In October 2024, Huppa - formed from the merger of Franky Fresh Food and UpFresh - hosted its very first customer fair at Planet Group Arena, the stadium of KAA Gent. 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. 

In early 2025, ERA chose The Arena Gent as the location for their annual Kick-off. Some 500 employees were immersed in an inspiring program on technology, AI and innovation, always with people at the center. With top speakers such as CEO Johan Krijgsman, COO Kathleen Van Beveren and keynote Katja Schipperheijn, the grandstand offered an impressive setting that felt both grand and personal.