Trade show staff for Anuga planned right
Which roles your booth at the world's largest food trade show really needs, how many people make sense, and how the workflow across 5 show days works.
Common questions when preparing for Anuga
Before planning staff for Anuga, structural questions usually arise:
- Who handles international trade visitors from 200+ countries?
- How are tastings organized professionally?
- How many conversations happen simultaneously with 170,000 visitors?
- Who manages lead capture and badge scanning?
The quality of a trade show presence at Anuga depends on how conversations are structured and international contacts are professionally supported.
Anuga at a glance
- Next dates: October 9-13, 2027
- Venue: Koelnmesse, Cologne
- Visitors: approx. 170,000 trade visitors
- Exhibitors: approx. 7,500 from 100+ countries
- Industry: Food, Beverages, Food Technology
Why Anuga is crucial for your business
Anuga is the world's largest and most important trade show for the food and beverage industry. With ten specialized trade shows under one roof, it offers manufacturers, retailers, and importers the ideal platform for international business deals.
A professional, multilingual booth team is indispensable at Anuga: From welcoming international trade visitors to tasting service and efficient lead capture.
Successful projects at Anuga
Excerpts from our previous deployments.
International food and beverage manufacturer
- Reception and greeting of international trade visitors
- Business card and customer data collection
- Support with general booth activities
European food corporation
- Preparing and managing product tastings
- Guest support and booth presence
- Catering service and booth maintenance
How conversations at Anuga actually develop
At Anuga, a booth does not work through a single role, but through a sequence of international conversations.
First, a trade visitor is warmly welcomed, then linguistically qualified, and only then handed over to the appropriate product manager or sales representative. Without this separation, your specialists conduct initial conversations with every visitor — and are unavailable for the relevant contacts.
That is why staffing is not planned by headcount, but by conversation types: Welcome → Qualification → Consultation.
Only from this structure does the right team size for 5 intensive show days emerge.
The next step in planning
Determine required conversation capacity
Determine team sizeAssess the resulting budget framework
Derive budgetTypical positions at Anuga
These roles we regularly staff for exhibitors in the food and beverage industry.
Hosts & Hostesses
Reception of international trade visitors, booth presence, and professional brand representation.
High demandService Staff
Tasting service, beverage support, catering, and ensuring an inviting booth appearance.
Registration & Leads
Badge scanning, business card collection, appointment coordination, and CRM data maintenance.
Multilingual Attendants
Supporting international guests in English, French, Arabic, and additional languages.
Your perfect trade show team in 3 steps
Structured, transparent, and predictable — from briefing to deployment.
Consultation & concept
We analyze your trade show presence, advise on team size and profiles, and develop a tailored staffing concept.
Staff proposals
You receive handpicked profiles with photos, experience, and language skills. You decide who represents your brand.
Training & deployment
Intensive brand training, detailed briefing, and punctual deployment. Optionally with backup staff for maximum reliability.
Why decision-makers recommend höchstmass
One contact person
A dedicated contact for all questions — before, during, and after the event. No hotline, no waiting queues.
Backup staff
Qualified replacements on standby — for 99% reliability at your trade show appearance.
12+ languages
Multilingual staff for international trade shows. Native speakers in all common business languages.
Cologne expertise
Experience at gamescom, Anuga, ISM, and all major trade shows in the region.
B2B-trained
Staff for lead generation, tasting service, and professional conversations — experienced in the food industry.
Legally compliant
Temporary staffing with all permits. Contracts, insurance, and billing are handled by us.
Discuss your concept & quote for Anuga
Describe your trade show presence at Anuga — we will get back to you with a tailored staffing concept.
- Free & non-binding consultation
- Tailored staffing concept
- Handpicked staff proposals
- Quote within 24-48h
What our partners say
"The multilingual reception was perfect. Trade visitors from the Arab world and France felt immediately welcome. That makes the difference at an international trade show."
"At Anuga we need tasting staff that works professionally and invitingly. höchstmass delivered exactly that — service-oriented and with genuine industry understanding."
"Lead capture and badge scanning ran flawlessly. No missed contact in 5 show days. This way we can start sales follow-up immediately after the trade show."
Your Questions – Our Answers
Answers to the most important questions about trade show staff for Anuga.
Let us structure your presence at Anuga
Tailored concept, experienced team, and a dedicated contact person. Free and non-binding.