SupplyExpo makes connections in Anaheim

Audited visitor figures have yet to be released by organiser New Hope Natural Media, but it is estimated that the event attracted as many as 40,000 people.

As in previous years, the main Expo West floor was a crowded, colorful affair throughout the three days. A pantomime cow was spied extolling the benefits of omega-3, and Elvis Presley even put in an appearance at Integrity Nutraceutical's booth.

(Although Cinnulin came 29 years too late to help manage his glucose and cholesterol levels, he didn't seem too shook up over it. "Just a big-a big-a hunk o' love will do", he told NutraIngredients-USA.com.)

The SupplyExpo end provided a business-like breather from the melée, yet exhibitors reported relevant enquiries and steady passing trade.

Neptune Technologies was exhibiting at the show for the first time, and VP R&D and business development Tina Sampalis called it an "eye opener"​.

The company used the event as a platform to launch its new functional custards with Neptune Krill Oil to the industry, and received enquiries from companies interested in putting it into power bars, cereals, gummi bears, yoghurts and even sub-lingual films.

"It is opening up in areas I never thought it would go into,"​ said Sampalis.

She explained that her company had not previously exhibited at the show because it had seen a greater presence of distributors; this year, however, Sampalis said there seemed to be more manufacturers.

This year the SupplyExpo benefited from the Global Supply Marketplace, which served as a hub with several 'centers': the Application Center, where visitors could get up close to the products, the Scientific Poster Center, and the Business Information and Technical Exchange Center.

"We have had a positive response,"​ said Rob DeBarros, New Hope Natural Media's marketing manager, supply. "The focus was on putting on a quality show with an additional meeting place for people to get connected to the global health and nutrition network."​

For the best new ingredient or technology of 2005, American Biosciences was awarded the NutrAward, for avé-containing Avemar, a wheat germ derived supplement developed in Hungary to help regulate cellular metabolism and support immune health.

"Avemar is best known by cancer researchers and oncologists,"​ president David Wales said. "This award will help us get the message out to the world at large."​

In addition to NutraCon, which took place prior to the show on Wednesday and Thursday, there was also a strong program of lectures and seminars.

The State of the Industry address on Saturday morning was delivered by Tom Aarts, co-founder and executive editor of Nutrition Business Journal, together with Gil Pritchard of Avalon Natural Products, Marci Zaroff of Under the Canopy, and Nature's Way's Scott Woodruff.

Out on the show floor, Aarts observed signs that supplement companies are starting to slide sideways into the food area, in response to consumers becoming more open to receiving their nutrients in food form, where previously they had adhered to a supplements regime.

Beyond introducing bars, which are a relatively small step from supplements, they are bolstering their supplement offerings with inventive offerings like teas and honey.

And even those offering nutrients in conventional pill-form may allude to food in their marketing. For instance, Aarts pointed out Garden Greens, whose stand banner and product labels depict a pile of fresh vegetables.

NutraIngredients-USA.com will be covering more news from Supply Expo and Expo West over the coming week.