THE Food & Beverage Processing Event Table of Contents ➢ Key Data of the Event ➢ General Market Situation ➢ Market Analysis ➢ ProFood Tech: The Concept & Value Proposition ➢ The Partners ➢ Results ProFood Tech 2017 ➢ PFT 2019: ➢ New Elements ➢ New Booth Selection Process ➢ Venue ➢ Floorplanning ➢ Target Groups ➢ General Marketing + Supporting Program ➢ Marketing Program US-Partners ➢ Our Parameters for Success / Top 5 Reasons for Exhibitors & Visitors

2 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Key Data of the Event

Name ➢ ProFood Tech Product focus Process and production technology for food Date ➢ 26-28 March 2019 ➢ Cycle: biennial Products • Filling and packaging technology • Automation, data processing, controlling and control ➢ Koelnmesse Inc. technology Organizer ➢ PMMI • Food safety, quality management ➢ IDFA – International Dairy Foods Association • Plant equipment, environmental engineering, biotechnology Location ➢ , McCormick Place • Cooling and air conditioning technology • Conveyor, transport and storage equipment, logistics ➢ NEW: Switch to the bigger trade fair hall West • Ingredients, technological auxiliary supplies Building (Levels F1 + F2) to attract more visitors • Components, assemblies, finishing technology, and exhibitors accessories • Service providers, organizations, publishing Orientation ➢ International trade fair and conference companies • Dairy requirements • Dairy products ➢ Exhibitors: Pricing • Dairy technology ➢ Early Bird rate till Nov. 3, 2017: USD 29.50/sq.ft.*; Standard rate after Nov. 3, 2017: Vertical Markets USD 31.00/sq.ft.* Discount for PMMI members • Beverage (*incl. USD 4.00/sq.ft. drayage fee) • Baking & Snack • Confectionery Exhibitors ➢ approx. 500 (75 % national, 25 % international) • Dairy • Fruits & Vegetables Net area ➢ approx. 15,000 m² • Grain/Mill/Cereal • Ingredients • Meat Visitors ➢ approx. 7,000 trade visitors

3 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by General Market Situation

➢ USA as largest food sales market in the worldUSA as largest food sales market in the world ➢ Growth opportunities: double digit billion USD investments in machinery by important top listed companies ➢ Increasing import share demonstrates market relevance for manufacturers of food + beverage machinery ➢ Expected market volume growth of food processing machinery: approx. 2.4 % annually ➢ US Tax Reform: Expectations of economists towards an influx of European investments into the US market ➢ Prognosis of an additional 39 billion Euro of German direct investments amounting to a total of 194 billion Euro into the US market due to the Trump-Reform ➢ US market therefore becomes especially attractive to industries, as investments in machines are significantly better off with respect to depreciation

*prognosis of market research company TechNavio **market research company Freedonia 4 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Trade Fair Market Analysis

➢ USA: very fragmented food processing trade fair market. ➢ Dissatisfaction of the exhibiting industry with existing food processing event in Chicago with regard to visitor quality and quantity. ➢ Research interviews in spring 2015 with top demanders from North America (e.g. Coca-Cola, Kraft Foods, Mondelez) and mid-sized companies determined a pronounced wish for the establishment of a new and professional leading trading fair for food processing.

➢ Launch of ProFood Tech as the only trade fair in North America representing all segments of food and beverage processing technology. ➢ The premiere in spring 2017 exceeded expectations and set standards for the food industry. A sequel will follow in 2019.

5 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by ProFood Tech: The Concept

➢ ProFood Tech, Chicago: a new trade fair format for food processing organized by three globally successful organizers of food technology trade fairs ➢ Premiere: April 2017, biennial cycle alternating with PACK EXPO International (Chicago) ➢ Goal: leading food processing event for the entire food and beverage market ➢ Integration of the processing exhibitors from PACK EXPO ➢ Integration of the International Dairy Show ➢ Acquisition of important exhibitors of Anuga FoodTec (AFT) or its US subsidiaries

6 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT Value Proposition

• ProFood Tech transcends market sectors to serve up cutting-edge crossover technologies and innovative solutions seen nowhere else. • It is the most comprehensive food and beverage processing show in North America serving over 10 key vertical markets representing the entire industry. • PFT unites suppliers with manufacturers and addresses critical food and beverage manufacturing needs. • More than just a trade show, ProFood Tech provides world class educational offerings, receptions and award ceremonies, including: • Women‘s Packaging & Processing Leadership Network • Emerging Leaders • Cold Pressure Council • The Manufacturing Innovation Award • The Sustainability Excellence in Manufacturing Award (SEMA) • Continuing knowledge share throughout the year via ProFood World Magazine with focus on engineering, operations and plant management for food and beverage manufacturers around the globe. • The strength is in the participants: • 7 out of 10 attendees have significant or final buying power • Over 30% hold a C-Level or Senior Management Title • The only event in North America to see all food and beverage industry verticals

7 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by The Partners – food to the power of 3

PMMI ➢ Strongest US association for packing, packing technology and process technology with more than 800 North American member companies (manufacturers and suppliers of packaging and processing machinery, components, container and materials). ➢ Organizer of leading trade fairs of the branch (PACK EXPO in the USA, EXPO PACK in Mexico). ➢ Group organizer of "US pavilions" at various food processing and packaging events. ➢ Extremely extensive contact reach in the processing and packaging industry (NAFTA) and in the media (own publications).

8 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by The Partners – food to the power of 3

IDFA – International Dairy Foods Association ➢ IDFA is the premier organization for dairy foods processors, manufacturers, and markets. It is the strongest association of the American milk processing production and supplier industry, the members of which are responsible for sales volumes of 125 billion EUR. ➢ It represents 85% of all dairy manufacturing in the United States. ➢ Strong conference expert partner in organizing enhanced educational programming and an up-to- date conference program. ➢ Strong motor for the generation of national visitors with decision-making competence.

9 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by The Partners – food to the power of 3 Koelnmesse – Global Competence in Food and Food Tec ➢ Koelnmesse is the leading trade fair organizer in the food industry and related sectors. ➢ Trade fairs such as Anuga, the international sweets and snacks fair ISM and Anuga FoodTec are established world leaders and ensure a basis for sustainable international business. ➢ Over the past decade, Koelnmesse has successfully added international food trade fairs in growth markets to its portfolio.

Pooling of the strengths of three professional trade fair organizations with many years of experience and concentrated competence = guarantee for a high quality international group of exhibitors with high level trade fair visitors from every food and beverage sector.

10 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Results ProFood Tech 2017

11 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Results ProFood Tech 2017

12 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: New Elements ➢ Switch to another, bigger trade fair hall within McCormick Place (West Building, Levels F1 + F2) to attract more visitors and exhibitors ➢ Supporting and congress program directly located in the trade fair hall ➢ New Early Bird deadline and booth selection process by PMMI ➢ EARLY BIRD: Reduced rate for applications until Nov. 3, 2017: USD 29.50/sq.ft.*; Standard rate after Nov. 3, 2017: USD 31.00/sq.ft. * (*incl. USD 4.00/sq.ft. drayage fee) ➢ BOOTH SELECTION PROCESS: Based on seniority for past participants + booth size for new exhibitors, with largest booths selecting first among the new exhibitors (s. next chart) ➢ Vertical markets: ➢ Beverage ➢ Baking & Snack ➢ Confectionery ➢ Dairy ➢ Fruits & Vegetables ➢ Grain/Mill/Cereal ➢ Ingredients ➢ Meat

13 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: New Booth Selection Process

➢PFT Selection order based on: ➢ Seniority for past exhibitors ➢ Booth size for new exhibitors, with largest booths selecting first among the new exhibitors ➢Complete Online Application and submit deposit to PMMI until Nov. 3, 2017 at the latest. ➢ Fill out online Exhibit Space Application with desired booth size, location and full contact info. ➢ Submit a non-refundable 25% deposit to PMMI by the deadline. ➢PMMI places all contracts by deadline in order based on above mentioned seniority and booth size. ➢If more than 2 companies request same size booth, PMMI + IDFA membership status and date of contract are tie- breakers. * Detailed Booth Selection Process in Extranet

14 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Venue: Mc Cormick Place West Building (Lev. F1+F2), Chicago

The West Building was designed for flexibility and convenience. Highlights include: ➢ Hall F that provides 460,000 square feet of exhibit space ➢ Sixty one meeting rooms providing a total of 250,000 square feet of space ➢ The Skyline Ballroom - Chicago's largest ballroom – 100,000 square feet – divisible into 5 rooms and providing extensive pre-function areas ➢ A spacious and green rooftop garden available for receptions ➢ Two registration areas ➢ A central transportation center that brings visitors into a central facility location

15 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: Floorplanning

16 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: Target Groups

Exhibitors Visitors

➢ Focus on 75% US brands + 25 % ➢ Focus on national/regional visitors international exhibitors outside of (NAFTA) the NAFTA region (incl. US ➢ All branches of the food and subsidiaries of AFT exhibitors) beverage industry ➢ Leading manufacturers of products ➢ Managing directors, production and and services for the production, operations managers, as well as processing and purchase of food employees from R&D, design, and beverages production, quality control, ➢ Providers of food production and maintenance, procurement, filling systems marketing and sales; also other decision-makers from the food ➢ Other providers of the food and sciences economy beverage industry: machinery, inspection devices, packages and additives, service companies

17 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Sales status

Status Selection of registered exhibitors

• Until now more than 140 registered • ABB Inc. exhibitors out of 13 countries • Azo Inc. • Availability of some top-locations close to the entrance of the hall • Chr. Hansen • Approx. 5.858 sqm booked space • Paul Craemer GmbH • Delkor Country pavilions • Galdi Srl • GEA • • Harpak-Ulma • France (planned) • Serac • (planned) • Polypack • • Schubert North America • • Südpack Verpackungen GmbH • South Korea (planned) • Tetra Pak • Spain (planned) • USA

18 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: General Marketing + Supporting Program

Marketing Strategy Supporting Program

➢ Around 80,000 qualified ➢ High quality conference focused on international visitor addresses the US market with focus on the NAFTA region ➢ Congress Program by IDFA offering ➢ Seven-digit project budget for exclusive insights on: visitor communications measures ➢ Consumer and flavor trends in the NAFTA region ➢ Regulations ➢ Best practices for food ➢ Full coverage communications processing and engineering mix coordinated by the partners PMMI, Koelnmesse and IDFA ➢ Business and workforce development strategies ➢ Coordinated and parallel high ➢ PFT Innovation Stage level of communication frequency of all individual ➢ PFT Learning Hub as interactive area measures from September 2017 with international experts teaching until the event everything about innovation and regulation ➢ Business meetings and matchmaking

19 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by PFT 2019: Marketing Program US-Partners

Marketing Program

➢ OVERALL: Strong support of a comprehensive marketing campaign that attracts the right buyers to the show, backed by PACK EXPO, Anuga and the International Dairy Foods Association (IDFA) – three powerhouses in food and beverage trade shows. ➢ Full coverage communications mix coordinated by the partners PMMI, Koelnmesse and IDFA (similar campaign as for PFT 2017): ➢ 115,000+ direct mail impressions ➢ 34 emails per prospective attendee ➢ 29 print and 135 interactive ads ➢ Approx. 398,000 pageviews and 95,000 users on our mobile-friendly website ➢ Approx. 538,000 people engaged on social media with #ProFoodTech ➢ Further online planning tools such as the mobile app and My Show Planner as powerful lead-drivers (61,000 exhibitor profile views, 14,000 links to exhibiting company’s website, 9,000 boots added to attendees’ Show Planners, 5,000 leads generated for exhibitors online before the show)

20 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Our Parameters for Success

➢ A premium debut in 2017, ProFood Tech exceeded expectations and set standards for the food industry. ➢ ProFood Tech is the only trade fair in North America to represent all segments of food and beverage technology and is perfectly tailored to meet the needs of the NAFTA market.

➢ Bundled theme and trade fair expertise of three international partners with concentrated communication competence and extensive contact reach: Koelnmesse, PMMI and IDFA. ➢ High internationality and presence of important market players right from the beginning. ➢ Top companies in attendance with an even stronger mix of buyers interested in food and beverage technologies. ➢ Commitments of first-time-top exhibitors to come back in 2019. ➢ Unique opportunity for suppliers to present crossover solutions. ➢ Successful integration of International Dairy Show. ➢ Organization of an attractive innovative top-class supporting and congress program, directly located in the trade fair hall, presented by IDFA. ➢ PFT 2019 will take place in the even bigger trade fair hall (West Building) of McCormick Place, located centrally in Chicago, the center of the American food industry.

21 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by Top 5 Reasons for Exhibitors

1. The Event is Comprehensive: Reach all the food and beverage processing sector at the same time, under one roof. 2. The Audience is New to You: 2/3 of ProFood Tech attendees attend only ProFood Tech. New leads you haven’t seen at other events. 3. The Event Brings Decision Makers: Reach the decision makers -> 7 out of 10 attendees have significant or final buying power. 4. The Attendees are Ready to Purchase: Attendees of ProFood Tech in a buying cycle planned to make a purchase within 12 weeks of the show. 5. The Event is Powered by PACK EXPOk, Anuga and the International Dairy Foods Association (IDFA): Three Powerhouses in food and beverage trade shows.

22 Koelnmesse GmbH, Geschäftsbereich International, Guido Hentschke powered by