With more than 25 years of international experience in food, food retail, and foodservice, Joop Elderhorst is a strategic procurement leader with extensive expertise in sourcing, supply chain management, and private label development. Throughout his career, he has built and led procurement teams, developed long-term supplier partnerships, and translated business objectives into successful procurement strategies. Known for his collaborative approach and strong international network, he is passionate about creating value through innovation, sustainable partnerships, and supply chain excellence.
💥 Strong Danish Presence at PLMA Amsterdam with Focus on Plant-Based Innovation 💥
Denmark continues to make a strong impact at PLMA Amsterdam, with plant-based innovation taking center stage through the “Leaf & Lounge” concept. Building on last year’s success, this dedicated area once again brings together 40 Danish companies, all exhibiting at PLMA, and highlights the breadth, quality, and creativity of Denmark’s plant-based offerings. The initiative is made possible with funding from Plantefonden. 💚
Leaf & Lounge is developed in collaboration with chef and concept developer Andreas Brok-Hartvig, who has helped shape a unique and engaging experience. The concept is designed to reflect the Danish sense of “hygge” – creating a warm, welcoming space where visitors can slow down, connect, and explore. Here, buyers and partners are invited to sample products, gain insights into the latest plant-based trends, and discover innovative solutions across multiple categories – all within a relaxed and inspiring environment. 🌍
More than just a showcase, Leaf & Lounge serves as a platform for dialogue, collaboration, and new business opportunities. It supports Danish companies in increasing their international visibility while positioning Denmark as a frontrunner within plant-based development.
We are excited to see Leaf & Lounge return again this year, continuing to strengthen connections, spark inspiration, and contribute to a greener and more sustainable future. ✨
⬇️As we wait, you can watch the video below and get a feel for what it’s like to visit LEAF & LOUNGE.⬇️
FFCR – FASTFOOD & CAFÉ & RESTAURANT EXPO is Swedens largest fair within the horeca industry. The fair takes place several times a year in different Swedish cities.💥
Food from Denmark will together with Plantebranchen organize a Danish pavilion at the fair in January 2027 in Stockholm.🌍
FIE stands for Food Ingredients Europe, and it is the leading fair for food and beverage suppliers, buyers, R&D experts and product specialists for over 35 years. Originally the fair takes place in different European cities each time.🌍
Next year in 2026 the show will be in Frankfurt, more specific in Messe Frankfurt.✨
Food from Denmark has arranged Danish stands at FIE for many years, and in 2025 Food from Denmark organized a Danish pavillion where all exhibitors was standing together at our Danish pavillion.🌟
We also promote all participants up to and during the fair via our LinkedIn profile with over 10.000 followers. 💥
The project is funded by The Trade Council in 2026.
PLMA Amsterdam is the world’s largest private label fair where the Private Label Manufacturing Association is responsible for arranging the fair. PLMA Amsterdam is held every year in the month of May in Amsterdam, and in addition, PLMA also holds two other private label fairs in Chicago in November and Shanghai in December. 💥
Danish pavillion at PLMA 2027 in Amsterdam In 2027, Food from Denmark will arrange a large Danish national pavillion, which has one of the fair’s most attractive locations. 🌍
You are welcome to contact us if you are interested in hearing more about the possibility of exhibiting at the fair in 2027, or if you want to receive a project presentation on this.💡
Networking event Food from Denmark has a tradition of holding a networking evening in connection with PLMA. The evening goes with good food and networking with our exhibitors as well as guests with an interest in food exports.🌟
General information about the PLMA fairs Food from Denmark has collaborated with the PLMA fair since 2005. In 2026, we had 70 companies from Denmark that exhibited at our pavilion.🌞
The PLMA fairs have become international fairs, visited by a very strong international audience. The fairs have gained a good reputation among the buyers because it is possible to visit many of its existing suppliers in a short time and in addition see what new potential suppliers are on the market. As a producer, you send a clear signal by exhibiting – you are an active player in the market. 💥
To exhibit at one of the PLMA fairs, you are required to be a member of the PLMA organization. Membership costs 1500 euros per year. You get i.a. access to “Buyers list” and AC Nielsen statistical data on private label. A final condition for being able to participate in the PLMA fairs is that you are a producer, which means that you produce / process the products you exhibit yourself.🌍
⬇️As we wait for the show in 2027, you can watch the videos below and get a feel for what it’s like to visit the Danish Pavilions.⬇️
About the ANUGA fair ANUGA is the world’s largest food fair for retail, food service and catering, and is held every other year in Cologne. The fair consists of ten specialized fairs, gathered under one roof with almost 7000 exhibitors from all over the world. Food from Denmark coordinates participation for a large number of Danish food companies. 🌟
ANUGA attracts great international attention and is an obvious opportunity to meet potential customers from all over the world. The fair is basically divided into categories: Anuga Fine Food; Anuga Drinks; Anuga Meat; Anuga Frozen Food; Anuga Chilled & Fresh Food; Anuga Dairy; Anuga Bread & Bakery, Hot Beverages; Anuga Organic; Anuga Retail Tec; Anuga Food Service.💥
Food from Denmark has for several years arranged a common Danish pavilion at the fair, and you are welcome to contact Food from Denmark if you are interested in hearing more about the possibility of exhibiting at the fair, and if you want to receive a project presentation.🌍
Do you want to know more? If you are interested in hearing more about the project, you are very welcome to contact us at: kan@foodfromdenmark.dk.
Export Manager, Poul Jensen, says the following about the collaboration with Food from Denmark: “We participated in an export promotion at the world’s largest trade fair – ANUGA. The promotion was arranged by Food from Denmark. We exhibited at a pavillion together with 10 other Danish producers – it was an open concept with a common chef and common meeting facilities. There was good synergy between the participants and we got, among other things. referred a potential customer from another participant, which two weeks after the fair resulted in an order for 11 pallets. In total, we got over 100 contacts, where we expect some to become future customers, so we are very positive about the pavillion concept and are happy to participate in other promotions arranged by Food from Denmark.”
⬇️As we wait for the show in 2027, you can watch the videos below and get a feel for what it’s like to visit the Danish Pavilions.⬇️
About PLMA Chicago PLMA Chicago is the largest private label trade fair in the USA, where around 1,500 companies from all over the world exhibit every year. Food from Denmark has five times before arranged a Danish pavilion with between 5 – 8 Danish food producers.🌍
Danish pavillion Food from Denmark will again in 2026 arrange a pavilion for Danish companies. By exhibiting as part of a group of producers, you achieve greater visibility and thus also a greater impact than if you exhibit as an individual company.💥
Food from Denmark has collaborated with PLMA since 2005. We therefore have a solid experience that you will benefit from along the way. If you are interested in hearing more about the project, or do you want to know if PLMA is something for you, then you are welcome to contact Karsten at: kan@foodfromdenmark.dk. Then he will be happy to talk to you about the possibilities or send a non-binding project presentation for participation. 🌟
About the PLMA fairs PLMA Chicago is one of three private label fairs organized by PLMA (Private Label Manufacturing Association). The other two fairs are PLMA Amsterdam in May and PLMA Shanghai in December.🌍
The PLMA trade fairs have become major international trade fairs, visited by a very strong international audience. The fairs have gained a good reputation among the buyers, because it is possible to visit many existing suppliers in a short time, as well as see which new potential suppliers are on the market. As a producer, you send a clear signal by exhibiting – you are an active player in the market.🌟
To exhibit at one of the PLMA fairs, you are required to be a member of the PLMA organization. Membership costs 1500 euros per year. For this you get i.a. access to “Buyers list” and AC Nielsen statistical data on private label. A final condition for being able to participate in the PLMA fairs is that you are a producer. Which means that you yourself produce / process the products that you exhibit.💥
We thank you for a really good SIAL in 2024 where 15 Danish companies participated. It was some really good days in Paris where a lot of good new contacts were made. We work again with an open-stand concept, which worked really well and got many buyers past.💥
The next SIAL is from 17 – 21 October 2026. If you already know that you will be there next time, send an email to mz@foodfromdenmark.dk. There will be a lot more information as we get closer.🌟
About the SIAL fair SIAL is one of the world’s largest food fairs known for its amount of innovative food companies, which represent several different food categories. The fair is held every other year in Paris, and you now have the opportunity to sign up for the fair with Food from Denmark as your organizer.🌞
The SIAL fair is divided into two main categories: half of the fair area belongs to national pavilions, while the other half of the fair area belongs to different food categories, where you as a guest can find producers in different food categories. In both 2018, 2022 and 2024, the Danish pavillion had a very attractive location in hall 2.🌍
For more information and for project presentations, please contact us.
