Company Insight

An Insider’s Guide to the Good Food & Wine Show

Event Director James Laing talks trends, insights, and condiments.

Main image credit: 

From 31st May to 2nd June 2024, the Melbourne Convention & Exhibition Centre was transformed into a gastronomic paradise, showcasing over 350 exhibitors from across Australia.  

Next up – Sydney, Perth, and Brisbane. This year's show sees unprecedented growth, an array of new features, including exciting masterclasses, and an impressive lineup of food and wine experts and exhibitors. Whether you're a seasoned gourmet or simply looking for a delightful day out, the Good Food & Wine Show offers something for everyone. 

Join us as we delve into the highlights of this year's show with insights from the Event Director, James Laing.

Just Food: For those who haven’t been, how would you describe the Good Food & Wine Show?

James Laing: The Show has previously been described as something of a culinary wonderland, driven by our mission to bring together in one place, a broad, varied range of contemporary, quality, and engaging food and wine makers, alongside features that educate, inspire, and entertain.

Over 350 producers will be on hand showcasing everything food and drink related. The show boasts artisan producers, wineries, distilleries, and kitchen appliances. Visitors can visit regional pavilions from the Barossa, McLaren Vale, Clare Valley, Margaret River, and the Pyrenees before taking in a free masterclass or workshop. The Show features a lineup of some of Australia’s best food and wine experts and presenters.

​​​​​​​Just Food: What food and drink trends or themes are you anticipating this year?

James Laing: With around 70% of our audience indicating they are eating out less often due to the rising cost of living, there has been a corresponding increase in people cooking at home and that has led to more interest in pantry staple sauces and condiments e.g., chilli oils, hot sauces, spice rubs and mixes, spreads, pastes, butters, and dressings. 

2 years ago, there was a big uptick in gin exhibitors, but this year whisky seems to be the new big thing in terms of drink exhibitors.

​​​​​​​Just Food: Could you offer some insight into your exhibitors? What type of exhibitors attend, and what draws them to the Good Food & Wine Show?

James Laing: The exhibitor mix at the Show is incredibly diverse. We have representation from small, artisan food and wine producers who are looking to sell their wares, large appliance companies such as Electrolux and Ninja, a myriad of local and intestate wineries and distilleries as well as large FMCG’s. When we launched the Show back in 2001, we very much pitched the event as a marketing platform where brands could launch and sample products and build brand awareness with a qualified consumer audience. Over time, the significant sales generated on site (in excess of $28 million in 2023) have also attracted exhibitors that look to the event as an opportunity to generate revenue. Data capture has also become increasingly important over recent years and many interstate wineries have credited the databases they built from the shows as helping get them through Covid when many of their cellar doors were shut.

Just Food: What’s new this year for visitors?

James Laing: This year has seen unprecedented growth in the number of exhibitors, meaning visitors will get to see a host of new producers for the first time. The Melbourne show is set to feature 35% more exhibitors than it did in 2023, while Sydney will boast 20% more exhibitors than it did last year. 

In terms of new features, this year sees a new Tea Masterclass, a demonstration stage dedicated to cooking with eggs, four reimagined Wine Selectors tasting rooms and a new Champagne Masterclass. In addition, a host of new presenters will join familiar faces Miguel Maestre and Kirsten Tibballs on the main stage. Among the new names are Donna Hay, Sarah Todd, Emelia Jackson and Dani Venn.

The charismatic Miguel Maestre taking centre stage.

​​​​​​​Just Food: What do you hope visitors will extract from the show?

James Laing: One of the main reason visitors attend, is to discover new products, and with over 350 exhibitors there will be no shortage of exciting new things to taste and buy. We also know that visitors come to the show to learn tips and tricks and there are plenty of opportunities to broaden your food and wine knowledge with a diverse range of demonstrations, masterclasses and workshops taking place over the 3 days of the Show. 

Whether you're a seasoned foodie, a wine enthusiast, or just looking for a fantastic day out with friends, the Good Food & Wine Show has something for everyone. With cocktail gardens, sweet treats, and an abundance of cheese, this is an event you won’t want to miss! 
Buy your tickets here.

Exhibitors, come and show the world what you’ve got!

Don’t miss out on the opportunity to join the impressive line-up of companies that are already on board for our upcoming 2024 events! Stand prices start at $2.5k.  

Ready to lock in your position now or want to know more about Sydney, Perth, and Brisbane? Please contact Chloe on the details below.

Contact information

Chloe Hutchinson
Sales Manager

Tel.: 0458 324 563