Geneva, Switzerland—Two of the leading industry shows are back for 2011! Vitafoods Europe and Finished Products Expo will return to Geneva from the 10th through 12th of May.

The shows come at a turning point in the industry; the functional foods, drinks, nutraceuticals and dietary supplement markets are expanding more rapidly than ever and are expected to reach $243 billion over the next four years.

Last year, more than 8,500 people attended Vitafoods Europe, and more than 2,500 went to Finished Products Expo. The organizers are hoping for an even bigger crowd this year, and there are a lot of interesting things to be seen at each show.

The topics will include Functional Foods, chaired by Matthew Incles of Leatherhead Food Research; Appetite Control with Dr. Jeff Brunstrom of the University of Bristol and Unilever; Immunity and Gut Health with members of the Institute of Food Research and Plant and Food Research; Physical Performance instructed by the English Institute of Sport, Glaxo Smithkline and the University of Stirling; Heart Health with Good Food Practice; and Mental Health with Martek Bioscience.
There will be a free Vitafoods Discussion Forum led by Simon Pettman from EAS. The forum will build on last year’s debate over the Claims Regulation for business. This year, challenges facing the functional food and supplement industries will be discussed.

Free one-on-one sessions with experts will be available, allowing attendees to learn about regulations, strategy, labeling, and claims.

The Vitafoods Europe Seminar Theatre will detail new products, developments and discoveries.

Furthermore, the show will contain a new event. The Neutraceutical Business and Technology Awards will recognize excellence in R&D, marketing, business, technology, applications and business practices.

There will also be a business roundtable where panelists will discuss the trials and tribulations of getting consumers to use functional food and drink products.

Anyone involved in the industry, or interested in functional foods, should look into attending these two shows, which will truly be an educational and fun experience.

Published in WholeFoods Magazine, May 2011 (online 3/21/11)