Leading UK exhibition organiser Fresh RM is set to challenge the way the industry thinks about innovation at the next installment of the UK’s largest and most respected food and drink trade event, IFE09. The company is promising to deliver serious global innovation in every conceivable format when it opens its doors in March 15-18, 2009, at ExCeL in London.

Paul MacDonald, event director of IFE09, said: “No venue will ever have housed so many of the world’s most genuinely innovative food and drink products. We have really gone back to square one with the meaning of innovation and are being ruthless when it comes to meeting the criteria. With this as the theme for the show, it is essential for any company looking to develop and have a future in today’s ultra-competitive industry to get involved.”

In 2007, IFE attracted more than 24,000 of the world’s most senior food and drink buyers from the retail, food service, wholesale, distribution and manufacturing sectors. Decision makers from retail giants including Asda, Co-op, Morrisons, Marks & Spencer and Harvey Nichols attended along with foodservice representatives from the likes of Pret a Manger, Carluccios, Pizza Express, Claridges, Hilton Hotels, Marriott International and Novotel - all looking to source products and do business with more than 1,500 manufacturers, distributors and suppliers. Of those that visited, 14 per cent came from outside the UK, highlighting the event’s increasing international appeal and revealing an ever-growing opportunity for exhibitors to widen their customer base overseas.

Innovation Live - in association with marketing research company Mintel - underscores the whole raison d'être for IFE09. Occupying 500msq, the event’s star attraction will showcase a selection of the world’s most innovative products, as sourced by Mintel’s global new product development team. Visitors will be able to enjoy a uniquely interactive experience, where they can see, touch and taste innovation as well as being given advice on how best to source cutting-edge products.

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