A new food festival supported by Delhaize is born
20 and 21 April Wonderfood will take place in Brussels
On the weekend of 20 and 21 April, Wonderfood, a new food event, will be held at Brussels Expo. The aim of organiser We are C and its main sponsor Delhaize is to inspire and inform thousands of Belgians about the food on our plates today, where it comes from and what our eating habits will look like tomorrow. Having had the opportunity to follow the press conference from a distance, I will tell you what it is all about and My 20/CENT in a few lines.
What can you expect?
The event will take place over the 11,000m2 of Palais 3 at Brussels Expo. The space will be divided into six zones, which together represent a giant kitchen. You will find: the kitchen island, the fridge, the pantry, the garden (fruit and vegetables), the cooker and the dustbin.
It will be a show where the emphasis is on the visitor experience. There will be demonstrations, tastings, entertainment, and several presentations supported by well-known ambassadors from the food world (and above all those who already work with Delhaize). You will find the likes of Pascale Naessens, Average Rob, Lionel Rigolet, Emna Everard and many more.
Delhaize will also be showcasing fresh produce from its cooperatives and local supply chains, as well as a range of local partners including Foodmaker, Tour/Toer, De Trog and Meurisse. The event also includes other sponsors such as Nestlé, Alpro, Eggo and others.
But what really stands out is the desire to create an experience through gamification. Visitors will be able to play games and win prizes. Whether it is with products or Superplus points, no participant will leave empty-handed.
The aim is clearly to inform and educate consumers who come to the event. Delhaize's ambition is clear: "We believe that, as a retailer, we play an important role in the choices made by consumers and their impact on the environment. It is also our responsibility to inform them correctly and to inspire them - in a positive way and without overwhelming them - on how they can live better and take care of the environment themselves".
My 20/CENT
Is it a bird? Is it a plane? Is it an adventure? An amusement park? No! It is a tradeshow!
This event, described and pitched as an adventure or even sometimes as a theme park experience, is clearly a trade show for the public. I visit enough trade fairs a year to recognise one of them. Here you will find the classic elements of a tradefair: exhibitors, demonstrations, an entry ticket, mini-conferences, fun zones, and presentations. Wonderfood is for sure a B2C show.
A closer look at the programme reveals that We Are C is the organiser, but that Delhaize is clearly the driving force behind the event. Some even point out that this Wonderfood bears a strong resemblance to the Beter Eten Festival, an initiative that Albert Heijn (another branch of the Ahold group) organised in April 2022 in the Netherlands. But we can be sure that this Wonderfood will be better suited to the Belgian public.
In fact, a food event for the Belgian public taking place at Brussels Expo reminds you of the Salon de l'Alimentation perhaps? No! I think that would be a mistake if you think that way. It is true that Wonderfood will be taking place in an old-fashioned, 'has-been' exhibition centre that is losing ground compared to other major European cities. But make no mistake. That is the only thing the two shows have in common. The Wonderfood concept is quite different from a simple covered market. The aim is not to get people to eat and consume (and pay). The aim is to learn about, and raise awareness of, what is on your plate, and to present in concrete terms the impact on your cooking and your everyday life.
Furthermore, since the aim is to inform the consumer, it is wise to choose the path of demonstration and gamification. It is by actively involving the consumer that education will have the best chance of taking root in the public mindset. And in this case, the public will have the opportunity to learn, and to win rewards, a significant incentive that will offset the price of admission.
A We are C or Delhaize organisation?
Finally, as far as the organisation is concerned, I have two last points to make.
Firstly, at the We are C press conference, I was a little surprised that the focus was solely on families. The way the project was presented, and the communication seemed to consciously forget about singles, young couples, the elderly, senior citizens... it is as if these groups are not among the consumers interested in the origin of food and what goes on in their plates. I assume and hope that there will be no guards at the entrance to Wonderfood to filter the public and check that you are coming with your family. Fortunately, these targets are well mentioned in the Delhaize press release, for whom everyone seems welcome. And for Delhaize, this partnership is a clever idea.
In fact, in these times, all retailers are demonstrating that purchasing power and low prices are their main concerns. But low prices are not Delhaize's DNA. Of course, the group is making efforts, but its real DNA is clearly healthy and sustainable quality food, which is not always in line with the lowest prices. This image was already reinforced when the Superplus loyalty programme was relaunched a few years ago, with the emphasis on quality and health rather than being the 'cheapest'. Here, Delhaize's positioning on this Wonderfood event once again reinforces this image, with its emphasis on healthy, sustainable, and enjoyable products and foods.
Now, a major event that reaffirms an image is fine. But we also need to transpose this DNA to the points of sale. And two days a year will not be enough. Repetition will be key, and above all the transposition into the shops. I am curious to visit this Wonderfood in April and to see the presence of additional actions in the lion's chain.