The NEC is preparing to host its first vegan exhibition – The Thrive Show – which will be taking place at the Birmingham venue over April 28-29 2018 as part of a two-year deal.
The show – which is the brain-child of husband-and-wife team and Veganuary co-founders, Matthew Glover and Jane Land – is aiming to bring together meat-reducers, flexitarians, vegetarians and vegans with a number of large commercial business plus independent retailers, wholesalers, manufacturers and catering, making it the most inclusive and extensive plant-based show the UK has ever seen.
Thrive Show’s Managing Director, Matthew Glover, said: “It was important to us for the launch venue to help us reach the widest audience possible, and, along with being the UK’s No. 1 venue, the NEC has such fantastic connectivity we are able to reach the largest possible audience. The team has been tremendously supportive and they are working with us to get the word out. We have worked with them previously on the FIT show so I already have confidence in the NEC as a great venue.”
Over the past decade, veganism has proved to be a steadily-growing trend reflecting people’s desire for long-term change in their eating habits, and it is showing no sign of abating.
Matthew added: “This is an exciting time for plant-based eating in the UK and Thrive aims to take it directly into the mainstream. We will bring together the brightest, the quirkiest, the biggest and the best of what the UK has to offer. This is an inclusive show, and we look forward to welcoming anyone with an interest in eating more plant foods, for their health, for the planet, for the animals or just because they are interested in this movement.”
The Thrive Show will also feature a learning zone with areas dedicated to health and fitness, cookery, and food technology, while nutritionists and plant-based doctors will give talks in a ‘super theatre’. There is a wealth of brain-power on offer but there is plenty of brawn, too, with a specially-created Muscle Beach where plant-based athletes from many disciplines will demonstrate how plant-based foods have enhanced their sporting performance.
Senior Business Development Manager, David Gallagher, said: “This is going to be a fantastic show and we are delighted that Matthew and Jane are bringing The Thrive Show to the NEC. We have worked with them previously and have confidence in us that we could help make this new innovative show a success.”