IFT Expo 2009: A Sign of the Times

If you attended the IFT Expo 2009 in Anaheim this past week, it's likely you left with a sweet taste in your mouth.

As an IFT Expo newbie, here's a morsel of my experience.

At sign-in, each attendee was heartily welcomed with a bag containing a Program and Exhibit Directory, an IFT pen (who doesn't love conference pens?), a few promotional leaflets, and access to free issues of Food Technology magazine.

A multipage pamphlet set in the inside front cover of the Program, provided by Corn Refiners Association, shed some insight on what to expect upon entering in to the Expo. The fact sheet applauded the recent FDA clarification of High Fructose Corn Syrup's natural labeling claims, and promoted websites, www.sweetsurprise.com and www.HFCSfacts.com, which aim to disband unfavorable press surrounding HFCS that has plagued the corn industry over the past decade.

Corn Products was also there to promote this message, and starches, of course, with a grand booth... a great example of cooperation among competing companies, reflecting inter-corporate culture these days.

Upon entering the actual Expo room, you couldn't help but feel like a kid at DisneyLand, which happens to be just across the street from the Convention Center.

Food industry leaders spared no expense to create alluring booths, equipped with sales and marketing professionals and food techs at-the-ready to answer questions and promote products.

Many booths had samples for tasting to highlight the usability of their ingredients and the diversity of their application.

A few vendors even had taste tests/comparison trials where attendees could participate, to help gather data, and promote flavor and texture enhancing ingredients.

One exhibitor, Blommer Chocolate, helped set the tone by passing out complementary ice cream bars to plug their "Signature Milk Ice Cream Coating." It wasn't long before the lines started forming, pleasing neighboring vendors with the exposure.

A few times I wondered if anyone was singing, "It's a Small World" in their head, and briefly forgetting about the global economic crisis.

Major US and European companies seemed to dominate the main promenade areas of the floor, with enormous and colorful architectural exhibits. You could see people using Domino sugar, ADM, Corn Products, ConAgra, Solae and Morton Salt (for example) as landmarks while they texted colleagues their locations in the grand hall.

Buzz words like "non-GMO", "clean label," "Rebaudoside-A," and of course "HFCS," were emphasized in conversation, booth displays and literature. Cargill had most of their current product line containing Truvia (Rebaudoside-A/stevia product) on display for impact. Many samples of this "new to market" sweetener were also available.

Awareness of the "green" paradigm for packaging and labeling mirrored trends in consumer demand for "clean label" and "natural" foods. The chosen colors reflected a "return to nature," dominated by greens, yellows, and browns.

Reduction of material waste and biodegradable technology was demonstrated by many package engineering companies. I learned that SunChips produces the delicious snack by solar power and distributes in biodegradable bags.

Mintel group gave three information seminars per day to discuss relevant global industry trends, including consumer marketing, sweeteners, and clean labeling.

After each presentation, Mintel had an impressive display of products for sampling (discussed in the respective seminar) and attendees were asked to fill out feedback forms... the research firm never tiring of obtaining data.

Despite China's vast representation, their booths seemed to be less ostentatious in appearance and networking strategy. Conversations were pulled into more streamlined booths, where tables were setup for quiet business discussions.

The booths also didn't seemed to be as highly visited as the US and EU exhibitors. A likely impact of some recent bad press relating to quality control. Still, not as expected for a company as large as Niutang, for example.

A different energy surrounded the US and European booths, where people dynamically networked on foot, with food or beverage sample in hand, reminiscent of a cocktail party. Many old business relationships were kindled and new alliances formed.

All in all, the IFT Expo 2009 really seemed to showcase the food industry's response and responsibility to consumer demands, environmental awareness and the global economy.

Kudos to the IFT employees, sponsors and exhibitors that made the event a success.