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March/April 2010 - Volume 22 Issue 2

The magazine for frozen food buyers

Appetizers & snacks

Meat and meat products

Vegetables, fruit & herbs

Fish & seafood

Price factor importance

Regaining confidence

Emphasis on organic produce

Angling for futher success

CONTENTS

March/April 2010 - Volume 22 Issue 2

REGULARS

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4 Comment It’s not that bad, is it?

Not for private labels

APPETIZERS AND SNACKS

5 Around Europe News from around Europe 7 Fairs preview IFFA, Cibus 16 Fair preview PLMA 40 Fair review Alimentaria Barcelona

20 BELGIUM AND THE NETHERLANDS, MAJOR EUROPEAN PLAYERS

42 Product update Latest innovations within the industry

FEATURES 10 Appetizers & snacks The price factor - more important than ever 20 Belgium and the Netherlands, major european players The new going out 24 Meat and meat products Regaining confidence in the midst of confusing times 28 Private labels in the frozen food industry Store brands continue their expansion in 2010

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MEAT AND MEAT PRODUCTS

28 PRIVATE LABELS IN THE FROZEN FOOD INDUSTRY

30 Industrial freezing equipment Freezing with advanced freezers is the fresh way to go 34 Vegetables, fruit and green herbs Emphasis on organic and locally grown produce 38 Fish and seafood an ever-growing sector Angling for further success

FISH AND SEAFOOD - AN EVER-GROWING SECTOR

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COMMENT

By Dan Orehov, Editor

It’s Not That Bad, Is It? Not For Private Labels n these challenging economic help the client. Furthermore, even times, all private label producers though consumers no longer regard and retailers are aware that an frozen food private labels as having a important part of the success lower quality than high profile brands, strategy is aligning product investing in marketing, price offerings and marketing plans to the reductions and promotional activities changing consumer needs. As an remain a must, especially taking into important figure of the industry account the fierce price war going on recently said, not taking advantage of among private label players. It is a key the economic crisis can prove to be a step in the attempt to attract, keep serious mistake for every player on and loyalize the customer. the market. The Last but not good news is that least, events regardless if we refer created around the The good news is that to 2001, 2005 or private label regardless if we refer to 2010, the trend in industry are also 2001, 2005 or 2010, the terms of sales of helpful today more trend in terms of sales of private labels is an than ever, which is private labels is an ascending one, even why the Private ascending one. more so in recent Label years, when every Manufacturers consumer is Association interested in saving as much money International Trade Show, taking place as possible, and yet buying high May 18-19, is perhaps the most quality products that offer important networking and business convenience. event in Europe. Structured to Taking this into account, most include regional and national pavilions, companies involved agree that fresh and frozen halls, product expo knowing who the customer is and halls, as well as offering the what the customer wants is educational programs, PLMA presents paramount. This implies serious over 3000 exhibit stands and expects investment in research, as well as in people from over 65 countries, all developing new products, attractive looking for business opportunities. packages and innovative solutions to See you there!

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March/April 2010

Editor Dan Orehov e-mail: dan.orehov@cmgromania.ro Art Director Marian Cilibeanu e-mail: marian.cilibeanu@cmgromania.ro Advertising Sales Manager Alexandru Jinga e-mail: alexandru.jinga@cmgromania.ro Erwan Dubois e-mail: frozenfoodeurope@gmail.com Circulation Manager Raluca Mihaela Canescu e-mail: raluca.canescu@cmgromania.ro Worldwide contributors Jonathan Thomas (Leatherhead Food Intl.)

Peter Backman (Horizons FS Limited) Alan D. Deane, Michael R. Salmon (Food For Thought) Eastern Europe Stuart Whatley, Nina Pocuca Germany Dieter Mailänder UK Verité Reily Collins Ireland Ann Marie Foley Italy Peter Muccini Spain David Ing Printing SC Real Live Intermed SRL Published by CMG Romania Publishing office: 7 Iuliu Maniu Blvd, corp A, 2nd floor, sector 6, Bucharest, Romania Tel./fax: +40(21) 3159031, 3159029 E-mail: office@cmgromania.ro Website: www.frozenfoodeurope.com Distribution: Frozen Food Europe is a bi-monthly controlled circulation magazine, mailed to major frozen food buyers who operate in the retail, foodservice, catering and private label areas, and also major further processing buyers and institutional buyers around Europe. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information, storage or retrieval system, without the publisher’s written permission.

ISSN 1473-3382

Publishing Director: Otilia Calugareanu e-mail: otilia.calugareanu@cmgromania.ro

AROUND EUROPE Ireland

Castlecool Wins Again Ireland’s largest independent Temperature Control and Logistics Company, Castlecool has won a Deloitte Best Managed Companies award 2010. Internationally recognized, this award is a symbol of excellence for outstanding business performance by a private Irish company on the island of Ireland. Competing against companies in Ireland and Northern Ireland, Castlecool won this award for best practice in management, operations and service performance. The company also recently won 1st prize at the Small Firms Association (SFA) National Business awards in the Services category, and was nominated in the SFA awards Environmental Sustainability category.

“In an economy where outsourced storage, logistics management and distribution have become key factors in creating more efficient operation and increased profit, Castlecool provides these critical links for the Irish, UK and international supply chains,” said Paul Shortt, managing director, Castlecool.

Germany

Quality Retailer to Address 3rd Cool Logistics Conference Dr Horst Lang, head of quality assurance at German independent retailer Globus SB-Warenhaeuser, will give a perspective on fresh food provenance and quality at the 3rd Cool Logistics Conference, taking place in Hamburg on 20-22 September. The retail group, which controls 59 outlets, including hypermarkets stores in the Czech Republic and Russia, is very conscious of its image as a standard bearer of high quality produce. The EUR5.7bn company has 30,000 employees. “We are delighted to have secured the participation of one of the top quality German retailers to spearhead this year’s discussion on ethics, environment and efficiencies along the cold supply chain,” says Alex von Stempel, Event Director for Cool Logistics.

The agenda for the 3rd Cool Logistics conference is now live online at www.coollogisticsconference.com.

AROUND EUROPE USA

New Conveyor Belt for Pans, Trays and Large Products is Now BISSC Third Party Verified Ashworth’s Omni-Pro®FlexLite, the strong and lightweight belt for conveying pans, trays, and large products, is now BISSC Third Party Verified. Manufactured with the patented Omni-Pro®design and utilizing a durable, lightweight, and very open 1.5” x 3” (fixed loop) flat wire overlay, Omni-Pro® FlexLite improves efficiency with increased carrying capacity, greater air circulation, and a spiral/turn-curve tension rating of 400 lbs. for 100,000 cycles, vs. competing belts that rate for 50,000 cycles. Omni-Pro®FlexLite incorporates all of the Omni-Pro®features that reduce maintenance costs and downtime, and by meeting the strict design criteria for BISSC certification, the belt proves to be easily cleaned to reduce sanitation costs. Turn ratios range from 1.6 to 2.5 and belt widths are available in even widths from 24 to 60 inches. Omni-Pro® FlexLite is BISSC Certified and Third Party Verified under BISSC standard ANSI/BISSC/Z50.2-2003, Section 4.7, Design Requirements for Conveyors.

Compliance to this standard is the commercial baker’s guarantee that his bakery equipment was carefully designed to be easily and effectively cleaned, thereby promoting food safety and sanitation.

The Netherlands

European Cold Storage and Logistics Association and Global Cold Chain Alliance Partners to Form One European Organization The European Cold Storage and Logistics Association (ECSLA) and The Global Cold Chain Alliance (GCCA), gathered in Amsterdam last month for an international cold chain conference, have signed an agreement to form one organization to represent and serve the temperature controlled warehousing and logistics industry in Europe. This organization will retain the name ECSLA and be an Affiliate Partner of GCCA. The partnership allows the two organizations to offer expanded programs and services to European national cold storage associations and European cold storage companies. Theo van Sambeeck will serve as Managing Director of the Association and a General Secretary will be appointed in Brussels to lobby industry issues.

Van Sambeeck states, “I look forward to the challenge of bringing these two associations together into a powerful force in Europe.” ECSLA President

Wim van Bon from The Netherlands says, “ECSLA plays a critical role in lobbying for industry interests in Brussels and providing a network for the many national cold storage associations across Europe. This new partnership gives us even more clout and allows us to take advantage of the many other services and resources that GCCA offers.

France

The Future Looks ‘Tray Bien’ At Marie

Germany

Innovative Dishwashing Technology from Hobart The demand is high for dishwashing machines which are environmentally friendly and have low operating costs at the same time. As the world market leader for commercial ware washing and catering equipment, Hobart will be demonstrating its inventiveness at several exhibitions this spring via a host of new machines and technologies - all of them user-friendly, cost saving and highly efficient. For more information please visit: www.hobart-export.com

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March/April 2010

Leading French food manufacturer Marie Surgelés has selected Ishida to design and install a new line for the weighing and packing of ready meals into microwavable trays.

Marie produces chilled and frozen products at several sites across France.

At its Airvault plant, the majority of its production is for a leading consumer brand of weight-control products, with the remainder split between the highly successful Marie label and retailers’ own brands. Marie has been supplying the weight-control brand for 15 years and was keen to help its customers capitalise on the market trend towards ready meals packed in microwaveable trays. The company awarded the contract for the new tray line at Airvault to Ishida largely because of its

project capability, which enabled ‘single-source’ responsibility for the whole line. Another important factor was the established reputation of Ishida equipment, not least its revolutionary QX-1100 Traysealer, which was installed for the first time in France at Marie.

FAIRS PREVIEW

2010: On Track for Success xhibitors from all over the world will present innovations covering the entire meat processing chain. At the No.1event for processing, packaging, selling, which will open its doors in Frankfurt am Main from 8 to 13 May. With registrations having been received from all international market leaders, Messe Frankfurt takes an optimistic view of this event for the international meat-processing sector. “Despite the difficult economic situation, we anticipate roughly the same number of exhibitors and visitors as at the last event. This is solid evidence of the undisputed status of IFFA as the leading trade fair for the sector and also the reason the sector expects IFFA to generate significant business impulses”, says Detlef Braun, Member of the Board of Management of Messe Frankfurt. Altogether, Messe Frankfurt expects around 900 companies to present their latest products and services on more than 100,000 square metres of exhibition space to some 60,000 trade visitors from more than 100 countries.

The exhibitors come from a total of 48 countries. In addition to traditional, important manufacturing countries, such as Italy, Spain, The Netherlands and France, more and more suppliers from the growing meat-processing markets, such as East Europe, Russia and Asia, are making presentations at the fair. The proportion of exhibitors from Germany has been stable for many years and amounts to almost 50 percent (around 440 companies). www.iffa.messefrankfurt.com

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“International” Is the Key Word ood, particularly Italian food, is primarily a sensorial, synesthetic experience: there is no technological instrument that could take the place of the direct relationship that exists between the buyer and the product, the product simply has to be tasted and assessed on the spot. Cibus 2010 will be the marketplace for all foreign buyers wishing to research and buy top quality Italian foodstuffs. The most important chain stores in Europe and from the retail world and organized catering have confirmed their participation. The slogan for Cibus 2010 is “Welcome to foodland”, it is no coincidence that the location is Parma, as it represents the final part of a process combining tradition, culture and national industrial resources.

“A growing focus on foreign markets”, explains Elda Ghiretti, Cibus Manager, “will be the defining characteristic of this Edition and important investments already made in promoting participation have been further increased: France will be the country of honour, Japan and South East China will be the focus areas, the USA and Switzerland will be the "target" countries with dedicated areas and products, and there will also be the traditional focus on strategic markets for Made-in-Italy foods such as Great Britain, Germany, Russia, the Benelux and the Baltic States". www.cibus.it

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THREE REASONS TO VISIT - A springboard for Italian companies trying to break into international markets.

- An excellent showcase for leading companies from all food sectors.

- A place where trends within the Italian food market are created, through both traditional and innovative channels. Also, Parma has become a reference for food safety recognized on an international level by the industry and institutions.

March/April 2010

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APPETIZERS AND SNACKS

THE PRICE FACTOR - MORE IMPORTANT THAN EVER

The popularity of frozen snacks and appetizers differs hugely depending on the country in question, as it is closely related to local cuisine and cooking habits. Price, however, still remains a key factor, influencing not only consumer purchasing decisions but also the strategy of most manufacturers in the frozen food industry.

Dan Orehov reports. esearch shows that, given the existing fragmentation of the market, ‘hot with growth frozen categories’ vary in nature from country to country and as economic growth begins to pick up in Western Europe, mini-sized formats eaten as a snack between meals will see a further increase in demand. Empanadas (filled pastries) have benefited from demand for mini-sized formats against a background of an expanding snacking culture in the Spanish market, as have small formats of frozen pizza and pastries in the French market. In Eastern European countries like Russia and Ukraine, stronger economic growth linked to higher commodity prices is likely to boost demand for fruit snacks, which are likely to see new premium combinations of different fruits in more sophisticated package presentations.

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Consumer behavior in western and eastern Europe Attempting a breakdown of some of the most important markets concerning frozen snacks and appetizers, we find that, according to research by Euromonitor International, in the UK, for instance, the category is dominated by Yorkshire pudding, which accounted for 53% of frozen snacks and appetizers in 2009. Yorkshire pudding continued to gain relative importance in the frozen snacks category due to strong marketing activity from Tyton Foods’ Aunt Bessie brand. Filled pastry snacks, meanwhile, accounted for 15% of frozen snacks and appetizers, while dumplings and fruits accounted for 12% each.

Although Spanish consumers are renowned for their commitment to healthy food and the Mediterranean diet, USstyle fast food has become very popular

among children and teenagers in the country. For this reason, chicken nuggets was the most popular product type within frozen processed poultry in 2009, holding a 36% share of total value sales.

Croquettes continued to dominate other frozen processed food (including snacks) in 2009, holding a value share of 54%.

Empanadas (filled pastries) ranked second with 24%, followed by spring rolls, onion rings and appetizers. These latter three product types have all seen their relative importance rise steadily since 2005, reflecting the trend towards snacking at home and rising demand for ‘mini’ or single-serve packs.

In France, frozen appetizers consist mostly of pastries, which have a very well established consumption tradition among consumers. Research suggests that the existing trend for pre-dinner snacks has had a strong positive impact on sales of

appetizers, particularly thanks to the success of small variants of traditional starters, such as small pizzas or filled pastries.

This trend has also had a positive impact on demand for snacks which can be served pre-dinner or on special occasions.

In Germany, frozen processed poultry continued to lose sales value in 2009 as consumer demand turned to fresh poultry and frozen plain meat cuts.

Within frozen processed poultry, coated chicken fillets, chicken nuggets and chicken cordon bleu accounted for 70% of retail value sales in 2009. These items are often consumed by Germans as snacks or as light meals and enjoy significant popularity. In Russia, frozen snacks comprise mostly frozen fruit, a category that is gaining popularity in the country as it allows consumers to purchase fruit all year round, rather than just when it is in season. Responding to consumer demand, manufacturers offer a variety of frozen processed fruit and fruit mixes. Frozen wild and garden berries are also popular as Russia has a long-established tradition of berry consumption, both fresh and preserved. The share of berries decreased in the other frozen processed food category in 2009 because of a poor harvest and relatively high prices.

Key trends on the European frozen snacks market Euromonitor International research shows that trends in frozen processed food - and frozen snacks specifically - differ according to the market in question.

However, there is a marked preference for frozen snacks offering indulgence, convenience and portion control properties across Europe. One of the key exam-

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ples of the indulgence trend in 2009 was the introduction from Unilever of a frozen Morello Cherry Pie in the UK market.

The new line was marketed as a combination of Morello cherries in ‘rich buttery shortcrust pastry’, a qualitative improvement on more traditional pie fillings such as apple and jam. Furthermore, packaging developments have been an innovation driver in continental Europe, a trend running in parallel with demand for convenience and portion control. In Spain, for instance, the importance of ‘mini’ and single-serve ‘snack pack’ formats has seen a steady rise since 2006. In France, con-

sumers are demanding in increasing numbers fun-size pizzas and filled pastries, which are served as appetizers before dinner or during parties and special occasions such as weddings and birthdays.

Similarly, the family company Vitacuire is specialized in deep-frozen savory party bites and savory pastries manufacturing.

Since 1952 “the pastry puff feeling” is passed from generation to generation. In 2009 Vitacuire realized a turnover of EUR24mn, of which 25% are made in Europe and in North America. Although the company realizes 80% of its turnover with Private Label, she got on extending her various ranges with numerous novelties: “Traiteur” puff pastry range: a range intended for the fast food market with products of 150g; Puff pastry plait: a new shape: this cheese and cheese topping plait is rich and presents an original visual; Puff pastry cocktail bites: the “Prestige” assortment which met an overwhelming success thanks to its richness, its originality and its classic and delicious recipes.

For 2010, Vitacuire is continuously in search of innovation with a Marketing and R&D department dedicated to the Private Label Market (the company is IFS and BRC accredited). New shapes, raw materials and recipes are constantly studied in order to propose the best to its customers. With a staff over 150 people, Vitacuire has a performing tool in con-

stant development which allows him to propose specifics products to its customers. Indeed it assembles a delicious and a crusty puff pastry with high quality recipes giving it different shapes, toppings and weights. Being one of the leaders on the cocktail bites market, Vitacuire also produces a wide range of individual puff pastries as crowns, plaits and pies.

Innovation and growth strategies should be adjusted to price constraints According to Senior Food Analyst Francisco Redruello with Euromonitor International, aggressive promotional and price-cut campaigns from private label manufacturers are one of the key challenges facing frozen processed food manufacturers, and the snack segment is no exception to this trend. Private label in Western Europe accounted for 36% of frozen processed food retail value sales in 2008. According to industry insiders, this share increased in 2009 and is likely to grow further as a result of the still weak economic recovery predicted for the region in 2010. New product develop-

ments and corporate strategies should, therefore, factor in the importance that price continues to play for frozen food consumers. Price awareness in frozen processed food is driven not only by the large importance of private label but also by the traditional reluctance of European consumers to pay higher prices for frozen lines, regarded as lower in quality than chilled processed lines. In economy

and standard frozen food ranges, price has proved to be by far the most important factor in driving consumer purchase decisions. Frozen food is quite a mature category in most developed markets and there is little differentiation between economy and standard lines, with consumers opting mostly for ranges offering value for money. This trend gained relevance during the 2009 recession year as consu-

Focaccia, the Italian Choice for Snacking

Excellent on its own, and perfect with any filling you like: focaccia is the ideal choice for a snack with the unmistakably Italian taste. Focaccia is a specialty from Genoa, made of simple and healthy ingredients like flour, olive oil, herbs, vegetables, and Lanterna Alimentari Genova offers it in a wide variety of shapes, sizes and flavours, to allow consumers to choose according to their taste and needs.

Mini round and square focaccias, plain or with rosemary, are perfect for an Italian style sandwich, to be filled with ham, salami, sliced cold meats, cheese, grilled vegetables and to be slightly grilled. For a snack ready to eat, choose our mini round focaccias with toppings: with green olives, with cherry tomatoes and Mediterranean (cherry tomatoes, green olives, green and yellow peppers,

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capers). If you are looking for appealing appetizers, try focaccia in any shape and flavour: it goes perfectly with a glass of wine before a meal.

Lanterna Alimentari Genova’s focaccia is partly baked and deep frozen and it only needs a few minutes of final baking to get the flavour, aroma and quality typical of the freshly baked product. Lanterna’s focaccia is the perfect product both for bakery corners in supermarkets, which can offer it ready to eat or to take home, to the office, to school, and for food service, which can fill it and make brand new sandwiches.

Lanterna has also looked after consumers who prefer to take focaccia home and bake it themselves at any time, with retail focaccia in flow pack, available for all flavours in two versions, with a single piece of focaccia (200 g) and with 2 pieces of focaccia of 200 g each.

The retail focaccia in flow pack comes at Lanterna’s own label, but it can be made for private label as well.

The whole Lanterna’s focaccia range contains only extra virgin olive oil and it is then suitable for people who follow a low-cholesterol diet, for vegetarians and for people who, according to their religious beliefs, do not eat animal fats like lard. Moreover, it does not contain hydrogenated fats or other vegetable oils and we use neither colouring agents nor preservatives.

Lanterna Alimentari Genova SpA, Via F. Semini, 12 - 16163, Genova Tel. +39 010713161 Fax +39 0107131664 rpreziotti@lanternagenova.com

mers spent more time and thought buying food products offering value. Conversely, research suggests that premium frozen food ranges offering indulgence through exotic fillings and traditional recipes have succeeded in persuading consumers to pay higher prices. Similarly, convenience through easyto-use, recyclable and portion-control formats are less dependent on price as consumers continue to be willing to pay more for the differentiation that they offer via quality and flavor - within reason.

Ethnicity trend predicted to expand to frozen snacks segment Despite the relatively low importance of ethnic lines in frozen snacks, recent product developments suggest that the ethnic trend, already present in the frozen ready meals category, is likely to expand to smaller formats over the medium term.

In the UK, for instance, Hong Kong-based packaged food manufacturer Amoy moved into the frozen category in 2008 by launching Asian-style wok frozen stir fry and rice ready meals.

The stir fry range includes sweet and sour chicken, beef in black bean sauce and vegetable chow mein. Rice dishes include beef sweet soy and spring onion, aromatic prawn and garlic and sweet chili chicken. The new lines retail at ÂŁ1.99 and are currently on sale in supermarket chains such as Tesco. Research suggests that similar developments in snacks are likely to see light across Western European countries like France and Germany, with an already well-established tradition for ethnic cuisine consumption.

Strategic industry assessment: the way forward Packaged food manufacturers should tap into trends already being seen in other food categories. Demand for indulgence, portion control and functionality is universal across the processed food spectrum and is likely to continue to drive consumer behavior over the medium term. From a strategic perspective, the addition of organic lines in pastries and puddings and the extension of portion-control ranges across all frozen snack categories might help to increase the appeal of these products in developed European markets. In countries like Russia and Ukraine, health-oriented strategies such as the inclusion of frozen fruit snacks in school canteens might prove effective and contribute to the steady expansion of the frozen snacks consumer base.

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FAIR PREVIEW

A Unique Trade Show for a Unique Industry

he private label business is unique. It has its own needs and objectives. That's why there is a trade association that serves the industry exclusively. Founded in 1979, the Private Label Manufacturers Association is the international trade organization dedicated to the promotion of private label brands.

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With offices in Amsterdam and New York, PLMA represents more than 3,200 manufacturers and suppliers worldwide, ranging from companies that specialize in private label to those that produce private label products in addition to their own manufacturer brands. PLMA offers trade shows, programs, and services that are specifically designed for the industry.

For nearly 25 years, PLMA’s annual “World of Private Label” International Trade Show has brought retailers together with manufacturers to help them find new products, make new contacts, and discover new ideas that will help their private label programs succeed and grow. Today, the need for new products, contacts and ideas has never been greater.

2010 - the year of change Private label market share stands at its highest ever. The future promises even more private label as retailers expand internationally and take a larger role in marketing themselves and the products that they sell. PLMA’s 2010 “World of Private Label” International Trade Show will present more than 3,200 exhibit stands including more than 39 national and regional pavilions. Products on display will include fresh, frozen and refrigerated foods, dry grocery, and beverages as well as non-food categories, including cosmetics, health and beauty, household and kitchen, auto aftercare, garden, and house wares & DIY. PLMA’s 2010 “World of Private Label” International Trade Show will be held 18-19 May and attract buyers from the world’s supermarkets, hypermarkets, discounters, department stores, drugstores, wholesalers, importers and exporters.

Trade show offers new education programme PLMA’s “World of Private Label Trade Show”, to be held 18-19 May in Amsterdam, features a new executive education program, seminars on industry issues and the lar-

HIGHLIGHTS SEPARATE FOOD AND NON-FOOD HALLS The show floor is divided into separate food and non-food halls to help visitors make the most of their time. The result is that retailers and wholesalers can see more, do more and be more productive than ever before NATIONAL AND REGIONAL PAVILIONS Visit manufacturers from more than 65 countries, including more than 39 national and regional pavilions.

See products that you never realized are available as private label.

FRESH AND FROZEN HALL PLMA’s Fresh and Frozen Pavilion features the finest in meat, poultry, seafood, produce dairy, and bakery for retailers’ private label programs.

PLMA’S NEW PRODUCT EXPO Find innovative new products and packaging at PLMA’s New Product Expo. Discover what manufacturers have to offer before they reach your competitor’s shelves.

PLMA’S IDEA SUPERMARKET ® See private label programs from retailers around the world at PLMA’s Idea Supermarket®, a unique exhibition of products and packaging from leading supermarkets, hypermarkets, drugstores, and retailers in Europe, North and South America, Asia and Africa.

an EU initiative that could have an impact on retailer brands.

The PLMA Trade Show exhibition will be the biggest ever, with more than 3,200 exhibit stands including 40 national and regional pavilions. Manufacturers from 70 countries will show their new products and packaging innovations. gest number of exhibitors ever. All the events will be at the RAI Exhibition Centre. The education program, to be held on 16-17 May, covers a range of industry topics and is offered in multiple languages. The courses are taught by both academic instructors and industry professionals. The seminar session will be held on the afternoon of 17 May, after the education classes conclude.

Seminar speakers are Serge Papin President of Système U, the French retailer that has revitalised its private label offerings; Lu Ann Williams, Head of Research of Innova Market Insights, a company that specializes in new product development and innovation, and Xavier Durieu, Secretary General of Eurocommerce, who will report on

Easy To Visit Visiting PLMA’s “World of Private Label” is easy. The show is held at RAI Exhibition Centre, only 15 minutes from Schiphol International Airport.

Trains can take you quickly and easily to RAI’s front door. PLMA’s annual “World of Private Label” International Trade Show takes place at the RAI Exhibition Centre in Amsterdam.

Considered one of the best exhibition halls in the world today, it is conveniently located only 15 minutes from Schiphol International Airport. It can be easily reached by trains as well as taxi or tram from Amsterdam’s city centre and from all major hotels. www.plmainternational.com

SPECIAL INTERVIEW

Mr Brian Sharoff, President of PLMA

s one of the most important events in the private label industry approaches fast, Mr Brian Sharoff, President of PLMA was kind to answer a series of questions regarding the sector.

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What has in the recent times changed in the habits of consumers in terms of the frozen private label sector?

The economic downturn in Europe has led many consumers to try private label for the first time. This is true in frozen foods as it is in other categories.

Consumer research is showing that consumers who are trying private label for the first time are very favorably impressed by the quality and intend to continue to purchase private label in the future.

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Are there any new trends on the European market?

One of the most intriguing trends in the European market is the emphasis on restaurant-quality in foods, including frozen meals. This trend is important because more and more consumers are switching from going to restaurants and cooking at home instead. Restaurantquality is the supermarkets’ way of satisfying these consumers and attracting new shoppers, too.

How should private label manufacturers position their products to reflect the changing demands of consumers?

High quality is the key to successful private label and manufacturers should continue to offer retailers the best ingredients and product concepts for their private label programs. The strategy for most companies should include an emphasis on convenience and restaurant-quality.

Who do you think are the major competitors in terms of new product development in Europe? How tough is competition within this segment of the European market, given the current situation?

All of the major supermarket and hypermarket operators are working toward the same goal of giving consumers innovative and creative foods made of high quality ingredients. The discounters have taken a similar path. Tough competition has simply raised the bar for everyone.

What are the key trends in new product development?

The most important trend is the decision by retailers to use their private label as a competitive tool to win back customers who used to go to restaurants frequently.

What makes the difference in the mind of a consumer?

Is it price, quality, originality, ingredients or appearance?

All of these are important considerations. Packaging and product appearance are important to interest the consumer in the product. Originality is important to attract new shoppers. Quality is essential to make the consumer a frequent purchaser. Price is always significant since consumers want value for their money.

The right combination is what retailers and private label manufacturers strive to achieve.; What is the role of packaging nowadays in the sector of the frozen private label market and what benefits can that bring?

Packaging of private label in the frozen sector has become extremely significant since consumers frequently rely on the package design to signal the quality and originality of the product on the inside.

Retailers have begun to recognize this and are creating attractive and award-winning packaging for their private label.

B E L G I U M A N D T H E N E T H E R L A N D S , M A J O R E U R O P E A N P L AY E R S

By Jonathan Thomas Principal Market Analyst, Leatherhead Food International (UK)

THE NEW GOING OUT Many sectors of the frozen foods market in the Benelux have benefited from more consumers eating meals in the home. he Benelux countries of Belgium and the Netherlands share a number of similarities as far as frozen foods are concerned.

Both represent major producers and exporters of frozen potato products, both to other EU countries and further afield. Furthermore, both have witnessed increasing demand for frozen meal options such as ready meals, coated fish portions and pizza in the wake of the economic downturn, with more cash-strapped consumers opting to eat in instead of dining out.

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Belgium With a household penetration rate of around 96%, the frozen foods market is well established in Belgium. Over 80% of the country’s population is thought to own a freezer, while almost a third of

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consumers claim to eat frozen foods at least once a week. Market value amounts to more than EUR3bn at present. Belgium continues to represent one of the leading producers and exporters of frozen potato products within the EU. In 2009, the country’s potato harvest was worth almost 3.3 mn tonnes, up from under 2.9 mn in 2005. Potato processing capacity continues to grow in Belgium, with the country’s farmers increasingly switching to other potato varieties which offer a higher yield and are better-suited to the pre-fried potato products industry.

As is the case with the Netherlands, most exports are destined for other EU countries such as Germany and the UK. Over 132,000 tonnes of frozen potato products were exported from Belgium to non-EU markets in 2008. Important export destinations outside the EU included

Brazil (over 20,000 t) and Saudi Arabia (over 12,000 t), as well as Asian nations such as Japan and Malaysia. On the domestic front, retail sales of frozen potato products in Belgium were worth an estimated EUR85m in 2009, with household penetration standing at 55%.

Similar to other countries in Europe, sales of ready meals received something of a boost by the economic downturn, and the fact that people are less inclined to eat out in the evening for reasons of cost. In 2009, sales of ready meals were worth EUR469mn, up by more than 3% compared with the previous year. The frozen sector accounts for a share of 36%, equal to sales worth EUR170mn. Both the frozen and chilled sectors are growing at the expense of canned ready meals, which are perceived as being lower in quality.

The Belgian retail pizza market is fairly evenly divided between frozen and chilled products. In 2009, the frozen sector was worth EUR86m, although recent data suggests that growth has been higher within

the chilled segment owing to its more convenient nature. Thin and crispy Italianstyle products dominate, although any Belgian supermarkets undertake regular promotions for deep-pan pizzas, which has boosted sales in some instances.

As is the case in many other Western European countries, consumption of ice cream in Belgium remains highly seasonal.

In 2009, volume sales of industrially-produced ice cream in Belgium increased by just 2% to 95.5 million litres, or 8.7 litres per capita. During this time, market value rose by over 4% to EUR552mn, although this was due in part to the higher cost of raw materials such as milk, which has pushed up prices. Belgium is a major producer and exporter of ice cream, with domestic output worth over 100 million litres. Multipacks and impulse items account for over half (54%) of ice cream sales in Belgium. This sector is dominated by stick-style products such as the Magnum brand, which account for half of sales. Other important sectors of the Belgian ice cream market include tubs and desserts, which account for 37% and 6% of value sales respectively. Growth areas include healthy varieties such as organic, as well as premium brands and ice cream with novel flavours.

One of the market’s major branded suppliers is the Iglo business, which accounts for around a fifth (20%) of the overall frozen foods market in Belgium. Its product range spans frozen vegetables, frozen potato products, frozen fish products and frozen ready meals. The Captain Iglo brand features heavily in the Belgian market for frozen coated fish products (with the range having recently been extended with new Barbecue flavour fish fingers), whilst its potato products range encompasses varieties such as chips and croquettes.

The German company Dr Oetker leads the Belgian market for frozen pizza, with a 44% value share. Its major varieties include Ristorante, La Margherita and Culinaria, the latter of which encompasses a number of ethnic-inspired styles in Greek, Turkish and Indian flavours. In the frozen pizza sector, McCain Foods accounts for a 14% share, whilst it is also a leading player within the Belgian market for frozen potato products. McCain’s Belgian unit also manufactures ready meals, although the autumn of 2009 saw the company transfer ownership of its site in Ostend to two French entrepreneurs, which subsequently renamed the business as Frima.

One of McCain’s major competitors in the frozen potato products market is the Belgian-based company Pinguin, which increased its presence in this sector during June 2007 with the EUR175mn acquisition of Lutosa. Pinguin also dominates the Belgian market for frozen vegetables, supplying products such as green vegetables, fungi and vegetable mixes. Over the years, the company has consolidated its position in this segment via the acquisition of UKbased firms such as Fisher Frozen Foods and Christian Salvesen Foods.

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Another leading domestic supplier is Ardo, which mainly competes alongside Pinguin and Iglo in the frozen vegetables sector, and also supplies frozen fruits. The company supplies own-label as well as Ardo branded products, and it also manufactures for foodservice and industrial customers. Its range includes bio organic frozen vegetables, as well as the Les Tapas range of frozen vegetable snacks. At the end of 2008, Ardo acquired Austria Frost GmbH as part of its strategy for expanding in the central and eastern parts of Europe.

The ice cream market is led by the locally-based Belgian Ice Cream Group (BIG), which has a 35% share of sales. The company was formed when Ijsboerke purchased Mio, another Belgian ice-cream producer, in order to expand its presence in Europe. The company later expanded its operations in 2007, with the acquisition of Arctic, thereby forming the BIG company, which now offers the Ijsboerke, Mio and Arctic brands. Its nearest competitors include Ysco (a subsidiary of Milcobel) and Unilever’s Ola business.

The Netherlands At 99%, household penetration of frozen foods in the Netherlands is very high, whilst almost three-quarters (74%) of households own a freezer. In 2009, value sales at the retail level were worth over EUR3bn, with the ice cream sector representing a significant percentage of this.

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One of the largest sectors within the Dutch frozen foods market is frozen potato products. The country ranks as one of Europe’s leading producers of potatoes, with a 2009 harvest estimated at 3.6 mn tonnes. Around three-quarters of the country’s potato output is destined for the food processing industry, while the remainder is sold fresh. Leading Dutchbased producers such as Aviko have benefited from the growth in demand caused by the strong performance of the European foodservice industry, and many suppliers are reported to be operating at near full capacity.

Like its neighbour Belgium, the Netherlands represents one of the EU region’s major exporters of frozen potato products, with exports amounting to around 1.2 mn tonnes per annum. The EU accounts for up to 90% of Dutch exports of frozen potato products, with Saudi Arabia, the UAE, Russia, Australia and Kuwait representing important nonEU markets. Retail sales of frozen potato products in the Netherlands are worth over EUR200mn per annum.

One of the largest sectors of the market is coated fish and seafood, which was worth an estimated EUR85m in 2009. In contrast with the overall market, this sector is dominated by frozen lines, sales of which amounted to EUR70m in 2009, with chilled products making up the remainder. The Netherlands is home to a

number of leading suppliers of different coatings, as a result of which innovation in the market remains high. Meanwhile, the presence of major brands such as Iglo also means that a wide range of coated fish and seafood products is available, some of which feature novel fillings such as tomato and mozzarella cheese.

Coated products also feature within the Dutch market for frozen meat and poultry. In 2009, the Dutch market for coated meat and poultry portions was worth an estimated EUR195mn, with volume sales estimated at between 25,000 tonnes and 30,000 t. As is the case in nearby countries such as Germany, coated meat portions such as schnitzels and escalopes remain something of a favourite with Dutch consumers, although the bird flu scare did adversely affect market growth during the latter half of the last decade.

The Dutch market for coated poultry products is split fairly evenly between frozen and chilled products.

In contrast, frozen products account for just 15% of the Dutch market for ready meals, with chilled dishes far more popular. In 2009, the frozen ready meals market was worth just EUR53mn, although the economic recession and its effects has encouraged more consumers to dine in, as a result of which more people are seeking convenient meal options. Domestic and Italian dishes account for 75% of the frozen ready meals market in the Nether-

lands, although both sectors have been losing share to Asian recipe products.

Sales of ice cream are relatively high in the Netherlands, although as is the case elsewhere in Western Europe, the market remains heavily dependent on summer weather. Until the economic recession struck, demand for premium ice cream (such as the Ben & Jerry’s brand) was growing steadily, whilst Dutch consumers remain inclined to experiment with new flavours. The Netherlands boasts more than 600 artisanal producers of ice cream, whilst the burgeoning demand for premium products has resulted in a steadily growing number of ice cream parlous.

One such example is the range of SWIRLS-branded outlets operated by Unilever’s Ola business.

In 2009, volume sales of industriallyproduced ice cream amounted to 146 mn litres, up by just over 2% compared with the previous year. Per capita consumption of ice cream is 8.7 litres, is on a par with nearby Germany and the UK, but ahead of France (6.3 litres). In 2009, market value rose by 3% to EUR658m, although annual growth was down from nearly 10% the previous year. The take-home sector (which is mainly made up of tubs and mul-

tipacks) accounts for over half (56%) of market value, rising to 80% of ice cream sales via supermarkets. New product activity has included the launch of organic and soya-based lines.

The Dutch frozen foods industry contains a number of leading suppliers, one example of which is the Iglo business formerly part of Unilever. In the Netherlands, the Iglo range includes frozen fish products, frozen vegetables and frozen ready meals. The fish products range includes traditional coated favourites such as fish fingers, as well as breaded fillets and a number of fish-based ready meals. The Netherlands is home to a number of leading suppliers of frozen potato products.

One of the largest is Lamb Weston Meijer, which forms part of ConAgra and is the country’s largest producer of frozen potatoes. It also commands a major presence across the EU region as a whole.

The company supplies frozen chips, potato croquettes and flakes and hash browns, and its Kruiningen site represents one of the world’s largest manufacturing facilities of its kind. Other notable suppliers include McCain Foods (which has expanded its Dutch sites in recent years) and the Aviko business which forms part of Royal Cosun.

In 2008, the latter strengthened its position with the acquisition of Eurofreez.

As is the case in Belgium, Oetker leads the Dutch frozen pizza market. The company, whose main brands include Casa di Mama and Big Americans, accounts for over 60% of sales. One of the company’s main rivals is Wagner of Germany, which has been part of Nestlé since the start of 2005. Own-label sales are also significant, although their presence is stronger within the Dutch chilled pizza sector.

MEAT & MEAT PRODUCTS

REGAINING CONFIDENCE IN THE MIDST OF CONFUSING TIMES After sliding through challenging times of swine flu threats and decreased sales caused by the difficult global economic situation, long term forecasts for worldwide meat consumption predict a continued strong growth. Alin Ciolac reports he mood in the industry is positive and in addition to a focus on product safety, everyone seems to have understood that it is also necessary to have a good feel for consumer trends. Things move fast in today’s markets, which is why it is compulsory to turn innovative ideas into marketable products as quickly as possible. Consumer awareness of “good, healthy” nutrition is growing, yet pleasure also plays a central role.

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Eyes on the salt Along with calories, fat and sugar, table salt is increasingly drawing attention. Salt is essential for many of the body’s functions. It also rounds off the taste experience for many of our foods, improves the binding properties of meat and helps to extend shelf life. Yet too much salt

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over the long term can damage the human organism. For this reason, the supplier industry has been taking another look at reducing salt levels and using table salt substitutes, which are not only suitable for use in the field of conventional meat products, but also for convenience specialties. To meet the above mentioned, the technical team at the British frozen meat company Snowbird foods has given the company a New Year gift with a difference: every single house brand product recipe has been upgraded to meet 2012 government healthy eating requirements. With more than 60 recipes involved the company opted to meet and beat the cooked sausage, sausage meat and stuffing requirements of less than 1.5g salt or 600 milligrams of sodium per 100g of product. As no separate and specific guidelines have been pu-

blished by the government for meat balls, Snowbird chose to follow the guidelines for sausage products in this fast growing section. “It’s not just a question of taking out the salt”, said new product development manager, Jason Drage. “We have to rebalance the recipes, make sure they taste the same as before and enjoy the same moisture content and mouth feel.

We also have to ensure we haven’t affected the texture in anyway,” he added.

The project was started in the summer of 2009 when the company decided to target the more demanding 2012 guidelines rather then settle for the softer 2010 requirements. “We are the market leader in fully cooked and frozen sausages and meat balls for the foodservice and ready meals sectors and we felt it right that we should set a lead for the rest of the industry,” said Managing Director, Philip Paul.

UK figures In the whole of the UK frozen meat market, apart now from health requirements and regulations, data from Kantar Worldpanel (formerly TNS) indicates that frozen pork accounted for 12% of all frozen meat, poultry and bacon purchases during the four week period to 27 December 2009, an increase from 10% during the same period in 2008. During the four weeks ending 27 December 2009 the volume of pork purchases from retailers in Great Britain increased by 14% to 14,500 tonnes compared with the same period a year earlier. Purchases of all pork roasting joints increased on average by 25% to 8,500 tonnes. Roasting joints accounted for 58% of all frozen pork sales during the period, an increase from 54% during the same four week period in 2008. In the 52 weeks ended 27 December 2009 pork purchases were up 3% year on year and expenditure increased by nearly six% to £843 million. In contrast, purchases of frozen beef and lamb in the 52 weeks ending 27 December declined by three and 9% respectively.

Due to increases in retail prices overall

expenditure for beef increased by 3% whilst lamb expenditure decreased by only 3% during the same period.

Growing sales on the western markets According to a recent report from the Food for Thought research institute, the processed meat market in Western Europe was worth €117.3bn in 2008, or 10.6% of the total food and drink market of €1111bn. The report identifies 842 companies with 1128 country and product market shares across Western Eu-

rope. The largest country market, Germany, makes up 33% of the total 2008 West European processed meat market.

Other countries that rank amongst the top are: France (15%), Italy (13%), UK (11%), Spain (85), Austria (3%), and Belgium/Lux (3%). Current major players are Campofrío Foods with a market share of 5%, followed by Nestlé (4.2%) and Danish Crown (4.1%). In the 80 country & product markets covered by this survey, Nestlé had a leading presence with 41 markets. In the processed meat overall market by value, manufacturers’

PLMA - Marketplace for Strong Trademarks

Crucial: The Most Efficient Way to the Consumer Vossko Ostbevern, Germany and Lages, Brazil is a German manufacturer of high quality convenience products made from poultry, pork, and beef.

The company’s products are used not only as conven-tional main

components but also as snacks, finger food, or food to go and are distributed by means of the food retail trade and specialized trade for the food service business. All of the articles are com-pletely cooked and deepfrozen; most of them are fried fat-free or low fat on Teflon conveyor belts.

Retailers sell many, even completely newly developed articles all over Europe under their own brand name.

Whether a product is distributed under the label of the trading partner or under that from Vossko, Vossko decides about this very flexibly. At the center of considerations, there is always the question: which is the most efficient way to the European consumer? Often the answer to this turns out differently from country to country. The result is that the product that is distributed in one country under a trademark is distributed in another country under the brand name of the manufacturer.

With regards to the quality assurance and product features there are no differences. All of the products are manufactured with the same care, have to fulfill the high standards identically, and are ana-lyzed with regards to their quality just as thoroughly. These high demands also apply to the design of the packaging.

Tel. + 49/2532/9602-0; service@vossko.de, www.vossko.de Contact: Dieter Hüttemann PLMA Amsterdam, May 18&19 Fresh & Frozen Pavilion Stand Number: 5088 Photo: Vossko GmbH & Co. KG

Last year’s economic development has strengthened the private labels of the retail market in many European countries. The more cautiously the consumer assesses his or her own future, the more fre-quently he or she decides on trademarks. Retailers have been successful in embedding the image into the minds of the buyers of their products so that the private brands offer an above-average good value for the money. Beyond a shadow of a doubt, these products have even been fulfilling very highbrow demands for a fairly long time.

Chicken Toast - Just heat up in the toaster

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Analysis by type - retail value RSP - % breakdown (2009) Frozen processed red meat France

Bacon Beef burgers Beef sausages Breaded meat Burgers Meat balls Pork sausages Ribsteaks Others

9.9 39.4 3.1 2.8 5.5 4.9 4.0 3.2 27.2

Germany

Hamburgers Meat balls Sausages Others

13.9 36.4 47.2 2.5

Netherlands

Bitterballen Frikandellen Kroketten Others

7.0 27.0 26.5 39.5

Russia

branded products make up 60.6% of the total market, and distributors’ own label products 20.7%.

Russian market undergoing profound changes Even if being one of the world’s most dynamic growth markets, with fresh meat delivering an amazing performance, with total volume sales increasing by 38% between 2003 and 2009 to over 6.5bn tonnes, making it the second most dynamic market behind India, Russia cannot hide the fact that it faces a number of issues. The primary reason for slowing growth, quite predictably, is the global economic downturn. Consumer purchasing power has been eroding fast, and, according to Russia’s Federal State Statistics Service, meat prices rose by 22% in 2008, with no sign of coming down.

Euromonitor International packaged food data confirms this upward price trend. It shows, for example, that retail volume sales of processed meat and meat products increased by 1% in 2008, while value sales rose by 11%. Chilled processed meats registered 6% growth by volume but 17% by value, and for frozen processed read meat it was 3% (volume) and 19% (value).

These hefty price increases were not only driven by rising feed and energy costs impacting domestic production, but also by the falling value of the rouble, which led to soaring prices for imported meat. Imports account for a staggering

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40% of Russia’s meat consumption. To make matters even worse, this year’s swine flu outbreak prompted Russia to ban imports from a growing number of countries, including the US, Canada, Mexico, Great Britain and Spain. These measures are strangling the supply of meat to Russia’s markets, compounding the problem. Not surprisingly, the majority of the Russian consumer base has reacted by switching to cheaper meats. In terms of meat volume sales, back in 2003 beef was the most popular type of meat, with

Beef burgers Kupaty Schnitzel Others

35.0 12.0 13.0 40.0

United Kingdom

Burgers Pork sausages Others

70.0 19.0 11.0

Source: ©2010 Euromonitor International

beef and veal accounting for 36% of volume sales, and Russian consumers would much prefer to buy more beef if it were not for its high price. In financially pressured 2008, poultry claimed 39% of meat sales (by volume) and pork 31%, with beef and veal slipping to 28%.

A Long Story of Tradition

o talk about quality, products, excellence, selected raw materials is something that everybody does in circumstances like this one… this time we’d like to linger and spend these few words to talk about dedication, pathos on what we are doing, hard work and why not, a bit of humility!

Humility of those who started their work in the ‘50s, in a small shop behind their home; this small shop has become a Factory with three production plants, over 50 employees and a presence all over the Italian and the European Markets, with its products.

The work of three generations, that through the years have carried Canuti to be one of the Italian leader companies in the production of fresh and frozen Pasta, the dedication to quality, for the particularity and for the genuineness of their own products.

Canuti starts in the early ‘50s from an idea of Mr. Mario Canuti, one of the first who used automatic machines to produce fresh pasta. After a first experience in the production of fresh pasta in Puglia, the activity was later moved to Rimini, where it continues to operate today, bringing all of the experience learned in the south of Italy, where at that time, the first big pasta producers were appearing and where the culture and the use of pasta were higher than in the rest of the country.

The response in terms of sales was immediately encouraging, so that in a few years a new store was opened. The high quality of the bronze drawn Italian Pasta and the genuineness of the fillings were the most appreciated aspects, making Pasta Canuti a real alternative to the homemade products. In the meantime, tourism in the Adriatic coast was increasing significantly, together with the request for such products, which made a capillary delivery service necessary. Canuti honored the new requests, enlarging the range of products and adding

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a delivery service provided with its own vehicles for the distribution of the product all over the Adriatic coast near Rimini.

In the ‘80s, Canuti started to supply products also to the large distribution chain. Then Canuti started to focus on new technologies for the maintenance and the preservation of the product as well: the pasteurization, modified atmosphere and deep freezing. In the ‘90s, the actual plant was built and Canuti started to produce the deep frozen pasta and the sales volumes then started to increase even more significantly. The frozen product helped Canuti to double its annual sales and its production quantities in a few years.

Nowadays, one of the most important strengths Canuti has is the know-how passed from one generation to the following, in over 50 years of experience. These are the main features that have allowed us to get so far, and that represent for all of us a starting point for a generation that today is at the helm of the Company that still looks forward to improve.

Improving that first of all is the result of Your precious support and contribution.

So a big Thanks to all of you that have decided to choose us and to stay beside Canuti in our 60 years journey and why not, on the 60 years still to come!

Thank you to everybody!

CANUTI S.r.l., Via Sassonia, 16 - 47900 Rimini - Italy Tel: +39 0541 740102; Fax: +39 0541 741018 info@canuti.com www.canuti.com

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PRIVATE L ABELS IN THE FROZEN FOOD INDUSTRY

Store Brands Continue Their Expansion in 2010 Own brands have so far known an ever increasing evolution, highly benefiting by market conditions and the economic environment. Because of consumers’ obvious need to save more money, to purchase good quality products at a low price, specialists predict that store brands will continue their ascension this year. Dan Orehov reports economy, which has led to strong growth for both branded and private label offerings in some basic food categories.

Moreover, more and more outlets are considering as part of their core strategy for survival and success the increase in promotions for their own brands, in order to attract more customers. This has led to private brands gaining visibility even in product categories that used to be traditionally difficult for such products, among which hair care, skin care, baby food and care products, household cleaning, cough & cold, oral care, antacids, whole bean coffee and tea, cooking sauces/glazes, breath fresheners, carbonated beverages, according to a survey.

Investment in R&D

ast year’s price war among food retailers meant good news for all private label categories, including frozen food, as nearly all supermarkets decided to increase their own brand offer. According to market researchers, consumers are continuing to purchase private label products at an increasing rate, the most profitable categories including frozen pizza and snacks, as well as frozen vegetables and fruit. This is in part due to the growing importance of food and at-home meals in this down

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The economic downturn in Europe has led many consumers to try private label for the first time, an important aspect, but not as relevant as the fact that once they experienced the quality-price ratio and enjoyed it, they came back for more. This is why over 90% of private label producers decided to invest more of their capital into research and development of new and more appealing products. As their research into consumer behavior and customer preferences showed, shoppers of frozen food and other product categories are more and more interested in „restaurant quality” foods which they can purchase in supermarkets and hypermarkets and prepare at home, quickly, and without too much effort - a trend which is extremely profitable for frozen food producers. Moreover, because of the economic recession, sales were boosted since shoppers were and still are interested in the competitively

priced frozen foods. Thus, frozen foods producers and retailers have also been able to change consumers’ perception of their products, or in other words to paint a prettier picture by investing in price promotions, campaigns and similar marketing activities, all emphasizing on costsavings and other benefits that frozen foods can offer to consumers. Overall, this has worked, since sales increased and consumers no longer see own brands as inferior products, when compared to well-establish ones. Besides, all producers of this category of goods, including frozen foods, agree that high quality represents the key to a successful private label and most strive to offer consumers the best price, as well as the best ingredients and product concepts.

It’s in the package If price is by far the number one criterion in the mind of the consumer, when choosing a frozen food private label, looks or, in other words the wrapping can be considered as the second. It is the package that catches the eye, offers first hand information on the product and convinces the customer to try it for the first time or, equally important, to avoid it if tried and not satisfied. In terms of looks, originality is paramount - finding the best way to attract the consumer and to test one frozen food product or another. However, quality should always be on top of any manufacturer’s list when developing a new private label, and at the end of the day, finding the perfect combination among price strategy, innovative package design and the right ingredients that offer the best quality is the secret recipe for success.

INDUSTRIAL FREEZING EQUIPMENT

Freezing With Advanced Freezers Is the Fresh Way to Go The global culture has changed dramatically since frozen food products were first introduced many years ago. But the demand for convenient, nutritious, high quality and great tasting food that launched the industry in the1930s is even more relevant with today’s hectic lifestyles.

Alin Ciolac reports. hat spirit of innovation remains strong as today’s frozen food manufacturers are capitalizing on new freezing technologies, improvements in packaging and the drive to bring a wider variety of products to consumers.

In addition, years of scientific research have produced the cold hard facts about the nutritional value of frozen fruits and vegetables. Studies consistently reveal that frozen produce is as nutritious, and in some cases even more nutritious, than fresh produce.

Quality is a fundamental competitive advantage. However, the quality of frozen foods is dependent upon the strength or weakness of each link in the supply chain. There are key quality

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factors at each stage in the frozen food supply chain, from raw material selection through processing and storage to retail display.

R&D Equals Developments Previously, frozen raw dough could not match the quality of fresh made.

But now, one of the latest developments in freezing technology has changed, this opening great possibilities for in-house bake-off stores. The smell and aroma of freshly baked bread should not be underestimated in terms of its effects on consumers.

The aroma and atmosphere around a counter with freshly baked bread has been proven to increase sales. That is why in-house bake-off stores are ra-

pidly becoming more popular in Asia.

In the past, the in-house bake-off store needed to start from fresh raw dough in order to produce fresh bread in the store. This was because frozen raw dough did not measure up to the quality of fresh raw dough made in store, the most obvious shortcoming being variations in size due to poor freezing.

Today, however, the latest technology makes it possible to freeze raw dough without compromising quality. An indepth look at the structure of dough reveals why freezing of raw dough is so different from other applications.

Freezing of dough requires precise control of the process parameters that can affect the properties of the gluten network and yeast activity. To maintain its functionality, gluten requires fast freezing, during which the ice crystals formed will be small. Slow freezing causes the formation of large ice crystals that destroy the continuous gluten network and hence leads to poorer quality. To reduce this and lengthen the shelf life the use of a high-quality flour, with a high level of gluten protein, is usually

Market adapts to legislation EU requirements and regulations regarding freezing equipment have a great impact on companies from other parts of the world who want to enter this challenging and major market.

Nantong Freezing Equipment Company, to come with a relevant example, is the largest manufacturer of quick freezing equipment and food processes in China, supplying the domestic and international markets. The company manufactures a wide range of food processing equipment suitable for fish and aquatic products, vegetables, fruit and pastry. New eco-design regulations adopted by the European Commission (EC) aiming to improve the energy efficiency of refrigerators and freezers will come into place in 2010, meaning that many processing factories, fishing and industrial vessels will have to upgrade their equipment; NTFE will be supplying many of them.

Plate Freezers have been manufactured by NTFE for many years and the company now possesses over 95% market share in the domestic plate freezer market and has exported an important double digit figure to the overseas market as well. NFEC Spiral Freezers consist in a conveyor belt, spiral drum and evaporator, allowing high freezing efficiency. This type of freezer has become very popular since introduced in the market and now is widely used for processing seafood and other prepared food. NFTE is the largest spi-

recommended when making dough for freezing. When producing frozen dough for longer storage times, an increased amount of yeast is also recommended. Freezing too fast, or having too low a temperature of the freezing medium, poses its own problems.

Briefly put, although fast freezing is good for the gluten structure, it is likely to adversely affect yeast survival. Slow freezing is not good for the gluten structure but is good for yeast survival.

In industrial-scale production of frozen dough, uniformity is another important factor. Variations in the speed of freezing will cause variations in the amount of surviving yeast for dough products, resulting in products of di-

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ferent sizes when they are subsequently baked. This dilemma highlights the importance of tight control of airflows, temperature and air distribution in an industrial freezer. Spiral freezers that incorporate a self-stacking belt, widely used in Europe for bakery products, meet these requirements. To meet the processors' requirements for the best quality baked products, the freezing process must be adaptable to different types of dough and must ensure uniform airflow and even temperature for each product. Spiral freezers with self-stacking belts offer this adaptability and have been a well-proven concept for different bakery products such as croissants.

ral freezer manufacturing base in the world, with an output of 1500K units per year. Belt freezers are designed and produced according to HACCP requirements, therefore food hygiene requirements are guaranteed. These types of freezers are suitable for freezing and processing seafood (shrimp, fillet, squid, etc) and other types of food. NTFE’s experience in manufacturing ice machines, has given the company several patented technologies allowing its use in aquatic food and other frozen food production.

Similarly, Italian food processing equipment producer Tecnopool’s deep freezing systems are the result of years of research aimed at offering the best method for processing packaged or bulk food products. The food products are conveyed on a belt conveyor and deep frozen in a freezing room with insulated walls of varying thickness depending on the required operating temperature. The flexibility offered, the possibility of the T-Worth belt conveyor operating in very low temperatures and the freezing technology incorporated all provide the ideal

solution for conveying diverse food products from bakery (bread, pizza, cakes) to fresh produce as meat or vegetables. A particular feature of the drive system is its special plastic wheels that, in addition to minimizing noise and friction, have a special engage/release system that makes maintenance/adjustments much simpler, allowing all such work to be performed

extremely quickly. Depending on the application, the belt is supplied either with a stainless steel mesh or a plastic mesh, suitable for operating temperatures anywhere between +120°C and -40°C. Since it does not have the central structure that drum-type spirals typically have, the system allows air to flow freely, thus optimizing the various heat treatments.

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VEGETABLES, FRUIT AND GREEN HERBS

By Verité Reily Collins

EMPHASIS ON ORGANIC AND LOCALLY GROWN PRODUCE The good news for stores is customers have read media reports, and realised that frozen fruit and vegetables often have the same or more nutrients as fresh. nd, obesity is a big worry for Governments across Europe, with Food and Agricultural Ministries banging the drum for healthier eating. This has to be good news for fruit and vegetable sales, with Governments spending money on advising people to ‘Eat Five a Day’ or similar slogans - encouraging fruit and vegetable consumption.

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Organic is the trend to watch The biggest development, and gaining increased sales, has to be in Organic fruit and vegetables. There was a dip in sales last year, when the ‘credit crunch’ hit, and customers decided that the extra premium for organic produce was

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too expensive. But farmers fought back, looked for ways to absorb and reduce costs, and now it is estimated that 2% of food sales worldwide are made up of organic produce.

The word ‘organic’ has been around since 1940, when Lord Northbourne coined the term organic farming in his book Look to the Land. He produced the concept of "the farm as organism," to describe a holistic, ecologically-balanced approach to farming - in contrast to what he called chemical farming, which relied on "imported fertility" and "cannot be self-sufficient nor an organic whole."

If he came back today he would be surprised to see how his term and ideas have spread. Taking these trends together has shown the market is positive. One

down-side has been reluctance to spend vast sums on speciality fruit, and even stores such as Harrods no longer stock Belgian hot-house grapes. Where supermarkets are having to change buying policies, is the demand that they sell local produce. Today, many of the major chains have formed alliances with smaller growers, once considered too limited to produce enough to satisfy a chain - but in the present day market clamouring for ‘local’ produce, these are able to grow enough to supply a part of a large multi-national chain’s demands, and keep customers happy. Shoppers like to know that what they buy has been produced in near-by fields, and more and more supermarket shoppers are demanding their fruit and vegetables come from local sources.

To satisfy this demand, even the giant Tesco has re-thought its strategies, and is planting half a million British apple trees in Norfolk, Hampshire and Kent. Due to public demand Tesco made promises that

Photo: Pinguin Lutosa they would stock more British apples, then were caught out when savvy shoppers demanded to know why stores only stocked European apples, heavily subsidised by EU or other agencies. But Tesco have promised that Evelina and Opal apples grown in these orchards will be stocked in Tesco’s Finest range, between October and February. Going one better, Marks and Spencers has developed a new vegetable, a Flowersprout. This is a purple brassica which tastes like kale, and will be stocked in food stores this Spring.

The new Flower Sprout took 10 years to perfect, and could be tailor-made for families where the kids refuse to eat Brussels sprouts. Invented by the family-owned Tozer Seeds, it is a cross between a Brussels sprout and kale. Just one variety of the new legume has been released so far, but the scientists at Tozer Seeds say there are plans to release other varieties in a range of colours. Admittedly the new legume won't win any prizes for Best Looking, but its dark purple stalk is dotted with what look, for all intents and purposes, like small, frilly, mauve and green Brussels sprouts.

Rebecca Dawson, whose family own the business, says it's the first new vegetable for a decade.

Dr Jamie Claxton, senior plant breeder at Tozer Seeds, said: "Because we're a small company, we get to have the freedom to do this sort of thing." Far from being some sort of hybrid monster, it has been developed over the last ten years using traditional breeding techniques, with no genetic modification whatsoever.

Brussels Sprout haters around the world could possibly be won over by its milder, sweeter flavour. At the other end of the scale, peas are the eternal favourite.

Most major manufacturers are producing organic ranges, and also thinking up new ways to attract customers. The giant Birds Eye firm has even come out with advice for buyers, saying too many people throw away a large amount of food and produced the following table for their ‘home’ market, the UK: Three reasons why we waste food We don’t know what’s in our freezer - 34% of households have ‘no idea’ what’s in their freezer.

We don’t know how long food’s been in the freezer - 39% of households throw food away because they couldn’t remember when it was frozen.

We underestimate how long food can be safely stored - 85% of households significantly underestimate the length of time that frozen food can be stored safely, and throw perfectly good food away as a result.

One would think that once sold, this wasted food wouldn’t concern Birds Eye but every company today has to produce Eco credentials! Even Harrods has launched a new range of fruit and vegetables, called ‘From my Farm’. This includes fresh, seasonal produce grown exclusively

by farmers in the East of England. Carrying provenance to the ultimate degree, each product is clearly stamped with the name and location of the grower. This is a real turn-around for the upmarket store, which once prided itself on being able to supply exotic produce from around the world.

Harrods used to source fruit and vegetables from Rungis in Paris, but Knightsbridge matrons had complained that some of the produce wasn’t as good as before. However, as many of their customers are not worried about cost, but do like to support British food, this range could be just what is wanted.

A diverse portfolio The Belgian Pinguin Lutosa group has recently merged, and specialises in the production and sales of frozen vegetables, vegetables mixes, French fries, potato specialities and ready meals. Their production sites, located in the most fertile agricultural regions of Europe (Belgium, France and the UK), allow them reduce the time between harvesting and processing, guaranteeing the freshest production possible.

Production in 94 countries around the world is over 600.000 tons of finished products a year. Some of their more popular classic vegetables and fruits include Cauliflower, Broccoli, Baby carrots, Brussels sprouts, Sliced mushrooms, Green peas, Garden peas, Sweet corn, Spinach and Forest Berries. Each year they exhibit at Conxemar - Vigo (06-08/10) and Anuga Cologne (10-14/10). Under the Lutosa name, they specialise in frozen novelties made from potatoes, such as Pom'Princesse, an innovative product made from lightly seasoned mashed potatoes with butter, pre-formed as a Duchesse potato of 40g and deep frozen. Main advantage of this product is attractive presentation on the plate and reduced fat content (<3%) in comparison with a pre-fried Duchesse potato in the fryer.

Their Coated French Fries are ultra crispy, and Lutosa claim they stay hot for

Photo: Pinguin Lutosa

March/April 2010

35

longer, but are less fatty (5.5 % fat). Another popular product is Stoemp, made from a mixture of mashed potato and vegetables, which as they say is a popular and easy way to get children to eat vegetables.

Traditionally Stoemp is served with sausage, pork roast, prime rib or fried eggs.

The range includes Stoemp with carrots, Stoemp with Brussels sprouts, Stoemp with Leeks (this only has 2% fat) and Stoemp with Spinach. Recently they have launched a range of vegetable tapas, to follow the popularity of this Spanish way of eating. They also launched a vegetable salad (Insalata Verdura) as well as Leaf Spinach in 125g portions and Letscho Mix. Convenience vegetables, (vegetables and vegetable mixes that help the end user in preparing meals), are selling well across all their markets. Following the trend for Vegetable tapas, Ardo are now offering ‘Las Tapas’, saying “People don't always want the same thing on their plates”. Vegetarians are also a growing market sector, and they are well-prepared to offer a wide variety of different products for this market.

'Las Tapas' range are all pre-baked so customers only have to pop them into the oven, pan or deep frying pan and they are ready in a minute. These crunchy snacks with their fresh vegetable taste are designed for children and adults alike, and also ideal for vegetarians - a growing client base. Ardo say their tapas are available in a range of forms. This means that they can be used for different preparations and occasions. One popular variety is a vegetable burger, a mix of carrots, celery and leek. Then there is a Spinach burger Popeye would do anything for this mixture of spinach, vegetables and cheese, in a crunchy crust. Or a cauliflower/cheeseburger - a mixture of small cauliflower florets with leek and cheese, enveloped in a crunchy crust and covered with sesame Photo: Ardo

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seeds. Another product designed for the vegetarian customer is Vegetable sticks looking like Fish sticks, but made from peas, pieces of carrot and sweet corn all enveloped in crusty panade with a fine herb seasoning. Particularly good for kids, especially those who “won’t eat vegetables”. Or Broccoli Nuggets, a 20 gram 'finger food' vegetable snack made from broccoli and cheese enveloped in a crusty panade. Delicious with a spicy dip sauce.

Ardo hasn’t neglected old favourites, and offers Leaf spinach in large portions.

They say spinach is still a top-selling product in the food service market, and consequently they are expanding their product line with leaf spinach in large portions.

This spinach retains its attractive leaf structure, and is very easy to portion out according to the number of diners.

Ethnic tastes Another growing market is that catering to immigrant workers. With Poland supplying a hard-working labour force across Europe, supermarkets that open up a section catering to their food tastes find that this immediately becomes popular.

Another ethnic population that likes its own food is Russians, and pickled cabbage, cucumbers, tomatoes, olives, garlic and chillies sell well, but specific Russian brands go down even better.

Merchants Yard is a very upmarket shop catering for this ethnic market, which has just opened in London’s expensive and trendy Beauchamp Place. Shop rents here are some of the most expensive per square metre in the capital. Merchants Yard has a big following amongst the Russian Community in London, and is converting locals to ‘eat Russian’. On the

fruit side, there is a ‘new’ variety now stocked in shops, but this time it is frozen.

Plantains have been around for years in the West Indies, South America, and Africa, but large immigrant populations are making them a very popular fruit in Europe. They are a Banana-like vegetable, but unlike bananas, plantains cannot be eaten raw - they must be cooked or will cause indigestion.

Up until now they were mostly found in street markets, but major supermarkets such as Asda are trialling frozen plantains.

They come in two variations; fried plantain and baked plantain, are microwaveable in one minute and oven ready in ten minutes.

High in Vitamin C and rich in minerals this is a very healthy product for all members of the family. Imported from Jamaica, Plantains can be served with sushi, meat or vegetables. However, there is one trend that stores will hope does not gain too many followers: Grow Your Own. There is an increasing trend for people to grow their own fruit and vegetables.

Latest trend is ‘Grow Your Own’ - but this time it is growing your own at work.

Gordon Seabright, Acting Director General of Britain’s Royal Horticultural Society said, “We know that growing your own is a popular activity, but we never thought it would capture the nation’s imagination so dramatically and quickly”.

However, over at another respected institution, The National Trust, they had turned their large garden over to growing crops - but a year on it lies neglected.

Workers started off with enthusiasm, but soon found that tending a garden was too time-consuming, so have gone back to buying their fruit and vegetables at the local Sainsburys.

FISH AND SEAFOOD - AN EVER-GROWING SECTOR

year and by almost 16% compared with levels in 2005 (Table 1). Volume sales are currently worth in the region of 124,000 tonnes, or just over 2 kg per capita. Frozen fish accounts for around 80% of market value, with frozen shellfish and crustaceans (i.e. prawns, scampi, langoustine, etc.) making up the remaining 20%. Within the frozen fish category, the breaded products market is the largest single sector by value, accounting for a share of more than a third (35%). A major sector within the frozen breaded fish category is fish fingers, of which around 530 mn are eaten in the UK every year. The fish fingers market was worth an estimated GBP133mn in 2009, with sales remaining in growth as a result of their popularity with children and younger consumers. The fish fingers sector accounted for 31% of the UK market for frozen coated fish and seafood in 2009. This drops to 29% for battered fish fillets, 24% for breaded fish fillets and 13% for scampi.

Meanwhile, the frozen shellfish market is dominated by prawns, although it has been losing ground to scampi in recent years.

ANGLING FOR FURTHER SUCCESS Promotion of fish and seafood continues to be dominated by issues such as healthiness and sustainability, as Jonathan Thomas reports.

uropeans remain major consumers of fish and seafood, with per capita consumption for the EU region as a whole worth in the region of 22 kg. Consumption of fish in many countries has been boosted in recent years by increasing concern over the safety and quality of meat (as a result of which fish is being viewed as a healthier protein source), whilst more people are coming to appreciate its health benefits, such as the high omega-3 content.

Another main trend apparent in the market has been increasing usage by manufacturers of sustainably-sourced fish and seafood. Not only have at-risk species such as cod been substituted by alternative varieties such as Pollock, but manufacturers and retailers across the region have entered into partnerships with the Marine Conservation Society (MCS) and the Marine Stewardship Council (MSC). The MSC logo now appears on over 3,000 seafood products worldwide, while fisheries engaged in partnership with the MSC now account for 12% of the global annual catch.

E

UK The frozen fish and seafood sector is currently on an upward curve, mainly as a result of growing consumer appreciation of

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the health benefits of fish and seafood.

Manufacturers have tapped into this by flagging up the high omega-3 content of fish in much of their recent brand activity, whilst also addressing ethical concerns about overfishing by sourcing products based on endangered species such as cod more responsibly. Partly as a result of these concerns, the percentage of UK households buying chilled and fresh fish on a regular basis now stands at 85%, up from less than 80% at the turn of the millennium.

Sales of frozen fish and seafood were worth an estimated GBP788mn in 2009, up by more than 4% from the previous UK frozen fish and seafood market by value, 2005-2009 Year

2005 2006 2007 2008 2009

Value (GBPmn)

680 695 710 755 788

% change

+2.2 +2.2 +6.3 +4.4

Source: Leatherhead Food Research

France Fish and seafood remain popular with French consumers, with per capita consumption exceeding 35 kg. However, the fact that many French people prefer to buy groceries fresh means that the country has a fairly large market for chilled fish and seafood by European standards.

Household penetration of frozen fish products in France is relatively high, at more than three-quarters (77%), while value sales increased by more than 2% in 2009 to over EUR600mn. Within the frozen market, fish-based products account for around half (50%) of sales, compared with 22% for prepared and ready meals, 17% for shellfish and 11% for crustaceans.

The French retail market for coated fish and seafood products was worth an estimated EUR160mn in 2009. This figure has increased by more than 15% compared with levels in 2005, with household penetration of these products currently amounting to almost 80%. In 2009, market volume was worth an estimated 29,000 tonnes, which equates to almost 0.5 kg per capita. The largest sector is the frozen category, with a value share of over 84% in 2009 and 90% by volume. Fish slices and fillets accounted for over half (54%) of sales within the frozen market in 2009,

French frozen coated fish&seafood market by sector, 2009 (% value) Croquettes 5%

Nuggets 2%

Others 7%

Slices/fillets 54%

Fingers/sticks 32% Source: Leatherhead Food Research

worth approximately EUR73mn. Fish sticks and fingers account for an additional 32% of value sales within the frozen sector, ahead of croquettes (5%), nuggets (2%) and other products such as scampi (7%).

Germany Although consumption has increased in recent years, Germany still has one of Western Europe’s lowest per capita rates for fish and seafood, at around 16 kg. In 2009, retail sales increased by over 3% to EUR2.2bn, with a market volume of almost 330,000 tonnes. Frozen products account for a leading 35% of total consumption of fish and seafood in Germany, ahead of canned and marinaded varieties (31%) and shellfish (13%). Supermarkets and hypermarkets account for almost 40% of sales of fish and seafood, compared with 50% for discounters such as Aldi. The most popular variety of fish amongst German consumers is Alaska salmon, which accounts for around a quarter of overall consumption, followed by herring and tuna. The German market for frozen fish and seafood was worth EUR770mn at the retail level in 2009. The category is dominated by fish fillets, a sector which accounts for almost 40% of total sales.

Other important sectors of the frozen market include fish-based ready meals and fish fingers, which account for shares of 20% and 19% respectively. Per capita consumption of fish fingers amongst the German population is currently estimated at 23 units, which equates to nearly 1.9 billion fish fingers eaten every year. This compares with around 1.1 bn units at the turn of the millennium, which indicates that consumption of fish fingers in Germany has risen by more than 70% over the course of the last decade.

Spain Spain represents one of Europe’s major consumers and suppliers of fish and seafood, maintaining a sizeable fishing industry.

Total consumption in Spain (including industrial and foodservice channels) a-

mounts to more than 1.25 bn tonnes per annum, with value sales worth in excess of EUR10bn. Retail sales of frozen fish and seafood amounted to 90,500 tonnes in volume terms during 2009, with market value worth EUR625mn. However, both of these figures experienced a fall during the course of 2009, mainly as a result of the economic downturn and the maturity of the market.

Frozen products account for between 20% and 25% of the fish and seafood market in both value and volume terms, trailing the fresh/chilled sector by dome distance. Some of the leading sub-sectors within the frozen market include unprepared fish and seafood and frozen surimi, which account for value shares of 33% and 14% of sales respectively. Compared with elsewhere in Europe, sales of fish-based ready meals in Spain are on the low side, valued at EUR52mn in 2009. The largest sector within the Spanish frozen coated fish and seafood market is fish fingers and fillets, sales of which amounted to EUR92mn in 2009, while sales of frozen calamari reached EUR70mn in 2009, having started to increase again after a decline in the early 1990s.

ted by fillets and cutlets, with the market for coated fish products such as fish fingers hampered by low demand in general for convenience foods. However, there are signs that this situation may now be changing, since more consumers are leading increasingly time-pressed lifestyles and are therefore less inclined to cook meals from scratch. The Italian market for frozen fish fingers was valued at EUR84mn in 2009, with sales having grown by more than 9% since 2005. Market volume currently amounts to 11,000 tonnes, with consumption of fish fingers having experienced almost doubledigit growth within the last few years.

Meanwhile, the marginally smaller market for frozen coated fish fillets and portions grew by almost 5% between 2005 and 2009, and is now worth EUR64mn.

Ireland In per capita terms, Ireland does not represent one of Europe’s major consumers of fish and seafood at present. However, the country has a relatively large fish and seafood industry, worth in excess of EUR800mn, of which exports account for around EUR360mn. At more than 80%, household penetration of fresh fish and seafood in Ireland is fairly high, with retail sales worth in the region of EUR170mn.

However, the frozen sector is considerably smaller in value terms. Ireland’s cultural similarities with the UK mean that fish and chips represents one of the most popular takeaway meals in Ireland, as a result of which consumer familiarity with battered fish remains at high levels. In 2009, retail sales of frozen coated fish and seafood were worth an estimated EUR30mn in 2009, equivalent to up to 30% of the total Irish market for frozen fish. This compares with EUR12mn for the smaller chilled sector.

Italy Fish and seafood accounts for up to a fifth of the Italian frozen foods market, with sales rising by approximately 3% per annum. Although annual sales are now worth in excess of EUR600m, the market is hindered by the overwhelming consumer preference to purchase fish and seafood fresh. Frozen products account for only a quarter of the total fish and seafood market, well behind fresh (55%) and also canned, dried and salted varieties. Although Italy has one of Europe’s higher per capita consumption rates for fish and seafood, volume sales have been static for several years now.

The Italian frozen fish sector is domina-

March/April 2010

39

FAIR REVIEW

Brings Together Over 140,000 Agents from the Sector ith final numbers still to come, the show succeeded in bringing in 140,542 professionals, 8% more than initial forecasts, with close to 4,000 exhibitor companies, figures which are especially important considering the current economic and trade show environment.

Following a week of intense trade show activity at Fira de Barcelona's Gran VĂ­a venue, Alimentaria defended its status as the benchmark Spanish event for the agri-food sector and its position among the most important food and drink trade shows in the world.

By the end of the show, 140,542 professionals had visited Alimentaria 2010, 8% more than anticipated by the organizer, Alimentaria Exhibitions, a joint venture between Fira de Barcelona and Reed Exhibitions. The fair exceeded expectations in terms of both the quantity and quality of the professionals who attended the event and, in the words of the organizers, this represents a 'boost of optimism' for an industry such as agri-foods, of great economic importance in the future.

W

Attendees from all over the world The companies participating, some 4,000 firms from 75 countries, offered a very positive assessment of the large influx of international professionals, more than 36,000 from 155 countries, 9% more than initially forecast. Foreign visitors accounted for 25% of the total, which meant that one in every four visitors came from abroad.

Josep LluĂ­s Bonet, chairman of Alimentaria and Fira de Barcelona, emphasized that Alimentaria 2010 has more than fulfilled expectations, thanks to a great deal of work and two years of preparation. 'It's impossible to improvise a success such as this,' he said, after indicating his satisfaction

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with how the show went at an edition which was anticipated to be 'especially decisive'. 'Alimentaria has demonstrated the strength and energy of its trade show model, as well as that of a sector which is strategic for the country's economy,' Bonet said, highlighting the 'wonderful platform for international expansion, which Alimentaria has shown itself to be for thousands of agri-food companies for which the show is the only way to promote themselves abroad.'

Showcase for trends and new products Over the course of the week at Fira de Barcelona, Alimentaria presented the latest from the industry, from non-alcoholic wine to chocolate cheese, including sparkling wine with edible gold, oxygenated water and seaweed caviar. Antioxidant green coffees, tapas with seaweed, chocolates with Cabrales cheese, ham for sushi, Aztec walnuts and hundreds of other new products made their debut at the show. In this regard, Innoval 2010 has established itself as the international observatory for R&D&I at Alimen-

taria. For J. Antonio Valls, director of Alimentaria and deputy managing director of Alimentaria Exhibitions, Alimentaria 2010 demonstrated that it is 'a major opportunity for the Spanish food and drink industry to make contacts and do business through the International Projects, among other tools which the show makes available to exhibitors'. www.alimentaria.com

P R O D U C T S U P D AT E

The shelve system packfrost, used for simultaneous freezing, cooling and storing, is the ideal solution for big quantities of packaged products as particularly used in the meat and poultry industry. Within the system, the products are placed on special product shelves and completely surrounded by cold air and uniform air flow, with air temperatures up to -35°C. The system can be operated shift-wise, as well as continuously, and performs a freezing capacity of max. 40 t/h. It is possible to cool or to freeze products simultaneously in one single system! www.heinen.biz

Retail Focaccia in Flow Pack Lanterna Alimentari Genova focaccia, made to the original Genoese recipe and renowned for its unique flavour, is now available in flow pack. Consumers can bring it home and enjoy it at any time: it is partly baked, deep frozen and requires a short bake, just 5-6 minutes, from freezer to oven - a quick, easy and tasty solution to add variety and choice to any menus. The new packaging comes in two variants, either with 1 piece or with 2 pieces of focaccia (200 or 400 g), and in a wide variety of toppings: olives, cherry tomatoes, onions, Stracchino

New line of frozen herbs in retail bags Frozen herbs are quite delicate and when frozen IQF, it is difficult to prevent the small cuts from turning to small blocks inside the bag. Now, you will just have to fold the 75 or 100g bag in your hands to get the product back to individual pieces ready for sprinkling. The company has been investing in a new packing line in order to launch the Herbafrost brand in retail. It includes: onion, garlic, shallot, parsley, basil, chive, dill, all ready to use. The line is available in polybags resealable in English, French, German, Dutch, Italian, and Spanish. The company is BRC and IFS approved. www.herbafrost.be

Perfect Pizza Sauces

Empanadas Pirámides

It may only be the intermediate layer between dough and topping, but a good classic tomato sauce is crucial for the overall quality of a pizza. With Purabind® Pulp, Kampffmeyer Food Innovation GmbH has developed a clean label binding system for the cold preparation of tomato sauces. As no cooking is required, the sauce remains pulpy and fresh and retains its consistency - and is ideally suited to automatic dosing processes. Purabind® Pulp is suitable for all tomato sauces used in ready-to-eat pizza, deep frozen pizza, pizza baguettes, filled pastry pockets, as well as in chilled or deep frozen pasta products such as lasagne and canneloni, and in several other products such as bolognese and ratatouille. www.kampffmeyer.de

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March/April 2010

cheese, Mediterranean and Vegetarian. The new retail focaccia is available at Lanterna’s own label, but it can be made for private label as well. Lanterna Alimentari Genova will be at the next PLMA in Amsterdam on May 18-19th. www.lanternagenova.com

The empanadas are pyramid shaped and are offered in 2 weight ranges: From 30 to 55 g and from 55 to 100 g. The dough is a mixture of wheat flour and corn masa.

The variety of possible fillings is enormous, for example based on different meat varieties, on fish and seafood, on vegetables and fruit and combinations of sweet ingredients, and on cheese. Mex-Al currently offers three different fillings: - Empanadas Pirámides de Res with a filling of minced beef, fried beans, tomatoes, onions, raisins and a smixture of special Mexican spices.

- Empanadas Pirámides Vegetales, with a spicy vegetarian filling of black beans, onions and bananas - Empanadas Pirámides Dulces, with an exotic and sweet filling, slightly spiced. www.mex-al.de

Edna`s SandwichHeaven This sandwich line contains two unique concepts: - “XXL-Sand´wich” is a supersize roll which is ideal to snack on or as a whole meal.

The Sand`wich articles are available in a huge variety, from the typical roll up to Tramezzini, Bagels or Panini.

- “Croust`wich“ is a system for preparation of fresh sandwiches. The bakery products and the toppings are stored separately, before they are prepared directly in front of the customer. The advantage of this system is that the customer always gets a fresh sandwich. The rolls are kept separately under a heat lamp to stay warm and crusty.

The topping is prepared on a preparing slide, which are kept in a chiller to stay fresh. www.edna.de

article

The flexible buffer system packfrost

2 0 1 0 FEATURES LIST January/February Ad closing: 29.01.2010 Publishing date: 15.02.2010

Bakery & Pastry Developments in the Frozen Potatoes Industry Desserts and Ice Cream Frontcooking - Captivating Activity Attracting Guests France - Connaisseurs’ Market Trends in Cold Storage MIA, Internorga, Intergastra, foodex Birmingham, Alimentaria, Europain, Gulf Food, Biofach

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Pasta & Sauces Italy, from Classic to Innovative Solutions Ready Meals - Ingredients for the Food Industry (herbs, mixed vegetables, reis, mushrooms, minced meat) McDonald’s - Fast Food Trend Setter Grilled & Party Products Pizza - An international Favourite Processing & Freezing Technology PLMA, ESE, Alimentaria

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INTERCOOL, INTERMEAT & HOGATEC Special Edition Germany, Tradition and Professionalism Poultry & Poultry Products Blast Chilling & Shock Freezing Festive Foods, Ready to Eat from Sushi to Desserts Ethnic Foods Scandinavian Countries Forklift Trucks & Pallets Intercool/Intermeat/Hogatec

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SIAL Special Edition Coated, Breaded & Wrapped Foods Potato Products for Foodservice and Retail Vegetables, Fruit and Green Herbs Spain, Common Features of Latin Markets Saving Energy and Water - Optimization of Resources in Cooking and Dishwashing Processes Temperature Controlled Warehousing & Logistics SIAL, Conxemar

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Ready-to-bake and Pre-baked Products Convenience Foods - Consumer’s favourites Frozen Products for Food Service Fast Food Products Packaging - Innovation Sector Freezing & Chilling Equipment for Food Service UK & Ireland, the Hub of Tastes Eastern European Countries, Booming Markets Intercool, SIAL

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