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Markets :
United States, Mexico, Brazil, Chile, Colombia, Peru, and Costa Rica.
Sector :
Agri-food and Wine.
Service :
Trade Intelligence / International Recruitment.

Hosted Buyers Programmes

Strategic Recruitment of International Buyers for Global Trade Fairs
The Challenge:

The Challenge: Quality over Volume in B2B Connectivity

In the context of Europe’s most prominent international trade fairs, success is not measured by massive attendance, but by the quality of the networking.
Excom’s challenge was to act as the strategic partner for Fira Barcelona and its Hosted Buyer programmes. Our critical mission: to identify, filter, and attract American importers with real purchasing power and strategic alignment with the Spanish offer, generating genuine business opportunities for exhibitors at Alimentaria and Barcelona Wine Week (BWW).
The Challenge:

The Challenge: Quality over Volume in B2B Connectivity

In the context of Europe’s most prominent international trade fairs, success is not measured by massive attendance, but by the quality of the networking.
Excom’s challenge was to act as the strategic partner for Fira Barcelona and its Hosted Buyer programmes. Our critical mission: to identify, filter, and attract American importers with real purchasing power and strategic alignment with the Spanish offer, generating genuine business opportunities for exhibitors at Alimentaria and Barcelona Wine Week (BWW).

Our intervention moved away from mass recruitment methods, applying an Operational Intelligence approach in three phases:

Segmentation & Lead Scoring: Identifying and mapping key players within the importing, retail, and distribution channels across 7 strategic markets. Priority was given to those with a clear potential to expand their portfolios with European products.

Direct Negotiation: Personalized management of each candidate. We acted as brand ambassadors for the trade fairs, managing the value proposition and securing the attendance commitment of C-Level profiles and Heads of Purchasing.

Profile Audit: Technical evaluation of each buyer to ensure they met the standards and business volume required by the organization.

We deployed a roadmap focused on B2B agenda efficiency:

Institutional & Logistic Management: Coordination of buyer participation, ensuring a smooth landing experience to maximize their negotiation time during the fair.

Strategic Market Activation: Simultaneous execution across the U.S. and 6 key Latam markets, operating with deep knowledge of the commercial nuances of each country.

B2B Agenda Support: Aligning the recruited profiles with the interests of exhibitors, guaranteeing real business opportunities.

Impact

0

Strategic Markets
successfully activated and managed.

+ 0

High-Level Buyers
(Top-Tier) attracted with direct decision-making power.

Hub Consolidation: Reinforcing Alimentaria and Barcelona Wine Week as the leading platforms for the American market.

Critical Capabilities Deployed

Strategic
Sourcing

Identification of high- qualification importers and buyers.

Trade
Intelligence

Deep knowledge of the distribution chain in Latin America and the U.S.

Efectividad
en Conversión

Transforming cold prospecting into confirmed attendance from key decision- makers.