Following extensive research, William Reed Business Media has rebranded its Foodex Meatex show. The new Foodex 2010 will take place at Birmingham's NEC on March 21-24 next year.

Although Foodex Meatex represented the entire food sector, it has been perceived as an exhibition that focuses mainly on meat. The new look communicates the broad appeal. Show manager, Daren Rose-Neale, said: "The new branding is vital for the future development of the show and will target all major sectors: meat, fresh, dairy and beverages."

A number of initiatives, such as the Meatex Top 50, preserve the show's meat-based heritage.