This year’s Vitafoods Europe will showcase ingredients, products and services from the widest range of countries yet, new figures reveal.
A record 1000 companies will exhibit at this year’s event, which takes place between 9 and 11 May in Palexpo, Geneva. They will travel from 56 countries – more than ever before. Meanwhile, around 18,500 visitors from 115 different countries are expected to attend.
The most international Vitafoods Europe ever comes at a time when companies are increasingly interested in new global markets.
A survey of visitors and exhibitors reveals that one in three (33%) see growth in developing markets as one of the biggest opportunities for their companies – up from 24% last year.
The number of International Pavilions at the event has risen to twelve, with Germany and Canada joining the list for the first time. There will also be dedicated pavilions for companies from Belgium, Serbia, China, Croatia, France, Hungary, Korea, Poland and the USA, while the Centre for the Promotion of Imports from Developing Countries will offer opportunities to discover ingredients and products from Pakistan and South Africa.
The list of Vitafoods Europe exhibitors spans all six continents and includes the world’s largest country – Russia – as well as one of its smallest – San Marino.
Chris Lee, Managing Director, Global Health and Nutrition Network, Europe, Informa Exhibitions said: “The truly international scope of Vitafoods Europe offers visitors a world of business opportunities. As well as discovering new products and ingredients from every corner of the Earth, they will have opportunities to understand what’s happening in overseas markets, and learn about new solutions to the challenges they face. Visitors who make the most of the international nature of the event gain insights that can give them an edge in our increasingly global industry.”
Case Studies: Vitafoods Europe exhibitors from five different countries explain what they offer visitors:
A Chance to rethink perceptions: ECA Healthcare, China
Based in Shanghai, ECA Healthcare provides a range of ingredients for cognitive health, specialising in PS for high-end markets across the world.
Exhibiting at Vitafoods Europe helps them challenge traditional perceptions about Chinese companies. “In the west, the feeling about the typical Chinese product is that it is low price and low quality,” says Jiang-Su, Managing Director of ECA Healthcare.
“It’s now different. We exhibit at Vitafoods Europe because we want people to know that we can provide exceptional quality – as high as anyone else in the world. We start with organic materials, and don’t use any chemical solvents, so our product is free from any contaminants."
"Many people have had a bad experience with a product from China, maybe caused by poor communications or a misunderstanding about quality. I think that’s changed. In the beginning, when we started exhibiting, people thought "OK, you’re just another Chinese company offering a low price product." But now they’re saying "OK, you’re one of the best in the world".”
New Technologies: Mazza, Canada
Canadian company Mazza Innovation specialises in extracting bioactive compounds from botanical sources.
They presented at the 2016 Vitafoods Venture Den and won first prize: a booth at this year’s event, which they’re using to showcase PhytoClean, their innovative solvent-free, pressurised water extraction technology.
“Vitafoods Europe is an excellent venue for networking with the European and global industry,” says Ben Lightburn, President of Mazza.
“Hearing about how we can help new customers with PhytoClean is particularly rewarding. Mazza’s technology won the Vitafoods Venture Den last year, and has already been used to extract more than 40 different ingredients. Almost every company has concerns about solvent-based extraction, and clean label is an increasingly important concern in food and nutraceuticals as well as in cosmetics and personal care products.”
Japanese biotech innovators Theravalues are one of the many companies using Vitafoods Europe to launch a new product.
They decided that the event was the ideal platform to introduce Theracurmin Super – a highly bioavailable curcumin specially formulated for the European market.
“We chose Vitafoods Europe for our launch because there are so many people, not only from Europe, but from more than 100 countries,“ says Marie Kanatani, International Sales and Associate Director at Theravalues.
“Our company and our product are very new to the European market, so our desire is to create awareness. Vitafoods Europe is the best trade show to do that, and to meet new customers.”
A chance to learn: Into the Rainforest, US/Ecuador
Nutraceutical supplier Ecuadorian Rainforest LLC specialises in “superfruits” and other natural ingredients sourced from South America.
Ramon Luna, the company’s Marketing Co-Ordinator, says the opportunity to share perspectives with contacts from other countries helps them understand what’s happening in global markets: “Vitafoods Europe brings everyone together. People go to share food knowledge, new ingredients and talk about how new trends are affecting Europe and other parts of the world."
"The educational element of the event helps us learn what the European market is looking for so we can better serve clients. It’s always great to meet people from different countries because they’re more attuned to the culture.”
Solutions to challenges: Cosucra, Belgium
Based in Belgium, Cosucra has been processing natural ingredients since 1982 and exhibiting at Vitafoods Europe for more than a decade.
Specialising in chicory fibres and pea proteins, they can help manufacturers cut the sugar content of products without compromising on taste and texture.
“Worldwide, one of the most important challenges for the industry is sugar reduction,” says Carmen Malnero-Fernandez, the company’s Marketing Manager.
“With the obesity and diabetes epidemics, consumers are increasingly aware of the need to cut sugar, but they don’t want manufacturers to compromise on taste or quality. We offer ingredients that help manufacturers do that.”