Monday, July 20, 2009: 04:34:48 PM

TFPJ Press Release

The power of functional foods is the key to Fi Asia-China's success

July 14, Shanghai: Fi Asia-China, China's premiere event for professionals in the food ingredients industry was held in Shanghai, China, on June 23–25, 2009. Health Ingredients (Hi) and Natural Ingredients (Ni), two niche shows that were very successful last year, ran alongside Fi Asia-China and proved to be a major attraction for the thousands who visited.
 
Ingredients for Healthy Living
 
Ni and Hi were developed by show organisers UBM in order to respond to the food industry's growing interest in the application of health and natural ingredients to improve product quality and consumer health. The popularity of China's traditional Chinese medicine (TCM), which is based on the philosophy of health and wellness through natural ingredients, made China the perfect location for visitors to explore the world's most established source of functional ingredients.
 
There are over 8,000 registered TCM ingredients in China, and many are being tested by major international corporations like Unilever and research organisations such as Wageningen University for use as functional food ingredients. At present, China is the leading supplier of herbal extracts like artemisinin, solanesol, St John's wort and gingko extract, and is set to become a major source of "superfruits" like Goji and sea-buckthorn berries, which are gaining attention worldwide.
 
Hi/Fi Asia-China provided the ideal platform for companies searching for high-quality suppliers of these ingredients. According to Vincent Brain, Event Manager, Hi/Fi Asia-China, the Chinese consumer is becoming increasingly sophisticated. As buyers start to look beyond price, there is an increased demand for products that have demonstrable health benefits. Companies such as Nestlé and Coca Cola have established R&D bases in China to develop products for both the domestic and international market. These shows are designed to bring functional and natural ingredients suppliers—both Chinese and international—to the attention of major industry players.
 
Industry experts shine a light on key trends in China
 
The International Union of Food Science and Technology (IUFoST) developed a high-level conference programme highlighting the ingredients industry's critical business issues in China. The role of health ingredients in combating obesity was high on the agenda, as was food safety, one of the most high profile issues affecting the food ingredients industry.
 
Visitors to Fi Asia-China turned out to see how China's comprehensive new Food Law was being implemented by China's low-cost suppliers, as Fi Asia-China was the first industry event in China after the law came into effect on June 1, 2009. A captive audience was present to learn how the crucial issue of food safety is China is impacting the global supply chain for ingredients.
 
The world's fastest-growing market for ingredients
 
The promise of cost-effective safe ingredients is a major factor in the industry's enthusiasm for Fi Asia-China. However, equally enticing was the opportunity to explore the incredible potential of the Chinese market. According to Mr Brain, while the present economic climate has hit consumer confidence, the Chinese food industry is still expected to grow an additional 109% by 2013. China's new middle class remains a resilient market for international companies looking to protect their revenues as core markets mature.
 
The company attributes the success of the show to its effort to continually develop its content to meet the demands of the functional ingredient industry and provide a showcase for growing global markets.
 
For further information, please contact:
 
United Business Media, London

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