Fancy Food Show: booth design for the food industry

The Fancy Food Show is one of the essential trade shows for the food industry and premium food products in North America.
Held in New York, it brings together producers, brands, distributors, buyers, and media from around the world in a highly competitive environment where image and experience play a key role.
At a food trade show, everything is tasted… but everything is also decided in the first few seconds.

Supporting an iconic British food industry brand

At the Fancy Food Show, Merci Gustave had the pleasure of supporting Wyke Farms, one of the most iconic cheese producers in the United Kingdom.
This collaboration illustrates our ability to support international brands at major trade shows in the United States, taking into account:
• the codes of the North American market,
• the specific requirements of the food industry,
• and the need to create a strong brand experience.

Creating a memorable food experience at an international trade show

Wyke Farms fully leveraged the Fancy Food Show environment to offer an immersive and distinctive experience.
By highlighting its British spirit, the brand immediately stood out in the trade show aisles.
Our work involved designing a booth capable of:
• reflecting the brand’s DNA and heritage,
• showcasing the quality and authenticity of the products,
• attracting attendees from the first glance,
• and fostering business exchanges around tasting.

The keys to an effective food industry booth

A strong and coherent visual design
Colors, graphic panels, materials: every element of the booth was designed to reinforce brand identity and capture attention in a very dense environment.

Clear and immediately identifiable branding
Logo, brand message, and graphic universe were visible from a distance, allowing attendees to instantly understand who Wyke Farms was and what it offered.

Tasting at the heart of the experience
At a food trade show, tasting remains the most powerful weapon.
The booth was designed to facilitate sampling, exchanges, and education around the products, with teams perfectly integrated into the space.

Careful product presentation
Display stands, lighting, and materials helped showcase fresh and premium products, while respecting the trade show’s constraints.

Well-designed discussion areas
A dedicated space for discussions allowed buyers, distributors, and partners to be welcomed in good conditions, fostering qualitative exchanges.

Simple and legible brand messages
Product information, brand values, differentiation: everything was designed to be understood in a few seconds, without overload.
At a food industry trade show, clarity is as important as taste.

Client Testimonial at Fancy Food Show

“Working with Merci Gustave for our trade shows in the United States has been an excellent experience. They provided professional, responsive, and high-quality service.

David and his team perfectly understood our brief from the start and designed a high-quality booth that clearly stood out from the competition and allowed us to significantly strengthen our brand’s position in the market.
The entire process, from the initial design ideas to the construction of the booth, was perfectly managed. The team was available, flexible, and highly competent, delivering a turnkey project on time and within budget.
The follow-up and support were excellent, with a perfect understanding of time constraints.
A big thank you to the entire team. We would recommend them without hesitation.”
Jennifer Gray, Marketing Manager, Wyke Farms

Merci Gustave, partner for food brands in the United States and Europe

Our support for Wyke Farms at the Fancy Food Show illustrates our approach:
booth design serving the brand, the product, and commercial performance.
We support food industry companies:
• in designing effective food booths,
• in understanding the codes of American trade shows,
• and in project management of local production and logistics.

Are you exhibiting at a food industry trade show in the United States or Europe?
Free booth design & quote
Speak with a Merci Gustave expert
French-speaking contact, expert in food trade shows in North America