GOTOVO, the four-day international exhibition dedicated to the ready-to-eat food industry, brings together more than 250 companies from 10 countries to showcase equipment, ingredients, packaging, and technological solutions in Moscow. While the exhibitors and their products occupy the spotlight, a diverse workforce of interpreters, booth assistants, hostesses, and models works behind the scenes to ensure that communication flows smoothly, stands operate efficiently, and the event maintains its professional polish.
Interpreters: Bridging Language Barriers in Real Time
At an international trade fair like GOTOVO, interpreters serve as the essential bridge between exhibitors and visitors who do not share a common language. Their role extends far beyond simple word-for-word conversion.
Interpreters at trade fairs typically work in two primary modes. Simultaneous interpreters work in pairs inside soundproof booths, taking turns every 10 to 20 minutes to maintain concentration. The partner who is not actively interpreting remains engaged, monitoring the speaker and ready to assist with terminology, numbers, or proper names that the active interpreter may struggle with. This collaborative approach is critical for accuracy, as interpreters are judged as a team rather than individuals.
For exhibitions with many working languages, a relay or pivot system may be employed, where one interpreter translates the original speech into a common language, and other interpreters then work from that translation into their respective target languages. While this method allows for broader language coverage, it carries risks of information loss through double compression and error propagation.
Consecutive interpreters work differently, often accompanying exhibitors or visitors during negotiations, stand visits, or guided tours. These interpreters must possess not only linguistic proficiency but also familiarity with the technical terminology of the food industry, commercial negotiation practices, and the specific vocabulary of exhibition contexts. The role demands adaptability, as interpreters may shift between formal presentations, casual business discussions, and spontaneous interactions throughout the day.
Preparation is essential for effective interpreting. Professional interpreters study event documentation, including programs, technical specifications, presentations, and glossaries, to build the specialized vocabulary required for discussions about food processing equipment, packaging technologies, and regulatory compliance.
Booth Assistants: The Operational Backbone of Exhibition Stands
Booth assistants, sometimes overlapping with the role of interpreters in exhibition contexts, form the operational backbone of exhibitor stands. Their responsibilities are multifaceted and demanding.
A booth assistant’s day typically involves greeting visitors, managing the flow of people at the stand, distributing promotional materials, and supporting the sales team. They must be knowledgeable about the products or services being exhibited, capable of answering basic questions, and skilled at identifying which visitors warrant deeper engagement from senior staff.
For exhibitors from abroad, a booth assistant may combine reception duties with interpretation, helping to bridge communication gaps during spontaneous conversations with potential clients. This dual role requires the ability to switch between languages quickly while maintaining a professional and welcoming demeanor.
The physical demands of booth work should not be underestimated. Assistants often stand for extended periods, manage crowds during peak hours, and navigate the logistical challenges of a busy exhibition hall. They serve as the first point of contact for visitors, meaning their appearance, attitude, and communication skills directly influence how the exhibitor’s brand is perceived.
Hostesses: Creating the First Impression
Hostesses at GOTOVO serve as the face of the exhibition, both at the entrance and throughout the venue. Their primary function is to welcome guests, provide information, manage registration processes, and guide visitors through the exhibition space.
The role of a hostess at a professional trade fair extends beyond simple greeting. At GOTOVO, where business program attendees include top managers, owners, and specialists from ready-to-eat food producers, retail chains, and HoReCa enterprises, hostesses must be capable of navigating complex inquiries, directing visitors to specific stands or conference sessions, and maintaining a calm, professional atmosphere even during busy periods.
Hostesses also play a role in the ceremonial aspects of the event. At GOTOVO, where annual award ceremonies for bread and gingerbread competitions take place, hostesses may be responsible for escorting award presenters, managing stage logistics, and ensuring that the visual presentation of the ceremony meets the event’s standards.
The appearance requirements for hostesses are typically strict. Event organizers often specify dress codes, grooming standards, and behavioral expectations that align with the brand image of the exhibition. A hostess represents not only the organizing body but also the broader industry that GOTOVO serves.
Models: Beyond Aesthetics
Models at GOTOVO serve a functional purpose that extends beyond mere visual appeal. In the context of a food industry exhibition, models may be engaged for product presentations, stand demonstrations, or promotional activities that require a professional, polished presence.
Exhibition models, sometimes called promotional models, are trained to present products or services, engage with visitors, and represent the exhibiting company in a way that reinforces brand identity. At a food industry event, this might involve demonstrating equipment, showcasing packaging solutions, or simply adding a professional visual element to a stand that helps attract visitor attention.
The distinction between a model and a hostess at exhibitions can be subtle. Models may be more focused on visual presentation and promotional engagement, while hostesses typically handle logistical and informational tasks. In practice, many individuals working in these roles possess overlapping skills and may be called upon to perform a range of functions depending on the needs of the event and the exhibitor.
For GOTOVO specifically, models might be engaged by exhibitors showcasing kitchen equipment, packaging solutions, or finished food products to create visually compelling presentations that draw visitors to their stands. The food industry is highly competitive, and exhibitors invest significant resources in making their presence at GOTOVO memorable. Models who can effectively combine visual appeal with product knowledge and communication skills are valuable assets.
The Collaborative Ecosystem
What unites these four roles—interpreters, booth assistants, hostesses, and models—is their shared function as facilitators of communication and experience. At an event like GOTOVO, which brings together international exhibitors, technical experts, business decision-makers, and industry media, the quality of these support roles can significantly influence whether exhibitors achieve their commercial objectives.
A successful exhibition is not merely a collection of products on display. It is a complex ecosystem of human interactions, and the professionals who work in these supporting roles are essential to making those interactions productive, pleasant, and effective. Whether interpreting a technical negotiation, welcoming a VIP visitor, or ensuring that a stand operates smoothly during peak hours, their contributions shape the overall success of the event.
For those considering careers in these fields, GOTOVO and similar international exhibitions offer opportunities to work at the intersection of language, culture, business, and hospitality. The skills developed in these roles—communication, adaptability, cultural awareness, and professional poise—are transferable across industries and valuable in an increasingly interconnected global economy.
