15 February 2011, 16:10 PM
  • IFE11 – the UK’s leading food and drink trade event – is less than four weeks away and preparations for the show are well and truly underway.

If you’ve been to IFE in the past and believe you’ve seen it all before, think again. This year’s event is returning with a renewed and revitalised outlook. The 2011 edition of the show will play host to its best ‘educational’ programme to-date this year, with a host of brand new features set to equip visitors with all the inspiration, knowledge and industry insights they could possibly need.

Alongside an exhibition featuring the newest products from all corners of the globe, IFE will include the following new features:

The World of Olive Oil has been introduced in response to consumers’ increasing demand for high-quality oils. Hosted within the Speciality & Regional Food from Britain section of the show, visitors will have the opportunity to sample some of the finest varieties currently on offer from leading producers. Exhibitors from across Europe will be submitting their unique products which will then be showcased in the area. The aim is to help deli, farm shop and food hall buyers sample and source the very best olive oil products which can offer real points of difference to their business.

The Hub is the be the place to be if you are keen to catch-up on the very latest consumer and industry trends. A free-to-attend programme of seminars, conducted by leading industry experts, will take place on the first two days of the event, offering delegates a unique opportunity to update their knowledge and take away key learnings that can be applied to their own business. Confirmed panellists include Jim Paice, Minister of State for Agriculture and Food, who will take part in ‘IFE11 Question Time: the food business in focus’ and Tim Smith, CEO of the Food Standards Agency (FSA), who will provide visitors with an exclusive insight into the FSA’s vision for safe food and healthy eating. Whilst, Henry Amar, Chairman of RH Amar, one of the UK’s most respected figures in fine food importing, will also discuss how overseas suppliers can meet the challenges of the British market.

Meet the World is designed to add colour and vibrancy to the international Walk the World section. The brand new feature brings together different international groups and provides them with a collective platform to showcase the best food and drink their country has to offer. There will be plenty of captivating visual performances from each nation, allowing speciality food buyers to see the very best new artisan products from all over the globe.

IFE11’s England Pavilion will showcase products from all four corners of the country with regional food groups including Select Lincolnshire, Heart of England Fine Foods and Deliciously Yorkshire presenting their unique products from different areas of England. Leading regional producers including Luscombe Drinks, Hawkshead Relish, Paxton & Whitfield, Seasoned Pioneers and Styles Farmhouse Ice-cream will join other specialist producers to present their latest offerings to buyers. Within the pavilion, visitors will also be able to attend the English Regional Kitchen – a demonstration kitchen featuring demonstrations from leading regional chefs.

Finally, visitors can attend the Future Trends theatre, a series of free-to-attend seminars run in association with Mintel, offering trends forecasting and analysis, as well as tastings. The sessions, presented by leading figures in the food and drink industry offer valuable insights into new product trends and the changing tastes of consumers.

Christopher McCuin, IFE Event Director, commented: “IFE’s Speciality and Regional Food from Britain section is one of the largest areas to source artisan and speciality food products in the UK. Not only that, the features that we have introduced make the show a must-attend event for anyone working within the speciality food arena. We believe that this year’s edition of the show will be the best yet, allowing businesses of all sizes to source the very best new artisan products from around the world. We look forward to welcoming the speciality food industry to IFE in March.”

For more information or details on exhibiting at the show, contact the IFE Team on +44 (0)20 7886 3092. To register for FREE entry, visit www.ife.co.uk.