Award winning events organiser, F2F Events Ltd, has unveiled the latest edition to its growing portfolio, the Free From Trade Show (

The B2B show will run alongside its existing market-leading events, The Allergy & Free From Show, Just V Show, Love Natural Love You and The Eat Smart Show, which all co-locate at Olympia London between 6 – 8 July 2018.

The show will pair influential trade buyers and decision-makers from the retail, wholesale, food service and other distribution sectors with Europe’s premier gathering of food and lifestyle brands who specialise in the free from, plant-based, natural, organic and low sugar / salt markets.

The new show brand represents a formal response from F2F to visitor trends at its aforementioned showpiece collective of London events, which has seen thousands of trade delegates organically attend in recent years, given the allure of over 450 cutting-edge exhibitors in these expanding markets (in addition to a 35,000 strong consumer attendance).


The launch of Free From Trade Show consequently provides a B2B umbrella brand for this London show collective, ensuring trade delegates are provided an appropriate and effective pre-show journey and onsite business experience.

The launch coincides with the announcement of this year’s free-to-attend business conference (, which will take place at the show specifically for trade delegates, as well as F2F’s appointment of Jonas Event Technology to deliver a holistic registration and badging service for all attendees; trade and consumer.

The launch of Free From Trade Show publically cements something the F2F team have been progressing for some time”, said Event Director Tom Treverton, “namely the deliverance of a truly unique and powerful ‘prosumer’ experience – professional and consumer – for our exhibitors, which is unprecedented in scale and quality, and within arguably the most exciting global food and lifestyle markets.

Treverton continued, “Over the last 8 years we have strategically amassed a huge fan-base of trade and consumer attendees; fast approaching 40,000 at our London co-located events. Our objective is to deliver exhibitors the best simultaneous B2C and B2B event in these markets (free from, plant-based, natural, organic, low sugar / salt). We know both audiences are attending and we are driving more of each to the show. We are then adding a raft of tailored content for each visitor type, as well as badging them all, in order to aid the experience for visitor and exhibitor alike.” Treverton concluded, “This is a hugely exciting phase 2, for what we regard as Europe’s largest and most influential consumer and trade event for the health, wellbeing and ‘ethically conscious’ markets.

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.