INTERVIEW with Ana Rodríguez. New director of Iberzoo+Propet

After eight editions, Iberzoo Propet has a new commercial team. How do you feel about this new stage?

Very excited and with a great sense of responsibility. The truth is that it's a massive challenge. We know the fair is firmly established, and the team that has led it since its inception has done an excellent job, consistently receiving professional approval and, in many cases, an emotional response from exhibitors and collaborators. So, we have set the bar very high. It is important to highlight that this new team was also present in the early editions of Propet, so they have proven experience and a deep understanding of the sector. Fortunately, we are starting on a solid foundation and have the support and combined efforts and accumulated knowledge of all those involved under a shared project vision.

What are the objectives of this new phase?

Processes of change, such as the one we are experiencing when they occur at the peak of a project's success, always generate new synergies in a positive direction. The consolidation phase has already been successfully surpassed. The uncertainties are behind us, such as whether we should stick to two working days or move to three working days for the event, and it has been demonstrated that the fair has maintained, if not increased, its numbers of exhibitors and visitors, both national and international.

Now we must find new formulas and new avenues to leap forward, not only in physical dimension but also in defining the message and territory of Iberzoo Propet. We have strategic options in this regard that we must work on step by step, creating an even more attractive project with added value so that participants can maximise profits from their visit and investment.

What are avenues for growth?

On previous occasions, the organising committee has established some of the foundations that we believe are part of the natural territory of the fair: the relationship with the Latin American market, our commitment to entrepreneurship and innovation as defining elements of the fair, and above all, identifying activities and sectors that add value to the value chain through their progressive implementation in the pet care market, including tech companies, manufacturers, and content creators.

Could the Madrid factor be a key element in attracting a larger international audience?

Absolutely. And the committee is clear that this is one of our main assets for growth.

Fairs are physical and experiential. The business is a consequence of this. That is their great value. And Madrid leads the imagination in this respect. When you mention the city, there's not much more to explain.

Today's fairs are, I would dare to say, sensory, person-to-person experiences, and nothing can replace that—not a video call or a digital platform, which should act as an indispensable support in many cases for that commercial relationship.

In this regard, the Live Connect platform has established itself as an essential tool for networking and optimising time at the fair during the day.

Once the doors of the exhibition centre close, the fair continues. That's the time to socialise and strengthen ties with clients, suppliers, collaborators, and others. A fair is a unique experience.

Given that the event is relatively new, what role can it play in the future of the professional trade fair ecosystem within the international pet care context?

This sector is experiencing marked growth worldwide. More brands and products are appearing all the time. It is a very dynamic sector, encompassing food, technology, services, accessories, and supplements, so laboratories, manufacturers, and distributors must move quickly to seize market opportunities and show up where they can showcase their products.

In Europe, we have two benchmark fairs with a long history in the sector: Pats in the UK, Interzoo in Nuremberg and Zoomark in Boulogne. We need to work hard to find our niche, our identity, and our values to attract the attention of the market. That is what we are doing. We know their managers visit us every year and closely observe the Iberzoo Propet model.

How would you define this model? What are its characteristics?

It is characterised by its openness to the entire sector, without exceptions. Its cross-sector nature marks it. We want a fair that brings together the entire value chain of the sector, allowing exhibitors and visitors to optimise their visit and introduce them to other areas that can act as generators of synergies. And this approach has been a success.

Iberzoo Propet is a unique model where a stand for accessories or toys shares space with a laboratory or a brand of snacks. It is an unprecedented formula that targets two audiences: the veterinary professional and the retail trade or pet shop, which increasingly share the same audience—the pet parent.

This should be the value of a fair: a reflection of the vitality of a market and being attentive to the trends that develop within it to give it visibility. Fairs should showcase new products and serve as a generator and catalyst for new content.

What importance do professional organisations in the sector hold for the organisation of the event?

They are essential to us. At IFEMA, we act as the facilitator, the technical part that ensures everything is in its place. That everything works. We aim to use all resources at our disposal to ensure that both exhibitors and visitors have a memorable experience in terms of achieving everything they intended when booking their space or purchasing their tickets.

All of this operational and logistical work, as well as assistance guiding and consulting for exhibitors, requires adaptation to a script shaped by the specialists in the sector. We have a great orchestra, and we need good scores. Therefore, the role of the main associations in the sector is crucial, as they help us write the script and act as a filter. AMVAC, AEDPAC, Veterindustria, and CEVE connect us to the pulse of the industry and greatly facilitate everyone's work.

We have already mentioned the ambitious plan of parallel activities for this edition. What is your strategy in this regard?

As I mentioned, a fair must be engaging. It must have an element of surprise. Things need to happen. We should create expectations for the visitor. We want them to leave with something more than they expected. That is why it is important to have product and service presentations, highlighting launches that brands choose to announce at this event rather than anywhere else. We work hard on this aspect.

Another key element is to give a voice to prestigious and influential experts in each area. This allows visitors to learn, observe trends, listen to insights, and, most importantly, share or debate them in situ. Knowledge, contacts, and exchange are crucial to ensuring the appeal of a professional event.

A wish for the fair in the future?

Iberzoo Propet should become an international reference point in the pet care sector. Spanish companies and brands already enjoy significant prestige in markets such as Latin America and Asia. More and more emerging companies are becoming established, and we already have an internationally recognised ecosystem of entrepreneurs.

Many success stories took their first steps at Iberzoo+Propet and are now well-recognised successful companies. We want to help this sector grow and contribute as much as possible to the inclusion of pets in our society by promoting the growth of companies and supporting them on their journey towards social impact.

Lastly, and on a personal note:

Do you currently have or have you ever had a pet? If so, what kind?"

From the age of nine to 21, I had a female Dalmatian; she was part of the family. Currently, I have a beautiful, long-haired female German Shepherd who is incredibly protective of the whole family.

What does this relationship mean to you?

Honestly, I never personally use the term 'pet' when referring to her. It is true that having a dog can tie you down to some extent, such as when it comes to travelling, but that is more than compensated for by seeing her trusting expression every day.  I always say that there are seven of us in the family, and she is included, as our recreational decisions are made with her in mind, for sure.