How to prepare for the Vulcanus B2B Festival: a guide for suppliers and brands

The Vulcanus B2B Festival is not another trade show where you stand behind a booth and hand out flyers. It is a closed B2B event where food, beverage and equipment brands operate in real conditions – on the grill, at the bar and in service.

To make your participation truly successful, you need more than just a logo. This guide explains how to prepare as a supplier, brand or distributor to get maximum value from the Vulcanus Festival.

1. Define your objective

First, be clear internally:

  • What do you want to achieve at the festival?
    – new clients (hotels, bars, restaurants)
    – stronger relationships with existing customers
    – launch of a new brand or product
    – proving that your solution “works” in real service conditions

Based on that, we will determine together:

  • your participation format (tasting station, grill zone, bar, coffee corner),
  • product quantities,
  • your communication approach towards guests.

2. Choose the right “story” for your products

At the Vulcanus Festival, the focus is not on price lists, but on stories and solutions. For example:

  • meat producer: “What does a premium steak & wine experience on open fire look like?”
  • plant-based / vegetables: “Veggie and plant-based concepts on open fire for wellness hotels and spa guests”
  • beverage supplier: “Signature cocktails and low-alcohol serves for beach bars”
  • coffee brand: “Coffee as part of the open fire and dessert experience”

Prepare:

  • 2–3 hero products you want to put in the spotlight,
  • 1–2 clear messages: what your client gains by working with you and why it is profitable / simple / attractive for guests.

3. Think of yourself as a host, not an exhibitor

The Vulcanus Festival is where you:

  • invite your clients (existing and potential),
  • host them with your food and drinks,
  • show what it is like to work with you in real life.

Instead of classical trade show selling, focus on:

  • asking questions: “What does your F&B look like today?” “What creates the most pain in season?”
  • offering concrete ideas: “For your type of venue, this could be the ideal Vulcanus concept…”

4. Operational preparation: team, quantities, logistics

A well-prepared partner at the festival:

  • has a clear team structure (kitchen/prep, guest interaction, logistics),
  • does not overdo quantities – the focus is on tasting and demonstration, not catering for the whole event,
  • shows up on time for technical briefings and run-throughs.

From our side, we provide:

  • organisation of Vulcanus grills and zones,
  • coordination of schedules,
  • integration with other partners (food + drinks + coffee pairing).

5. How to measure success

Don’t see the festival only as an expense – see it as a lead generator and a live showroom.

We recommend tracking:

  • number of relevant contacts (hotels, bars, restaurants),
  • number of concrete follow-up meetings arranged after the festival,
  • number of pilot projects opened in the next 3–6 months.

We can support you in structuring follow-up (joint emails, materials, contact lists) and designing a “Vulcanus Day” at your warehouse or at a client’s venue.

6. Who is the Vulcanus Festival ideal for as a partner?

  • Food and beverage suppliers
  • Equipment manufacturers (kitchen, bar, coffee, refrigeration…)
  • Distributors and importers who want stronger presence in HORECA
  • Brands that want to tell their story through experience, not catalogues

Become a Vulcanus Festival partner

If you are a supplier, brand or distributor and want to be part of the next Vulcanus B2B Festival, or organise a dedicated Vulcanus event for your clients, request the partner conditions.

Request partner conditions