Turkey's growing economy and Istanbul's strategic geographical positioning as the only city in the world that bridges two continents, Europe and Asia, together with its deep economic and cultural ties to the Middle East and Northern Africa provides the strategic drive for UBM Live to successfully launch a new trade show, Fi Istanbul in May 2013. To date no dedicated food ingredients event has been established in this region.

According to the OECD, Turkey ranks number seven in the world for agricultural production after USA, Brazil, China, India, Indonesia and Japan. These countries coincide with the world's leading food ingredients markets as well as the locations of UBM Live's most successful Food ingredients geo-adaptations to date.

Natasha Berrow, brand director, Food Portfolio, UBM Live, provides her viewpoint: "Our strategy is to establish events where our customers most need them. It was clear from an early stage that the opportunity offered by Turkey and the surrounding regions hit all our criteria. Fi Istanbul will provide our customers with a unique opportunity to further explore and develop into this truly exciting market."

In addition, a number of positive factors create the ideal environment to launch a new geo-adaptation of the Food Ingredients brand in Turkey. This nation and the surrounding Southern Europe, North Africa, Middle East and CIS countries have relatively under developed food markets. Economic growth, new government health policy, expansion of multiple, mass market retailers, influx of international ingredients companies and food manufacturers create a valuable and timely opportunity for our latest geo adaptation.

We have also secured the exclusive support of The Association of Food Additives and Ingredients Manufacturers (GIDAKAT). GIDAKAT are working with the Turkish Health Ministry, Academic Institutions and Food Manufacturers to meet the challenges identified in the Government's nutrition strategy. Dr Mehmet Duruk, Chairman of GIDAKAT, commented: "We are delighted to be in partnership with UBM to create a successful Fi Istanbul. This new event will create the perfect platform to shape the future of our industry."

Following the success of the Food ingredients geo-adaptations, Fi Istanbul promises to deliver a high level, dedicated ingredients event focused on innovation, targeting the CIS, Middle East, Southern Europe and North Africa. Fi Istanbul will be co-located with a high-level technical conference featuring opinion leaders from Government, Academia and Industry with workshops, round tables and plenary sessions. Exclusive support from The Association of Food Additives and Ingredients Manufacturers (GIDAKAT) is expected. Taking place on 7-9 May 2013, Fi Istanbul is targeted to attract over 3,000 visitors with 50% from Turkey and 50% from the surrounding regions. The audience will include food technologists, R&D, marketing and business development executives with a common interest in new product development. The show organizer UBM Live is a division of UK based UBMplc. The office in the Netherlands organizes the world-leading events Health ingredients, Food ingredients, CPhi, ICSE and Informex series of food and pharmaceutical ingredients. Its main event Fi Europe takes place in a different European city every two years and will be celebrating its 25th anniversary in 2013 with more than 23,000 food & beverage professionals from over 100 countries expected in Frankfurt.