The international exhibition program (AMP) of the German Federal Ministry of Food and Agriculture has for decades been an established part of the foreign trade fair support provided by the Federal Government. This means that the AMP is one of the most important and successful global marketing tools. Through its official participation at selected trade fairs and exhibitions abroad under the slogan of “Made in Germany”, the Federal Republic of Germany creates the conditions to maximise the benefits of this marketing instrument for its export sector.
A growing number of exhibitors and the positive response of the domestic industry to the German Federal Ministry of Food and Agriculture’s (BMEL) participation in foreign trade fairs show that the BMEL fair concept is well adapted to its target audience.
This concept is rounded off by the BMEL’s tailored supporting programs.