IFEAT Brand Guidelines 2021

BRAND GUIDELINES
2021

CORPORATE IDENTITY
BASIC RULES AND
SPECIFICATIONS
This guide provides information about the correct use of brand identity for IFEAT
and should be used in all trade communications relating to the brand. Guidance
should be sought from the Media Manager prior to usage.
For further details, please contact:
IFEAT c/o TC Group, Level 1, Devonshire House,
One Mayfair Place, London W1J 8AJ
Phone: +44 (0) 1707 245862
Email: secretariat@ifeat.org or communications@ifeat.org
Web: www.ifeat.org

PRIMARY LOGOTYPES
All logotypes available from IFEAT are listed below with specific details
displayed on the following pages.
PRIMARY LOGOTYPES
IFEAT Logo Blue.tif (C 90% M 11% Y 00% K 00%)
(R 0 G 156 B 222)
(HEX #009cde)
IFEAT Logo White.tif (C 00% M 00% Y 00% K 00%)
(R 255 G 255 B 255)
(HEX #ffffff)
All logos are available in TIFF file format as standard.
JPEG format logos (as well as other formats) are also available upon request.

PRIMARY LOGOTYPES
THE EXCLUSION ZONE
The primary logotype is at its most powerful when it stands free from other
graphic elements or trim areas. To allow this to happen the primary logotype
must appear within a minimum exclusion zone. The diagrams to the left
display constant proportion of the exclusion zone.
Simply increase or decrease boxed area for larger and smaller applications.

SECONDARY LOGOTYPES
IFEATWORLD MAGAZINE LOGOTYPE
WORLD
IFEATWORLD Logo Blue.tif (C 90% M 11% Y 00% K 00%)
(R 0 G 156 B 222)
(HEX #009cde)
IFEATWORLD Logo White.tif (C 00% M 00% Y 00% K 00%)
(R 255 G 255 B 255)
(HEX #ffffff)
IFEAT WITH WORDS LOGOTYPE
IFEAT Logo with Words Blue.tif (C 90% M 11% Y 00% K 00%)
(R 0 G 156 B 222)
(HEX #009cde)
IFEAT Logo with Words White.tif (C 00% M 00% Y 00% K 00%)
(R 255 G 255 B 255)
(HEX #ffffff)

LOGOTYPES – ACCEPTABLE USAGE
3
The IFEAT logo may not be altered or distorted in any way as this
would reduce the clarity of the brand.
3
The logo can only be enclosed within other shapes or graphics in
approved situations only. For example when incorporated into the
Conference logos which are themed after the hosting country,
city or town.
The logo may not be presented in colours other than the specified
blue or reversed out in white when appearing over brightly coloured
backgrounds without approval.
3
Any artwork material produced by third parties should be approved
and signed off by the IFEAT Media Manager before usage.
7 7

THEMED CONFERENCE IDENTITIES
For IFEAT’s Annual Conferences identities are created and themed to complement the hosting
country, city or town unless the Conference is online only.

IFEATWORLD MAGAZINE
The quarterly magazine, IFEATWORLD is themed after
the hosting country, city, town or online theme and ties in
with the corresponding year’s Conference identity. Despite
customisation, the magazine maintains continuity and
recognisability by retaining certain formatting principles.

TYPEFACES
A variety of fonts have been selected to complement IFEAT’s brand identity.
Raleway Medium is used for all body text and copy.
Raleway Bold is used to highlight key peices of text within body copy such as the names of guest speakers.
Raleway Bold Italic is used to highlight key peices of text within body copy such as the titles of presentations.
Raleway Medium Italic is used to highlight quotes or Latin terms within body copy.
Raleway Thin is used for footnotes and references usually at the end of articles.
Montserrat Bold is used for headings with tracking typically set at 150 ems.
Montserrat Medium and Light are used for sub headings.
In most circumstances, headlines and headings are to be presented in upper case
with subheadings in upper or lower case depending on the requirements or to create differentiation.
RALEWAY MEDIUM
RALEWAY BOLD
RALEWAY BOLD ITALIC
RALEWAY MEDIUM ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
RALEWAY THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MONTSERRAT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MONTSERRAT MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

PAGES FROM IFEATWORLD
The following few pages present layout examples taken from issues if IFEATWORLD,
themed for the 2019 Bali Conference. Note the colour scheme and some of the
photography is influenced by the Indonesian province. Even diagrams and charts
incorporate colours and in some cases textures and patterns to
tie in with the overall identity of the year’s Conference.

10
WORLD
WORLD 11
BALI CONFERENCE
The lecture programme at the Bali Conference will take place between 9.00 am and 11.00 am from
Monday to Thursday this year, giving delegates more opportunity to attend the presentations and
the exhibition as well as allowing plenty of time for meetings and networking. This year,
the Conference presentations will cover the theme of Naturals.
MONDAY:
INDONESIA
The four-day lecture
programme will
begin with a keynote
address on Naturals
from Indonesia by Ravi
Sanganeria of Ultra International Ltd,
joint conference chair and someone
very closely involved in Indonesian
essential oils in the 21st century. His
presentation will set the scene for
the conference and analyse some of
the key challenges and opportunities
that the Indonesian industry faces.
Indonesia is the world’s major
producer of several essential oils
and other natural isolates and the
presentation reviews trends in their
production and trade.
Analysis will be made of some of
the micro and macro challenges the
naturals sector faces, including:
• Climatic variations and
environmental challenges,
(e.g. global warming, tsunamis,
active volcanoes, soil erosion);
political and economic issues,
(e.g. currency fluctuations,
corruption); demographic,
geographical and infrastructural
challenges
• Smallholders, who dominate
production, face severe
sustainability problems and
insufficient financial incentives
• An absence of suitable market
systems and institutions, which
discourage a lack of long-term
commitment
Nevertheless, the presentation
discusses three major positive
developments:
• Sulawesi, where over the past
decade there have been efforts
to create a secure and
sustainable raw material supply
chain for key oils
• The development of new valueadded
products
• The range of sustainability
initiatives being undertaken by
various companies
If Indonesia’s F&F ingredient supply
industry continues to invest, to be
creative, to adapt, to encourage,
to listen and to learn, then it will
continue to supply competitive,
good quality, sustainable natural
essential oils and derivatives to the
world market alongside providing
an expanding source of sustainable
new value-added innovative
ingredients.
Oliver Bernard of
the TRIPPER Group
will follow with a
paper entitled, Why
Sustainability is a
Must for the Future of
Indonesian Vanilla.
In the late 1980s, Indonesia
processed and exported over 800
MT of high quality cured vanilla
beans. During the last five years,
the average crop size was less
than 150 MT and the quality was
mediocre with low vanillin levels.
The presentation will show how
such a shift can occur and what can
be done to bring back Indonesia as
a major player on the world stage
and eliminate the fluctuations
witnessed in the past few years.
The focus of the presentation will
be on identifying the challenges
facing the long-term sustainability
of vanilla.
The next paper,
Essential Oil of
Citronella Plant
from Indonesia
will be given by
Natalia Pandjaitan
of PT Haldin Pacific
Semesta who will discuss how the
essential oil compositions from the
leaves of citronella plants grown
in Indonesia from different sources
vary significantly.
The consistent variation of chemical
compositions in essential oil from
Indonesian citronella plants should
serve as useful information for
plant improvement programmes
in Indonesia. On the industry side,
essential oil from the citronella
plant that contains high amounts
of monoterpene oxygenated
compounds is greatly preferred by
F&F companies.
TUESDAY
As well as the usual AGM and IFEAT
Business session, the destinations
for the 2020 Conference and 2020
Study Tour will be announced and
the medals will be given to the
Medal Lecturer and Plymouth and
Reading’s 2019 best students.
This year’s Medal
Lecture will be
given by Petrus
Arifin of PT Karimun
Kencana Aromatics.
His paper, Scents of
Patchouli –
A Journey in Time, will give an
overview of how, over the past
half century, patchouli oil as a
key Indonesian essential oil has
undergone many ups and downs,
impacted by many geographical
and political factors around it. The
presentation will give a personal
perspective and anecdotes
surrounding some key events
impacting patchouli oil, from the
beginning of its official export out
of Indonesia, the movement of
patchouli growing regions from
Sumatra to Java to Sulawesi, and
to trends influencing the patchouli
oil market.
To close Tuesday’s
session, Frank Mara
of Berjé Inc will give
A Personal View
of Essential Oils:
Inception, Distribution
& Validation.
Frank will take the audience on a
historical tour of the discovery and
practice of using essential oils in
personal care, well-being and
flavour from its believed inception
through to the present day,
specifically looking at three distinct
pillars of focus:
• Inception
• Distribution
• Validation
These three pillars will go into detail
on the systematic change of the
essential oil industry, as well as what
we think may be in line for the future.
WEDNESDAY: ASIA
Wednesday morning’s
session will take us to
Asia, when Nikky Tran of
Tech-Vina JSC will open
the lecture programme
with a paper entitled
The Vietnam Essential
Oil Industry with Respect
to Sustainable Reforestation and
Exploitation.
BALI CONFERENCE

14 WORLD
WORLD 15
MY FAVOURITE
MINT
BY GEEMON KORAH
PROCESS FLOW CHART
MENTHOL CRYSTALLISATION
CRUDE MINT OIL
70 - 73% L. Menthol
FILTRATION
FLAKE CHAMBER
(Enrichment of mint oil)
MY FAVOURITE • MINT
I recall being about five or six years
old and having a bad cough with
a cold that really affected me. My
grandma, my guardian angel and
the person I loved the most in the
world at that time, (I could always run
and hide behind her when my mom
searched for the person who broke
the crockery or when dad had to hunt
for his lost hammer and spanners!)
made a concoction of a few leaves in
hot boiling water and had me inhale
it. I never knew then that moment
was my first
connection with
mint. Years later,
I found out that
what I inhaled
was made from the leaves of mint,
eucalyptus and holy basil!
Fast forward nearly 20 years, as
a young manager, I was asked to
develop a new line of agriculturebased
value added product. Off I
went to India’s capital in the cold
By the time I came back to
Cochin, I realised I wanted to
work with mints.
of an early December. Misty New
Delhi is beautiful -the lovely Janpath
with the Rashtrapathi Bhavan (the
President’s residence), India Gate and
Qutub Minar standing tall since 1199
AD. Fascinating as it was, I was not
clear what I could do yet. It was the
pre-internet and mobile phone era.
All I had was the knowledge that mint
was becoming big in India and areas
of cultivation were in the state of
Uttar Pradesh (UP).
I went into the
hinterlands of UP
state, in a trusted old
diesel Ambassador
car. Early morning
temperatures are close to 3-4°C,
and the car had no heating system.
I was given a blanket and a seat up
front with the driver - the heat of
the diesel engine would keep you
warm. I still recall that trip as vividly
as if it was yesterday. It only took
around 12 hours to get to Bareilly - a
distance of 225 kms. The roads (not
really roads) were weather beaten,
broken patches, and we had to take
several detours getting stuck at
several railway crossings for hours.
Cucumber and fruit along the way
helped keep my spirits high.
Once I reached Bareilly, I had to
figure out the fields, villages, and
people I would meet, in order to
accomplish my modest task of
understanding mints. Chandausi,
Moradabad, Sambhal, Rampur and
Badaun were places I would drive to
for the next seven days. Each day, I
learnt I knew so little of India - the
villages, the people, the struggles,
and little joys which they happily
shared with any guests. The menthol
industry was at its budding stage,
with a few freezers in operation,
usually next to the farm houses of
an enterprising farmer/collector/
trader.
By the time I came back to Cochin, I
realised I wanted to work with mints.
WIP OIL
WIP OIL
CENTRIFUGING
BLENDING & MIXING
(Mint oil enriched) 90 - 92%
L. Menthol with Spec. correction
FILTRATION
CRYSTALLISATION
(Heating & Cooling Chamber)
DECANTING
CENTRIFUGING
DRYING & GRADING
(Crystals)
99% L. Menthol
WIP OIL/DMO
CCP-01
MENTHOL
POWDER
(WIP)
MY FAVOURITE • MINT
Later, when we put up the new plant
in 2004 in Bareilly, I was the first to
establish the full closed chamber
of menthol production in India. Until
then, it was small freezers which
were difficult to meet the ISO/GMP
standards. This quickly became the
industry norm and today, almost
every major player has closed
chambers for menthol production.
MINT AND THE FARMER
CCP-02
METAL DETECTION
DISPATCH
WIP - Work in Progress, CCP - Critical Control Point,
OPRP - Operational Pre-requisite Programme
PACKING
STORAGE
OPRP-01
AN AMBASSADOR CAR
in front of the Rashtrapathi Bhavan
Mint has always been an interim
short crop for farmers and they
usually cultivate it from January
to June. It is a cash crop that fits
exactly into the crop cycle of
farmers in North India. The

16 WORLD
WORLD 17
MY FAVOURITE • MINT
A LOCAL
DISTILLERY
temperature varies between 5°C and
45°C during the year and nature has
provided farmers with an opportunity
to cultivate at least three crops
in a year. Mint is cultivated from
February and harvested in June/July
followed by paddy. After this, wheat is
cultivated on the same land in winter.
Farmers could also grow vegetables,
mustard, etc. instead of rice or wheat.
The farmers take their semi-dried
herbage (sun-dried for a few hours/
overnight after harvest) to one of
the nearest distillation units in their
village to store the mint oil with them.
On average, 40 percent of the oil
is sold during the season, and the
remaining oil is kept until the new
crop period, or until prices go up. Mint
oil is sold through local collection
agents or directly to processors (only
in a few cases with a sustainable and
traceable supply chain model).
In Uttar Pradesh, which has the largest
mint acreage in India, close to one
million farmers out of the 200 million
are associated with mint cultivation.
UP would have been the seventh
largest populated country in the world
had it been an independent country.
The majority are marginal farmers
with average landholding of less than
two acres.
MINT AND INDIA
Commercial cultivation of mint
started in India in 1964 when Col. R.
N. Chopra of the Regional Research
Laboratory, Jammu brought the first
stolons of Mentha arvensis to India.
Commercial cultivation commenced
on a small scale through the efforts of
Richardson Hindustan Ltd.
By 1986, India started to export mint
in small quantities. Mint cultivation
scaled up considerably between 1991
and 1994, and again between 1995
and 1997.
Today, India has become the world's
largest producer of menthol as well
as mint and allied products, with a 90
percent market share. Uttar Pradesh,
Bihar, and Punjab are the three states
where mint is cultivated today in India.
The different kinds of mints grown
in India are:
(i) Mentha arvensis (other
names: corn mint, field mint,
Japanese mint)
(ii) Mentha piperita (peppermint,
candymint)
(iii) Mentha spicata (spearmint,
gardenmint, sage of Bethlehem)
(iv) Mentha citrata (bergamot mint,
lemon mint, orange mint,
water mint)
CIMAP AND THE
DEVELOPMENT OF
MINT IN INDIA
The Central Institute of Medicinal
and Aromatic Plants (popularly
known as CIMAP) is a frontier plant
research laboratory of the Council
of Scientific and Industrial Research
(CSIR), steering multidisciplinary
high-quality research in biological
and chemical sciences. CIMAP has
played a pioneering role in making
India the global leader in mint and
mint-related industrial products by
developing and releasing improved
mint varieties, as well as developing
and popularising agro-packages.
CIMAP sparked the mint revolution
in India in 1963 by raising 26 kgs
of Mentha arvensis stolons from
0.2 hectare of land and supplying
the same to Richardson Hindustan
Ltd. The Kosi variety developed by
CIMAP played a significant role in
increasing mint cultivation in India
from 15 hectares in the 1970s to
150,000 hectares by 2000.
MINT AND
THE WORLD
The Mint Journey
• Japan and East Asia (before
1939) - Before 1939 mint was
cultivated on a small scale in
Japan, China and Taiwan.
GUJARAT
RAJASTHAN
JAMMU &
KASHMIR
PUNJAB
HIMACHAL
PRADESH
HARYANA
MAHARASHTRA
KARNATAKA
MADHYA PRADESH
TAMIL
NADU
UTTARAKHAND
UTTAR PRADESH
ANDHRA
PRADESH
CHHATTISGARH
ODISHA
BIHAR
JHARKHAND
WEST
BENGAL
MINT PRODUCTION
BY REGION
PB, BH
AND MP 10%
SOUTH UP
5%
MY FAVOURITE • MINT
KERALA
THE MINT VALUE CHAIN IN INDIA
CENTRAL UP
40%
FARMERS
TRADITIONAL
DISTILLERS
REGISTERED
TRADERS
WEST UP
25%
CUSTOMERS
LARGE
MANUFACTURERS
TRADITIONAL SMALL
MANUFACTURERS
*Large Manufacturers can buy directly from
Traditional Distillers & Registered Traders as well.
EAST UP
20%
UP - Uttar Pradesh, PB - Punjab, MP - Madhya Pradesh, BH - Bihar

18
WORLD
WORLD 19
MY FAVOURITE • MINT
• Brazil and South America (1939-
1970) - World War II created
an interruption in the supply of
menthol. To meet the increasing
demand of mint in the USA, Brazil
began to cultivate mint in 1939.
The climatic conditions and cheap
availability of land and labour in
Brazil helped the industry
to flourish. Japan too shifted
commercial cultivation and
manufacturing to Brazil and South
America. However, by the late
1970s, production had declined
due to the limitations of the ‘slash
and burn’ agricultural practice.
• China (1970-2000) - Large-scale
mint cultivation in China started
in the 1970s. China soon began
to dominate the global mint
market and controlled more
than 90 percent of the supply in
the 1980s. However, by 2000, mint
production declined rapidly
because of economic and social
changes in China. A confluence
of factors was responsible for
the decline - a shift to growing
staple crops, labour shortages,
and low global prices for mint. The
introduction of synthetic menthol
also provided competition to mint
cultivation.
MINT AND THE FUTURE
The advent of BASF, initially with 7,000
MT, set off a disruption in the menthol
world in 2012-13. With synthetic
menthol coming into the picture,
prices became stable and speculation
(which was a way of life with the big
players) had no role.
It is understood that synthetic
menthol was being contracted for
USD 12-14 per kg, when natural
menthol, considering the prices of
Mentha arvensis oil, was being sold at
USD 22-24 per kg. Today, processors
often sell natural menthol at nil
margins, just to remain in business
and pay for overheads.
Just as things were looking dull
and gloomy for the natural menthol
industry in India, came the news of the
fire at the Ludwigshafen Citral plant of
BASF in Germany in October 2017. This
brought the production of synthetic
menthol to a halt. The next 18 months
was a respite for the natural menthol
industry, and prices moved up to USD
30-35 per kg and stabilised at USD
25-27 per kg. Meanwhile Takasago
and Symrise, the other two producers
WORLDWIDE MINT PRODUCTION
of synthetic menthol, increased
their production capacity to meet
demand.
Customers, world over, were getting
tired of the price fluctuations of
natural menthol, ranging from USD
25 to USD 45 per kg (keep aside the
USD 75-85 per kg levels in 1995-96),
so for many, the arrival of BASF’s
synthetic menthol was a blessing.
Many formulators started meeting
their needs through synthetic
menthol, and natural menthol was
only used for specific labelling
needs or for tobacco. Today one
third of the world’s demand is being
met from synthetic menthol and this
is only expected to increase, putting
further pressure on the natural
menthol industry.
Farmers have a break-even at
approximately USD 15-17 per kg for
Mentha arvensis. This translates to
a bare minimum cost for menthol
at around USD 22-23 per kg. Add
to this, approximately 10 percent
for overhead expenses, packing,
regulatory and shipping costs the
bare cost without margins translates
to USD 25-26 per kg levels.
5%
2%
3%
7%
11%
22%
Mentha arvensis High
Mentha arvensis Low
Mentha arvensis
Mentha piperita
Mentha spicata
Quantity in MT
Price in INR
60,000
50,000
40,000
30,000
20,000
10,000
3000
2500
2000
1500
1000
500
0
2005 - 06
2006 - 07
30%
20%
2007 - 08
2008 - 09
MARKET DYNAMICS
The global consumption of menthol was expected
to grow to 67,500 MT by 2025, but with new laws in
the European Union restricting the use of menthol in
tobacco, this may see a change.
Oral Care
Tobacco
Personal Care
Beverages
PRICE TREND
2009 - 10
2010 - 11
2011 - 12
Year
2012 - 13
2013 - 14
2014 - 15
2015 - 16
Pharma
PRODUCTION IN INDIA
Confectionery
Flavour
Others
2016 - 17
2017 - 18
2018 - 19
MY FAVOURITE • MINT
0
2005 - 06
2006 - 07
2007 - 08
2008 - 09
2009 - 10
2010 - 11
2011 - 12
2012 - 13
2013 - 14
2014 - 15
2015 - 16
2016 - 17
2017 - 18
2018 - 19
2019 - 20
Year
USA 3,000 MT
ITALY 20 MT
*MT Metric tonnes
INDIA
50,000 MT
CHINA 250 MT
With increased production of
synthetic mint by BASF in Malaysia,
there may be bleak days ahead for
the natural menthol industry.
For the natural menthol industry to
survive, the immediate focus is to
help farmers increase productivity
from their existing fields. This can be
supported by interventions at various
levels that include the following:
a) Superior quality cultivar with
higher yields - a few are
currently being tested that could
increase productivity by almost
25 percent.
b) Good agricultural practices
(techniques like EMT- Early Mint
Technology - promoted by CIMAP
which reduces the irrigation and
weeding cost).
c) Improved distillation techniques
for better efficiencies in
conversion to oil.
There are significant areas of
farmlands that lie idle during the
season, as many farmers do not
prefer to cultivate mint due to the
price fluctuations and low returns
(with exceptions during years
such as 2018/2019, etc.).
The medium-term focus is
to develop alternate growing
regions in India, with trials on
perennial crops so that oil
is available throughout the
year. This will also prove to be
economical for the farmers.

All artwork bearing the IFEAT logo must be approved
by the IFEAT Media Manager prior to print or publication.
THE INTERNATIONAL FEDERATION OF ESSENTIAL OILS AND AROMA TRADES LIMITED
IFEAT c/o TC Group, Level 1, Devonshire House, One Mayfair Place, London W1J 8AJ
T: +44 (0) 1707 245862 | E: secretariat@ifeat.org | www.ifeat.org
/IFEAT.ORG @/IFEAT_org /company/ifeat /ifeat77
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published or in any way reproduced without the prior written consent of IFEAT.