CategoryFood & Beverages
Food & Drink Expo
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About this event
Food & Drink Expo 2027
Food & Drink Expo is an industry trade event designed to inspire the future of retail and hospitality by bringing together key buyers, operators, and product-sourcing professionals under one roof. The show creates a focused environment for discovery, relationship building, and practical commercial conversations across the food and drink sector.
In 2026, the event demonstrated strong market momentum by connecting thousands of visitors with 1,200+ innovative suppliers across The UK Food & Drink Shows. Building on that foundation, the 2027 edition continues to expand the ecosystem by aligning five co-located shows together—giving attendees wider sector coverage and more opportunities to meet the right suppliers.
Dates and Location
- Dates: Monday 12th April 2027 – Wednesday 14th April 2027
- Venue: National Exhibition Centre (NEC)
- City: Birmingham
- County/Region: West Midlands
- Country: United Kingdom
Why Attend
Food & Drink Expo is positioned as a must-attend meeting point for the food and drink community. The event brings buyers from the retail, wholesale, foodservice, manufacturing, and hospitality sectors—creating direct access to suppliers and insights that support product sourcing and commercial planning.
Show Scale and Reach
The event is presented with significant scale to support meaningful business outcomes. Visitor and exhibitor numbers on the official site highlight a large, concentrated marketplace where attendees can connect with many suppliers in a single venue and time window.
- Visitors: 30,000+ (as stated on the official site)
- Exhibitors: 1,500+ (as stated on the official site)
- Number of shows: 5 (co-located through The UK Food & Drink Shows)
- Duration: 3 days (as stated on the official site)
- Venue: 1 venue (as stated on the official site)
- Free pass: 1 Free Pass (as stated on the official site)
What’s Included in 2027 (The UK Food & Drink Shows)
In 2027, The UK Food & Drink Shows will comprise multiple co-located events, including Food & Drink Expo and additional sector-focused shows. This structure helps attendees explore adjacent categories and supplier specialisms during the same overall event period.
- Food & Drink Expo
- Farm Shop & Deli Show
- National Convenience Show
- Forecourt Show
- Foodex Manufacturing Solutions
Official Show Highlight Themes
Food & Drink Expo is built around meeting the industry where it comes together—supporting product discovery, commercial connections, and sourcing conversations. The event also features staged content and industry-facing programming, including areas such as:
- The Grocer Stage
- The Restaurant Stage
- What's On Sessions and speakers (as referenced on the official site)
Opening Times
- Monday 12th April 2027: 10.00 – 17.00
- Tuesday 13th April 2027: 10.00 – 17.00
- Wednesday 14th April 2027: 10.00 – 16.00
Audience and Industry Coverage
The event is explicitly positioned as a trade show and is designed to bring together buyers and decision-makers across multiple parts of the food and drink supply chain, including:
- Retail
- Wholesale
- Foodservice
- Manufacturing
- Hospitality
If you need a single event that supports supplier sourcing, buyer discovery, and cross-sector business conversations within the UK food and drink market, Food & Drink Expo 2027 is set up to deliver that concentrated opportunity at the NEC in Birmingham.
Data sheet
Food & Drink Expo – Event Attendee & Buyer Profile Analysis
Event date: 12–14 April 2027
Location: Birmingham, West Midlands, United Kingdom
Event status: Upcoming
Research date: 1 July 2026
Event Overview
| Event Name | Food & Drink Expo 2027 |
| Event Date | 12–14 April 2027 |
| Event Status | Upcoming |
| Venue | National Exhibition Centre (NEC) |
| City | Birmingham |
| State / Region | West Midlands |
| Country | United Kingdom |
| Organizer | The UK Food & Drink Shows / official media partners including Retail Week, MCA, Lumina Intelligence and others listed on the event website |
| Official Event Website | foodanddrinkexpo.co.uk |
| Event Type | B2B trade show and multi-show food, drink, retail, wholesale, hospitality and sourcing expo |
| Primary Category | Food & Beverages |
| Secondary Applicable Categories | Hospitality; Retail; Logistics & Transportation; Packing & Packaging; Business Services |
| Audience Reach | National with meaningful UK-wide and selective international trade reach |
| Estimated Attendance / Expected Footfall | 30,000+ visitors claimed by the organizer; 1,500+ exhibitors across the co-located UK Food & Drink Shows |
| Attendance Data Reliability | Moderate to high for promotional scale; organizer-published figures, not independently audited in the source text |
| Main Purpose of Event | To connect buyers and suppliers in retail, wholesale, foodservice, manufacturing and hospitality for product sourcing, networking, trend discovery and commercial partnerships |
About the Event
Food & Drink Expo is a major UK trade event focused on the commercial food and drink supply chain. It brings together buyers from retail, wholesale, foodservice, manufacturing and hospitality, with a clear emphasis on sourcing new products, discovering innovation, and building trading relationships across multiple channels.
The event is strategically positioned as part of The UK Food & Drink Shows, widening its relevance for procurement, category management, brand growth, distribution, and product launch activity. It is especially valuable for suppliers seeking qualified B2B conversations with retail buyers, foodservice operators, wholesalers, distributors, and other decision-makers responsible for product selection and commercial buying.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Retail buyers | Supermarkets, convenience chains, specialty food retailers, e-commerce grocery | Category selection, ranging, promotions, supplier approval | Core audience for branded and private-label product suppliers |
| Wholesale and distribution buyers | Wholesalers, food distributors, importers, cash-and-carry operators | Stock selection, margin management, sourcing and supplier onboarding | High-value for suppliers seeking route-to-market expansion |
| Foodservice operators | Restaurants, caterers, QSR, contract caterers, hospitality groups | Menu sourcing, supplier evaluation, quality and cost decisions | Relevant for ingredients, beverages, packaging and equipment suppliers |
| Manufacturing procurement teams | Food and beverage manufacturers, co-packers, processors | Ingredient sourcing, packaging, supplier qualification, cost control | Important for raw materials, packaging, machinery and ingredients |
| Category managers | Retail, wholesale, foodservice, convenience and travel retail organizations | Assortment strategy, vendor selection, commercial negotiations | Direct targets for new product introductions and portfolio expansion |
| Operations leaders | Multi-site operators, hospitality groups, manufacturing sites, logistics operators | Operational efficiency, supplier performance, process improvement | Relevant for service, equipment, packaging, logistics and technology suppliers |
| Business development and partnerships leaders | Brands, distributors, food and drink startups, scale-ups, service providers | Channel development, strategic partnerships, new accounts | Useful for suppliers seeking collaboration and market entry |
| Investors and growth advisers | VC, PE, corporate investors, incubators, accelerators | Funding, expansion support, deal sourcing, market intelligence | Relevant for high-growth brands and innovation-led suppliers |
| Media and industry analysts | Trade media, publishers, sector analysts, content creators | Coverage, market intelligence, trend amplification | Supports visibility, launches and brand credibility |
| Association and membership leaders | Trade associations, industry bodies, professional groups | Member engagement, sector advocacy, education and partnerships | Relevant for sponsorship, thought leadership and ecosystem building |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Birmingham / host city | High | Medium | Local hospitality, wholesale, food manufacturing and commercial buyers can access the event easily |
| West Midlands / host region | High | High | Strong concentration of manufacturing, distribution and hospitality decision-makers |
| Nearby business hubs: Manchester, Leeds, Liverpool, Nottingham, Leicester, Bristol, London | Medium to high | High | Accessible by rail and road; strong buyer presence from national accounts teams |
| United Kingdom national reach | High | Very high | The event’s commercial audience is aligned to national buying teams and UK distribution networks |
| Ireland and nearby European markets | Low to medium | Selective | Likely for exporters, importers and brands seeking UK market entry |
| International trade visitors | Limited but present | Selective | Most relevant for export-ready suppliers, importers and cross-border distributors |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The show is UK-centered and serves national buying teams across retail, wholesale, foodservice and manufacturing |
| Global | Secondary reach | International suppliers and trade visitors may attend, but the event’s core buyer base is UK-led |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Cho Group / Britaste Company | Brand / food distribution | Named exhibitor testimonial on the official site; relevant to sourcing and new leads | brtaste.co.uk | Managing Director; Sales Director; Procurement Manager | Confirmed Speaker / Exhibitor Organization |
| Tofoo Co | Food brand / foodservice supplier | Official testimonial cites foodservice/B2B focus and repeat participation | tofoo.co.uk | Head of Foodservice; Sales Director; National Account Manager | Confirmed Speaker Organization |
| NBCUniversal Studios | Operator / corporate food & beverage buyer | Official testimonial shows category management interest in food innovation and buying intelligence | nbcuniversal.com | Category Manager; Procurement Manager; Food & Beverage Manager | Confirmed Speaker Organization |
| Grind | Hospitality / beverage brand | Official testimonial references lead generation and brand visibility | grind.co.uk | National Account Manager; Commercial Director; Partnerships Manager | Confirmed Speaker Organization |
| The Grocer | Trade media / industry publication | Official in-association brand with strong category influence | thegrocer.co.uk | Editor; Commercial Director; Partnerships Director | Confirmed Government / Procurement Organization |
| UKHospitality | Industry association | Event supporter; relevant for hospitality buyers and supplier relationships | ukhospitality.org.uk | Procurement Lead; Operations Director; Membership Director | Confirmed Government / Procurement Organization |
| TUCO | Public sector catering consortium | Event supporter; relevant to institutional foodservice procurement | tuco.ac.uk | Category Manager; Procurement Manager; Catering Director | Confirmed Government / Procurement Organization |
| FDF (Food and Drink Federation) | Industry association | Event supporter; strong network across manufacturing and policy stakeholders | fdf.org.uk | Policy Director; Membership Director; Business Development Director | Confirmed Government / Procurement Organization |
| The Felix Project & FareShare | Charity / food redistribution network | Official charity partner; relevant for surplus, supply chain and food recovery conversations | thefelixproject.org / fareshare.org.uk | Operations Director; Procurement Lead; Partnerships Manager | Confirmed Government / Procurement Organization |
| National Craft Butchers | Trade association | Event supporter; relevant to specialist food buyers and suppliers | nationalcraftbutchers.co.uk | Chair; Commercial Manager; Events Manager | Confirmed Government / Procurement Organization |
| Be Inclusive Hospitality | Industry network | Useful for hospitality procurement, supplier diversity and recruitment connections | beinclusivehospitality.com | Founder; Partnerships Director; Programme Manager | Confirmed Government / Procurement Organization |
| The British Soft Drinks Association | Industry association | Relevant to beverage suppliers, category insights and route-to-market contacts | britishsoftdrinks.com | Director; Policy Lead; Commercial Partnerships Manager | Confirmed Government / Procurement Organization |
| WSTA | Trade association | Relevant for beverage, import, wholesale and hospitality buying channels | wsta.co.uk | Policy Director; Membership Director; Trade Development Manager | Confirmed Government / Procurement Organization |
| Farm Africa | Nonprofit / supply chain development | Official charity partner; relevant for ethical sourcing and agricultural supply chains | farmafrica.org | Partnerships Manager; Programme Director; Fundraising Lead | Confirmed Government / Procurement Organization |
| GroceryAid | Industry charity / grocery sector network | Official charity partner; connected to grocery retail and supplier community | groceryaid.org.uk | Partnerships Director; Fundraising Manager; Events Manager | Confirmed Government / Procurement Organization |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Head of Procurement | Procurement | C-level / VP | Owns sourcing strategy and supplier shortlisting |
| 2 | Procurement Manager / Buyer | Procurement | Manager | Evaluates products, pricing and supplier fit |
| 3 | Category Manager | Commercial / Category | Manager | Key decision-maker for assortment and product launches |
| 4 | Strategic Sourcing Manager | Sourcing | Manager / Senior Manager | Looks for competitive suppliers and supply resilience |
| 5 | Head of Foodservice / Foodservice Director | Foodservice / Commercial | Director | Important for operators and suppliers serving hospitality channels |
| 6 | Supply Chain Director / Operations Director | Supply Chain / Operations | Director | Responsible for logistics, availability and supplier performance |
| 7 | National Account Manager / Business Development Manager | Sales / Commercial | Manager | Drives new listings, channel growth and account acquisition |
| 8 | Merchandising Director / Trading Director | Merchandising / Trading | Director | Controls shelf, range and commercial trading priorities |
| 9 | CIO / CTO / IT Director | Technology | Director / Executive | Relevant where digital transformation, traceability or ERP systems matter |
| 10 | Facilities Director / Site Operations Manager | Facilities / Operations | Director / Manager | Important for venue-facing, production and hospitality operations |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Food & Beverages | Core industry for branded foods, ingredients and drinks | Manufacturer, brand owner, importer and distributor targeting |
| 2 | Retail | Retail buyers are central to the event’s sourcing mission | Grocery, convenience and category manager outreach |
| 3 | Hospitality | Hotel, restaurant and venue operators source food and beverage products | Foodservice and hospitality decision-makers |
| 4 | Wholesale | Wholesale and cash-and-carry networks are a major audience | Distributor and channel partner acquisition |
| 5 | Import & Export | Relevant for international sourcing and export-ready brands | Cross-border trade and market-entry targeting |
| 6 | Logistics & Supply Chain | Critical for distribution, cold chain and route-to-market needs | Supply chain technology and service solutions |
| 7 | Packaging & Containers | Packaging is a direct commercial need for food brands | Sustainable packaging and labeling suppliers |
| 8 | Business Supplies & Equipment | Relevant for equipment, consumables and operational support | Operational procurement and site supply |
| 9 | Consumer Goods | Broad relevant category for branded product owners | Brand owners, private label and FMCG buyers |
| 10 | Professional Training & Coaching | Useful for sector education, capability building and compliance | Workshops, consulting and enablement providers |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 30,000+ visitors | Confirmed by organizer claim | Official event website promotional statement | Use as organizer-published scale indicator rather than audited attendance |
| Exhibitor count | 1,500+ exhibitors across the UK Food & Drink Shows | Confirmed by organizer claim | Official event website promotional statement | Appears to cover the co-located show portfolio, not Food & Drink Expo alone |
| Buyer count | Not publicly confirmed | Unavailable | No public buyer-count figure in source text | Attendance figure not publicly confirmed by the organizer. |
| Speaker count | Not publicly confirmed | Unavailable | Speakers page listed, but no count in provided text | Useful for content-led prospecting; exact count should be checked on the live agenda page |
| Sponsor count | Not publicly confirmed | Unavailable | Not listed in the provided source text | No confirmed sponsor count extracted from the source content |
| Historical attendance | “Thousands of visitors” in 2026 | Historical / prior-year evidence | Official website 2026 retrospective statement | Supports strong audience scale and B2B attendee list-building potential |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Source products at the right price and quality | Meeting category and procurement decision-makers | Manufacturers, distributors, brokers, sourcing services |
| Retail sourcing | New and differentiated products for shelves and online channels | Range reviews, sampling, buyer meetings | Branded foods, private label, premium products |
| Foodservice | Menu innovation, consistency and cost control | Engage operators and distributors with menu-ready formats | Ingredients, beverages, prepared foods, equipment |
| Wholesale and distribution | Margin, volume and channel expansion | Route-to-market partnerships and listing opportunities | Importers, distributors, logistics providers |
| Sustainability | Lower packaging waste, ethical sourcing and ESG compliance | Position solutions around recyclable materials and traceability | Sustainable packaging, certifications, traceability tools |
| Product innovation | New formats, flavors and premiumization | Sampling and trend-led conversations | Launch-ready SKUs and co-development offers |
| Traceability and compliance | Know supply chain origin and meet retailer standards | Talk to quality, compliance and operations teams | Software, labeling, QA services, audit support |
| Brand visibility | Reach buyers and industry media | Use the event for launch, PR and account penetration | Sponsorship, demos, sampling, thought leadership |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Event is built around sourcing and buyer-supplier interaction across food, drink, retail and hospitality |
| Decision-maker availability | High | Category, procurement, operations and commercial leaders are likely attendees |
| Data collection potential | High | Strong for exhibitor-based list building, but current-year attendee list is not publicly shown in the provided text |
| Apollo targeting potential | Very High | Excellent fit for Apollo filters by industry, title, seniority, geography and keyword intent |
| Geographic targeting potential | High | Strong UK-wide targeting centered on Birmingham and major regional buying hubs |
| Best outreach approach | High-touch pre-event outreach | Use buyer segmentation, product relevance, and meeting-booking sequences before the event |
| Overall lead quality | High | A strong B2B event for lead generation, attendee profiling and account-based outreach |
| Best use case | Buyer list building and account targeting | Ideal for suppliers, agencies, data providers and sales teams targeting food and beverage decision-makers |
| Limitations / risks | Moderate | Current-year attendee list is not shown in the provided text; some audience figures are organizer-published promotional claims |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Food & Beverages; Retail; Hospitality; Wholesale; Import & Export; Logistics & Supply Chain; Packaging & Containers; Business Supplies & Equipment; Consumer Goods | Focus on companies likely to source at the event |
| Departments | Procurement; Purchasing; Sourcing; Supply Chain; Commercial; Category Management; Operations; Foodservice; Sales; Partnerships | Prioritize buying and supplier-selection functions |
| Seniority | Manager; Director; VP; CXO; Head | Capture decision-makers and budget owners |
| Job titles | Procurement Manager, Buyer, Category Manager, Sourcing Manager, Trading Director, Foodservice Director, National Account Manager, Supply Chain Director, Operations Director, Commercial Director | Target the most likely attendees and post-event prospects |
| Geography | United Kingdom; especially West Midlands, Greater London, North West England, Yorkshire and the Humber, East Midlands, South East England | Align outreach with the show’s core travel radius and national buying footprint |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,001–5,000, 5,000+ | Covers SMEs, scale-ups, distributors and enterprise buyers |
| Keywords | food sourcing, beverage, FMCG, grocery, wholesale, contract catering, private label, retail buying, menu development, supplier, distribution, category management | Strengthen relevance scoring and intent-based search |
| Company type | Public companies; private companies; family-owned distributors; multi-site operators; charities and associations where relevant | Broad enough to include commercial buyers and institutional procurement teams |
| Revenue range | Mid-market to enterprise where available | Prioritize organizations with repeat buying cycles and formal procurement functions |
Suggested Apollo Search Logic: (food OR beverage OR grocery OR wholesale OR hospitality OR catering) AND (procurement OR buyer OR category manager OR sourcing OR supply chain OR commercial OR national account) AND country:United Kingdom AND seniority:(manager OR director OR vp OR cxo OR head)
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Food & Drink Expo official website | Official organizer/event website | Event name, 2027 edition, purpose, audience mix, claimed visitor/exhibitor scale, co-located shows, testimonials, supporters, and exhibitor references | High |
| Venue details on official event website | Official venue listing | Venue, city, region, opening times, and host country | High |
| Exhibitors / testimonials section on official website | Official event content | Named participant testimonials and market relevance for buyer profiling | High |
| Official exhibitor logos / references on event website | Official event directory evidence | Example exhibitor ecosystem and category fit, used cautiously as participation evidence where explicitly named in the source | High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Food & Drink Expo — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds