Focus Interview with Gabriele Ingwersen of Asia & Middle East Food Trade Journal

Asia & Middle East Food Trade Journal (AMEFT), a trade magazine covering food, beverages, ingredients and processing and packaging, is celebrating its 25th anniversary this year. Here publisher and editorial director, Gabriele Ingwersen, tells us a little more about the title.

About the publication:

Who reads it and how many of them are there?
Our readers are food and beverage professionals in the Middle East and Asia. They are decision-makers in their field i.e. managing directors, general managers, purchasing or production managers, etc. On a controlled-circulation basis, we provide information to a select subscriber database which has been carefully compiled and regularly updated over the past 25 years. We currently print more than 19,500 copies which reach approx. 85,000 readers in over 30 countries.

What subjects do you cover?
Our target group is primarily the manufacturer, so articles focus on ingredients and raw materials, processing and packaging equipment, packaging materials and market trends, new product launches, etc. Sample copies are available for further information. Or see

What makes you different from the other publications in your sector?
The geographical circulation and the editorial content. We know that there is much business between the Middle East, the Indian subcontinent and Asia. On the other hand, we know that western firms – such as ingredients producers or manufacturers of machinery – look to this region as a prime export market with lots of exciting potential – China, India, the GCC states, such as the UAE and Saudi Arabia, to mention only a few. AMEFT Journal thus provides a valuable link between suppliers and buyers in a flourishing market.

Do you produce a features list? Why? Why not?
Yes and no. This year, we’re celebrating our 25th anniversary and have moved away from the usual order of major subjects and industry sectors we previously adhered to. Unfortunately by the time we have determined the mix of subjects in an upcoming issue, it’s usually too late to include additional contributions. But we do look closely at what’s offered – even if much must be rejected because there is always much, much more available than we could possibly include. A pity…

About PRs:

Do you work closely with PRs (e.g. for supplements, round tables, events) or do you keep them at arm’s length?
We do indeed work closely with some. These PR partners have provided excellent case studies, application stories and market reports that were very welcome.

Do you have any advice for PRs?
I think no editor is happy to receive huge files to all available email addresses the PR company could find, taking forever to download and consuming precious time unnecessarily. We also don’t appreciate being at the receiving end of releases with no relevance to the publication whatsoever, leaving the impression that the information has been randomly sent to hundreds of offices. After all, we don’t like to risk reading identical information over and over and over again in several magazines. So even if we’re aware that it’s hard work, I think setting up a specific database tailored to individual requirement and sending out only solicited material pays off eventually.

What information/input from PRs is most useful to you?
We like to have personal contact with PRs and the impression that we can discuss exclusive and personalised articles with the agency and their clients, too.

What’s the best starting point for a PR who wants to tell you about their client?
An email inquiry with a brief introduction. We try to respond immediately.

When is the best time for PRs to contact you & what is your deadline for contributions?
Any time – there’s always a next issue 🙂

About you:

Where have you worked previously and what lead to you becoming publisher & editorial director for AMEFT?
I joined AMEFT in 1989 after having spent a number of years in various industry sectors. The F&B industry is particularly interesting and apart from enjoying the profession I have also benefited as a consumer.

What interests you most about your job?
The rapid succession of new developments and new products. Consumers expect novelties and the industry strives to fulfill the demand. That’s exciting – and disturbing, sometimes – a reason why we include subjects such as animal welfare and environmental protection in the AMEFT feature list.

Describe a typical day at work:
I’m at the PC in my office, on a business trip to conduct interviews, or attending a trade show…

I’d like to have a go at:
You mean in addition to what I’ve done so far? Nothing in particular, really. Everything is quite fine as it is.

Where do you hope to be in five year’s time?
Let me look in my crystal ball later…
[lnk||_self|Asia & Middle East Food Trade (AMEFT)]
[img|jpg|Gabriele Ingwersen]

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