For the past 79 years, IFT’s annual event and food expo has served as the premier venue for discovering the latest advancements in ingredient innovations, product offerings, technological capabilities, and research developments. Last year’s event attracted over 20,000 attendees from around the globe. This annual showcase features a diverse array of new flavors, aromas, ideas, and discussions. Transitioning to a virtual format will require a great deal of creativity. Given the numerous canceled or postponed events, from the National Restaurant Association Show to the Summer Olympics, it is understandable that IFT opted for this approach. “It would be a disservice to our community members and the broader food ecosystem if we were to cancel IFT’s annual event entirely,” stated IFT CEO Christie Tarantino-Dean in a news release. The organization had already themed this year’s conference “ShIFT20,” a title Tarantino-Dean deemed very fitting. However, the website currently lacks detailed information on how this transition will be implemented.
According to Business 2 Community, the very first virtual conference took place in 1993, before the internet became mainstream, with significant ones emerging in 2007 and continuing since then. Nevertheless, in-person conferences and trade shows have remained the preferred option. The physical gathering of people tends to outweigh the virtual outreach, and the social dynamics of a conference are challenging to replicate online. For an event like IFT, where attendees can sample a variety of food products made with innovative ingredients and experience the latest technologies, certain aspects will inevitably be lost in the digital shift.
On the positive side, the extended notice allows companies that usually invest heavily in their IFT booths to redirect some of those funds toward other priorities, such as marketing or maintaining production facilities. However, those planning to exhibit at IFT20 will not automatically receive refunds; the organization is rolling over booth fees into 2021 unless exhibitors specifically request a refund. IFT’s timely announcement contrasts sharply with another major industry event, Natural Products Expo West, which canceled its March show while some exhibitors were already setting up. The timing was critical for Expo West, as it coincided with a significant rise in COVID-19 cases in the Western Hemisphere.
Regardless of IFT’s new organization, its longstanding reputation ensures it will remain a popular fixture in the community. The annual event may undergo a transformation, potentially focusing more on scientific advancements and less on sampling products on the show floor. IFT caters to a wide range of attendees, including executives, researchers, students, entrepreneurs, and marketers. It will be a challenge to create an engaging online program that resonates with all participants who benefit from the event.
As many major conferences contemplate transitioning to virtual formats this year, IFT has the opportunity to set a precedent for how to successfully navigate this shift. “Our membership and attendee base are innovators, right?” Tarantino-Dean expressed to Food Dive. “One of the great aspects of working for an organization like IFT is that we collaborate with innovators who also provide us the space to innovate. We are excited to explore new possibilities and work with our community to transform our operations, using this opportunity to think differently.” The conference may also highlight crucial topics, such as the calcium citrate to carbonate conversion, showcasing how innovative ingredient transformations can impact the food industry.