Success Stories
MiAdelita GmbH: Trade fair participation with minimal effort – and maximum impact
Nov 4, 2025
Founded in 1995, MiAdelita GmbH in Au on Lake Zurich is the largest Swiss producer of fresh corn tortillas and chips. The company's range also includes wheat tortillas, sauces, and other Mexican products. To promote their brand abroad, the decision-makers at MiAdelita rely on trade fairs—and on the support of S‑GE. Christoph Gsell, Managing Director of MiAdelita GmbH, explains the reasons.
In which markets are you active?
Besides Switzerland, we are currently focusing on the United Kingdom, Saudi Arabia, Kuwait, and Israel. To ensure further growth, we must target new markets. After the completion of our planned new building in the Canton of Glarus, we will also address the Nordic countries.
What is the importance of trade fair presence for your company?
Participation in trade fairs is very important for us. Since more than two-thirds of our products are produced in organic quality, we regularly attend the world's leading trade fair for organic food – BIOFACH in Nuremberg. As a small company, we have chosen to participate under the umbrella of the SWISS Pavilion by S-GE. We aim to better understand the Scandinavian market at the Nordic Organic Food Fair in Malmö, Sweden: In November 2023, a representative from S-GE will visit the fair and approach potential new customers on our behalf.
How do you prepare for participation in a trade fair?
Before a trade fair, we need to get to know the local market. Therefore, we gather information about local retailers – and, of course, about the prices of comparable products.
The collaboration with S‑GE is both professional and collaborative. The organization's representatives know us and are happy to accommodate our needs. At the SWISS Pavilion, we consistently encounter the same project managers and are familiar with the other participants. It's almost like coming home.
Christoph Gsell
CEO, MiAdelita GmbHWhat services does S-GE offer you?
Participating in a trade fair under the SWISS Pavilion banner offers us a kind of “All-Inclusive” package: S-GE brings the infrastructure we desire, sets everything up, and organizes the entire event - from coffee to lunch and even the contact with potential new customers. The staff in project management are extremely effective and consistently helpful. When attending BIOFACH, we basically only need to ensure we have a hotel room – and enough samples of our products.
How does a trade fair appearance within the SWISS Pavilion framework work?
Usually, eight to ten companies participate; depending on the trade fair, these are often the same year after year. We all see ourselves as a team. This is evident in the shared hospitality area, which is not only used for customer care but also for informal contact with industry colleagues and competitors. The smallest booth with a six-square-meter area is ideal for us. S-GE, however, offers exhibitors a flexible concept, allowing easy growth if needed.
What else does S-GE do for you?
In the United Kingdom, as part of a pilot project, S-GE organized a Virtual Store Check for us: A project manager on-site with a camera enabled us to visit various shops “live.” We have also participated in S-GE’s Buyer’s Day in Zurich, where we secured a renowned delicatessen retailer with five stores in Munich as a client.
What is your tip for a Swiss SME that wants to participate in a trade fair for the first time?
Do it with S-GE! Seriously: Participating in the SWISS Pavilion allows maximizing returns with minimal effort. You can also try out a trade fair. For instance, we had no idea about the market in the United Kingdom. But thanks to our presence at the International Food & Drink Event 2022 in London, we found a distributor for our products with S-GE's help.
