For over a century, INTERNORGA has been the go-to event for hospitality professionals, offering a comprehensive overview of market developments, cutting-edge solutions and future trends. It is the ultimate meeting point where industry leaders, innovative start-ups, and top decision-makers come together to shape the future of foodservice and hospitality.
The event, which draws over 80,000 visitors and 1,200 exhibitors from more than 30 countries, has become a vital hub for hospitality professionals seeking to tap into global trends, discover the latest innovations, and expand their international network. With its new theme, ‘Where trends take off,’ INTERNORGA takes place from 14 to 18 March 2025 in Hamburg, Germany.
Matthias Balz has been instrumental in shaping the successful development of INTERNORGA – the leading international trade fair for the hotel, restaurant, bakery, and confectionery industry – for many years. During this time, he has built a deep understanding of the industry and an extensive network. A passionate trade fair expert, he has been active in the event sector since 2004, bringing diverse experiences and perspectives from both national and international markets. In 2025, he took over as Director of Exhibitions at Hamburg Messe und Congress GmbH, assuming responsibility for INTERNORGA.
Which global trends in plant-based nutrition are reflected in this year’s FoodZoom, and how do they shape INTERNORGA 2025?
The current INTERNORGA FoodZoom highlights that the increasing health awareness and growing demand for sustainable alternatives are significantly shaping the global gastronomy market. A key development in this area is the growing variety of protein alternatives, which not only offer new taste experiences but also cater to individual dietary needs. Particularly, foods made from sunflower seeds and lupins impress with their sustainability and high protein content.
To give these developments their own stage, we have created a new highlight with the “Future Food” trend area in Hall B3.OG, dedicated to innovative and sustainable food concepts. Here, alternative proteins, food tech, and fermentation take centre stage. At a time when resource scarcity, climate change, and shifting consumption habits pose challenges for the industry, this area provides pioneering solutions and inspiration. Visitors can discover the latest innovations and explore forward-thinking concepts.
What opportunities and challenges do you see for the restaurant and catering industry in light of the growing demand for plant-based alternatives, and how is this topic addressed at INTERNORGA?
Guests today not only expect a greater variety of vegetarian and vegan dishes but also flavourful, creatively prepared, and sustainably produced alternatives. Those who meet these expectations can clearly differentiate themselves from the competition and attract new target groups. However, challenges remain, such as the acceptance of new products, the availability of high-quality ingredients, and the economic feasibility of implementation. Kitchens need to engage more deeply with innovative ingredients and new preparation methods—while also ensuring sustainable supply chains.
At INTERNORGA, this topic is now indispensable. Plant-based alternatives are not only featured in the newly created Future Food trend area but are present throughout all food halls. In the Newcomers Area, for example, visitors can try innovative jackfruit-based meat substitutes, while halls A1, A3, A4, and B1.OG showcase exciting new collaborations, such as the partnership between Endori and Rügenwalder Mühle. And that’s just the beginning— everywhere you look, there’s something new to discover, demonstrating how diverse and future-oriented plant-based nutrition has become.
How does INTERNORGA integrate the trend toward plant-based solutions into its trade fair program, and what highlights can visitors expect in 2025?
Visitors can look forward to numerous highlights that bring innovations, new concepts, and best practices in plant-based nutrition to life. A key element is the “What the Food? – by foodlab” stage, which has established itself since 2023 as a platform for the latest developments and start-ups in the food sector. Additionally, the OPEN STAGE and the new Deep Dive Area offer fascinating insights into the future of plant-based nutrition. These areas provide practical 2 impulses for the restaurant, catering, and retail industries while presenting new solutions from the sector.
Another highlight is the long-standing collaboration with ProVeg, which is represented both with its own booth and on the OPEN STAGE. The gastronomy market and retail sector play a central role in this context. At INTERNORGA, the teams from ProVeg Food Services and the V-Label will be on-site to engage with all stakeholders.
What advice would you give to gastronomy and retail partners looking for inspiration and solutions for the growing plant-based market at INTERNORGA?
Those seeking inspiration and solutions for the growing plant-based market at INTERNORGA should prepare well and ideally plan for more than just one day. Our website, the INTERNORGA app, and our social media channels already provide valuable information in advance about exhibitors, program highlights, and trends. The favourites function in the app is especially helpful for keeping track of everything during the visit.
During the trade fair, it’s worth taking enough time to explore the vast number of exhibitors, stages, and trend areas. The Future Food trend area in Hall B3.OG is a must-see for anyone interested in the latest developments in the plant-based sector. Other exciting insights can be found at stage formats such as “What the Food? – by foodlab” the OPEN STAGE, the PINK CUBE, and the Deep Dive Area. Networking also plays a big role: from Saturday to Monday, the afterwork lounge OFF THE RECORD offers a relaxed atmosphere to make new contacts and wind down the day. With good planning and the use of our digital offerings, a visit to INTERNORGA is guaranteed to be an inspiring and successful experience.