The Food Show Auckland 2011 continued the event's long run of success, attracting 37,007 eager foodies to the ASB Showgrounds from 28 to 31 July.

The very best of domestic and international food, drink, and kitchen equipment was sampled and bought, and cash registers rang all day every day. Hundreds of exhibitors went away with big smiles on their faces after visitors spent an estimated $4,608,200 - a massive 10% increase on the 2010 show.

"The Food Show Auckland consistently delivers a huge, qualified audience of between 35,000 and 40,000 visitors, year after year," says Dona White, CEO North Port Events, the company that organises the show.

"Almost all those visitors (97%) buy products at the show, and the amount they spend keeps increasing. This year's audience, which was 68% female, spent an average of $124.50 each - that's an incredible 20% up on what they spent per head in 2010."

This may be a reflection of the increase in the percentage of people with incomes over $71,000 - a 17% increase to 59% - combined with renewed marketing strategies. Probably the most important of these strategies was a completely revamped website (www.foodshow.co.nz) featuring improved search functions, more promotional options for exhibitors, and the ability for visitors to compile their own itinerary of things they want to do at the show.

This year's show also marked the launch of several new features that proved wildly successful, including The Loaf & Weston Milling Baking Theatre, and The Food Show Masterclass Series of exclusive seminars.

"Overall the highly positive results for visitors and exhibitors are a testimony to the reliably solid performance of this show that has been proven over many years," says Dona White. "The feedback we're receiving by email and via social media from visitors, exhibitors, and chefs is absolutely fantastic.

"The New Zealand food and beverage industries are displaying real strength at present and helping to protect our economy from the financial crises affecting other markets. At The Food Show, we're extremely proud to support this trend, providing a vital face-to-face marketing vehicle that enables Kiwi businesses to connect with their key audiences and make new sales.

"At the same time, our amped-up online presence is future-proofing our offering by providing effective avenues for peer-to-peer marketing and other promotional opportunities before, during, and after the show."