SHANGHAI, July 14 --

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

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 RD 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

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

Valerie Snow of Food ingredients Asia-China, +31-346-559-465, Fax,