{"id":1547,"date":"2026-04-20T16:08:36","date_gmt":"2026-04-20T14:08:36","guid":{"rendered":"https:\/\/www.foodinnovationexpo.com\/2026\/04\/20\/how-to-sell-a-new-trade-show-relationships-are-crucial\/"},"modified":"2026-04-22T08:44:22","modified_gmt":"2026-04-22T06:44:22","slug":"how-to-sell-a-new-trade-show-relationships-are-crucial","status":"publish","type":"post","link":"https:\/\/www.foodinnovationexpo.com\/en\/2026\/04\/20\/how-to-sell-a-new-trade-show-relationships-are-crucial\/","title":{"rendered":"How to sell a new trade show: \u201cRelationships are crucial\u201d"},"content":{"rendered":"\t\t
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20 APRIL 2026<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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How to sell a new trade show: \u201cRelationships are crucial\u201d<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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With 28 years of experience in sales, Mika Rylander has seen industries evolve and trends come and go\u2014and learned that what truly endures over time is the ability to combine attentiveness, business insight, and a people-centered approach. Now, he is bringing that experience into an entirely new venture: Food Innovation Expo.<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mika\u2019s career began at Carlsberg and within the grocery retail sector, where he early on became drawn to the essence of sales: the meeting between people.<\/p>\n

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\u201cI have worked in sales for 28 years, and what has always driven me is meeting people and the opportunity to create business that truly makes a difference for the customer. You are never fully trained as a salesperson,\u201d says Mika.<\/p>\n

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That mindset \u2013 constantly striving to develop while at the same time understanding the fundamentals of business \u2013 has become a consistent thread throughout his professional life.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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From experience to confidence in the future<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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As Mika now works with Food Innovation Expo, he is not approaching it as a theoretical visionary, but as an experienced salesperson who clearly sees where the industry is heading\u2014and what is required to get there.<\/p>\n

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\u201cI realize this is where the future of food is going. It feels like a very exciting challenge to be part of that journey.\u201d<\/p>\n

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It is precisely in the intersection between experience and confidence in the future that Mika sees his own role in the project.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A meeting place for the entire food supply chain<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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On April 28\u201329, 2027, Food Innovation Expo will bring together the entire food chain \u2013 from new raw materials and ingredients to production, packaging, and sustainable solutions.<\/p>\n

\u201cThe trade show connects the entire value chain. Here, new ideas meet established companies, and we give \u2018the inventors\u2019 the opportunity to showcase their ideas and meet the right stakeholders,\u201d says Mika.<\/p>\n

The ambition is clear: to create a platform where innovation is not only discussed but actually leads to business and collaboration.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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An industry in transition<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At the same time, Mika is realistic about the state of the industry. The food sector is undergoing a shift where many companies are under cost pressure and increasingly opting for digital solutions over physical meetings.<\/p>\n

\u201cOverall, we see that many companies are tightening their marketing budgets and investing digitally. Launching a completely new physical trade show can therefore feel like a big step,\u201d he says.<\/p>\n

That is precisely why clarity and relevance become crucial for success.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sales craftsmanship at the core<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Mika\u2019s extensive experience in sales has become an important part of building the initiative.<\/p>\n

\u201cIt\u2019s about understanding the sales process, being attentive to what customers want, and ensuring that the right visitors and exhibitors meet on site.\u201d<\/p>\n

Here, his approach becomes clear: less focus on big words, more focus on creating the right meetings between the right actors. According to Mika, it is above all companies driving the development of future food that stand to gain the most from participating.<\/p>\n

\u201cIt can be anything from alternative proteins and new ingredients to advanced food technology and sustainable production solutions.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cA natural annual meeting place\u201d<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Food Innovation Expo is a new initiative, but the driving force behind it is clear from the outset \u2013 there is a strong ambition to create something that will, over time, become an essential meeting point for the entire food industry.<\/p>\n

\u201cI hope the trade show becomes known for its high quality, both in terms of exhibitors and visitors. The goal is for it to become the natural annual meeting place for Swedish food companies that want to stay at the forefront and develop,\u201d concludes Mika.<\/p>\n

By Rebecca Hyde-Price Aggestam<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Share: <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tEasyfairs steps up in the food sector \u2013 the CEO on the new initiative\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\t\t\t\n\t\t\tApril 21, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tHow to sell a new trade show: \u201cRelationships are crucial\u201d\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\t\t\t\n\t\t\tApril 20, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tThat\u2019s why Easyfairs is investing in Food Innovation Expo \u2013 meet business developer Tinnie Sundqvist\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\t\t\t\n\t\t\tApril 10, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

With 28 years of experience in sales, Mika Rylander has seen industries evolve and trends come and go. Now, he is bringing that experience into an entirely new venture: Food Innovation Expo.<\/p>\n","protected":false},"author":1337,"featured_media":1482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[24],"tags":[],"edition":[],"class_list":["post-1547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"_links":{"self":[{"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/posts\/1547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/users\/1337"}],"replies":[{"embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/comments?post=1547"}],"version-history":[{"count":1,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/posts\/1547\/revisions"}],"predecessor-version":[{"id":1548,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/posts\/1547\/revisions\/1548"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/media\/1482"}],"wp:attachment":[{"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/media?parent=1547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/categories?post=1547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/tags?post=1547"},{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.foodinnovationexpo.com\/en\/wp-json\/wp\/v2\/edition?post=1547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}