Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Umami Arena is set to be the leading event for professionals in the food and beverage sector, taking place from 16 to 18 February 2027 at NOVA Spektrum in Lillestrom, Norway. This trade show will feature a wide array of exhibitors, including major brands and local producers, showcasing innovations and trends in food and drink.
Attendees will have the opportunity to network with key decision-makers and explore the latest products and services in the industry. Umami Arena takes place in.
TL;DR
- 1Dates and Venue: Umami Arena takes place from 16-18 February 2027 at NOVA Spektrum, Lillestrom, Norway.
- 2Scale and Focus: This event is the largest gathering for the food and beverage industry in the Nordics, showcasing a diverse range of products.
- 3Organiser: The event is organised by NOVA Spektrum, a key player in the exhibition industry.
- 4Buyer Authority: Expect to meet decision-makers from hospitality, retail, and food production sectors.
- 5Entry: Tickets are available online, with various options for exhibitors.
Why visit
Umami Arena is the meeting point for Norway's food and beverage trade at NOVA Spektrum in Lillestrom.
Why exhibit
Exhibiting at Umami Arena offers companies the chance to showcase their products to a targeted audience of decision-makers. Expect to meet decision-makers from hospitality, retail, and food production sectors. Tickets are available online, with various options for exhibitors.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Decision-makers in the food and beverage industry
Hospitality professionals from restaurants and cafes
Retail buyers from grocery and convenience stores
Catering service providers
Food producers and suppliers
Logistics and distribution professionals
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Food and beverage manufacturers
Equipment suppliers for the hospitality sector
Packaging and production companies
Hygiene product suppliers
Interior design and concept firms
Beverage producers including cider, beer, and wine
Product categories
Key solution areas showcased across the event.
Fresh and frozen seafood
Meat, charcuterie and ready meals
Dairy, cheese and eggs
Bakery, pastry and confectionery
Fruit, vegetables and fresh produce
Plant-based, free-from and health foods
Groceries, deli and convenience products
Cider, beer, wine and spirits
Soft drinks, coffee and tea
Kitchen, foodservice and refrigeration equipment
Hygiene, cleaning and food-safety systems
Packaging, labelling and shelf-ready presentation
Interior and concept design for restaurants and food retail
Location & Facilities
Venue
NOVA Spektrum
Messeveien 8, 2004 Lillestrøm, Norway
Facilities
Parking
NOVA Spektrum in Lillestrom typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: NOVA Spektrum in Lillestrom typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at NOVA Spektrum for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Event days & opening times
DayOpening hours
16 – 18 February 2027:10:00 AM – 6:00 PM daily
How the last edition performed
Previous edition
Last edition
—
Completed
Exhibitors: 401
This edition
—
Visitors: 20,891
Next edition
Not announced yet
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Lillestrom, NO
Why it matters
On 2027-02-16 to 2027-02-18, Umami Arena in Lillestrom covering Food and Beverage, Machinery and Equipment, Hygiene Solutions, Interior and Concept Design, Packaging Production, Cider, gives food buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · NOK
Hotel tiers
A range of accommodation options near the venue and across key areas.
Lillestrom town centre - economy
economy
LillestromUSD 110–160 / night
Walkable to Lillestrom stasjon and bussterminal; confirm breakfast and cancellation terms.
Lillestrom station area - midscale
midscale
LillestromUSD 160–220 / night
Convenient for Vy regional trains and Ruter buses; good base for show days.
NOVA Spektrum vicinity - upper midscale
upper midscale
LillestromUSD 220–290 / night
Shorter transfer to the fairground; rates rise around major events.
Oslo city centre - business
business
OsloUSD 190–320 / night
Use rail between Oslo and Lillestrom; allow extra time in snow or ice.
Local transport
Get around the city with these convenient transport options.
Regional rail
Estimated costCost TBA
Best forOslo Airport (OSL) to NOVA Spektrum
Vy regional trains serve Lillestrom stasjon; check show-day departures at vy.no.
Local bus
Estimated costCost TBA
Best forLillestrom bussterminal and town centre to NOVA Spektrum
Ruter zone ticket; buy in the Ruter app or at a ticket machine.
Taxi
Estimated costCost TBA
Best forLillestrom centre hotels to NOVA Spektrum
Use a licensed taxi rank or pre-book; confirm meter or fixed price at pick-up.
Parking
Estimated costCost TBA
Best forNOVA Spektrum on-site car park
Paid parking at the venue; arrive early on show days and allow for winter conditions.
Ride-hailing
Estimated costCost TBA
Best forLillestrom centre and Oslo to NOVA Spektrum
Uber and Bolt are used in the Oslo region; availability in Lillestrom can be limited.
taxi
Estimated costCost TBA
Best forSandefjord Airport, Torp (TRF) to NOVA Spektrum
Weather
February in Lillestrom is mid-winter: expect cold days, frost, short daylight and a realistic chance of snow or slush. Temperatures can hover a few degrees below freezing by day and drop further at night. Pack an insulated coat, gloves, hat and waterproof boots with grip for walking between hotels, Lillestrom stasjon and NOVA Spektrum. Check the forecast before travel and allow extra time for winter transport delays.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Norwegian mobile coverage is strong in the Lillestrom and Oslo area. Check roaming with your home operator or buy an eSIM or local SIM for data; venue WiFi availability should be confirmed with the organiser. Norway uses 230V Type C and F plugs, so bring an adapter if your devices use another plug type. Keep a charged power bank for show days.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Language and business etiquette
Norwegian is the local language, but English is widely spoken in business settings. Exchange business cards, arrive on time for meetings and keep small talk brief before getting to product and pricing.
Money and payments
Norway uses the Norwegian krone (NOK) and is largely cashless. Use a contactless card or mobile payment for transport, parking and food; keep a small cash backup.
Alcohol and licensing
Beverage exhibitors should note that retail alcohol sales are regulated, with Vinmonopolet holding the retail monopoly for stronger drinks. Confirm sampling and licensing rules with the organiser before offering tastings.
Winter travel
February is mid-winter in Lillestrom. Allow extra time for snow, ice and de-icing, wear footwear with grip and check Vy and Ruter disruptions before leaving your hotel.
Tipping and service
Service charges are usually included in restaurant bills. Rounding up or leaving a small tip is optional and more common for good table service.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Flight samples in the listing use 15-19 February 2027 departures and returns, economy, one adult, with fares captured in NOK on Google Flights. Oslo Airport (OSL) is the main gateway for Lillestrom. Book early for February, check baggage allowances separately and confirm whether the fare includes seat selection. Winter weather can affect connections, so allow a buffer before show days.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Lillestrom; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near NOVA Spektrum: Lillestrom: Lillestrom town centre - economy; Lillestrom: Lillestrom station area - midscale; Lillestrom: NOVA Spektrum vicinity - upper midscale.
Ride-hail: Uber and Bolt are the commonly used ride-hailing apps in the Oslo region; coverage in Lillestrom can be thinner than in central Oslo. Pre-book or use a licensed taxi rank for show-day departures, and confirm the price before riding.
Public transit: Ruter operates local buses in and around Lillestrom, while Vy regional trains call at Lillestrom stasjon on the Oslo Airport and Oslo S corridor. Buy Ruter tickets in the app or at ticket machines; fares are zone-based. Use ruter.no/en/plan-journey and vy.no/en/traffic/times to check show-day departures. Lillestrom bussterminal is the main local bus interchange.
Parking: NOVA Spektrum has on-site parking; expect paid parking and card or app payment. Confirm the current event rate and hall access with the venue or organiser before travelling, and arrive early on show days because February weather can slow traffic.
Weather
Plan and pack for the event climate.
Month: February 2027
Temperature: Approx. minus 8°C to plus 1°C by day, with colder nights; treat this as a seasonal planning band, not a forecast.
Seasonality: Precipitation often falls as snow or sleet rather than rain. Snow cover, slush and icy pavements are the main practical concerns around the venue and station.
Packing: Bring a warm winter coat, insulating layers, gloves, a hat and water-resistant boots with good grip. Add a hood or umbrella for sleet, and plan indoor breaks between halls at NOVA Spektrum.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Umami Arena usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Book OSL flights and reserve a seat on a Vy regional train or airport express service toward Lillestrom or Oslo.
Day 2
Reserve a Lillestrom town-centre or Oslo hotel with easy rail access to NOVA Spektrum.
Day 3
Download the Ruter and Vy apps and check zone tickets for Lillestrom bus and rail journeys.
Day 4
Review the exhibitor list and product categories, then book meetings with priority suppliers.
Day 5
Check passport, Schengen visa or EEA ID requirements for Norway.
Day 6
Pack insulated layers, gloves, hat and waterproof boots with grip for snow and ice.; Confirm the airport-to-venue route and a backup taxi plan for winter delays.
Day 7
Save the venue address, organiser contact and schedule offline.
Day 8
Charge phone and payment cards; Norway is largely cashless.
Day 9
Confirm Umami Arena dates, opening hours and hall access on https://umamiarena.no/schedule.; Register for a badge through the official organiser page and save the confirmation.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at NOVA Spektrum
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Umami Arena registration concourse
NOVA Spektrum
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
NOVA Spektrum
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nightsNOK 190.00
- Per diem × 2NOK 150.00
Estimated totalNOK 340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Umami Arena fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Umami Arena, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Food and Beverage and Machinery and Equipment solutions and benchmarking suppliers at Umami Arena in Lillestrom.
Min. budget
$8,495.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Food and Beverage and Machinery and Equipment products who need qualified meetings with the event's trade audience.
Min. budget
$38,227.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Lillestrom show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
What is Umami Arena?
Umami Arena is a food and beverage trade fair at NOVA Spektrum in Lillestrom, Norway. The product mix covers food, beverages, kitchen and foodservice equipment, hygiene, packaging and interior concepts for restaurants and food retail.
Where is Umami Arena held?
The venue is NOVA Spektrum in Lillestrom, south of Oslo. Lillestrom stasjon and Lillestrom bussterminal are the main public transport interchanges for the area.
When is the 2027 edition?
The listing uses 15-19 February 2027 as a mid-February travel window for flight samples. Confirm exact show dates and opening hours on the official schedule at https://umamiarena.no/schedule before booking.
Who should visit Umami Arena?
Foodservice and grocery buyers, chefs, importers, distributors, hospitality operators, packaging and equipment specifiers, and beverage buyers who need to compare Norwegian and international suppliers in one place.
Is Umami Arena open to trade visitors only?
The show is aimed at food and beverage trade buyers, but admission rules can vary by edition. Check the organiser's registration page and badge policy before travelling.
How do I register for Umami Arena?
Use the official organiser site at umamiarena.no to register and check badge collection details. Bring photo ID and your registration confirmation to the venue.
How do I get to NOVA Spektrum from Oslo Airport?
Oslo Airport (OSL) is the main international gateway. Take a Vy regional train toward Oslo or Lillestrom and alight at Lillestrom stasjon, or use the airport express to Oslo S and connect onward. Taxis serve the venue directly; confirm timetables on vy.no and ruter.no.
Is there parking at NOVA Spektrum?
Yes, the venue has on-site parking. Expect paid parking with card or app payment; confirm the current event rate and hall access with the venue or organiser before travelling.
What product categories can I see?
Expect fresh and frozen food, dairy, bakery, seafood, plant-based products, groceries, cider, beer, wine and spirits, soft drinks, coffee, kitchen and refrigeration equipment, hygiene systems, packaging and restaurant interior concepts.
Are food samples available and how are allergens handled?
Many food and beverage exhibitors offer samples. Ask stand staff about allergens and ingredients, and check whether the organiser publishes a sample or tasting schedule.
Glossary
- HACCP
- Hazard Analysis and Critical Control Points, a food-safety management system used by producers, kitchens and distributors to identify and control biological, chemical and physical risks.
- Cold chain
- The temperature-controlled supply chain that keeps chilled and frozen food within safe limits from production through storage, transport and display.
- MAP
- Modified atmosphere packaging, where the air inside a pack is changed to slow spoilage and extend shelf life for fresh food, meat, fish, bakery or ready meals.
- HoReCa
- The hotel, restaurant and cafe segment of foodservice, a key buyer group for ingredients, beverages, kitchen equipment and hygiene products.
- Private label
- Products made for a retailer's own brand rather than a manufacturer's brand, a common route for grocery chains to differentiate ranges and margins.
- Allergen declaration
- Mandatory labelling or menu information that identifies specified allergens in a food or beverage, important for retail packs, foodservice menus and sample tastings.
- Batch traceability
- The ability to track a production lot through the supply chain, used for recalls, quality control and food-safety audits.
- Shelf-ready packaging
- Packaging designed to move from delivery case to retail shelf with minimal handling, often used by grocery and convenience buyers.
- Vinmonopolet
- Norway's state-owned retail monopoly for stronger alcoholic drinks. Beverage suppliers should understand its listing process and the separate rules for sampling and hospitality.
- EEA food law
- The food-safety and labelling rules that apply in Norway through the European Economic Area, covering imports, ingredients, hygiene and consumer information.
- Foodservice distributor
- A wholesaler that supplies restaurants, hotels, canteens and cafes with food, beverages, packaging and equipment, often acting as a route to market for smaller producers.
- Unit dose
- A pre-portioned pack or serving used in foodservice and hospitality to control cost, hygiene and consistency, common for sauces, condiments and cleaning products.
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Also known as
Alternate names and search phrases for this event.
- Umami Arena 2027
- food and beverage trade show in Lillestrom
- NOVA Spektrum events
- Umami Arena Lillestrom 2027
- Lillestrom NO
- Food and Beverage Trade Show Lillestrom 2027
- Hospitality
- Catering
- Food and Beverage Trade Show B2B Trade Expo Lillestrom
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Sources
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References
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Publishers
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Date checked
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Umami Arena
- event_website
- event_program
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NOVA Spektrum
- registration
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.