use in hotels and restaurants. He confirmed "In addition to the professional-grade tableware, we also create crystal, cutlery and accessories for use in the hospitality industry. Our two factories are located in Merzig and Torgau (Germany); the headquarters of Villeroy & Boch AG is situated in the small city of Mettlach in the Saar region of Germany. The home of Villeroy & Boch Hospitality division is located in Luxembourg, in the Rollingergrund". 

When asked what were his aims / goals regarding attending the GulFood fair, he responded "To follow the trends in the food and beverage industries and to get inspired in the development of new products to present food and drinks in the hospitality and in the gastronomy; be inspired by Chefs in their art to present food; discover new products from around the world; and search for new projects and trendy renovation projects in the international hospitality industry". He concluded that he hoped to achieve "an exchange with our local business partner on the market situation and on upcoming projects, and visit local professional end customers".

He also revealed that the lands sold to the Ville de Luxembourg for a new housing project will yield around 500 new dwellings. The chateau is to remain as it is and one of the adjacent former factory workshops has been demolished to make way for new offices, shops and other facilities within a new housing complex. However, this will not be happening for another five years as this is the duration that the Ville de Luxembourg has recently allowed them stay on in their current buildings housing their Hospitality Division offices and retail store.

Matteo Ressa of ChefPassport stated that the company organises food virtual events and digital cooking workshops as team building activities for global companies to keep remote employees engaged, motivated and happy, wherever they are in the world. He explained "We are revolutionising online corporate entertainment through an international platform of dedicated Professional Chef Instructors, providing interactive culinary and cultural learning in real-time. Founded in 2019 and headquartered in Luxembourg, ChefPassport has 40 Chefs from 17 different countries worldwide, 20 international cuisines, and over 120 event menus in its offering". He confirmed that repeat customers include Google, Procter & Gamble, Boston Consulting and Netflix. He concluded "After having successfully closed a seed round in 2021, we are now scaling up and seeking a Series A funding to consolidate our market position and to innovate by taking Virtual Team Building Chefs Entertainment into the Metaverse and info the NFT space". He further explained that his goals for participating in GulFood as three-fold: "1) prospect partnerships (event management companies in the food space/food brands interested in promoting their products during our online events); 2) prospect client companies embracing remote working and looking for new innovative ways to keep remote employees engaged; and 3) prospect potential investors willing to take part in our ongoing fundraising round".

Ilana Devillers of F4A explained that F4A (Food for All) is a technological company fighting food waste on a food value chain, including at supermarket level, and is headquartered in Luxembourg since 2017. She explained that the company provides consultancy and technologies (including via an app) in the domain of food waste management. All her clients are based in the food retail sector, in Luxembourg and beyond. F4A will be opening operations in "Estonia and France, creating jobs in those countries, within the coming weeks". She added that their aim at GulFood is "to meet other businesses in the food industry / meeting other pairs to exchange about their current needs, and see how COVID-19 has shaped the industry at large on a global scale to see if we can be of help and potentially create fruitful partnerships".

In a discussion about the company, she explained that the F4A team is currently 23 people in Luxembourg (operations, marketing, sales and account management) and Portugal (IT team). She revealed that one of the challenges on packaging can be boiled down to the difference in what the consumer expects and what the retailers can do. On sustainability, she talked about the paradox of consumers stating that they may be prepared to pay more for sustainable produce, in theory, but once two products are presented side-by-side on supermarket shelves, it is almost always the cheaper option that is purchased. On food waste, she explained passionately that the main obstacles of reducing food waste are based on organisation, on energy and dependencies on single supply chains; also, on logistics / transport, containers must be full before being transported to be economical (economies of scale). Also, supermarket processes are over a hundred years old. Another challenge is consumers expecting produce out-of-season. Changing consumer habits is just one part of the solution: she revealed that, in Luxembourg, around 70% of food waste is at the consumer level.

Jean-Michel Calloud of i.Lagnide, based in Mamer, explained "Audacious and creative, the company has developed a range of Hibiscus-based food products with excellent taste experience and nutritional values, thanks to the ancient flower and the ancestral African know-how. The brand carries its values of equal opportunity and inclusion up to its ambitions by encouraging the emancipation of African women through work and education." One of these products is the Luxembourg-produced organic Badass Queen Hibiscus gin. On his goals re GulFood, he stated "this exhibition represents a tool in its own right in our communication and marketing strategy. The Hibiscus I.Lagnide handicraft products, under the Made In Luxembourg quality label, are now distributed throughout the country. This allows us to participate in targeted actions of the Chamber of Commerce in order to prospect new markets and meet new customers." He added "Our motivations are multiple: to exhibit our new products, BADASS QUEEN Hibiscus gin, natural flower syrup, Peace & Love infusions, a blend of natural plants from the Haute-Sûre park with our selection of dried Hibiscus flowers; to take orders from the most prestigious Palaces thanks to our product innovation of fresh flowers candied in syrup; to stand out from the competition thanks to our natural products, without artificial flavours, colourings and preservatives; to increase the visibility of the company and the know-how of our Luxembourgish partner craftsmen; to detect new trends and to obtain articles in the press, etc.”

Olivier Emmanuel Bic of Charles de Lorraine said that the company offers administration services for companies and is based in Dudelange. "We develop for several years a speciality in health supplements". On his presence at GulFood, he confirmed "I have some contacts in Dubai with partners who make health supplements. Before the COVID crisis, we had discussions to develop their business in U.E. with an office in Luxembourg. I will also study the African and Asian markets for my U.S. and U.E. partners".

Laura Fontani of Glacier Bargello Gelato Gourment stated that the company produces artisanal ‘gelato’ ice cream, with the Made in Luxembourg label with Florentine know-how. She explained that she comes from a gelato-making family, creating classic and original artisanal recipes with fresh and exclusive ingredients. In 2021 Bargello launched a certified vegan line featuring its iconic Chocolate Sorbet. Among Bargello’s 30 flavours are the bespoke Crema Bargello (mascarpone, coffee), Crema Vespucci (ricotta, figs and honey), Crema Toscana (Pistachio and Almonds), and fresh fruit Sorbet Strawberry-Orange. She explained that Bargello’s distribution channels include two flagship stores based in Luxembourg (10 years ago) and Brussels (three years ago), as well as strategic partnerships with local supermarkets, including Cactus. Bargello’s brand is complemented by Sweetbikes that sell gelato in parks in the summer.

Regarding her participating at GulFood, she explained that she is looking for an opportunity to bring Bargello ice-cream beyond Luxembourg territory, by introducing high-quality gelato (ice cream) through pre-packaging (Bargello brand) via high-end supermarkets, etc. This has started with the opening of the Brussels store. She said that she is using her attendance at GulFood to see what is also available on the market, and to be part of a Luxembourg delegation abroad ("it would be difficult to come alone"). She acknowledged that it is an "exploratory" mission for her, and she also confirmed that it has been very interesting to meet with other like-minded Luxembourgish companies and entrepreneurs. She added that she wants to leverage the contacts she is making via the Chambre de Commerce and at GulFood to establish other opportunities. Instead of having bilateral meetings, she said that it is more a fact-finding mission for her. She explained her arguments “are based on the fact that my product is exceptional, made with local Luxembourgish products (Luxlait is a major supplier) and using Italian know-how, therefore resulting in a top quality product”.