SIAL Daily 2022 - Day 5 Edition

DAY 5 

WEDNESDAY 19 TH OCTOBER 2022 

HALL 4 

STAND L109 

HALL 4 

STAND P118 

SIAL Paris 2022 

MAKING BUSINESS 

HAPPEN 

BRINGING BUYERS AND SELLERS 

FROM ALL OVER THE WORLD 

NEWS 

#09 #16 

Simorgh Zafferano 

makes its debut at 


SPECIAL FEATURE: FROZEN 

#14 #21 

The ultimate 

frozen juice 

made from 

one simple 

ingredient 

10 

EXCLUSIVE 

INTERVIEW 

STEINAR 

HALVORSEN 

Managing Director, 

United Nordic Inc AB 

This edition is brought to you by

DAY 5 

WEDNESDAY 19 TH OCTOBER 2022 

HALL 4 

STAND L109 

HALL 4 

STAND P118 


MAKING BUSINESS 

HAPPEN 

BRINGING BUYERS AND SELLERS 

FROM ALL OVER THE WORLD 

NEWS 

#09 #16 

Simorgh Zafferano 

makes its debut at 


SPECIAL FEATURE: FROZEN 

#14 #21 

The ultimate 

frozen juice 

made from 

one simple 

ingredient 

10 

EXCLUSIVE 

INTERVIEW 

STEINAR 

HALVORSEN 


United Nordic Inc AB

4 SIAL DAILY • WEDNESDAY 19 OCTOBER 2022 

newsroom.sialparis.com

HALL 4 - STAND N146 

HALL 3 - STANDS G17 & F13 & F32 

HALL 1 - STANDS F13 & F173 

HALL 5A - STAND S105 

HALL 6 - STAND E131 

HALL 5A - STAND H027 

HALL 6 - STAND J214 

HALL 6 - STAND H82 

HALL 5A - STAND G249 

HALL 6 - STAND A124 

HALL 2 - STAND D35 

HALL 6 - STAND K100 

HALL 5A - STAND T90 

HALL 5A - STAND G160 

HALL 5B - STAND K51 

HALL 5B - STAND M125 

SIAL DAILY •WEDNESDAY 19 OCTOBER 5

Morning 

Briefing 

Much more than a trade show… 

a community 

Audrey Ashworth 

Director of SIAL Paris 

Good morning and welcome to SIAL Paris 2022. 

We had an incredible day yesterday. The halls were 

buzzing and business was taking place throughout 

the halls. It’s great to see this level of activity return 

after four years. The agri-food industry has proven its 

resilience and is now ready to take on the challenges 

of tomorrow. This has been made abundantly clear 

by the amazing feedback we have received over 

the past few days and the presence of so many 

official delegations from around the world. If you 

haven’t already, I sincerely encourage you to make 

your way over to Hall 6, where our SIAL events 

have been drawing large crowds. These have been 

specially designed to provide visitors with valuable 

market insights and give visitors the chance to 

learn about the latest innovations in their sector. 

Our SIAL Talks, Startup and Innovation have been 

particularly popular, with expert speakers, industry 

leaders and ground-breaking startups from the 

four corners of the planet sharing their knowledge 

and expertise. Today is also a great opportunity to 

attend one of our free guided tours. Let our experts 

guide you through the show and identify the key 

trends and innovations for you. These cover several 

themes, including Intermediate Food Products (IFP), 

Consumer Good, Innovative Packaging, Food 

Transition, Trends and Innovations of SIAL Paris, and 

finally Catering and Food Service (CFS). 

Another area which I highly recommend you visit is 

our Future Lab. This forward-looking, high-impact, 

immersive experience, seeks to address the major 

changes in the decade to come, from the earth to 

the table, focusing on three areas - Agriculture, 

Retail and Dining in 2030. SIAL Insights is another 

important source of information for the industry 

which combines cutting-edge research from 

world leading research organisations, Kantar, 

ProtéinesXTC and NPD Group around this year’s 

topic #Ownthechange. Finally, if there is one thing 

to make time for, it is simply exploring our food halls 

and speaking with our exhibitors, some of whom 

have travelled from far and wide to come here 

and showcase their talents and products. From the 

Seafood section at the entrance fo Hall 4 to the fruits 

and vegetables in Hall 8, there are over 400,000 

products for visitors to discover here. Whatever 

happens, make the most of your SIAL experience• 

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I NEWS I 

ONLINE 

INFORMATION 

ALLOWS FOR 

TRANSPARENCY 

AND 

TRACEABILITY 

Half of survey respondents said 

they actively seek out information 

about the food they are eating, 

with the internet being a crucial 

platform. 

Digital sector remains popular 

with consumers post-pandemic, 

SIAL Insights finds 

Apps that analyse food labels 

have proved to be particularly 

successful with consumers. The 

focus is no longer on just the 

product, but also accompanying 

information that proves decisive 

when a customer makes a 

purchase. Brands and retailers 

know this, and have adapted their 

offering on-pack information that 

also mentions supply, source and 

quality of ingredients. 

SIAL Insights offers visitors access to eye-opening 

analysis of the world’s major consumption trends and their 

developments, with assistance from expert partners NPD, 

Kantar and ProtéinesXTC. 

Digital technology plays a role 

in every aspect of consumers’ 

relationship with food, SIAL has 

found. The global pandemic forced 

customers to be confined to their 

homes. Thus, they used online 

shopping platforms to find essential 

household products. 

Digital technology gave consumers 

the opportunity to shop regularly 

while feeling safe and maintaining 

a social distance, through digital 

services like online shopping and 

click and collect. These advantages 

gained new and lasting converts, 

even in the most mature markets such 

as Asia which is the leader in every 

category. In fact, Asia accounted 

for 45% of total online sales for 

consumer products in 2022. That 

is nearly double the amount of the 

United States and Western Europe. 

In Western countries, innovative 

services like subscription boxes and 

meal kits, plus improved accessibility 

to said services, helped keep 

online shopping platforms popular, 

according to the SIAL report. 

It is clear that the digital sector 

remains popular among consumers. 

A study from Kantar showed that 

the sector was unscathed by the 

pandemic. When comparing 2021 

and 2020, there was a 2.1% point 

increase in the overall growth of the 

global food market. There was also 

a 15.8% increase in global food 

product e-commerce during the 

same period. 

Furthermore, an increasing number 

of consumers (40%) are using 

e-commerce platforms. This 

segment of the market is also using 

e-commerce more frequently - 

ten times or more per year. This is 

compared to 2019 when 31.6% of 

respondents used e-commerce - at 

around 7 times per year. 

In the future, it is thought that 

consumers will receive as much 

information as possible about the 

supply chain, with production and 

livestock conditions all to feature 

at the forefront of a product’s 

messaging. 

China and South Korea have been 

identified as two of the biggest users 

of e-commerce. There is an 88.8% 

and 87.1% usage rate in China and 

South Korea respectively, while 

usage rates are reported to be 

around 35% in Western Europe• 


I NEWS I 



I NEWS I 

Morelli’s special wheat 

germ makes for a unique 

recipe 

Simorgh 

Zafferano makes 

its debut at SIAL 

Paris 2022 

The saffron supplier imports the highest grades from an 

exclusive contract with an agricultural cooperative in 

Torbat Heydereh Khorassan. 

Simorgh Zafferano is at SIAL for 

the first time showing its very high 

quality saffron (AAA, AA and A 

grades) to visitors at the show. The 

company is showcasing products 

in powdered and pistil formats 

that include the Super Negin allred 

«first flower» product in 3g 

packs and 12x1g packs, as well 

as much larger 250g and 500g 

sizes for food-industrial and 

pharmaceutical clients. 

Negin quality is achieved through 

intensive care in the irrigation of 

the land and a particular cut of 

the pistil as well as careful drying 

techniques. All the products are 

certified and accompanied by 

supporting chemical analyses. 

Classic disposable sachets in 

exclusive packaging have ISO 

3632 certification and are 

also available in organic form. 

Simorgh has about 28.5 hectares, 

certified organic, which produces 

about 200kg of organic saffron 

per year, some of which is first 

grade AAA. 

Based in Turin, Italy, Simorgh 

Zafferano has long-standing 

relationships in the middle east 

and imports about two tons of 

fresh, not stocked, saffron. For 

freshness, the packaging ranges 

from bags and heat-sealed 

aluminium to cylindrical metal 

boxes for wholesale. Customised 

lines can also be arranged on 

request. 

Pricing is claimed to be very 

competitive according to Bruno 

Pontoni from the company due 

to the direct supply arrangements 

between local cooperatives 

and Simorgh, with no brokers in 

between. Mr Pontoni tells SIAL 

Daily that he is looking to widen 

the reach of the company outside 

the company’s home market, with 

the rest of Europe a particular 

target. 

HALL 7 - STAND E317 

Founded in 1860, Antico Pastificio Morelli 

is a pasta brand with a story behind it and 

a trademark unique recipe. What makes 

Morelli pasta stand out? The company uses 

a special wheat germ that is reintegrated 

into the pasta mix. This germ is the “heart of 

the grain of wheat,” the company says. The 

pasta is made using the same traditional methods 

as in the past, starting with the selection 

of durum wheat semolina. The pasta is 

kneaded and then dried at a low temperature, 

before being packaged and sold under 

the Morelli name. 

HALL 5B - STAND P088 

UNIQUE SELLING POINTS 

•Unique recipe 

•Offered in a range of forms 

•Flavoured with various natural 

tastes 

Cœur de Pom shines bright 

at SIAL Innovation with 

healthy juices 

French juice maker Cœur de Pom has 

been recognised by SIAL Innovation 

Paris 2022 for its new apple juice, 

with health at its core. Scheduled to 

launch in January 2023, the product 

will respond to growing consumer 

demand as a healthy beverage with 

30% less sugar. Instead, the juice 

drink only uses natural sugars from 

the fruit itself. The brand, by Jardins 

de l’Orbrie, was also hailed for 

its non-alcoholic «Schorles» and 

its range of fruit juices in reusable 

bottles. 

HALL 5A - STAND R053 


•30% less sugar 

•Made from 100% fruit 

•Meets consumer demand 


I EXCLUSIVE INTERVIEW I 

Steinar Halvorsen 


United Nordic Inc AB 



I EXCLUSIVE INTERVIEW I 

United Nordic comes to 

SIAL Paris 2022 with a big 

team and big ambitions 

The powerful Scandinavian food buying consortium is owned equally by 

Dagrofa (Denmark), Axfood (Sweden) and NorgesGruppen (Norway), with 

annual total sales of approximately €20 billion 

Find out what makes this influential buying group tick and 

what it is looking for at the show. Managing Director, Steinar 

Halvorsen, speaks to SIAL Daily. 

After the trials of Covid, what, 

in particular, made you come to 

SIAL Paris 2022 this year? 

As a major buying group, we have 

come to SIAL with a big contingent 

to look for innovations and to meet 

with suppliers. We are here with a 

team of more than 40, so among 

Scandinavian markets we are one 

of the largest groups here. We come 

to the flagship Paris show because it 

is a key event in the food and drink 

industry calendar. 

And what are your impressions 

of the event now that it’s back 

after the downtime due to Covid? 

I was happy to see so many suppliers 

and they seem very glad to be back. 

The atmosphere is friendly at the 

counters and the fair looks fresh. We 

know many of the suppliers, some 

who have been coming for more 

than 20 years. Overall we have 

good and positive feelings. 

That’s a nice, upbeat assessment. 

Are there any changes compared 

to the pre-Covid show in 2018? 

The big difference is the price 

increases that have come in - pretty 

much in all categories. But these are 

not under discussion at the fair itself. 

Here, we are looking for innovation 

and developing and consolidating 

partnerships with our suppliers. We 

don’t talk about the price increases 

at the show as there isn’t enough 

time in a 30-minute meeting; it’s not 

the right moment for that. We are 

more focused on new launches and 

potential new partnerships, and just 

the fact of the industry being back to 

normal business. 

So with around 40 buyers, are 

they looking at pretty much all 

categories at the show? 

All our buyers are specialists in their 

areas. For example, we have a team 

looking at fresh meat, so they are all 

in Hall 6, a team for dairy products 

and cheeses, and specialists in dry 

foods and so on. They are all looking 

for new suppliers and new products 

though, of course, much of their time 

will be spent seeing old friends and 

existing clients as this may be the 

only time in the year when we meet 

them. It’s an opportunity to talk about 

logistics, deliveries and also inform 

them about when we may be coming 

out with a tender. 

That’s interesting. How do the 

tenders work? 

For categories like dry goods or 

fruits, nuts and vegetables we 

tender every 12 months. We have 

something like 160 tenders annually. 

We pinpoint the specific product 

and characteristics for each tender 

we issue. Each one goes to existing 

and potential suppliers such as those 

we may have contacted during the 

fair who have been qualified to take 

part. We qualify them based on, for 

example, CSR, sustainability and 

packaging. Among our 160 or so 

tenders, about 80-90 are for one 

year and the rest are rolling contracts 

for up to three years where we can 

revise terms. 

That is a lot of work. Is it all for 

private label? 

At United Nordic we only work 

with private label but our mother 

companies have their own specific 

departments for A-brands. That is 

separate from what we do. We have 

private labels in certain categories 

WE COME TO 

THE FLAGSHIP 

PARIS SHOW 

BECAUSE IT IS 

A KEY EVENT 

IN THE FOOD 

AND DRINK 

INDUSTRY 

CALENDAR. 

that can be found across all of our 

parent companies. But our focus 

is not to have common brands. It is 

important that the individual partners 

in the three different Scandinavian 

countries have the freedom to select 

products that fit their own markets 

and which protect their own brand 

identities. 

Given the economic situation 

right now, I imagine accessiblypriced 

private/own label is in 

high demand at the moment? 

We are seeing more of a shift 

to private label. The share in 

Scandinavia is about 25%,, and 

maybe about 30% in Sweden. It 

varies by country but it is less than 

the UK for example. Private label 

is important for turnover but also 

for our margins and we do see the 

consumer moving in this direction 

and it is being driven by the cost of 

living crisis. There is also a shift to 

discount brands and products, and 

away from premium. So some of the 

discussions we are having at the fair 

are about securing more volumes. 

In general that consumer shift is 

good news for United Nordic, 

right? 

Yes, though with the high-volume 

discount brands, the margins are 

lower. However, we maintain 

products across all the key price 

segments to ensure we cater to all 

our customers. In general, people 

today are looking for a good deal 

and they are shopping around so it 

is also a challenging market in this 

respect• 


I SPECIAL FEATURE I FROZEN I 

Global Hacienda introduces 

frozen guacamole recipes 

Sorrento Sapori e Tradizioni, the 

maker of Lamo’ mozzarella di 

latte di buffala, is showcasing 

the product on two stands in 

various sizes designed to serve 

both foodservice customers and 

retail. With the tagline «as good 

as freshly made», its bocconcini 

(small mozzarella balls) come 

in weights ranging from 40g to 

600g trays. The Lamo’ product is 

frozen and packed without any 

liquid, saving on transportation 

costs. The shelf life in frozen form 

is 12 months. 

Global Hacienda is introducing 

two new recipes for its 

Guacamole frozen product. The 

mild recipe contains 92% Hass 

avocado, promising the same 

natural flavour. While the more 

daring traditional recipe features 

chilli with 90% fresh avocado. 

Global Hacienda says that both 

products offer a special flavour 

and texture, made with pieces 

of real avocado which is made 

possible thanks to its traditional 

way of blending ingredients. For 

consumers looking for a longlasting 

guacamole with a high 

percentage of avocado. 



•High avocado content 

•Comes in two recipes 

•Can be stored for a long period 

of time 

Lamo’ frozen Italian 

buffalo mozzarella cuts 

transport costs 


HALL 7 - STAND F002 


•Flexible packaged weights 

•Freezing allows shipping to more 

distant markets 

•Microwaveable and ready in a 

few minutes 

The ultimate frozen juice 

made from one simple 

ingredient 

Natalie’s Orchid Island Juice 

Company is showcasing its range 

of natural frozen juices at SIAL Paris 

2022. Each juice is made from 

fruit and vegetables handcrafted 

in small batches and immediately 

frozen using a six-second gourmet 

pasteurising process, which kills 

bacteria but keeps enzymes intact. 

As fourth generation citrus farmers, 

the US company’s passion for 

As one of the largest producers 

of frozen fruits and vegetables 

in Egypt, Galina has come to 

SIAL Paris 2022 to showcase 

its wide range of products. The 

company boasts expansive 

production facilities which make 

it a dependable supplier for big 

names within the industry. A 

standout fruit from its product 

line is the company’s frozen 

strawberries. 

Florida agriculture shines through 

its products. One ingredient juices, 

include 100% Florida Valencia 

oranges, Grapefruit, Blood 

Orange, Tangerine and Lemon. 

Two-ingredient Exotic Blends, 

include orange and beetroot plus 

orange and pineapple. 

HALL 4 - STAND M093 


•100% natural ingredients 

•Hand picked and handcrafted 

•Cutting-edge pasteurisation 

process 

Galina presents frozen 

strawberries from its farms 

in Egypt 


•Strawberries grown on 

company’s own farms 

•Customised packing and 

packaging for customers 

•Available whole, diced, in 

halves or chunks 

Galina claims to be the only 

producer in Egypt to grow 100% 

of its strawberries on its own farms, 

allowing for leading traceability.

SIAL Daily 2022 - Day 5 Edition

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