National Food Industries Company is the largest integrated canned food-processing factory in the Middle East. Based in Saudi Arabia, factory produces a wide range of products like evaporated milk, instant FCMP, long life milk, cream, pulses, tomato paste, peanut butter, juices in tetra pack and related food items in cans and in tetra pack (nfic.com). In 2008 the company was ready to make an entrance into the United States market and chose to do so with a debut of its products at America’s Food and Beverage Show at the Miami Beach Convention Center. The tradeshow showcases over 5,000 products from around the world and sees more than 4,500 national and international retailers, distributors, importers, foodservice professionals and exhibitors visiting the event (americasfoodandbeverage.com). National Food Industries Company had a 10-foot by 30-foot exhibit and a limited to budget to work with, as the company did not want to invest a large amount of money without knowing what the tradeshow would be like. EXPO’s exhibition contractors effectively utilized the space to produce a tradeshow exhibit booth that had an inviting environment. The booth was given custom signage with a 3D look, couches, and tables and chairs, which allowed the booth visitors to relax and learn more about the company.
