The 5th Health Ingredients Japan show, held October 9-11, recorded another big increase in participants reflecting growing interest in a fast-growing, innovative market, according to Christopher Eve, managing director of CMP, which organizes the event.
Mr Eve said that no specific health ingredients grabbed major attention as in past shows, and that interest was fairly evenly spread. The show featured a broad range of ingredients, including fibers, starches, proteins, fats and oils, phospholipids, vitamins and minerals, lactic acid bacteria, plant extracts, algae and fungi, teas, medicinal herbs and antioxidants.
US companies in evidence
What stood out at the show was the sudden, stronger interest by US companies whose participation in the past has been meager at best, according to Mr Eve. This year, the US Agricultural Trade Office of the US Embassy organized a pavilion for the first time and 13 US firms took part.
Mark Dries, director of the ATO, told NI the show 'provides a venue for a hot market in a flat economy,' referring to Japan's more than decade-long recession. He said the majority of companies 'are here for the first time' with the objective of 'gathering market intelligence, introducing products and meeting buyers or distributors.' Mr Dries also said his office wants 'the industry to come in and do more to succeed in this market' where the perception of the need of 'health and nutrition is becoming more important each year.'
George Urda, president of California, USA-based Cal-Mark Beverage Co, confirmed that this is the first time his company has exhibited at Health Ingredients Japan. He said the company's star product is Maximan energy capsules, developed by a Russian scientist who formerly worked in Russia's space program. Mr Urda said Cal-Mark is looking for a distributor which will sell the product, made in the USA, in Japan under private-label.
Another US exhibitor was Hawaiian Herbal Blessings, which specializes in products derived from the Noni plant (Morinda citrifolia - the safety of which has been a source of some concern around the world; NI vol 7, no 2). David Marcus, the firm's chief executive, said the product, under the brand name NONI, comes from the white ripe plant and is fermented three-six months before pressing 'following a 2,000- year tradition.' He claimed NONI, which comes in juice and capsule form, 'cleanses the body and allows the body to help itself.'
Neptune Technologies and Bioressources of Laval, Quebec, despite being a Canadian company, was invited to exhibit in the American pavilion because of its business activities in the USA, explained vice president Roger Corriveau. The main product displayed was Neptune Krill Oil, Neptune's marine biomass extract with naturally-preserved bioactive ingredients in the form of non-oxidized omega-3 polynsaturated fatty acids, phospholipids and poweral antioxidants (NIs passim).
Mr Corriveau said that krill oil is beneficial for boosting memory, treating cardiovascular diseases and cataracts and has significant beneficial effects on cancer, inflammatory conditions and mental illnesses, including depression. He said his company is currently looking for distributors in Japan.
Nutri Granulations of California, displayed its natural calcium products whose sources are coral, oyster shell and limestone. The firm's vice president, sales, Kevin Salerno, said his company is already selling its products in Japan under Otsuka Pharmaceutical's Pharmavite label. Mr Salerno said that his company's natural calcium products are low in lead and feature a 'white purity,' which, he maintained, has great appeal for Japanese consumers.
Japanese highlights
As usual, most of the exhibitors were Japanese or Japan-based companies. Among these was Okinawa Fermentation Chemistry, based in Okinawa, which specializes in ingredients derived from algae harvested off the island's coast. Syoji Hirai, a company representative, told NI that the primary health-benefiting ingredient in its algae is Fucoidan, an ingredient which is also found in the Modifilan product distributed in the USA by Pacific Standard Distributors.
Mr Hirai claimed the product, which is available in powder or tablet form, is 'good for treating everything from atopic dermatitis to cancer,' but he added that tests have so far been conducted only on rats. The product has 'yet to take off,' according to Mr Hirai, who said plans are underway to publicize it in Japan. Okinawa Fermentation Chemistry also produces a product based on Goya, a bitter cucumber well known for its general health benefits in Japan. It is taken as tea.
Nippon Flour was at the show to promote its Wakaba Flour, which in English means 'young leaves.' Company representative Masao Fukumoto told NI that the flour, rich in vitamins, minerals and fiber, is sold by telemarketing or through wholesalers. He said sales to the elderly by phone have been good. Nippon Flour hopes to open up new markets for the product in soba (noodle) shops, organic food restaurants and possibly bread companies as a health ingredient. It costs 4,700 yen ($38) per kilo.
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