Natural Foods Merchandiser

New Hope, BioFach Team to Tout Organics in U.S.

This year's Natural Products Expo East will feature organic product retailers from more than 40 countries, an expanded international seminar schedule and networking opportunities for suppliers from both sides of the Atlantic as a result of a new partnership between New Hope Natural Media and the Nuremberg, Germany-based BioFach.

The two organic trade show heavyweights are teaming up to host Organic Products Expo-BioFach America, which will become a staple at the annual Natural Products Expo East shows. Organic Products Expo-BioFach America will debut at the 19th annual Natural Products Expo East, to be held Sept. 4-7 at the new Washington, D.C., Convention Center.

"Organic Products Expo-BioFach America will deliver cutting-edge organic finished products, raw materials, market intelligence and education that trade show and conference attendees won't find anywhere else in North America," said Fredrik Linder, president of New Hope Natural Media. "BioFach brings a depth of experience with the global organic community to this partnership."

BioFach produces the world's leading international organic exhibition, held each year in Nuremberg, Germany, and also hosts BioFach Japan and the BioFach Conference in Rio de Janeiro, Brazil. New Hope Natural Media produces North America's largest natural and organic products trade show, Natural Products Expo West, and also produces Natural Products Expo East, Europe and Asia.

Retailers will have greater depth and breadth of organic specialty products to choose from.
"The partnership means that retailers will have greater depth and breadth of organic specialty products to choose from, which is something the New Hope Natural Media Attendee Advisory Board has asked us for," said Scott Silverman, New Hope's organic program manager.

BioFach's influence at Natural Products Expo East will boost the number of international exhibitors.

"Normally, we have 10 to 15 non-North American companies, but this year we're looking at 40 to 50 companies," Silverman said. "The Organic Marketplace will be 15 percent to 20 percent bigger at Expo East."

The majority of the international companies will come from Western Europe, he said, but there will also be representatives from Latin America, Oceania and Asia. They will exhibit organic products such as European pastries, wine, cheese, olive oil, cookies, crackers and teas, along with personal care and textile products, he said.

Organic Products Expo-BioFach America will also have a strong supplier component, Silverman said, noting that currently, "both sides of the Atlantic lack a forum for connecting organic raw materials buyers and sellers."

Another feature of the New Hope-BioFach alliance is an expanded Natural Products Expo East organic conference program that will feature more international topics, such as organic regulatory issues in various countries, international merchandising and marketing techniques, and working with international buyers.

"Our organic curriculum will include bringing in European organic retailers to exchange ideas with North American retailers," Silverman said. One idea he expects to see discussed is the new generation of Western European stores that only carry organic food and natural personal care and textiles. "We predict the United States will follow this trend in the coming years," he said.

Vicky Uhland is a Denver-based freelance writer.

Natural Foods Merchandiser volume XXIV/number 2/p. 9

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