Plan
MesseCode and Workbook
A clear plan for target visitors, message and Visitor Journey.
Exhibitor Success · BIOFACH 2027
Four days at BIOFACH. Your market entry.
A NürnbergMesse Startup-Hub programme for Young Innovators and International Newcomers at BIOFACH 2027
Plan your trade fair presence systematically, test your messages in advance and make sure that good conversations turn into concrete next steps.
Test
Digital twins
Test your pitch, presentation, banner and arguments before the fair.
Capture
LeadSuccess
Capture conversations in a structured way and prepare your follow-up.
The earlier you start, the more time you have to apply and test your results before BIOFACH.
At the stand
At the fair, your preparation shows.
In the aisle
The buyer walks past your stand.
Do they understand straight away why your product matters to them?
At the stand
An interesting visitor is standing in front of you.
Do you know which conversation you want to have with them?
Afterwards
The conversation went well.
Will you still know afterwards what was discussed and what should happen next?
This is exactly what Exhibitor Success works on before the fair.
Your results
What you take to BIOFACH.
- AClear target visitorsWhich target groups, which companies, ideally which contacts by name.
- BCore message and pitchThe sentences that carry at your stand and on the Innovation Stage.
- CInvitation and standConcrete ideas for reaching your target visitors in advance.
- DVisitor JourneyA plan for before, during and after the fair.
- ETested communicationYour messages checked before real buyers see them.
- FLead capture and follow-upAgreed what you capture and who takes care of what afterwards.
Three building blocks
Plan. Test. Capture.
Three building blocks that work together. You develop your presence, check it before the fair and record your conversations so that you can keep working with them afterwards.
Plan with MesseCode
Know whom you want to meet and what you will say.
MesseCode structures your preparation from your trade fair goal to the Visitor Journey. The Playbook and Workbook guide you step by step through your own BIOFACH participation.
Test with digital twins
Test your message before real buyers see it.
Once you have completed the preparation and submitted your Workbook, you receive personal access to digital twins of relevant target groups. With them you test, for example, your pitch, core message, arguments, presentations, banners, invitation and stand communication.
You check your communication from the target group’s point of view, spot weaknesses earlier and go into real conversations better prepared.
The digital twins represent perspectives. They do not predict the purchasing decisions of real buyers.
Capture conversations with LeadSuccess
A good conversation is only the beginning.
Over four days at the fair you have more conversations than any team can remember. With LeadSuccess you decide beforehand what you capture for each conversation, who takes care of what and what happens afterwards. So after the fair you know whom you need to follow up with, and about what.
The programme
Join openly. Work on your own. Go further individually.
The programme has two levels. The group sessions are open to all programme participants. If you complete the preparation and submit your Workbook, you qualify for the individual deep dive.
Open sessions
Open to all programme participants. You can join live or catch up later via the recording. If you start later, you catch up on past sessions and join the upcoming ones live.
- MesseCode method
- Playbook and Workbook
- Practical examples for invitation and stand
- Visitor Journey
- Lead management basics
- Final trade fair check
Individual programme work
If you work through the preparation sessions, use the Playbook and submit your Workbook, you move on to the individual deep dive.
- Small groups of no more than four start-ups
- Work on your own trade fair presence
- Personal access to the digital twins
- Testing your own communication
Workbook done? Then it gets individual.
Deep dive
Put in the work, and it gets personal.
If you have worked through the Playbook and Workbook, you get access to the individual programme work.
Small groups
No more than four start-ups
December 2026 and January 2027, dates by arrangement. You work on your specific questions about your own trade fair presence.
Digital twins
Personal access
Once you have completed the preparation and submitted your Workbook. You test your materials and messages from the target groups’ point of view.
LeadSuccess 1:1
30-minute setup
Individual setup based on the Playbook and your completed Workbook, including conversation questions, an automatic email and roles and responsibilities in the team.
LimitedTen places for the LeadSuccess 1:1, first come, first served.
Schedule
From November to the fair.
All sessions take place online. The open sessions are recorded, so you can join at any time and catch up on what you missed.
November 2026
Gain clarity
Info session, MesseCode, Playbook and Workbook
December 2026
Develop your presence
Practical examples for invitation and stand, Visitor Journey
Dec to Jan
Sharpen individually
Workbook, small groups and digital twins
January 2027
Prepare conversations
LeadSuccess group session, group coaching, 1:1 setup for ten participants
February 2027
Finalise
Final check before BIOFACH
16 to 19 Feb 2027
Put it into practice
BIOFACH, Nuremberg
See all dates
English sessions
- 20 Nov 2026, 10 am CET · Info session
- 27 Nov 2026, 10 am to 12 pm CET · MesseCode, Playbook and Workbook
- 4 Dec 2026, 10 am CET · Practical examples for invitation and stand
- 11 Dec 2026, 10 am to approx. 12 pm CET · Visitor Journey
German sessions
- 18 Nov 2026, 10 am CET · Info session
- 25 Nov 2026, 10 am to 12 pm CET · MesseCode, Playbook and Workbook
- 2 Dec 2026, 10 am CET · Practical examples for invitation and stand
- 9 Dec 2026, 10 am to approx. 12 pm CET · Visitor Journey
We will announce the dates for LeadSuccess in January and the final check in February as soon as they are confirmed.
The market
Your pitch for the people who list your product.
At BIOFACH you meet different purchasing logics. These are exactly the perspectives we use in the programme.
The market asks
Will this sell for me?
- For which customers, on which shelf, at what price
- What makes it better than what is already listed
- Delivery capacity, volumes, terms, next step
Who buys at BIOFACH: four buying centres
You decide in the programme whom you want at your stand. For these four groups we bring the groundwork, so you can get started straight away.
Food retail
Category management and purchasing
“What does this add to my category that I don’t already have?”
Thinks in shelf metres, turnover rate and margin. Needs a clear place in the range and reliable delivery capacity.
Specialist organic retail
Owners and range managers
“Does this fit our customers and our values?”
Looks at origin, association labels and the story behind the product. Seeks products that sharpen the store’s specialist profile.
Wholesale · Distribution · Export
Distributors from Germany and abroad
“Can I sell this in my market, and can I rely on you?”
Half of all visitors travel from abroad. They check certifications, shelf life, volumes and your willingness to build a market together.
Out-of-home market
Restaurants, catering, food service
“Does this work in my kitchen and in my quantities?”
Thinks in pack sizes, processing and cost per portion. A channel of its own, with plenty of room for new products.
These perspectives feed into positioning, arguments and the work with the digital twins.
BIOFACH 2026
~32,000trade visitors
50%from abroad
~2,200exhibitors
~90exhibitor countries
Figures: BIOFACH 2026, NürnbergMesse closing report.
Team
Three specialists for your success.
You work directly with us in the sessions and in the deep dive.
German sessions
Victoria Ullbricht
Leads the German-language sessions, from positioning and the Visitor Journey to the final check before the fair.
Lead capture
Linda Frahnke
Sets up digital lead capture with you: what you record about each conversation, who in the team takes care of what and how you follow up afterwards.
English sessions
Lars Lockemann
Leads the English-language sessions.
Method
Clarify first, then communicate.
The MesseCode method leads in seven levels from the question “What do we want to achieve at this fair?” to a plan that holds. Developed from our work on hundreds of trade fair projects.
See the seven levels
- 01GoalsWhat should be different after the fair
- 02Company and market roleHow you position yourself in the market
- 03Product and service logicWhat you show at the fair
- 04Ideal customers and decision-maker rolesThree people with names
- 05Argumentation architectureWhat should stick
- 06Touchpoint logic at the standWhere you reach your target visitors
- 07Visitor JourneyOne plan for before, during and after
The next step
BIOFACH starts well before the first day of the fair.
The sooner you know whom you want to meet, what you will say and what should happen after a conversation, the more you get out of your trade fair opportunity.
Join the programme now →You can catch up on the sessions. Lost preparation time you cannot.
Frequently asked questions
Who is the programme for?
For BIOFACH start-ups in the Young Innovators and International Newcomers areas.
What is the difference?
Young Innovators are start-ups based in Germany. International Newcomers are international start-ups based outside Germany.
Can I join later?
Yes. The open sessions are recorded. You catch up on past content and join the upcoming sessions live.
Do I have to attend live?
No. Attending live is useful because you can ask questions. It is not required.
How do I get into the small groups?
Work through the preparation sessions, use the Playbook, complete and submit your Workbook.
How do I get access to the digital twins?
Once you have completed the preparation and submitted your Workbook.
What can I test with the digital twins?
For example your pitch, core message, arguments, presentations, banners, invitations and stand communication. You see how your communication comes across from a target group’s point of view.
What does LeadSuccess include?
Preparing digital lead capture: which information you record, which questions you ask, who in the team takes care of what, which communication follows and which contacts you follow up first. The LeadSuccess licence is available to all BIOFACH exhibitors at no extra cost. In the programme we set it up to match your conversations.
How do I get a LeadSuccess 1:1?
You need to have worked through the Playbook and Workbook. There are ten places, first come, first served.
Is the programme available in English and German?
Yes. The open sessions are offered separately in both languages.
How much time do I need to set aside?
You work on things you need for your BIOFACH anyway: target visitors, pitch, invitation, stand communication, conversations, lead capture and follow-up. The programme gives this work a structure.
What does it cost to take part?
Taking part is free of charge for Young Innovators and International Newcomers. The programme is funded by the NürnbergMesse Startup-Hub.