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The Power of Functional Foods is the Key to Fi Asia-China's Success
Date:7/14/2009

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 ar
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SOURCE UBM International Media
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