High Energy Innovation & Collaboration at Nutracon/Supply Expo

Key industry influencers and market leaders convene to explore winning products to address consumer healthy lifestyle trends

ANAHEIM, Calif. - (April 15, 2005) - UpSwing, a functional performance beverage containing a taurine, gingko, green tea and glucosamine formula designed for 45+ male golf and tennis players was just one of the innovative mock products created during the Nutracon Ideation, Innovation and Formulation Challenge. The brainstorming workshop was a key example of the quality innovation and collaboration that took place in Anaheim, Calif. during the Nutracon/SupplyExpo conference and trade show March 16-20, which emphasized the creative, science-based functional product development to addressing consumer health trends.

Leading executives, product developers, marketers and ingredient buyers gathered at the Anaheim Convention Center for the annual five-day event, which offered a cross-pollination of suppliers with finished goods manufacturers in supplements, foods, beverages and personal care. Companies included mainstream multinationals as well as traditional natural and organic companies and multi-level marketers. Attendees had the opportunity to interact and network at the conference/trade show, which provided a snapshot of the entire value chain from new technologies and ingredient science to the latest consumer packaged goods.

More than 8,000 supply buyers/specifiers walked the SupplyExpo show floor viewing hundreds of ingredients and innovative technologies. "Manufacturers exhibiting at Natural Products Expo West brought their product development teams to attend Nutracon and shop the SupplyExpo show floor, creating a five-day, three-event, one solution opportunity for companies to engage across the value chain," said Fredrik Linder, President of show operator New Hope Natural Media, a division of Penton Media.

Beginning with Nutracon, the leading senior-level, science-based conference for product developers and brand strategists, attendees heard current science, consumer data and case studies in market growth categories such as Functional and Fortified Food Bioactives, Functional Confectionery, Organics, Functional Cosmetics and New Lesser Evil Foods as well as information on new ingredient science and emerging global markets. Attendees also gained insight on the growing category of new technologies and functional ingredients for baked goods in a half-day workshop on Healthy Baking.

The program was highlighted by two keynote presentations from high-profile physicians Dean Ornish, MD, and Andrew Weil, MD. Both spoke of the important role companies in the health and wellness space will play in helping to shift our current health care systems from treatment of disease to prevention. "What we know is that diet and lifestyle are at least as good as angioplasty and bypass surgery and at a fraction of the cost," Ornish told attendees at the opening keynote address.

Exhibitors of SupplyExpo were pleased with their return on investment. "New Hope's '3 events in 5 days' concept has proven to be a unmatchable combination," said Scott Larkin of Lycored. "Nutracon, SupplyExpo and Expo West draw all the key movers and shakers that you can't get anywhere else. The networking opportunities were abundant and the receptions were outstanding."

At SupplyExpo, "we had great attendance and, more importantly perhaps, the right contacts visiting our booth. Our scientific seminar on Saturday was one of the best attended at the show and the Blue California Exhibitor Lounge was also a success," noted Cecilia McCollum, VP of Sales and Marketing for Blue California.

Other highlights of the Nutracon/SupplyExpo event included four unique educational opportunities focused on newly released science, ingredients and innovative technologies designed to keep executives, product developers and marketers ahead of the curve. Scientific poster sessions, displayed at Nutracon and then on the show floor, provided technical presentations for industry-relevant applications of science and technical advancements. Also on the show floor, the Applications Center allowed attendees to feel, touch and taste applications of well-known ingredients, and Technology Transfer presentations offered new innovative intellectual properties available for sale or licensure.

In addition, the annual NutrAward competition honored important new ingredients based on their scientific merit, efficacy, safety, innovation, market potential and credibility. This year's winners for the best new ingredient of 2004 were C12 Peption, a hydrolyzed milk protein developed by DMV International that helps control blood pressure by contracting blood vessels and/or increasing blood volume, and Univestin, an antioxidant developed by Unigen Pharmaceuticals that relieves physical symptoms and helps improve physical function in osteoarthritis sufferers.

New Hope Natural Media is a division of Penton Media Inc. (OTCBB: PTON), a diversified business-to-business media company. New Hope Natural Media provides high-quality content and integrated marketing solutions to the following industries: health/nutrition and natural and organic products; aviation; design/engineering; electronics; food/retail; government/compliance; business technology/enterprise IT; leisure/hospitality; manufacturing; mechanical systems/construction; and supply chain.

Susan Haeger
New Hope Natural Media
(303) 998-9460
[email protected]

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