HUPPA - THE ARENA GENT

In October 2024, Huppa - formed from the merger of Franky Fresh Food and UpFresh - organized its very first customer fair in the Planet Group arena, KAA Gent's stadium, under its new name. This unique event venue offered exactly what Huppa was looking for: ample space, a strong image and the flexibility to present their extensive product range and new brand identity in an impressive way. 

With this own fair, Huppa wanted above all to bring together its professional customers, suppliers and partners. It was the ideal time to present the Huppa brand - with its slogan "Hup, here you have it!" - while highlighting their range of more than 13,000 fresh products.

The fair itself took place on the promenade, which was completely transformed into an atmospheric exhibition area with more than 60 booths. Local suppliers displayed their latest products there, organized tastings and shared inspiration for the catering and retail market. Thus, this venue became much more than a stadium: it became one big fresh food experience. 

The open setup kept everything informal and accessible, allowing customers to easily walk around, discover and network. Everywhere were cozy tasting corners that invited them to linger and catch up.

Huppa was also strongly committed to sustainability. They worked with local products, short supply chains and reusable materials. The catering was also perfectly in line with this: guests could taste freshly prepared dishes in which the Huppa assortment literally appeared on their plates. 

From practical set-up and booth distribution to technical support and hospitality, everything was worked out together with our team of event managers. This allowed Huppa to fully focus on their customers and the experience, while we made sure everything went smoothly behind the scenes. 

The fair ended up attracting more than 5,000 professionals, who came to taste, discover and network in abundance. Huppa thus once again underlined its position as a permanent partner in fresh food for the Belgian market.

Thanks to the combination of a special event location, strong content and a friendly atmosphere, this first customer fair was an instant hit.