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Brintex confirms LIWF 2012 to remain at ExCeL

After considering the best facilities for hosting the event, it is confirmed ExCeL remains the most suitable venue.

The Earl's Court site is to be redeveloped after the 2012 Olympics and it is not taking any exhibition bookings after the end of next year.

Olympia has been ruled out due to excessive heat under its glass roof and cramped aisle conditions, that led to calls for the show to be moved in 2001.

James Murray, event director, said: "We consider the choice of venue for the LIWF to be an important part of the event's overall appeal.

"Bearing in mind the revelations about the future of Earl's Court and Olympia though, it's difficult to imagine how the show could develop at either location.

"The next best option would be Birmingham's NEC which we don't believe fits the profile of the show."

"Regardless, ExCeL is probably the UK's best exhibition venue."

Murray added: "Its modern, air-conditioned, pillar-free halls are good for staging a tasting-driven event such as ours, and being on the doorstep of City Airport, it's extremely popular with many of our international visitors.

Despite attracting nearly 14,000 visitors in May, the third highest total in the event's 31 year history, Brintex has confirmed  it is determined to demonstrate a closer affiliation with the trade.

Marketing director, Will Broadfoot said: "We're examining every conceivable opportunity to develop the event for the future.

"Regardless of the venue, exhibitors and visitors expect to see more than just a trade exhibition.

"We're in constant contact with producers, retailers, importers, restaurateurs, hoteliers and the international trade at large to deliver a world-class event that works at every level.

"Expect some changes for 2012."

The next LIWF will take place at London ExCeL from 22-24 May 2012.

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