• Exhibitors | How & Why to Exhibit at the ICDA EXPO

Purpose built outcomes not just exposure 

24-25 JUNE 2026 ·

STAFFORDSHIRE 
COUNTY SHOWGROUND

CONNECTING DAIRY'S FUTURE

  • [About]

The International Cheese & Dairy Awards  and EXPO is the trade-only platform where cheese and dairy business gets done. Under Dairy Connect | Connecting Dairy’s Future (24–25 June 2026, Staffordshire County Showground), the EXPO unites retail, foodservice and technical decision-makers alongside the world’s most trusted awards.


If your goals include listings, menu placements, distributor agreements, or technical partnerships, this is the venue designed to convert conversations into measurable ROI.

  • [At a glance]

Why exhibit: the value proposition

One event, three core elements of growth

  • Credibility — Exhibit alongside ICDA Awards and the Winners’ Showcase.
  • Access — Meet retail buyers, chefs and operators, distributors and wholesalers, plus technical and procurement leaders.
  • Acceleration — Buyer meetings and content theatres compress months of outreach into two days.


What you can achieve

  • Secure retail trials, listings, and seasonal features
  • Win menu placements and group specifications in QSR, casual dining and contract catering
  • Build distributor and import/export routes
  • Progress technical projects (packaging, filtration, processing, QA, sustainability)
  • Launch innovation with live product proof (chef demos, tastings, case studies)

Who should exhibit & sponsor

  • Dairy brands and manufacturers (cheese, butter, yoghurt, dairy alternatives within dairy portfolios, cultured and ingredients)
  • Artisan and specialist producers targeting deli, farm shop and premium retail
  • Suppliers and solution partners: packaging, processing & filtration, energy & water efficiency, cold-chain, hygiene, testing, data & traceability
  • Distributors and wholesalers seeking new lines and channel growth
  • International pavilions and trade bodies promoting country portfolios and export

EXPO 2026 Floorplan

Plan your position early. The 2026 floor plan is now live, and prime locations adjacent to high-traffic features are being secured quickly.


  • ICDA Awards’ Showcase Hall (retail pull)
  • Chef’s Kitchen (operator pull)
  • Theatres (continuous seated audiences)
  • Networking Lounge


What books fastest: corner sites, 2–3 open sides on main aisles, stands opposite features, and international stands.


If adjacency to a specific theatre or attraction is critical to your proposition (e.g., packaging near Sustainability content, mozzarella near Chef’s Kitchen), flag this on enquiry - allocations are made on a first-come basis.

How to secure your stand

  1. View the 2026 Floor Plan — identify your preferred zone, aisle, and size.
  2. Define your objectives — retail, foodservice, technical; product categories; demo/sampling needs.
  3. Request a reservation — we’ll place a temporary hold while we finalise your booking.
  4. Confirm & activate — lock in your space, upload assets for the website/app, and opt into the Hosted Buyer Programme.


Space is being booked early. To confirm your preferred location, please reserve as soon as possible.


Corner and feature-adjacent plots are limited and allocated in order of confirmed and invoiced reservations.

How to secure your stand

  1. View the 2026 Floor Plan — identify your preferred zone, aisle, and size.
  2. Define your objectives — retail, foodservice, technical; product categories; demo/sampling needs.
  3. Request a reservation — we’ll place a temporary hold while we finalise your booking.
  4. Confirm & activate — lock in your space, upload assets for the website/app, and opt into the Hosted Buyer Programme.


Space is being booked early. To confirm your preferred location, please reserve as soon as possible.


Corner and feature-adjacent plots are limited and allocated in order of confirmed and invoiced reservations.

  • [Agenda]

Audience focus by day

24-25 June 2026 ·

Staffordshire County Showground

Day 1

Retail Focus, ICDA Awards & SDT Symposium

  • High-intent retail audience: buyers, category leads, brand owners.


  • ICDA judging of over 4,500 entries throughout the day
  • Main-stage market outlook sets commercial tone and priorities.
  • Retail Theatre tackles margin mix, own label vs brand, promo effectiveness, waste, and shopper personalisation.
  • Technical & Sustainability Theatre discusses targets, filtration and yields.
  • Innovation cadence: retailer spotlights and chef-led retail-ready demos.
  • Structured networking: hosted buyer meetings, networking lunch, curated floor tours.
  • Artisan Showcase


  • Evening SDT Summer Conference dinner consolidates relationships and thought leadership.

Day 2


Foodservice Focus & ICDA Awards Presentation

  • Audience pivot to operators, chefs, distributors and procurement.
  • Foodservice Theatre: dairy ingredients and the impact on menu engineering.
  • Technical & Procurement Theatre: energy/water retrofits, cleaning & audit-proof SOPs, logistics traceability.
  • Chef’s Kitchen converts products into scalable dishes (sauces, pizza performance, desserts).
  • Networking: hosted buyer meetings, Buyers’ Tasting opportunities, Artisan Showcase.
  • Awards Drinks Reception and ICDA Awards Presentation, media opportunities and EXPO close.
  • [Faqs]

Questions? We've Got You.

  • Can I sponsor without exhibiting?

    Yes - packages exist for content, features, and streaming.

  • Do I have to enter the Awards to exhibit?

     No - but dual participation increases buyer interest and credibility.

  • Will you introduce me to buyers?

     The Hosted Buyer Programme and the networking lounge create structured introductions.

  • Can international producers participate?

    Absolutely - country pavilions and ICDA Country Ambassadors support entries and market access.

  • Is the EXPO trade-only?

    Yes. The audience is retail, foodservice and technical professionals.

Reserve your spot at the intersection of cheese, dairy, retail and foodservice.