A Taste and See Experience
MIRA’s Annual Holiday Food & Beverage Show is known for its high-quality attendees, interaction, and opportunity. Everyone is really excited to be back in person,” said Andrea Hesano, MIRA event coordinator. “We didn’t have the number of suppliers as we usually do because so many people are still dealing with employee shortages and many companies have COVID-19 protocols that don’t allow employees to attend large events. However, we are happy to be back in person.”
MIRA didn’t host a show last year because of the pandemic but nearly 700 people attended this year’s show. “This show continues to be the best and most important trade show in this region for our industry and for your company’s success,” said Ed Weglarz, MIRA president and CEO.
Hundreds of retailers stopped by 115 supplier booths from 2 to 9 p.m. on September 21st at the Suburban Collection Showplace in Novi, Michigan. “The show here gives you incentives,” said Marvin Jarbo, Eastern Market of Canton. “They show you new products. I am here talking to the liquor companies for my new bar. I am talking to Maryann Yono from the association about the programs. There are tons of membership incentives with MIRA.”
It’s a taste and see experience. “New products and exposure are important,” said Will Kejbou, owner of Fiz & Pour in Redford. “We need to see what’s out there, so we know what to bring to the store.”
“This show is about exposure, marketing and seeing new products. The reasons are endless,” said Eddy Shango, owner of Cork and Bottle. “We came to see the new products and get a taste of them, so we know how to sell them.”
Shango brought two employees to the show as well. “Some owners like me don’t run the day-to-day operations. We are not operators. They need to know their products to talk about them to the customer. Employees are on the floor. They deal with the customers. They can see and taste these products. My employees understand the customer and the market better than I do. I think MIRA should incentivize owners to bring their employees to these shows.”
Suppliers also walk around the show to get an idea of what retailers are experiencing. “I like to see all the hard work and all the effort put into the displays. I am scoping out the new products like Crown Royal, new Remi’s and a new rum,” said Matara Jackson, customer service representative with RNDC.
Suppliers understand the value of meeting with retailers in person while showing them their products. “We have new product lines on display and it’s important we showcase those products here at the show, but we are still struggling like everyone else when it comes to employees. We still have a driver shortage. We have been here 42 years and I have never seen it this bad,” said Dave Orlando, Prairie Farms Dairy Co.
Some suppliers attend just to re-connect with their clientele. “We want to be here for our customers and show them we are here to discuss any issues or concerns and talk to us about everything – the good stuff too,” said Isaac Abbo, U.S. Ice Corp. “We want them to know we are always here for them.”
Even though the show was not at the level as in past years, suppliers believe it was important for MIRA to host it. “There are less vendors because corporations are still not allowing people to come here and have a booth,” said Orlando. “This is why it’s important that MIRA hosts these shows. We are still in front of the customer. We are here for the member. We are not here for suppliers. We do these shows for the members. We don’t kill it with milk at the holiday show but having a presence is important.”
Board member Paul Elhindi agrees. “It is important to have this show,” he said. “We have to be engaged and see what the suppliers are doing, what members are doing and what you need for your business. People have been cooped up for so long; they have no idea what is going on. There is so much new product out there. We need to see it.”
Elhindi pointed to the Benchmark Beverages booth. “Auday added a ton of new product at the Benchmark booths and it’s important that retailers see what is out there or no one will know about it,” he said. “It is important for our mental health to get out and for the health of our businesses to engage in these shows. We must be careful as we can, but life goes on. Yes, we have less booths because of the pandemic but this show is still a success. Businesses don’t want to be liable if anything would happen to employees. I think they want to be here, but they are trying to protect their employees.”
Benchmark expanded their booth presence from previous years. “We keep looking for new products, emerging brands, mid-tier dynamic suppliers that we can bring to the Michigan market and share with retailers,” said Auday Arabo, president and CEO of Benchmark Beverage. “We are always looking for cool products. Our concept is liquid to lips and if we taste the product and like it, we bring it in.”
During the show, MIRA finalized the sale of their 10% shares of Benchmark Beverage. “The association did well on the sale and LKI is happy to gain the shares and control our own destiny moving forward; we will continue to build our relationship with MIRA,” said Arabo.
