CHICAGO – The more things changed, the more Messe Frankfurt, a leading producer of international trade shows and events, felt the need to shake things up for the Process Expo food and beverage equipment supplier trade show.

The Food Processing Supplier Association (FPSA) along with Messe Frankfurt, on Oct. 23, announced the transition of Process Expo to the Equipment and Technology Show for Food & Beverage (EATS).

Messe Frankfurt’s objective to realign, reimagine and reinvent Process Expo is to create new experiences for attendees. Under the new platform, the core of EATS will be like Process Expo – highlighting food and technology equipment manufacturers – but with a focus on eight key sectors: bakery, beverage, cannabis, dairy, pet food, prepared food, proteins and sweets.

EATS also will expand on the interactive programs currently available on the show floor of the former Process Expo to include more demonstrations, tastings and other experiences. Additionally, future programs will capture industry trends while bringing to attendees the latest equipment and technology advances.

“Process Expo was established in 2010 as an independent trade show to highlight the wide range of manufacturing solutions for the meat industry,” said Matt Malott, president and chief executive officer of Multivac Inc., and past chair of FPSA. “Over the years, Process Expo has not only featured manufacturers throughout the supply chain, but also launched a variety of show floor activities to provide a unique perspective on critical issues and opportunities in the dynamic food and beverage industry.

“These include live production lines of actual food products, the Food for Thought, which is an educational program conducted by subject matter experts from across the food industry segment; live virtual and augmented reality demonstrations, butcher demonstrations, technology innovations and many, many more over the years.

“But with the pace of change in this industry going ever faster, it is time for Process Expo to evolve so that it can continue to be the technology platform that keeps the food industry moving forward,” Malott said.

Logos for the EATS show were prevalent at the current Process Expo because, “… we couldn’t hide it,” said Constantin von Vieregge, president at Messe Frankfurt North America. “We are very excited about this new identity, the Equipment and Technology Show for Food and Beverage.”

Elements of the brand’s evolution include a new logo and visual elements, new brand colors, and a new brand concept. Accompanying the reveal is a newly launched website, which show organizers said will provide an enhanced experience for exhibitors and visitors alike. Vieregge said the new brand identity allows Messe Frankfurt to add additional partnerships to the show.

“Within each of those (eight) sectors we can find media partners, we can find associations, or other shows from around the world to strengthen those key sectors, and you will hear a lot of announcements coming in the next six to 12 months to fill all of those sectors,” Vieregge said.

He also noted that the interactive events, such as the Food for Thought sessions, processing line demos and butchery demos, were well attended this year.

“Experiences are what trade shows need in the future, and we’re going to invest even more effort and money to enhance the experiences that you can find on the show floor,” Vieregge said.

David Seckman, president and CEO of the Food Processing Suppliers Association (FPSA) said the association fully embraces the evolution of Process Expo to EATS.

“With the rapid pace of change in this dynamic industry, it makes sense for us to continually look at our event and shape it in ways that brings ever more value to our constituents including both suppliers to the industry as well as the end user,” Seckman said. “We are confident that EATS is yet one more step in that direction.”

Brian Perkins, president of Provisur Technologies Inc., said the move to revamp Process Expo “… signifies that the organizers are leaders in their vision and growth plans.”

“We are excited to embrace the new identity and look forward to strengthening our relationship as an exhibitor at EATS 2025,” Perkins said. “Features like the Women’s Alliance Breakfast, the DEFEAT Hunger campaign and the support extended to the industry make it obvious that the event is just as much about genuine, in-person human connection as it is about showcasing new F&B technologies. EATS reflects this vision and we are excited about the launch.”

Vieregge said EATS will remain a business-to-business show, but ultimately experiences and industry related entertainment is what stimulates excitement and connections among attendees. Furthermore, EATS will focus mainly on food and beverage.

“We are going to be the show that is offering the product categories end-to-end in the whole process. That is different to a lot of other trade shows,” Vieregge said. “We see a lot of other trade shows focus on one element, and then go across many industries or that one element of the supply chain or production chain. EATS will focus on the end-to-end manufacturing process only dedicated to food and beverage.”

Messe Frankfurt specializes in international trade shows, including IFFA in Germany, Tecno Fidta in Argentina and Meat Pro Asia in Thailand. So EATS also will have an international flavor.

“EATS will be the North American anchor show for us as Messe Frankfurt in this industry,” Vieregge said. “I look forward to welcoming you all back here in 2025 for EATS right here in Chicago.”