Many exhibiting companies use the IFT Annual Meeting & Food Expo as a springboard to promote a special event that is being celebrated by that company. This event might be an anniversary, an acquisition, a new initiative or program, a culinary demonstration, or even a results study.
From the company’s perspective, IFT becomes an opportunity to share this event with the attendees. And from the attendees’ view, they get to help celebrate the event, learn more about the company, and possibly acquire some knowledge that can be put to valuable use in their work. In any case, these mini-events create a celebratory atmosphere at IFT and promote closer relationships between the exhibitor and the attendee.
Here are some examples of special events to watch out for:
- Kermin Food Technologies, Booth 7017, is celebrating its 50th anniversary. Join the company at its booth on Monday, June 13, at 3:30 p.m. for some festivities, including an unveiling of new products — an antimicrobial for Listeria control I deli meats; water- and oil- soluble antioxidants and extracts; and a Fortium liquid antioxidant for color stability.
- The combined resources of Corn Products and Natural Starch are demonstrated at Booth 6839. At the candy counter, for example, a wide range of prototype treats, including mints, chews, chocolates, gummies and more, balance sweetness with caloric content, add nutrition, optimize texture and develop appealing taste profiles. The booth is also showcasing strategies (texture, sweetening, ingredient replacement and nutritional enhancement) for dairy, sweet and savory, and bakery products.
- An educational resource (Functional.Egg.org), launched by American Egg Board, Booth 5600, contains six 10-minute educational videos that focus on the multifunctional benefits of egg products. Viewers can watch the videos or sign up to test their Egg-Q through a series of quizzes. And even better yet, viewers can receive a certificate for continuing educational credit. At Special Events Pavilion (Booth 8153), Cargill provides a presentation, “Great Science Meets Great Taste: A Revolutionary New Approach for Formulating Great-Tasting, Reduced-Calorie Beverages” on Monday, June 13, 10:30 – 11:30 a.m. Using “tribology” (the science and technology of interacting surfaces in relative motion), the company developed TastewiseTM reduced-calorie solutions that optimize the balance between taste and mouthfeel in beverages. At Cargill, Booth 6039, attendees are able to take the TasteWise challenge to see if they can tell which lemon-lime soda is zero-calorie.
- Almond demonstrations are conducted by Research Chef John Czukor at Almond Board of California, Booth 5229. Attendees can see and sample innovative yet practical almond recipe concepts within the chocolate, snaking, bakery and cereal categories.
- A “Happy Hour” — Sunday and Monday, from 2 – 4 p.m., at Symrise, Booth 5016 — features Mixologist Junior Merino, who concocts special cocktails, the kind of creations that have crowned him as ” the liquid chef.” Visitors can also meet Chef Adolfo Garcia, trendsetter and owner of Gusto, a Mano, La Bocha and Rio Mar in New Orleans. Chef Garcia demonstrates novel culinary creations for 12:30 to 2 p.m. on Sunday and from 11:30 to 1 p.m. on Monday.
How do events such as these affect your needs when product formulating? As you think about your answer, see you at the party!
Filed under: Food Expo, Good Eats | Tagged: Symrise, Almonds, Cargill, zero-calorie, Junior Merino, Adolfo Garcia, Tastewise, tribology, American Egg Board, Functional Egg, Corn Products, natural starch, low calorie, Kermin Food Technologies | 1 Comment »