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Pandemic Causes a “Shift” in Annual

Food Technologists’ Conference

By Donna Berry*

he annual meeting and targeted interests and contact them The event commenced with a
exposition of the Institute of to set up a virtual meeting, possibly keynote address by April Rinne,
TFood Technologists (IFT) was even send a sampling overnight. a member of the World Economic
very different this year, as it was Forum who is an authority on the
virtual, like all other food-related It took effort for attendees to explore new economy, future of work and
gatherings since the onset of the what exhibitors were offering. In fact, global citizenship. She explored the
COVID-19 pandemic. Appropriately it was likely more time consuming critical role food science, emerging
renamed SHIFT20, which is than walking an exhibit hall; however, technologies and the food industry
suggestive of shifting to a new attendees did not need to cover will need to play in addressing food
online format, live presentations, the entire expo in the typical three security in the face of our current
meeting rooms and even socials days of an in-person conference. All pandemic times and global climate
were held from July 13 to 15, with all “booths” have a showcase page that change.
presentations, videos and webinars remains accessible. These pages
now available on-demand to contain product information from “The pandemic has brought
registered attendees. exhibitors, along with case studies, our food system’s fragility and
brochures, press releases and video interdependence into clear view,”
The IFT staff and outside vendors demonstrations. During the event, said Rinne. “Our industrial food
managed to create a first-of-its- attendees were able to click on a infrastructure is immense and
kind virtual experience, allowing button to request a live meeting international. Yet it’s fundamentally
enough time for “exhibitors” to send or leave a virtual business card unsustainable. It’s both agile and
sampling boxes of prototypes to for more information. Attendees fragile. It’s cost-efficient, yet it’s
interested registrants. IFT’s goal also continue to have access to costing us the planet.
when making the switch was to educational content, including more
maintain a sense of interaction and than 100 scientific presentations and “It’s time to course correct,” she said.
collaboration among registrants. 750 poster presentations. “The pandemic is our opening to
This was experienced through the
virtual receptions planned by each
IFT division, as well as the different
social events scheduled for the end of
each day, including mixing a custom
cocktail with a mixologist, cooking a
meal with a sensory scientist and a
mid-week dance party.

Attendees were able to contact
exhibitors and start video chats
using their virtual profiles. The
profiles also allowed attendees
to follow others and their virtual
show engagements. A networking
platform offered within the event
site provided a matchmaking and
solution resource where exhibitors
were able to find attendees with

Food Marketing & Technology 33 December 2020