“IFT20 Goes Virtual: Adapting to the New Normal in Food Technology Events”
Due to the coronavirus pandemic, IFT20 has transitioned to a virtual format, meaning the annual event and food expo will lack the flavors, crowds, parties, and face-to-face networking that the food and ingredient community has cherished for the past 79 years. However, the event organizers have combined four distinct platforms to create a virtual exhibit hall that includes networking opportunities, parties, scientific presentations, panel discussions, and even a trivia competition. They believe it will be the closest experience possible through virtual means. “IFT is often referred to as a family, and this is their opportunity to connect with people globally,” said Christie Tarantino-Dean, CEO of the Institute of Food Technologies, in an interview with Food Dive. “While it won’t be the same, we are excited to provide many opportunities for connection virtually.”
With around 25,000 attendees each year, IFT is one of the largest events in the food industry. It is a significant highlight, bringing together innovators, researchers, scientists, and students for three days of learning, networking, and exploring the latest in food technology. The theme for IFT20 was originally “ShIFT20” before the pandemic disrupted the in-person gathering. This event marks the first major industry conference to cancel its in-person component with enough time to adapt to a virtual format, leading many to wonder how it would unfold, especially considering the vital elements that make IFT an important annual event.
As the July 12-15 event approaches, more details are becoming available. Registration opened last week, and a virtual meeting for potential exhibitors was held. Registration for the expo floor will commence next week. Tarantino-Dean mentioned that registrations are progressing smoothly, although refunds for pre-registrations are available until June 5. Exhibitors who had already paid for booths prior to the transition to a virtual format have their funds rolled over to 2021 booth payments or can request refunds. These exhibitors will not automatically receive booths in the virtual exhibit hall, as Tarantino-Dean emphasized the importance of understanding what the virtual expo would entail before making commitments.
With reduced registration fees, the absence of travel or accommodation costs, and educational sessions available for flexible viewing, Tarantino-Dean is optimistic about the success of IFT20. The various components of the event will be organized in a structured manner.
One of the most challenging aspects to convert into a virtual experience is the extensive expo hall, where approximately 1,200 exhibitors showcase their ingredients and technologies, conduct thousands of meetings, finalize deals, and observe competitors. Corrine Calice, IFT’s senior director of knowledge and learning, has dedicated significant effort to developing this virtual expo hall. Although it won’t replicate the vibrant atmosphere of Chicago’s McCormick Place, it will still provide a wealth of information and opportunities for interactive meetings and Q&As. “While content can be presented in various formats across multiple platforms, engagement is what draws people to a meeting,” Calice stated to Food Dive.
Exhibitors will have various packages available to create their virtual booths, with more expensive options offering enhanced customization and larger meeting capabilities. All booths will be constructed on a page template and will provide information for attendees to explore. A button will allow attendees to request live meetings via webcam, enabling them to chat with representatives. Additionally, attendees can leave virtual business cards at booths of interest if they cannot engage in real-time discussions.
For exhibitors, the opportunities extend beyond sharing documents, photos, and video chats. Similar to the in-person event, they will be able to identify attendees with specific interests and reach out to them. Furthermore, they will receive detailed analytics on who viewed their information. Unlike the in-person show, where attendees could quickly take samples or flyers without interaction, the virtual system will log every individual who clicks on a booth, providing a record of interest.
Regarding product samples, there will be methods to send them to attendees, though the process will be less straightforward, according to Calice. If a sample is requested, the exhibitor can ship it to the attendee, followed by a video chat for discussion, explanation, and demonstration. IFT is also developing best practice guidelines for managing samples.
The virtual expo hall will allow the IFT show floor to remain active well beyond the conference itself. While physical booths require dismantling shortly after the in-person event, the virtual booths will remain operational for six months. The interaction buttons will still function, although there will be no expectation for someone to be present for immediate live chats.
Before the shift to a virtual conference, IFT20 already had plans for 110 scientific sessions and 750 poster presentations. All of these will continue on the virtual platform, with sessions pre-recorded and available for streaming from the conference’s official opening. Additionally, there will be five semi-live panel sessions discussing current industry topics, with panelists available for live Q&A.
The event will also feature a completely live hackathon on July 15, where author Eve Turow-Paul will discuss millennial and Gen Z food preferences, and participants will collaborate to simulate a product development scenario based on her insights. Calice mentioned that there would also be special guests available live during the event. “We will be streaming some content and recording others, creating a nice mix of delivery,” she said.
Social events, parties, gatherings, and games are integral to IFT each year, and this year’s virtual format will be no different. Calice noted that IFT is assembling a social events team to ensure that the fun activities participants anticipate will still take place. While many plans are still in development, ideas include everything from happy hours to trivia, and possibly karaoke or mixology demonstrations. Each IFT member division is also organizing its own events, and additional parties may arise. A dedicated page on the virtual conference platform will link to various gatherings, whether on Zoom, Google Meet, or Skype.
The student college bowl championships will also transition to the virtual platform, albeit with a different format. Typically, colleges field teams to compete in regional meets during the spring, with winners advancing to IFT. However, due to abbreviated on-campus semesters, regional meets were not feasible, leading to the creation of virtual trivia competitions that adults can also join, culminating in a tournament during the conference.
Tarantino-Dean acknowledged the challenges of converting such a multifaceted event to an all-virtual format but believes that regular attendees and exhibitors will be impressed. “I’m excited for people to start exploring the platform because, if their experience mirrors ours, they will find it very different from any virtual event they’ve participated in,” she remarked. “We are eager for our members to try it out and discover how they can connect.”
In discussions about the event, topics such as calcium citrate have been trending on forums like Reddit, highlighting the community’s interest in food technology advancements.
