IFFA, the leading international trade fair for innovations in meat and alternative protein processing technology, will take place in Frankfurt from May 3 to 8, 2025. Under the motto “Rethinking Meat and Proteins,” the event will spotlight key future topics shaping the meat and protein industries. Showcasing the entire value chain—from processing and packaging to cutting-edge ingredients and emerging trends at the point of sale—IFFA 2025 will provide a comprehensive industry overview. The key topics for 2025 are maximum performance, value creation from data, sustainability in practice and new product worlds.
Johannes Schmid-Wiedersheim is Director of IFFA and Texcare International. He has worked in the trade fair industry for over 20 years and has been with Messe Frankfurt since 2012. In addition to his responsibilities at the Frankfurt venue, he is also Global Portfolio Manager for Food Technologies, Textile Care and Cleaning Technologies.
In this interview, he talks to us about the new trade fair product area “New Proteins”. What innovations can trade visitors expect to find in the new area for alternative proteins from plants or cell cultures? And how does IFFA promote cooperation between research, start-ups and established companies in the meat and food industry in this area?
IFFA 2025 will have its own “New Proteins” product area for the first time. How has the industry responded to the new concept? And how many exhibitors are expected in the “New Proteins” area?
We developed the new concept with its own “World of New Proteins” exhibition area together with our partners from the food industry, who advise us on the organization of the trade fair. The fact is that many exhibitors at IFFA have also been showcasing solutions for alternative proteins for a long time, as the technologies used in processing and packaging are very similar to those used for meat. Since IFFA 2022, the topic has grown strongly for us. It was therefore important for us to now also create an area for the special processes of plant-based proteins.
This hotspot is located in Hall 11.0, but of course there are also products relevant to alternative proteins in all other halls, for example for packaging, automation or hygiene in the production process. Visitors can use a dedicated search criterion to quickly find the right suppliers in the online exhibitor search. At IFFA 2022 alone, there were 239 exhibitors with products from the alternative proteins sector, and interest is already high this time too.
What innovations can trade visitors expect in the new area for alternative proteins from plants or cell cultures?
Visitors can look forward to a wide variety of innovations, some of which exhibitors will be presenting live for the first time at IFFA. What we can already reveal: The exhibitors have developments in store that are not only convincing in terms of taste, appearance and texture, but also show new ways for production and processing. After all, the pace of innovation in the food industry is currently incredibly high when it comes to topics such as automation, CO2 reduction and the use of data and AI.
In the field of alternative proteins, for example, I expect to see innovations in extrusion technology, 3D printing and exciting formulations from new plant-based sources or fermentation and mycelium-based proteins. It will definitely be inspiring and forward-looking for anyone who wants to rethink proteins.
IFFA is positioning itself as a global platform. Which target groups from the vegan and cell-cultivated industry do you expect, and which regional markets will be particularly in focus?
The special thing about IFFA is that it shows the entire journey of the ‘protein on our plate’ – from the raw materials and spices, through processing and packaging, to sales at the store counter, and regardless of whether it is meat or meat substitute products. IFFA is the leading global trade fair for this part of the food industry, hence the high level of innovation.
In the field of plant and cell-cultivated proteins, it appeals to anyone who is professionally involved in the development, production and distribution of these products. These can be food companies, but also start-ups, SMEs, artisan businesses, universities and so on. We are expecting 65,000 visitors from all over the world, over 70% of them from abroad. All continents will be broadly represented, although we will also be setting priorities depending on market requirements, for example with special programs for Africa and Australia this year.
But back to Europe: here, the market for alternative proteins is developing very positively in a global comparison, which makes IFFA attractive for international technology suppliers.
What points of the event program would you recommend to trade visitors who are interested in innovative solutions in the field of new proteins?
We are working closely with our partners BalPro, Proveg and GFI on the specialist program to create meeting places and opportunities for knowledge transfer for different target groups in Hall 11.0. One highlight will be the IFFA Kitchen. It is a must for anyone interested in innovative solutions in the New Proteins sector. New products will be presented there and products will be prepared and tasted at the live cooking events. In addition, there will be a high-quality lecture program, in which (nutritional) trends, product development and technological innovations will be discussed.
For the World of New Proteins, as well as the other Worlds, there will be separate Discovery Tours with recognized experts who will provide participants with orientation in the respective subject area and present individual innovations.
How does the IFFA promote collaboration between research and start-ups in the field of plant-based and cell-cultivated proteins and established companies in the meat and food industry?
Above all, by bringing the players together on a common platform. Start-ups can of course benefit greatly from the professionalism of the established food industry when it comes to processes, increasing volumes and cost control. The knowledge of the “big players” about customer behavior and distribution channels is also enormous. The “World of New Proteins”, the many panel discussions and networking events as well as the new start-up area will hopefully create an exchange that drives innovation and enables partnerships.
But I would also like to encourage researchers and start-ups in particular to actively and directly approach the technology exhibitors with their questions. They are often deeply involved in their customers’ production planning and get to see new companies of all sizes every day. This gives them an excellent overview and quite pragmatic solution expertise.
