Gourmet Popcorn brand, Joe & Seph’s, has attributed the success of its airline business to its award-winning flavours, airline specific packaging & exhibiting at WTCE for nine years.
The company, which is returning to the 2025 event with its own brand-new stand space and some exciting new products, believes the show is directly contributing to the 20% growth in its aviation sales and is looking forward to expanding this further this year.
What began as a humble kitchen-table business, founded with a passion for creating high-quality, gourmet popcorn, is now served onboard many global airlines and is committed to offering unique products that cater to diverse consumer tastes.
Known for its innovative flavours and exceptional packaging, the company has won numerous Great Taste Awards for its tailored popcorn solutions which have solidified its reputation for quality, and its products have become a sought-after choice among airline catering partners.
Joe & Seph’s decision to exhibit at WTCE came six years into its business journey. At the time, the company was looking for opportunities to extend its reach within the airline catering industry.
The event proved to be a turning point, connecting the owners with key industry players and helping secure critical partnerships with multiple airlines. This exposure at WTCE allowed Joe & Seph’s to tap into new markets, positioning the brand as a strong contender in the aviation sector.
WTCE attracts a wide range of professionals from the airline catering and onboard services industries, including representatives from airlines and catering service providers. Joe & Seph’s experience highlights the importance of face-to-face interactions in establishing new relationships and securing valuable contracts.
Adam Sopher, Co-founder of the company, points to the ability to meet face-to-face and offer product tastings to potential customers as one of the most important elements of WTCE: “Meeting with people in person at WTCE is essential for us as a food supplier to airlines. It means we can show them our products, let them touch and taste them and then have a discussion about how they would work onboard.”
One of the most valuable aspects of attending the event is the opportunity to gain insights directly from potential clients. By engaging with industry professionals, Joe & Seph’s was able to understand emerging trends, consumer demands, and specific needs within the airline industry.
According to Sopher, “Feedback received during WTCE has led us to adapt our product lines and tailor offerings to meet the unique requirements of airline partners. Only this morning I received an email from an airline that we met at WTCE asking about size options for packaging.
“And when it comes to flavours, the event provides the perfect opportunity to talk about what works regionally and locally and what doesn’t – for example, caramel is one of our best-selling products but that doesn’t work in some countries, so it’s great to be able to get that instant feedback.”
Exhibiting at WTCE provided Joe & Seph’s with the perfect platform to showcase its products to a global audience. The stand highlighted the company’s bespoke popcorn offerings designed specifically for airlines, emphasising key features such as eco-friendly packaging, a variety of pack sizes and formats, premium taste and minimal mess.
At this year’s WTCE, the company will once again be showcasing its flexibility in creating tailored solutions for its airline clients, as Sopher continues: “We have adapted our product significantly for airlines this year to make it even more appropriate. This includes removing the excess air from our packaging which makes the pack smaller and means more can be fitted into a trolley drawer as well as making the pack itself thicker.
“We have also been working on the product itself and have added an extra coating onto the popcorn to make it stronger and less likely to break up in the air.
“Historically, popcorn has garnered a reputation for being a bit messy as it can have a tendency to break up into small pieces, but this isn’t the case with ours as the extra coating gives it greater protection and makes it more flavoursome. Not only that, we do all this without adding any artificial flavours, colours or preservatives.”
The products are also gluten-free and vegetarian making them suitable for different groups of passengers with varying dietary requirements.
The event also provided an opportunity for Joe & Seph’s to demonstrate its flexibility in creating tailored solutions for clients. By showcasing its ability to develop bespoke popcorn flavours and packaging for different airlines, the team proved they could adapt to specific customer needs, such as seasonal flavours and branding requirements.
“As a small business, we are fairly nimble and fleet of foot; we can have a conversation with an airline about a specific flavour or seasonal requirement one day and put it into production pretty quickly – an example of this is the Eton Mess flavoured popcorn we created for an airline to celebrate the King’s Coronation.
“This highlights the beauty of working with a company like ours; we are small enough so that we can be flexible to create the right products at the right time at the right price, but also we’re big enough that we have our own production so we can control our own destiny!”
This adaptability resonated strongly with potential airline partners at WTCE, making Joe & Seph’s a preferred choice for companies looking for a supplier that could cater to unique demands.
Joe & Seph’s success story at WTCE underscores the numerous advantages of exhibiting at this prestigious industry event. Through strategic networking, gaining valuable market insights, promoting its products, showcasing adaptability and enhancing its brand reputation, the company capitalised on the exposure to grow its presence in the competitive airline catering market.
Sopher concluded: “WTCE has been a hugely important part of our business journey. The travel industry has become a key focus for us, and we are keen to continue to grow that year-on-year. We have a great product, that we know is perfect for airlines, and we are excited to keep building on that success and working with our partners to create delicious, clean, healthier snacks for passengers to enjoy.”
For businesses looking to expand their reach, connect with key industry stakeholders, and elevate their brand presence, WTCE provides an unparalleled opportunity. By participating in events like WTCE, companies can position themselves for future success and unlock new opportunities in the rapidly evolving global marketplace.
WTCE is a key event for industry leaders in the airline catering and onboard services sectors, providing a dynamic platform for companies to network, showcase their products and explore new opportunities.
The event is co-located with the industry-renowned Aircraft Interiors Expo (AIX). Both shows will be taking place at the Hamburg Messe from 8-10 April 2025 and will come together to provide passenger experience professionals with the opportunity to network and explore new products, services, and solutions.
For more information on World Travel Catering & Onboard Services Expo 2025 and to register for free, please visit: https://www.worldtravelcateringexpo.com/en-gb.html