THANOS
The World Organisation of Funeral Operatives
100
MAGAZINE
WINTER 2022
ALL ABOUT
THE FUNERAL FAIR
100 ISSUES
OF THANOS MAGAZINE
BEHIND US!
OWNERSHIP,
GOVERNANCE
ANDMANAGEMENT
IN THE FUNERAL
SERVICES INDUSTRY
PRESIDENT’S PERSPECTIVE
Dear colleagues and friends,
I
am honored to be opening the exceptional 100th
edition of THANOS magazine. I am proud to have
such a great tradition behind us (in this issue we are
showing just a small part of it) and full of hope for
the further development of FIAT-IFTA – The World
Organization of Funeral Operatives.
I would like to thank all of FIAT-IFTA members for
their invaluable contribution to the analysis of this
issue's topic – trade fairs for the funeral industry.
It was a great pleasure to learn about different
views and the interesting future that lies ahead for
events in our industry. I am convinced that sharing
this knowledge will be an inspiration for trade fair
organizers.
Why have we chosen this topic? Collaboration is at
the core of the work of every successful organization
and entrepreneur. Some of the best places for it to
happen are events – fairs, conferences, training,
social and business meetings. Collaboration can
lead to new business prospects: it combines forces,
draws together different competencies and contacts
and generates new potential for growth – both
in the core business and adjacent areas. This issue of
THANOS magazine offers a lot of inspiring insights.
By definition, industry associations exist to serve
industries, to support developments, and to
represent the industry's businesses and activities.
That is why I invite all FIAT-IFTA members to
become actively involved in the projects we are
undertaking – the development of the Funeral
Heritage Report 2024 on the intangible heritage
of the funeral industry, support for the FIAT-IFTA's
Funeral Exchange Program, the development
and implementation of industry standards,
the establishment of celebrations that honor our
daily service. When we work together, we make
a difference!
I am sure that our international cooperation within
FIAT-IFTA can lead to new business prospects
and the growth of our industry worldwide.
Collaboration needs dialogue and exchange
– so I am looking forward to seeing many of you,
in person, June 7-10, 2023 in Varna, Bulgaria at
FIAT-IFTA's I.C.D. Annual Meeting 2023 or at one of
the funeral events taking place around the World
in the forthcoming year of 2023.
Marek Cichewicz
FIAT-IFTA President
THANOS magazine, the official magazine of FIAT-IFTA
Editor-in-Chief: Katarzyna Supa, e-mail: fiatifta-magazine@thanos.org
Editorial Office: FIAT-IFTA – The World Organisation of Funeral Operatives,
Apolloweg 325, 8239DC, Lelystad – NL
All materials are copyrighted. Reprinting and use of materials requires
permission from the FIAT-IFTA Office. Editors reserve the right to shorten texts
and change the titles of submitted materials. FIAT-IFTA Office is not liable for
the content of advertisements and promotional materials.
Feel invited to create the Thanos Magazine together with us and advertise your products and services: fiatifta-magazine@thanos.org
THANOS MAGAZINE
Marek Cichewicz
FIAT-IFTA President
Photo by Sándor Kerekes for OTEI
THANOS MAGAZINE | No. 100 – WINTER 2022
MEMBERS’ NEWS
100 ISSUES OF THANOS
MAGAZINE BEHIND US!
HISTORY OF THE MAGAZINE IN FACTS AND COVERS
By Katarzyna Supa, funeral innovation researcher, editor-in-chief THANOS magazine
© Katarzyna Supa
There is a great tradition behind us! This is how nearly 100 issues of THANOS magazine looks in one place!
First issue of the THANOS
bulletin – September 1988
1995 – Bulletin turns into
a real professional magazine!
1996 – let's talk about
Digital Death and Internet
1988
1995
2000
2005
2010
2015
2021
No. 100 – WINTER 2022 | THANOS MAGAZINE
MEMBERS’ NEWS
HANOS magazine's 100th anniversary
issue is a good opportunity to dig a little
into the magazine's history. Have you ever
wondered what the first cover might have
looked like and when the whole story of
the official FIAT-IFTA’s magazine starts?
The first issue of the magazine was published
in September 1988, when the organization's
headquarters was in Monaco. The issue was
in the format of a black-and-white computer
printout bound in a transparent cover. We imagine
that only a few or a dozen copies may have been
produced. Jacques Marette (France), president
of FIAT-IFTA from 1988 to 1990 and the first
editor-in-chief, was responsible for preparing
the magazine, which resembled a bulletin rather
than a magazine at the time. The issue was 19
pages long, presenting the organization's board
of directors and its national and active members.
The magazine was bilingual – published in French
and English. Much of the first issue was filled with
an article on the embalming of Ramses II.
For the next seven years, the magazine's cover and
formula remained unchanged until 1995. By then,
issue 18 of THANOS magazine already presented itself
in a new layout and took the form of a real magazine
covering the most current topics in the funeral,
cemetery and thanatopraxy industries. The magazine
was published in three languages, English, French and
Spanish, three times a year.
In 2007, for the first time, a special issue was
published in 5 languages: English, French, Spanish,
Japanese and Chinese. It served as a short bulletin of
the organization but the most important content of
the issue was a list of all FIAT-IFTA members. Further
special issues were published every year until 2012,
when the function of the FIAT-IFTA member directory
was taken over by our website.
In 2017, the magazine had another significant
change in its layout and character. From then
on, it has been published only in English and
strongly based on the knowledge and experience
of FIAT-IFTA members. Becoming a platform
for presenting news, sharing their opinions and
insights, and promoting industry events.
It is wort mentioning that THANOS magazine has
always been among the first to report on the most
important events related to the funeral, cemetery
and thanatopraxy industries, describe the funeral
culture of various countries, give voice to FIAT-IFTA
members and report on the most recent novelties
in the funeral industry. It was 1996 when we first
wrote about Digital Death, the birth of the Internet
and virtual cemeteries. In 1998, we first wrote
about digital memorialization of the dead. In 2004,
we announced that FIAT-IFTA had a website. In
2006, we first reported on fingerprint memorial
jewelry. In 2012, we noted the advent of QR codes
as a tool for accessing expanded information on
a specific topic. In 2022 we wrote about human
composting – burial that turns the body into soil.
We hope to appear for at least 100 more issues
constantly accompanying funeral professionals
and presenting important topics and inspiring
innovations for the industry.
Currently, the magazine can be read online,
in English, 4 times a year. We invite you to follow
future issues on the website and on Social Media
such as Facebook, Instagram and LinkedIn.
All members are constantly invited to be
the co-creators of THANOS Magazine, by sharing
their news and experiences as well as having
the opportunity to showcase their products and
services. Let’s our magazine and website truly reflect
the funeral industry Worldwide.
2010 – special issue
drafted in 5 languages!
2013 – we write about
what matters
2017 – FIAT-IFTA members
are in the spotlight
THANOS MAGAZINE | No. 100 – WINTER 2022
Call for entries to
Heritage Report 2024
We have already started working on the next edition
of the Funeral Heritage Report, which will be published
in 2024. The publication will be translated into Chinese,
Spanish and French. All FIAT-IFTA members and those
with knowledge of intangible funeral heritage are
invited to contribute to this unique publication and
submit any cultural expression within the funeral
industry which you believe is important and worth
sharing and preserving.
The report is part of the commitment we have with
our membership with UNESCO to safeguard Intangible
Funeral Cultural Heritage and helps our industry to
share, learn and hopefully safeguard funeral traditions
and customs associated with death, funerals and
bereavement that still exist today around the world.
UNESCO recognised as Intangible Cultural Heritage:
oral traditions and expressions; performing arts;
social practices, rituals and festive event; knowledge
Epic parade of hearses breaks
world record
Funerex Africa, a trade expo and motoring
experience for funeral professionals on the African
Continent, has officially been awarded the Guinness
World Record for the Largest Parade of Hearses,
with a 122-strong procession of hearses. This
Guinness World Records attempt was led
by the 2022 winners of the FuneralCar Formation
Driving Competition, SFS Style Funeral Services.
On 17th March 2022, hearses of every shape
and size lined up on the 4.522km Kyalami Grand
Prix Circuit in Midrand in an attempt to break
the previously held record of 107 hearses, set
by the Netherlands in 2012.
Funerex Africa and FuneralCar CEO & Founder, Rachel
Stead, says leading up to the expo, the funeral
industry had been dealing with the multiple
challenges presented by the Covid-19 pandemic.
“The industry was a key player during the pandemic,
with reports suggesting it grew by about 12% annually
in response to the significant number of deaths caused
by the infectious disease. Being at the forefront of
this increase in deaths affected the wellbeing of
many funeral service workers in various ways. It was
a difficult time for everyone working in the industry and
the record-breaking attempt presented an opportunity
for everyone to come together and do something
and practices concerning nature and the universe;
traditional craftsmanship.
The deadline for submission is 31st May 2023, this
enables us to review the information received, make
necessary changes, translations and start working on
the graphic design for publication in 2024. However,
please do not wait until then. The earlier you submit
the better it is.
Please send your entry to info@thanos.org
or fiatifta-magazine@thanos.org
uplifting and prove that our industry is highly capable
of joining forces in pursuit of a common goal. This
achievement has certainly bolstered the industry’s
sense of relevance and pride,” she adds and concludes
“Funerex Africa is delighted to be recognised as
a Guinness World Records Record holder. Not only does
it place us more firmly on the map as Africa’s foremost
Trade Expo and Motoring Experience for Funeral
Professionals, but it is an indication of the industry’s
ability to achieve something officially amazing when we
stand (or drive) together”.
© Funerex Africa press service
No. 100 – WINTER 2022 | THANOS MAGAZINE
MEMBERS’ NEWS
Worldwide success of the short
film featuring the gravedigger
competition in Hungary
MTFE (Association of Cemetery Maintainers and
Operators) preserve and pass on the traditions of
the Hungarian funeral culture to new generations
and secure recognition of the profession of
gravediggers
and
cemetery
operators.
For
many years MTFE has been the organizer
of the gravedigger competition well known
in the Visegrad countries. In 2022 the National
Gravedigger’ Competition was organized for the 5th
time in Hungary. The film showing this competition
was an international success!
Gravediggers do their job in an unnoticed way. During
their daily work they make the last journeys with
family members full of grace. However, the MTFE
association seized every opportunity to distinguish
our profession from the world of taboos, prejudices
and meanings carrying merely sadness. For this
reason MTFE annually organizes a gravedigging
competition, where funeral service colleagues
can show their profession in such a man-trying
work they do every day. During these occasions
the emotional burden may be replaced by the spirit of
competition and the strained muscle work. The work
of the association and its commitment to excel
in – reaching well beyond the expectations of our
profession – has recently received acknowledgement,
which we are proud to share.
During the 4th Hungarian National Gravedigger’
Competition the prize winning film was produced!
It is not a documentary, rather an inspiring, thought-
provoking film étude about the paradox of life
and human existence, offering a wide scope of
dramaturgy from the English version of „To be or
not to be” monologue of Prince Hamlet given by Mel
Gibson to presenting the physical hardship and
emotional challenges behind the everyday routine
of the funeral business. Co-producers and artists
Zsolt Pozsgai award-winner director and actor, and
András Kerekes cinematographer, editor lend a fresh
perspective to funeral services, offering the viewer
a greater awareness and better understanding of
a segment of our lives that is mostly still considered
taboo, or is being treated with a kind of distancing or
denial outside the professional funeral community.
This film has made all of us funeral professionals
visible to the world, as it has been awarded
more than 20 times at short film festivals around
the world – from Cannes to New York.
All FIAT-IFTA Members are invited to watch the short
film and read about the MTFE association.
Hungary is ready to establish The European
championship for this professional event!
MTFE association invites teams created by every
National Member of FIAT-IFTA to run!
Please let us know if you are interested
in by writing on: info@thanos.org
© MTFE press service
ADVERTISEMENT
MEMBERS’ NEWS
Begravelses Service at the first
EGC conference in Denmark
The European Grief Conference (EGC), which was
held in September in Copenhagen, was a good mix
of practitioners, teachers and researchers who
talked a lot about caring for the bereaved on a much
larger scale than previously seen. The purpose
of the conference was to share knowledge and
inspiration for cooperation and to develop new
ways of dealing with bereavement in Europe, and
it succeeded as the participants got a broader view
of how to help families in grief after a death.
Often, grieving people and families are left with
many questions about an unsettled economy and
a jungle of rules and laws regarding inheritance and
housing etc. If they are not offered the right help
from the start, there is a great risk that the natural
grief that occurs after a death develops into
prolonged grief disorder that can cause great
distress and sick leave for the individual and
expensive treatments for society. Lots of exciting
information were shared at the conference,
including the importance of how to convey the need
for help in grief.
Charlotte Linnebjerg, Stress and Crise Coach,
associate partner at Begravelses Service (National
Member of FIAT-IFTA) was the only representative
from the funeral industry participating in the EGC
conference. “When I explained the service concept
we follow in Begravelses Services, I was listened to.
At Begravelses Service, we continuously work to be
more than just a traditional funeral home. We have
succeeded by gathering a team of employees with
different education, skills and experience from different
industries. We can therefore offer a comprehensive
package of service offers that the bereaved can
choose from according to their needs. Jesper Bloch
Christiansen, co-owner and CTO of Begravelses service
is lead developer of “Charon”. Charon is an end-to-end
software platform, supporting the entire process of
directing the funeral, to handling of the administration
period of the estate. This means that the Begravelses
Service, from the first meeting with the bereaved,
until the inheritance is paid out, can offer help with
all the tasks the next of kin encounter along the way.
We made many new international friends who wanted
to hear more about our concept, which was generally
praised for being at the forefront of the new ways that
the conference announced to ensure the health of
the bereaved” – says Charlotte Linnebjerg.
© Charlotte Linnebjerg private archives
Let’s welcome new members
of FIAT-IFTA
We are happy to welcome 12 new members of
our organization! Since August 2022 we have
been joined by 5 Active Members and 7 Associate
Members. Please welcome:
Active Members:
Afrique International Assistance from Congo
Grupo Gayosso S.A. de C.V. from Mexico
OGF Groupe from France
Peleman Industries NV from Belgium
SC ADYSIM SRL from Romania
Associate Members:
Consuelo Memorial from Mexico
Funerales Garcia from Mexico
Funeralpass from Italy
Funeraria Los Valles from Chile
Krematoriju Apvienība from Latvia
Mercy Funeral Home from Egypt
Servicios Funerarios El Dlegna from Mexico
If you wish to expand your network to enhance
the global exposure of your services, apply for
FIAT-IFTA Membership by sending us an e-mail at
info@thanos.org.
Charlotte Linnebjerg, Stress and
Crise Coach, associate partner at
Begravelses Service, Denmark
No. 100 – WINTER 2022 | THANOS MAGAZINE
MEMBERS’ NEWS
MAIN TOPIC
ALL ABOUT
THE FUNERAL FAIR
AND SCENARIOS FOR THEIR FUTURE
By Katarzyna Supa, funeral innovation researcher,
editor-in-chief THANOS magazine
No. 100 – WINTER 2022 | THANOS MAGAZINE
10
MAIN TOPIC
he exhibition industry does not operate
in a vacuum. It is an industry based
on creating meeting spaces and building
business and social relationships. Recently,
it has been hit hard by a number of
factors that have shaken the foundations
of exhibitions – the COVID-19 pandemic,
the war in Ukraine, the economic crisis,
digital
transformation,
deglobalisation,
climate change and demographic shifts.
Factors that are or will be impacting
the changes taking place in the trade fair
industry are those related to the impact
of new generations, ongoing technological
transformation, especially those related
to big data, running out of resources (raw
material crisis), economic crisis, disrupted
supply chains, aging population, health crises
or wars of influence in the global economy.
In the face of an uncertain and dynamically
changing environment, a feature of the trade fair
of the future, like all business in general, should be
resilience – the ability to adapt to changing conditions
regardless of their magnitude or force; the ability
to recover quickly from loss or being weakened;
buoyancy; the power to bounce back quickly. It is
now necessary to learn how to manage the change
and adapt to an evolving environment in a flexible
manner. It is necessary to think two-fold: on a short-
term basis (allowing for quick reactions), as well as
on a long-term basis (allowing for building resilience
and preparing for future challenges). It is necessary
to adopt the approach of a new normal rather
than holding back, and waiting for the return of
the patterns one had been accustomed to prior to
the emergence of the crises.
We asked trade fair organizers, exhibitors and visitors
what trade fairs mean to them from their perspective,
what kind of trade fairs the funeral industry needs
and what is the future of funeral trade shows. We
hope that the many interesting perspectives and
scenarios for the future of trade fairs gathered
in this article will be a valuable contribution to
the development of trade fairs for our industry.
We still need face-to-face relations
The classic trade fair is still a great place to satisfy
one's need to establish contacts with others,
especially since – after two years of pandemics,
lockdowns, quarantines, and remote working
– people now have a greater need for face-to-face
meetings. Inspiration and knowledge are best gained
in face-to-face contact with others, for example at
trade fairs and exhibitions. Traditional trade fairs are
still one of the few places offering the conditions for
building contacts in the real world. Our interviewees
even pointed to the need to organize more face-to-
face meetings for funeral professionals on other
continents, not just in Europe.
Although the pandemic time has significantly
accelerated the digital transformation of the exhibition
industry and many exhibitions have moved to
the online world, participants (exhibitors and visitors)
rate such meetings as much less satisfying than
offline ones. Digital technologies are still first and
foremost a tool that should support trade show
organizers in providing a better quality experience,
an environment that fosters business networking or
engages in a different, more entertaining, way.
“Following the health crisis and
the advent of digital events, we
noticed that people really needed
to meet again. Therefore, I think
that face-to-face events still have
a bright future and still represent
a significant business opportunity
for suppliers. Of course, due
to the development of new technologies, the event
industry has evolved. Why would visitors come to
an event whereas they can find their suppliers on
the Internet? So, our job, as organizers, is to make
events more than just meeting places. We really
have to focus on visitor experience through activities,
workshops, conferences and innovations in order to
make fairs appealing to visitors and then, to attract
exhibitors.”
Aurélie Courouleau
Director of Dépêche Events, organizer of le Salon
Funéraire Grand Sud, France
© Dépêche Events press service
© BDB
"In 2022, after the end of restrictions
due to Covid-19, we were glad to
run such an exceedingly successful
BEFA FORUM. Once again, we
proved to be one of the biggest
funeral fairs worldwide. More than
10.000 national and international
visitors signify an extremely positive
mood in the industry. We are convinced: The personal
contact between people remains substantially important
for our businesses – and BEFA FORUM (including our
evening events) continues to be one of the most important
joint international platforms for that.“
Udo Gentgen
CEO of FORUM BEFA GmbH & Co. KG, Germany
THANOS MAGAZINE | No. 100 – WINTER 2022
11
MAIN TOPIC
Quality of meetings is much more
important
Constant digitalisation of the exhibition industry,
economic factors (including economic crisis,
rising inflation, deglobalisation) and demographic
changes (entry of generations that no longer
know a world without the internet) are all
favoring reduction of exhibition space rented
by the exhibitors. More often, exhibitors choose
to rent the space itself. They have their own
booth setup and use it repeatedly at many events
as this is more economical and cost-effective.
Consequently, this leads to a change in the trade
fair business model.
According to our interviewees, trade show
organizers should work on specialized events,
where exhibitors offer and visitors demand is more
full-bodied, and adapted exactly to what the visitors
come to find with an important presence of
“The funeral sector´s live events
are always a good source of
potential collaborative prospects
and creation of new ideas. On
the basis of my experience at
Sortem, trade shows have always
been a perfect platform to expand
your market presence and raise
awareness amongst regular and potential clients.
The delivery of commercial and marketing activities
in an exhibition are key before and after the event,
but the time where we can really make a conscious
evaluation is just after. The real effort to make a reality
and capitalize on what was discussed throughout
the aisles of the exhibition center starts just post stand
collection. The days following a business meeting are
key to finalize proposals and to develop new lines of
business with all the contacts made at the show.
The funeral sector has for years now become popular
abroad and is increasingly operating and thinking
with an international perspective. Trade shows
have welcomed this trend and have been pioneers
in facilitating contacts between countries on all
continents. This facilitating role is paramount when
exchanging ideas and cultures so as to improve
the funeral service in different parts of the world.
The companies that distribute funeral products
in our country have a strong belief that it is vital to
open markets and expand borders. We have excellent
products with a proven quality track record that are
suitable for every need and are competitive in all types
of markets.”
Antton Loinaz
Founding Partner of Sortem, Spain
© CARMEN press service
© CARMEN press service
“The trade fairs are mainly
the meeting place where regular
customers can be encouraged
towards the company's new
concepts
and
the
potential
customers can get acquainted with
their general ideas. Efficient trade
show advertising by the organizer
is a guarantee of high customer attendance. The role of
the exhibitor is to intrigue the customer with the offer,
and then satisfaction is guaranteed.”
Aneta Zdyb i Wojtek Kitajewski
owners of CARMEN Company, Poland
“The trade fair plays a key role
in strengthening relationships
between
exhibitors
and
customers, as well as in attracting
new business partners. It is
a place of the Trade’s integration
as well. We need systematic
opportunities to exhibit and
promote products and new solutions that have evolved
from the cooperation of Carmen company with its
customers. Nowadays the novelties are shown timidly.
Soon the two worlds should encounter: tradition with
futuristic concepts, such as original coffin upholstery.“
Izabela Zarzyka
CARMEN Sales Manager, Poland
© Flying Home press service
“Funeral
conventions
and
exhibitions are gatherings to
build connections and share
professional knowledge. It is for
these reasons that Flying Home
sponsors
and
participates
in many international funeral
conventions and exhibitions. More
often than not, these conferences
and exhibitions are in Europe and the Americas.
My wish is to see more of them held in Asia. This
will allow funeral directors from Asia, the Americas,
and Europe to meet and exchange insights amongst
us. The pandemic halted many of these events.
With the easing of border controls, more physical
exhibitions can start again. I look forward to meeting
fellow global professionals soon.”
Ang Ziqian
Managing Director Flying Home, Singapore
© Sortem press service
More often, exhibitors choose to rent
the space itself. They have their own
booth setup and use it repeatedly at
many events as this is more economical
and cost-effective.
No. 100 – WINTER 2022 | THANOS MAGAZINE
12
“The funeral industry in general is
known for being a very traditional
sector. It is one of the economic
sectors with the slowest evolution
in terms of innovation, and it’s
been like this for many years;
However, the Pandemic has
accelerated the change in our
relationships and the way we communicate and
this has also been reflected in our funeral fairs.
The organizers have been able to overcome the difficult
challenge of bringing back the interest of professionals
in the industry to travel again, gather around and get
acquainted with new business formulas. Traveling
restrictions which are still ongoing in many places for
professionals, and high investment costs for exhibitors
are some of the challenges that the industry is still
facing today. This should make us reconsider our
position towards a greater concentration of events,
I mean, I believe that professionals in the sector are
demanding funeral fairs, although they are no longer
looking for quantity but quality.
In my opinion, the fairs of the future will be the ones
that know how to earn their spot following the high
expectations of the professionals who don’t just want
to travel due to hiring needs, but also for the search
of inspiration, new services and products that our
society requires, in its most modern and digital era
of funeral services. People are conceived to relate
to each other. We all are moved by seeing, touching
and hugging people who, in many cases, are friends
before colleagues. This is why funeral fairs will always
be a reason to meet up and keep up with each other’s
challenges, goals, needs and accomplishments; but we
must keep on moving forward and avoid getting stuck
in this idea.”
Anuska Meliá
CEO of Crossing World Group, Spain
“Unfortunately some trade show
organizers have their earning
model based purely on the largest
amount of paying exhibitors and
visitors, in this way sometimes
not the best option to get
the best visitors to the shows. In my
opinion shortening opening times
could help to keep a fresh exhibitor, and a good visitor
with an eye for the products and services on display.
At the Dutch show we implemented an innovation
award where only visitors could vote, this to have
MAIN TOPIC
© Anuska Meliá private archive
© Cees Janssen private archive
More than just business
It might seem that the most important need
realized at trade fairs is the one related to
the functioning of business, gaining new clients and
marketing activities. However, fairs mainly fulfill
participants' needs in terms of development and
relations – their need for knowledge and education,
contact with others and inspiration.
It is no longer enough just to showcase products
and services at booths and a chance to make
business deals and seek contractors. Trade fairs are
becoming a more open and engaging place in many
dimensions – a place where you can experience
the products and services with all the senses (also
with help of innovative digital tools), a place for
leisure and entertainment, a place of celebrations
of the milestones crossed by other professionals of
different countries and cultures, integration around
food and drink.
For many of our interviewees, attendance at various
trade fairs around the world gives them a sense
of being at the center of things, that this is where
it all starts, where they seek inspiration, innovation,
knowledge, training to improve the procedures and
techniques they already know.
innovation, new technologies, new procedures, live
workshops in this particular area.
a clear and unbiased view on the visitors thoughts and
give each exhibitor a fair chance to get a platform for
their product/service.”
Cees Janssen
CEO of Jewel Concepts, The Netherlands
“Globalization as an idea has
been used at an increasing rate
since the beginning of the 20th
century. The first and second
world war showed globalization
at its worst, and the foundation of
the UN has shown us kinder facets
of this concept.
In the funeral industry globalization has also increased
at the same rate as migration has occurred. Both
the countries that migrate and the countries that
receive immigration must adapt their services to
the new input these movements of people bring
along for the ride. In the funeral world, we partake
in the same need to honor the departed and to do
it in a fashion that both grasps and cares for tradition
while at the same time evolves and accepts positive
changes. The place where this pollination happens
in our industry are the trade shows. These shows,
which are becoming more common year after year,
help to highlight the traditions of the country in which
© Andres Burzaco private archives
THANOS MAGAZINE | No. 100 – WINTER 2022
13
“Focusing
on
the
work
environment, physical as well
as mental, has been a strong
driver for us to improve both
our customer service and our
internal cooperation. When every
colleague has a healthy work-life
balance and an inspiring work
environment with all appropriate tools they experience
MAIN TOPIC
© Peter Thomasen private archive
“In my experience, Trade Fairs
should be a source of inspiration
for all visitors, exhibitors and
other organizers. I would like
nothing more than to find
different places where I can learn
and become a better professional
along the way, stand up for
the future and train ourselves to rise to the challenge
of a much more modern and digital society. In my
personal case, when I travel to a Fair I always hope
to meet clients, providers and friends… People
in the industry who I have a personal connection to
and with whom I can and need to develop some kind
of synergy, exchange criteria and experiences that
translate into a learning process for all of us. A great
deal of motivation comes along with these trips.
The other part has a lot to do with expectations.
When I travel to a fair, I hope to find differences
with the previous one: innovation, new surprising
activities, inspiration to upgrade my procedures
and services… It would be highly interesting to study
the concentration of offer and demand with the goal
of offering the visitor and exhibitor the opportunity to
reach more people.
Huge efforts are being made in order to create funeral
fairs that are attractive for the industry by means of
digitalization, increasing the presence of international
referents, creating interesting conferences surrounding
the less known aspects of the industry… I believe it will
be very interesting to add the talent of the youngest
and their fresh and modern ideas to help generate
a bigger interest and give a twist to everything we can
offer in our funeral fairs.”
Anuska Meliá
CEO of Crossing World Group, Spain
© Anuska Meliá private archive
“A fair is absolutely a meeting
place, you meet both old and new
friends and contacts. But a fair
is also much more than that,
when you participate in a fair,
you participate in the future.
I have always said that funerals
and care are a reflection of how
society is doing and you can easily read this during
“I think trade shows will continue
to become more educational
when compared to the traditional
format of suppliers bringing their
products to show to visitors.
As well as this, I also believe we
will see fewer physical products
each year and more services being
exhibited as the engagement of technology continues
to develop worldwide.”
Samuel Tester
Operations Director of Homeland International,
United Kingdom
© Samuel Tester private archive
© Ulf Lernéus private archive
they are made, and also provide a contact point for
visitors from every corner of the world.
While an organization like FIAT-IFTA give us a structure
in which to interact among different players from
different countries, it is at the Trade Fairs and shows
where we see the day to day rituals of the countries,
where we can see the innovations and where we start
to imagine which and how we can use them in our
own places.
The trade shows are the place where the most
pollination of our customs happen. I have seen that
we tend to hold dear to our traditions, but we still find
ways to bring home technological innovations.
I remember some 15 years ago at the Trade Show
in Paris, meeting a person from the Himalayas
that performed the Jhator, a ceremony in which
the deceased are devoured by vultures as an act of
generosity. He explained his job, while we were looking
at Tombstone Pantographs and the latest Cremation
Furnaces. Where else could a person from Mexico meet
on the same day a pantograph specialist from India,
a Furnace builder from Spain and a Jhator worker
from Tibet other than a Trade Show?
The importance of the trade show will continue to
expand, and we need to find ways to support them,
since it is the way we meet, we learn and we enhance
each other, while marveling at the newest ideas our
industry brings forward.”
Andres Burzaco
Director General of ANEMEX, Mexico
a fair. This year, we have seen a lot of commitment
to animals and animal funerals, which indicates that
society today is caring and that the farewell has great
significance.”
Ulf Lernéus
President of European Federation of Funeral
Services (EFFS), Sweden
No. 100 – WINTER 2022 | THANOS MAGAZINE
14
“I see the funeral world getting
smaller and hope that the funeral
industry also looks across borders
for new experiences and options
for suppliers with new ideas. In
the future I would like to experience
a more informing and networking
character, instead of the sometimes
more “traditional” sales shows.
From my perspective the meeting and networking will
become more and more a part of the trade shows.
It is important for me to have a sort of separation
so that the trade show visitors are not all taken from
the exhibition floor during the trade show opening times
“A trade fair must be broad in its
selection in terms of exhibitors,
to primarily take advantage of
exhibitors who are not connected
to the industry as they often have
a different customer perspective
than the one within the industry.
A trade fair is also many times
for me, one important networking among industry
professionals and not least to also have exciting
seminars linked to the fair. And finally, I would like
to add that it must not be too expensive to go and to
participate, either for visitors or exhibitors.”
Ulf Lernéus
President of European Federation of Funeral
Services (EFFS), Sweden
MAIN TOPIC
© Ulf Lernéus private archive
Multilayered networking
One of the most important needs realized
by visitors and exhibitors at trade fairs is the need
to network and nurture relationships with others.
Contacts with the trade fair community have to
be maintained also outside the regular meetings
in the exhibition space (fairs following a specific
schedule) – through additional activities for specific
groups of exhibitors or visitors whether in the real
world (less formal meetings) or in the online space
(creating social media groups around the theme
of the fair). Our interviewees point out also that
during the future virtual activities will be a constant:
interviews, workshops, metaverse or virtual reality
are some experiences that have come to stay and
are going to carry a significant weight in our new
fair models and networking.
© Cees Janssen private archive
less stress, deliver much better quality, and work more
efficiently together.
In practice this involves physical equipment,
ergonomic training in the right lifting techniques,
and new software to support overview of the many
processes involved in organizing and performing
a memorable farewell. A trade fair with focus on such
themes has a potential to become an effective meeting
place for innovation and development with dialogues
where participants and suppliers share experiences
in these areas.”
Peter Thomasen
CEO of Begravelses service, Denmark
© Samuel Tester private archive
“I think there needs to be more
focus on collaboration and
engagement between visitors.
We currently have visitors engaging
with exhibitors however we do not
have visitors engaging with each
other. There needs to be greater
focus on networking so visitors
to these events get more out of the trip too. We are
starting to see some exhibitions with great networking
opportunities alongside the main exhibition and I hope
these opportunities can grow year on year.”
Samuel Tester
Operations Director of Homeland International,
United Kingdom
to achieve the best option for both visitors and exhibitors.
I hope that all international shows will try to offer more
starting places/tariffs for new coming companies with
new products to get more development of the existing
products/possibilities/services.”
Cees Janssen
CEO of Jewel Concepts, The Netherlands
Interviews, workshops, metaverse
or virtual reality are some experiences
that have come to stay and are going
to carry a significant weight in our new
fair models and networking.
© Sortem press service
“Looking ahead, trade fairs
in the funeral industry should
be even more oriented towards
suppliers of products or services
for the funeral industry. And,
above all, they should work on
creating incentives to increase
attendance and interest from
key decision-makers and funeral
professionals. The work should be aimed at creating
links and connections scheduled and provided
by the trade center, focused solely on each exhibitor
THANOS MAGAZINE | No. 100 – WINTER 2022
15
MAIN TOPIC
Ecology and sustainability
The trade show industry, like other industries,
is aware of its impact on the environment.
The operation of trade fair venues are moving
towards building energy, water, and digital self-
sufficiency. These operations should fit in with
the 17 Sustainable Development Goals (including,
among others, actions against climate change
and its effects, building global partnerships for
sustainable development, inclusive and stable
economic growth, good quality of life). Thus, trade
fair organizers make numerous efforts to make
events more sustainable, supporting activities
related to recycling, closed-loop economy, energy
efficiency, reduction of carbon and digital footprint.
Feira Funeraria Brasil 2022 is worth mentioning
as an example here – during the event, organic
fair waste (food leftovers) was collected and sent
for processing into compost, all other waste was
carefully selectively collected and sent for recycling.
“In
my
opinion
however
the importance of trade shows
comes down, funeral professionals
and
traders
need
to
make
a reunion with colleagues every
some years. It's the most relevant
place to show innovations. I think
the numbers of the international
fairs should concentrate on the most important
metropolises. One expo should be enough for each
year, but a big one. How to organize it? The organizers,
the important producers and the worldwide associations
should sit down and make a 5-10 years plan that fits to
the industry’s strategy. I would not change the formula
of the funeral fair. Trade fairs have the only advantage:
they are analog. People need it. Optional improvement
in order to attract the young generation could be to
create online hubs, open an online stand, where they
watch products or services from home or by VR eyeglass.”
Károly Balogh
CEO of Karsol Company, vice president of
Hungarian Funeral Association OTEI, Hungary
© Károly Balogh private archive
Interaction with the society
In many countries, funeral fairs are turning into
a place where people of all ages, not always
professionally involved in the industry, can meet
and interact socially and get closer to the topic
of death. Whole families with children come
to the fair. With children in mind, places of
integration and fun are created. It gives more
visibility to the sector in all levels of society,
and most importantly, turns death into a new
experience: a celebration of life.
“Society as a whole should have
much more presence in future
fairs. We need to be able to
open up to people and vice-
versa. We’re starting to create
more culture around death,
be it through the cinema, theater,
documentaries, festivities, social
acts… and by modifying this concept for good, these
fairs should be one more space where both professionals
and society make a connection and co-lead a new
experience.This is a huge opportunity to place value
in the professional’s work and specially to listen to what
this new society really wants to say.
In my opinion, Fairs in the future will be gathering
points for professionals from all over the world and
the general population, where children and adults
can learn, find inspiration and train to consider
death as a less dramatic experience and celebrated
as a homage to life. It is thanks to these Fairs that
we must be able, not only to improve our skills as
professionals but to help dignify death in a much more
natural and positive light.”
Anuska Meliá
CEO of Crossing World Group, Spain
© Anuska Meliá private archive
in order to get them to talk to the right contacts.
In other words, have in place a more active role
in promoting work programmes.
Thus, in this global context, the fact that we are living
in a decidedly technological society where you don't
need to wait for an event to find out about a specific
novelty, makes me believe that in a few years' time,
trade fairs will become more and more far and
between. The number of events will most probably
be reduced in favor of larger, more international,
or continental events that will comprise everything
that the funeral sector represents. I also feel that
the standard exhibition space will be affected in terms
of the surface area of each stand in order to create
more interactive spots focused solely on the novelties
presented at the fair, and therefore concentrating all
communicative effort on them.”
Antton Loinaz
Founding Partner of Sortem, Spain
Trade fair organizers make numerous
efforts to make events more
sustainable, supporting activities
related to recycling, closed-loop
economy, energy efficiency, reduction
of carbon and digital footprint.
No. 100 – WINTER 2022 | THANOS MAGAZINE
16
MAIN TOPIC
Cost-benefit ratio
When asked how to calculate the effectiveness
of trade fair participation, the exhibitors refer to
the number of new contacts established and to
© Ulf Lernéus private archive
“Fairs
today
are
very
much
about news, new coffin models,
new car models and new flower
arrangements. I think that within
2-5 years all of these will have an
environmental
mindset
behind
them. Are locally grown flowers
really more environmentally friendly
than imported ones? Does cremation require more of
the environment than burying a coffin? All the partners
we have in the industry will review the world situation
and adapt accordingly. In my opinion, the future of trade
fairs in the industry is very much about the environment,
like most other industries in the world today, this is an
incredibly important point. That is a matter of credibility
for the industry that we are proactive when it comes to
the environment!
Inspiring fairs, we need to attract more exhibitors who
have a new way of thinking and an environmental
mindset. It can be about anything from electric cars
to new perishable options.”
Ulf Lernéus
President of European Federation of Funeral
Services (EFFS), Sweden
the number of customers who have visited their
booth, as well as to the costs incurred (related
both to renting space, setting up the exhibition,
staff accommodation and travel expenses). That
particular way of assessing the efficiency used
to work sufficiently in the past when trade fairs
functioned as physical events held on a large
scale. Therefore, it is certain that – along with
the transformation of trade fairs – the methods
of measuring their effectiveness will have to go
through a change.
The new indicator should therefore take into
account aspects such as stakeholder satisfaction
with participation in events, quality of business
contacts established, percentage of the returning
exhibitors (on a year-to-year-basis), level of visitor
engagement assessed both in terms of quantity
(e.g., length of visit to the booth / exhibition,
number of interactions with exhibition stand its
interactive elements) and quality (participant
assessment). New technological solutions, such as
measuring the movement of specific attendees,
heat maps and analyzing emotions while visiting
a booth, can also be included in the trade show
effectiveness study.
The publication is based on the report “Towards
Resilience. The Future of The Trade Fair Industry”
by infuture.institute
© TANEXPO press service
THANOS MAGAZINE | No. 100 – WINTER 2022
17
© NFDA press service
ATTENDEES HAD A BALL
IN BALTIMORE
By Jessica Koth, National Funeral Directors Association, USA
s the world continues to answer
the question, “What’s next?” after
the COVID-19 pandemic, funeral service
professionals gathered October 9-12
in Baltimore, Maryland, for the 2022
National Funeral Directors Association
(NFDA) International Convention & Expo
to find the answers. The world’s largest
funeral
service
event
gave
funeral
service professionals a chance to break
through the noise and build the skills
and knowledge needed to serve modern
funeral consumers and build thriving
businesses.
The total attendance for the 2022 NFDA
Convention was 5,076 (3,042 attendees and
2,034 exhibitor representatives). A total of 198
international attendees, representing 31 countries
and territories, participated in the 2022 NFDA
Convention. The Expo Hall featured 344 exhibiting
companies which filled more than 84,000 square
feet of exhibit space.
The NFDA convention proved to be an impactful
experience for all who were able to attend. To help
attendees build upon their foundation of skills,
NFDA offered more than 30 engaging education
sessions and four preconvention seminars that
addressed technical skills; business management;
the value of ceremony; marketing and community
outreach; grief and bereavement; and more.
The sessions offered tangible takeaways to
help funeral professionals better understand
the evolving needs of families and build thriving
businesses.
In addition, NFDA featured three enlightening
and inspiring keynote speakers: Kindra Hall
shared strategies for using storytelling to connect
with consumers and build a funeral home’s
brand in the community, Sergeant Dakota Meyer,
a Marine Corps veteran and Medal of Honor
recipient, shared stories from his military career
to illustrate what it takes to survive, thrive, and
tackle your biggest obstacles and John O’Leary
brought the convention to a motivating close.
No. 100 – WINTER 2022 | THANOS MAGAZINE
18
MAIN TOPIC
During the 2022 Service of Remembrance, with
the help of the Dignified Transfer and Military
Honors Teams, NFDA explored the customs
associated with honoring the lives of fallen heroes.
Attendees learned these and other traditions, and
their importance to families of the fallen, from Col.
Chip Hollinger, commander, Air Force Mortuary
Operations. As attendees witnessed simulated
dignified transfer and military honors ceremonies,
NFDA also paid tribute to members of the NFDA
family who died this past year during the Service
of Remembrance.
During the Opening General Session, NFDA
presented the 2022 Innovation Award to
Everything After. Coming in second place was
the KeepTrackTM system by Gather; and Ecorial®
by The Living Urn took third place. Established
in 2009, the NFDA Innovation Award recognizes
and promotes creativity, innovation and excellence
among funeral service suppliers and vendors.
During the Closing General Session on Wednesday,
NFDA also gave out fabulous prizes to attendees
in the Great Big Giveaway.
All the excitement of the NFDA 2022 Convention
was captured in photos, which can be viewed at
www.nfda.org/BaltimorePics.
Registration and housing for the 2023 NFDA
Convention, which will take place September 10-13,
2023, in Las Vegas, Nevada, will open in Spring 2023
at www.nfda.org/convention.
© FIAT-IFTA
© NFDA press service
Burned on 100% of his body as a child and
given less than a 1% chance of survival, no one
would have blamed him for giving up. Thanks to
a few influential people he met after his accident,
O’Leary learned to cultivate a positive attitude and
a sense of gratitude and love that has helped him
live an incredible life despite the challenges he
continues to face.
The Expo Hall was a highlight for many attendees
because, in addition to connecting with their
valued supplier partners, they also discovered new
products and services they can offer to families
in their communities.
Whether attendees donned neon clothing and
took a trip down memory lane during the lively,
1980s-themed Welcome Party, tried their hand at
axe-throwing during the Funeral Directors Under
40 Party at Kraken Axes, or explored the mysteries
of the ocean during the Closing Celebration at
the National Aquarium, attendees had many
opportunities to network and have fun with
colleagues and friends while enjoying just a few of
the sights and sounds of Baltimore.
Thirteen volunteers – members, nonmembers
and exhibitors – traded shared their suits and
trocars for jeans and paint brushes to help make
the dream of home ownership a reality for a local
family by volunteering at a Habitat for Humanity of
the Chesapeake build site just a few miles north of
the convention center.
THANOS MAGAZINE | No. 100 – WINTER 2022
19
MAIN TOPIC
MAIN TOPIC
“WELCOME HOME!”
LOOKING BACK AT THE BEFA FORUM 2022
IN DÜSSELDORF
By Udo Gentgen, CEO of FORUM BEFA GmbH & Co. KG, Stephan Neuser, General
Secretary of the German Federal Association of Funeral Directors (BDB) and Dr. Simon
J. Walter, Cultural Representative of the German Burial Culture Foundation, Germany
ince its inception in 1949, the BEFA
FORUM in Düsseldorf has established
itself as one of the biggest funeral trade
fairs – with visitors hailing from all parts
of the world. While the fair is mainly
focussed on the German-speaking markets
in Germany, Austria and Switzerland, it has
also become a driving force for international
exchange: a place and an opportunity for
professionals to meet and to connect.
In 2022, visitors and exhibitors alike experienced
the BEFA against the backdrop of the pandemic.
The whole organization took place in the shadow
of ever-changing regulations in Germany. However,
in the last weeks leading up to the opening,
uncertainty gave way to optimism. BEFA FORUM
2022 was one of the first occasions for the German
and international funeral industry to meet
in person again: with appropriate caution, but
without mandatory face masks and without social
distancing regulations. More than 200 exhibitors
and more than 10,000 visitors from more than 30
countries participated in the fair.Thus BEFA FORUM
2022 offered a vast overview of what is happening
in the market right now.
This year, innovations in all areas centred
on two dominating trends: digitization and
sustainability. Digitization of course received huge
boosts in various areas through the realities of
the pandemic. Work processes were digitized and
simplified; employees started working from their
homes; counselling sessions and funeral services
happened (partially) online.
Sustainability on the other hand has been
a growing trend for the last three to four years.
When someone has been cautious of the imprint
he or she leaves on our ecosystems and our
planet, more and more often this translates to
wishes regarding the burial and obsequy. How
can the ecological footprint of my own burial be
kept as small as possible while the funeral itself
remains a dignified and fitting celebration of my
life? A growing number of companies are providing
answers to this question. At BEFA, they displayed
their products and services.
Much more than a trade fair
Over the last decades, BEFA has become
much more than a trade fair. It is also a vibrant
marketplace where associations, federations and
other players come together. It facilitates exchange
and discussions on current and fundamental
issues. It celebrates our burial culture as an integral
part of our social heritage.
This year, BEFA cooperated with the German
Burial Culture Foundation to host two exhibitions.
“Physician and Death”, a collaborative project
between the foundation and Düsseldorf University;
and “Who Are You, Death?”, an ongoing project of
two journalists who accompanied people in their
last weeks, days, sometimes hours before death.
These exhibitions served as “cultural islands” within
the trade fair and offered visitors (and exhibitors)
a welcome opportunity to take a break from
the hustle and bustle.
Keynotes, talks, panel discussions
Visitors were also invited to attend keynotes,
talks and panel discussions on all three days.
The so-called “Congress” has been a centrepiece
of BEFA for years; with the Congress being located
in the same place and without any barriers to
the trade fair itself. Experts from within and from
outside the industry talked about topics ranging
from business transformation to shaping the future
of our cemeteries.
No. 100 – WINTER 2022 | THANOS MAGAZINE
20
© BDB + © FORUM BEFA
© BDB + © FORUM BEFA
© BDB + © FORUM BEFA
For many of the seasoned visitors,
the social gatherings are inseparable
from BEFA FORUM.
They offer a break from the more
formal atmosphere during the days:
people get to know each other
and enjoy themselves.
These events round out the BEFA
experience.
Over the last decades, BEFA has
become much more than a trade fair.
It is also a vibrant market place where
associations, federations and other
players come together. It facilitates
exchange and discussions on current
and fundamental issues. It celebrates
our burial culture as integral part of
our social heritage.
This year, BEFA cooperated with our
foundation to host two exhibitions.
“Physician and Death”, a collaborative
project between us and Düsseldorf
University; and “Who Are You, Death?”,
an ongoing project of two journalists
who accompanied people in their last
weeks, days, sometimes hours before
death. These exhibitions served as
“cultural islands” within the trade fair
and offered visitors (and exhibitors)
a welcome opportunity to take a break
from the hustle and bustle.
Networking, networking, networking
Networking is nowadays an integral part of BEFA
– and not just during the fair itself. Visitors and
exhibitors were invited to join two evening events
in Düsseldorf: on a chartered pleasure vessel
and in a traditional brewery pub. For many of
the seasoned visitors, these social gatherings
are inseparable from BEFA FORUM. They offer
a break from the more formal atmosphere during
the days: people get to know each other and enjoy
themselves. These evenings round out the BEFA
experience.
Shared home of the funeral industry
It is no wonder then, that Christian Streidt, as
president of the BDB, decided to open BEFA
FORUM 2022 with a short and hearty: “Welcome
Home!”; because BEFA is truly the shared home
of the funeral industry – in Germany and beyond.
Consequently, we are already in preparations
for FORUM BEFA 2023 in Hamburg (22-23 April).
While BEFA in Düsseldorf is a quadrennial event,
the smaller FORUM takes place once or twice each
year, in alternating cities. We are looking forward
to two exciting days in Hamburg and we invite
everyone to be our guests there – and experience
BEFA themselves.
Stephan Neuser, General Secretary
of the German Federal Association
of Funeral Directors (BDB)
Udo Gentgen, CEO of FORUM BEFA
GmbH & Co. KG
Dr. Simon J. Walter, Cultural
Representative of the German Burial
Culture Foundation
THANOS MAGAZINE | No. 100 – WINTER 2022
21
MAIN TOPIC
MAIN TOPIC
e asked Alberto Leanza (Italy), President
of TANEXPO, FIAT-IFTA Associate
Member, about the industry trade shows
now and in the future.
KATARZYNA SUPA: What is the future of industry
trade shows?
ALBERTO LEANZA: After two years that have clearly
affected the trade shows industry, we are now
witnessing a decisive change of direction. If during
the pandemic someone thought that virtual events
would take the place of "physical" fairs, the facts
say the opposite. In fact, despite the difficulties,
the face-to-face events confirmed their value and
indeed, recorded a very fast recovery.
K.S.: How will the formula of trade fairs change
in the future?
A.L.: As part of an increasingly international context
and rapidly changing scenarios, the funeral industry
must evolve to keep pace with the transformation
of the market that requires evermore personalized
response to customer requests.
The pandemic has changed some perceptions
about our sector, for the first time books, films,
TV series and theater performances have put
the theme of death at centerstage, by analyzing
in detail every facet, not only the emotional aspect
but also the practical ones. All this fosters us to
make our contribution by continuing to focus on
workshops and training events for the funeral
professionals who, every day and quietly, play
a fundamental social role.
TANEXPO, aware of its role as a pioneer and
driver in funeral fair, makes every effort to offer
its audience the best innovative solutions. First of
all, most advanced technologies for the digitization
of the sector, a trend in continuous progression,
accelerated by the events of the last two years,
which already on the occasion of the last Bologna
2022 edition saw the presentation of numerous
digital and social platforms to aid funeral
directors and end users. New digital proposals
© TANEXPO press service
Fair in Bologna gives life to a unique
dialogue and exchange of very different
experiences. This interaction, also
facilitated by presentations, workshops
and networking events, through
learning from distant realities creates
a real lifeblood that renews and
enriches the funeral industry.
FAIRS ARE
ESSENTIAL
PLATFORMS
TO FACE FUTURE
CHALLENGE
Interviewer: Katarzyna Supa
No. 100 – WINTER 2022 | THANOS MAGAZINE
22