SHIFT20: IFT kicks off virtual expo, exhibitors weigh in on industry’s digital move

13 Jul 2020 --- The Institute of Food Technologists (IFT) kicks off this year’s IFT20 Annual Meeting & Food Expo (SHIFT20), which takes a virtual form this year because of the COVID-19 pandemic. Key suppliers are remotely showcasing a total of 545 new products and innovations, while there is a wealth of live discussion panels and presentations. FoodIngredientsFirst speaks to key exhibitors as the event begins.

“I’m most excited about the opportunity to connect with even more conference attendees,” says Lucy Hansen, Integrated Marketing Communications Manager at Cargill. “With the virtual format, participants can reach out to us 24/7 – up to six months after the show, all through our virtual exhibit. It offers the potential for a much broader reach as compared to a physical show.”

“Additionally, there are so many mechanisms for us to share information, including videos and webinars, which can be hard to do on a traditional show floor. Perhaps most importantly, we still have the ability to connect one-one-one through the Expo’s ‘Power Hours,’ which are times set aside each day for participants to visit and explore the virtual trade show,” adds Hansen.

As part of SHIFT 20, a number of Cargill experts are sharing their insights in a variety of formats, from participating in industry-wide panel discussions with live Q&As to on-demand webinars housed on its virtual exhibit. For instance, Seán Leighton, the agri-food supplier’s Global VP of food safety, quality and regulatory affairs, will take part in a featured panel exploring how the industry can better leverage data and analytics to improve food safety. This discussion, “Data Revolution: Is Food Safety Sitting on the Side-Lines?” is scheduled for July 15 and includes a live Q&A session.

In addition, Cargill Cocoa & Chocolate’s Fatemeh Kadem, Senior Technical Services Manager, will be joining Innova Market Insights’ Tom Vierhile, VP of Strategic Insights, for a deep dive into “The Premiumization of Chocolate.” In this on-demand webinar, the duo will look at both sides of premium chocolate – exploring the trends that are shaping and redefining the marketplace and explaining how brands can navigate technical challenges to deliver the ultimate sensory experience.

Click to Enlarge"I can see virtual [trade shows] playing a bigger role," says Corbett at Edlong Corporation. AI-based dairy flavors
At SHIFT20, Edlong has announced the expansion of its line of dairy-based natural flavors to include a line of high-intensity cheese and cultured profiles for use in sauces, dressings and dips. “Nothing will or can replace that live interaction with people, and it will come back,” says Bob Corbett, Tradeshow Marketing Manager at Edlong Corporation. Earlier this month, FoodIngredientsFirst explored how the flavor house leverages AI technology to help predict how consumers will respond to the sensorial properties of its newest flavor launches.

“But now that we’re used to this new model, I can see virtual [trade shows] playing a bigger role. That is the biggest challenge though, trying to find a way to reach people in a way that is similar or at least close to a live one-on-one. The other nice thing to look forward to in the future is a more focused live event. I think we’ll see fewer huge attendance numbers going forward but more quality,” adds Corbett.

“There will be fewer people there who really do not need to be there and they’ll be replaced by true decision makers. Virtual shows are indeed a challenge. Before COVID-19, events were 90 percent live and 10 percent virtual. Virtual never really worked before or caught on. But now that we’re forced to deal with it, I can see the future being a hybrid of sorts. Twenty percent virtual options and 80 percent live,” he envisions.

Click to EnlargeHydrocolloids specialist CP Kelco is showcasing a patented process enabling the conversion of citrus peels into a fiber that is marketed as both “functional and close to nature.”Highs and lows of going virtual
At SHIFT20, CP Kelco is spotlighting its next-generation ingredient, Nutrava Citrus Fiber, on July 13 at 12:30 CDT. The hydrocolloids specialist has patented a process enabling the conversion of citrus peels into a fiber that is marketed as both “functional and close to nature.” In addition to contributing to daily fiber intake, Nutrava Citrus Fiber offers unique gelling, thickening, stabilizing and water-binding capabilities with grades for a wide variety of food and beverage applications.

“As an example, it can be used to replace starch, eggs or oil in recipes such as mayonnaise, dressings and sauces. For formulators seeking to reduce sugar or pulp in fruit beverages, citrus fiber helps with suspension and mouthfeel without disrupting fruit flavors. It is also compatible with standard manufacturing processes,” Jessica Knutzon, CP Kelco’s Senior Manager of Americas Marketing, tells FoodIngredientsFirst.

“Between the option of viewing on demand and not having to accommodate travel arrangements, it will be great to visit more booths and attend more sessions than we usually [as well as] have time for in-person trade shows. Obviously, we miss seeing all the familiar faces, catching up with friends and trying new food prototypes. However, there are so many positive aspects to a virtual trade show,” she notes.

“From a learning perspective, this is a great opportunity. We’re building a library of information with brochures, fact sheets and videos – everything will be at your fingertips. Our team will be available throughout the show to chat and answer any questions. As we participate in more of these events, we will find even better ways to perfect the experience.”

Click to Enlarge"We’re building a library of information with brochures, fact sheets and videos – everything will be at your fingertips," outlines Knutzon at CP Kelco.Tapping into trends
As with a regular trade show, novel ingredient solutions that tap into prominent market trends will be among the highlights of this year’s virtual event. Italian food ingredients group Faravelli will be showcasing the offerings from its partner company, which specializes in precooked and toasted pulses that fit in with current trends to increase protein and dietary fiber in snack foods while reducing fat. 

These pulses can also be used to add flavorings, enabling product potential as standalone snacks. The supplier is also presenting its pregelatinized rice flours, which address gluten-free and clean label demands while increasing viscosity.

Faravelli will also spotlight the natural gluten-free products from Benexira that also fit with the above trends. The suite of products allows R&D to increase protein, fiber or Omega 3 depending on the Benexia product used. These are also functional aspects as well that help with clean label applications, while paying a note to Innova Market Insights’ sixth Top Trend for 2020, “Macronutrient Makeover.”

The company will also present Noomato by Naturalea, a nootropic tomato extract for cognitive health during COVID-19-related stressful moments.

“We are glad that that IFT organization is taking steps to continue with business norms during these challenging times,” remarks Silivia Di Tommaso, PR & Corporate Communication Manager at Faravelli. “Is still an opportunity to meet with suppliers and customers, however at a greatly reduced capacity. We are always grateful to get in front of customers regardless of the medium used – so are very thankful that IFT is moving forward with this opportunity. However, we would prefer to be in Chicago where we could meet customers face-to-face and entertain after the show.”

The spread of COVID-19 continues to prompt a domino effect forcing industry trade show cancellations around the world. FoodIngredientsFirst recently caught up with various suppliers to explore whether virtual platforms can indeed prove a viable substitute to physical events moving ahead of the pandemic, and what exhibitors think about the new direction industry is taking.

By Benjamin Ferrer

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