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drinkworld Technology + Marketing 4/2021

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Fi Europe Fi Global Launches year-round Sample Store Concept with 1-2-Taste Fi Global is enabling ingredients suppliers to join the online sourcing revolution with a year-round Sample Store platform in partnership with 1-2-Taste, in addition to a dedicated Sample Store for exhibitors at Fi Europe Online. 1-2-Taste is an online B2B food ingredients platform based in the Netherlands that has made its name as a disruptor of traditional ingredient sales methods. The platform allows R&D experts to identify ingredients and obtain samples to try out, and buyers to place orders, without leaving their desks. It is especially helpful to small and medium enterprises (SMEs) because they can order ingredients in small quantities that are not commercially viable through traditional sales channels. Through its partnership with 1-2-Taste, Food Ingredients Global is integrating two Sample Stores into the heart of its portfolio of exhibitions, information services, and digital solutions, which have a global audience of industry professions established over more than 30 years. • The Sample Store on the Fi Europe Online platform gives exhibitors maximum expose to more than 12,000 online attendees over the duration of the online event, which runs from 22 November to 2 December 2021. • The year-round Sample Store concept allows subscribers to have their Sample Store featured on the Ingredients Network directory and news portal, which attracts more than 40,000 unique buyers a month. “The Sample Store on Ingredients Network brings real added value to suppliers of food ingredients, as it allows them to interact with customers in the very place that they go to for industry insights and information throughout the year,” says Angelique Cachia, Content and Digital Director Food, Informa Markets. How Sample Stores work Suppliers receive support to set up their branded Sample Store on 1-2-Taste, which can feature up to 10 samples. Customers who visit the Sample Store can browse through information on the samples – including technical documents, videos, quality certifications, and other materials – at their convenience, then order samples with a click. There is also an option for suppliers to sell directly through the Sample Store, with order fulfilment in Europe and India. “The Sample Store concept is really userfriendly. It helps suppliers both to gather new sales leads and to demonstrate new products to existing customers,” says Cachia. For 1-2-Taste, the partnership with Food ingredients Global will allow it to gain insights into emerging industry trends, so that it can extend its services in the future. “With this partnership we are filling a void, customers today expect online channels for commercial ingredients transactions and quick turnarounds, together with Fi Global we are enabling suppliers and meeting customer expectations,” says 1-2-Taste CEO and co-founder Jasper Schouten. 1-2-Taste was born out of Schouten’s observation of commercial challenges faced by SMEs in the food and beverage sector, during the 17 years that he worked for major flavors and specialty ingredients companies. “SMEs would knock on our door and ask to buy, perhaps, 20kg of flavors a year, and we would have to say sorry, because this was not economically viable. This got me thinking about how we could better reach this sort of customers,” he said. After launching first in India, 1-2-Taste made its European debut in September 2020 with a portal that allows purchasing managers both to buy ingredients in the quantities they need and to receive technical support from freelance service providers. The company has already been recognised for its originality and business Suppliers can register for a Sample Store via the Fi Global website. 16

Fi Europe potential, winning the prize for Best Starter in Ecommerce in the Netherlands at the Shopping Awards 2021. According to research from McKinsey, Covid-19 drove a global shift towards digital B2B sales in many industries, but the trend is set to stay. Over 70% of B2B decision-makers who responded to a survey in 2020 said they prefer remote human interactions or digital self-service, due to ease of scheduling, travel expense savings, and safety. Among respondents who sell B2B products online, 75% expressed confidence in the effectiveness of new sales models in reaching and serving target customers. Fi Europe Combined with Hi Europe 2021: Spotlight on Innovative Ingredients The pandemic has strengthened the trend towards sustainable consumption in the food industry – a shift that is also reflected in the world’s leading ingredients show Fi Europe combined with Hi Europe, as the organic and natural ingredients zones are both on a growth trajectory. The Fi Global team is currently expecting a total of 17,000 visitors in-person and/or virtually, with a strong focus on relevant audience for business and networking and the quality of attendance: 72 per cent of the pre-registered attendees have purchasing power. The trade fair will be held online from 22 November, and in person in Frankfurt from 30 November to 2 December. In terms of floor space, compared to the total show, the organic zone has grown by 49 per cent with exhibitors this year including Mainfrucht, Meurens Natural and La Sanfermese Agro & Food. The natural ingredients zone, meanwhile, has grown by 46 per cent and will be welcoming exhibitors such as Herbstreith & Fox KG Pektin-Fabriken and Plantex SAS. a more sustainable future’, in which Siska Pottie, Secretary General of the European Alliance for Plant-based Foods, will be reviewing the European plantbased market. Also speaking is Paula Schmidsfelden, of The Carbon Trust, who will be discussing ‘Product carbon footprinting & labelling: How to drive decarbonisation in the food industry’. Roquette, meanwhile, will be presenting a company case study on ‘Adapting to rising consumer expectations with a plant-based approach’. Consumers want sustainability With a total of 800+ exhibitors expected on the show floor, more than 150 companies have already “This trend has been present for a number of years but now has become even more apparent as a result of the pandemic. Furthermore, the combination of Food ingredients and Health ingredients Europe highlights the importance of naturalness in ingredients with health benefits”, says Julien Bonvallet, Fi Global Brand Director. The agenda for the show, with Fi Conference, Innovation Hub, various theaters and the competitions Startup Innovation Challenge and Innovation Awards, will also address topics such as upcycling, alternative sourcing solutions and more efficient manufacturing processes. Sessions include ‘Creating drinkworld Technology + Marketing · November 2021 17

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