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The Power of Functional Foods is the Key to Fi Asia-China's Success

SHANGHAI,, July 14 /PRNewswire/ -- Fi Asia-China, China's premiere event for professionals in the food ingredients industry, once again welcomed the world to Shanghai, China on 23-25 June, 2009. Building on the successful launch of Health ingredients (Hi) and Natural ingredients (Ni) last year, these two niche shows ran alongside Fi Asia-China and proved to be the major draw for the event's thousands of visitors.

Ingredients for Healthy Living

Ni and Hi were developed by show organizers 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. China's ancient practice of Traditional Chinese Medicine (TCM) which is based on the philosophy of health and wellness through natural ingredients, made it 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 organizations such as Wageningen University for use as functional food ingredients. China is already 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 seabuckthorn berries which are gaining worldwide attention.

Hi/Fi Asia-China provided the ideal platform for companies searching for high quality suppliers of these ingredients. Event Manager Vincent Brain says "The Chinese consumer is becoming more sophisticated. As buyers start to look beyond price, there is an increased demand for products that have demonstrable health benefits. Companies such as Nestle 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 suppliers of functional and natural ingredients - 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 program highlighting the ingredients industry's business critical issues in China. Health ingredients and their role in combating obesity was high on agenda, as was the Food Safety, one of the most high profile issues effecting the food ingredients industry.

Visitors to Fi Asia-China turned out to see for themselves how China's comprehensive new Food Law was being put into effect 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 hear 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. As Mr. Brain explains, "Whilst 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 efforts to continually evolve its content to meet the demands of the functional ingredient industry and provide a showcase for growing global markets.

    Show details
    Fi Asia-China, Hi China and Ni China 2009
    June 23-25, 2009
    Shanghai International Exhibition Center
    Shanghai, China
    For more information, please visit

About the organiser

United Business Media is headquartered in London, UK. The office in the Netherlands is the organiser of the world-leading Health ingredients, Food ingredients, CPhi, ICSE and Informex series of food and pharmaceutical ingredients trade shows. The Dutch office also publishes International Food Ingredients Magazine For more information, visit

SOURCE UBM International Media
Copyright©2009 PR Newswire.
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