FBIF 2019 was successfully held in Hangzhou from 23-25 of April, with 4000 decision makers from Nestle, PepsiCo, General Mills and etc. discussing open innovation.

1. FBIF 2019 Successfully Held in Hangzhou
The Food & Beverage Innovation Forum 2019 (FBIF2019), organized by Simba Events, was held in
Hangzhou International Expo Center in China on April 23, 2019. The forum, themed as "Gaining
New Momentum from Open Innovation", paid attention to the new format in the food industry.
120+ global speakers and 4000+ decision makers from 700+ leading companies, including Nestle,
Coca-Cola, PepsiCo, Mondelēz International, Nongfu Spring, Yili, Mengniu and etc., were all
involved in the discussion of the most cutting-edge industrial trends. 100+ media partners from
the UK, Singapore and China also gathered at the FBIF 2019 to disseminate the global F&B
industry trends and the views from industrial experts to the world from a variety of perspectives.

2. Isabella Hsu, Founder & CEO of Simba Events made the opening remark
On the first day of the FBIF2019, the Plenary Session officially started after the opening remark
by Isabella Hsu, the Founder & CEO of Simba Events. Isabella pointed that FBIF not only kept
focusing on its own growth from 2014 to 2019, but also continually observed the trends of global
F&B industries, and found that more and more small but promising companies showed their
strong product power, which has attracted the great attention of the top 100 companies in the
global food industry.

3. Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO, Wageningen
University&Research
The Conference Chairman Aalt Dijkhuizen, the President of Dutch Topsector Agri & Food and
the former President & CEO of Wageningen University & Research, presented his speech and
pointed out that the tremendous changes in the F&B markets in China, such as the rising of new
middle class, the growing spending power of the Millennials, the increasing demand for healthy
aging and individualization, are urging the enterprises to be more open to the changes.
01 FBIF2018 Topic Continued: On the Internationalization of China's Domestic Brands
In the FBIF2018, the topic On the Internationalization of China's Domestic Brands was discussed.
This year, we started with the same topic, to continue the thinking and start the new journey of
this year. What does the global enterprise mean? What challenges does Chinese brands meet
while going abroad? How to build and enhance the cultural awareness of the brand? Moderated
by Aalt Dijkhuizen, panelists from CHIC Group, Nongfu Spring, Nestlé Xiamen Yinlu Foods,
Ausnutria Dairy (China) Co., Ltd. joined the discussion.

4. From the left to the right are: Edward Y.M Zhu, CEO of CHIC Group&Co-founder of Holland
Center; Zhou Li, Secretary of the Board, Ph.D, Nongfu Spring; Aalt Dijkhuizen, President Dutch
Topsector Agri & Food; Mayank Trivedi, President & CEO, Nestlé Xiamen Yinlu Foods; Yubiao
Liu, Vice President of Ausnutria Dairy (China) Co., Ltd.; CEO of Hyproca Bio-Science Co. Ltd
Edward Y.M Zhu, the CEO of CHIC Group and the Co-founder of Holland Center said, "The
biggest challenge for the internationalization of local enterprises is patience, waiting for
unforeseen problems." Dr. Zhou Li, the Secretary of the Board of Nongfu Spring, stressed the
importance of culture. In his words, the Chinese F&B enterprises already have strong
manufacturing capabilities, but need to focus more on the cultural influence.
Yubiao Liu, the Vice President of Ausnutria Dairy (China) Co., Ltd. and the CEO of Hyproca Bio-
Science Co. Ltd took the 15-year internationalization process of Ausnutria Dairy as an example,
and concluded that enterprises shall not only possess integrity and experience, but also respect
for culture and rules, and constantly deepen their understandings on cultures, consumers and
government functions to achieve internationalization.
Mayank Trivedi, the President & CEO of Nestlé Xiamen Yinlu Foods, put forward some thoughts
from another point of view. In fact, there is a large F&B market in China, with more opportunities
comparing with other international markets, and the high speed of market changes. Thus, many
internationalized and globalized enterprises are also developing business and looking for
opportunities in China.
Afterwards, when answering the question concerning the ways and strategies for Chinese
enterprises to acquire and invest in overseas companies, Dr. Zhou Li thought that the first thing

5. for the enterprise to consider is whether the overseas company can bring attractive benefits,
such as proprietary technology , skills, brands and etc., and then shall balance the challenges of
culture and law.
02 The Overview of Trends in 2019: Consumption & Marketing
In the forum, Gisele Gurgel, the Director Global Business Information and Insights of Tetra Pak,
shared the global consumption trend in 2019. "Today, at this moment, you are experiencing the
slowest change in your future life." Gisele Gurgel conceived some future scenarios of the F&B
industry: door-to-door delivery and small community stores will gradually replace large and
medium-sized supermarkets; personalization will become the norm of manufacturing; brands
will keep segmenting; sustainable food and packaging will become new rules all over the world.
Gisele Gurgel, Director Global Business Information and Insights, Tetra Pak
Future consumers will be more interested in 360-degree health and sustainable choices, as well
as convenience and personalized experience. Under this trend, products that have clear goals,
that can bring obvious benefits and convenience to consumers and provide customized nutrition
service, are more likely to achieve success.

6. Helen Luan, General Manager of Tencent Marketing Solution
Accordingly, brand marketing strategies also need to be upgraded and innovated. Helen Luan,
the General Manager of Tencent Marketing Solution, delivered a speech entitled " Succession
after facing difficulties, from operating to sales: the Chinese smart way of global food and drinks
industry". Under the new situation, the synergy and linkage between branding and effect-based
advertising are the issues that all advertising practitioners and brand companies need to
consider. Trends like consumer digitalization, retail’s full involvement in marketing, and real
industry brands turning to online operation, will bring more effective communication solutions
for brand marketing in China's market.
03 Transformation of Large Food Corporations: Open Innovation
In face of the rapidly changing market and business environment, many food giants at home and
abroad has carried out joint innovation through external cooperation, or cooperated with start-
ups to complement each other. In the panel discussion moderated by Aalt Dijkhuizen, panelists
from General Mills and PepsiCo shared the innovative experience of large food enterprises with
the theme "Embrace Open Innovation, Welcome New Growth".

7. From the left to the right are: Dr. Olaf Gruess, Technology Manager & Global Connector of
General Mills; Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Daniel Grubbs,
Managing Director of PepsiCo Ventures Group
Dr. Olaf Gruess, the Technology Manager & Global Connector of General Mills, believed that
open innovation has long-term and short-term goals; its short-term goals are to make products
meet the demand and sustain growth, and long-term goals are to better support their
businesses. "Innovation needs cooperation and many large corporations need to implement the
entrepreneurial mindset in order to sustain in this rough landscape as more start-ups come onto
the plate." In the cooperation with new force, like start-ups, large corporations should clearly
understand each other's interests, values and related points, to find the best partnership for
each other, to create value for both sides, and finally to benefit from it.
Daniel Grubbs, the Managing Director of PepsiCo Ventures Group, PepsiCo, added that brands
need to be proactive in collaborative innovation. Meanwhile, for the strategic partnership, it is
needed to find the right way to pilot and test before further investment. Brands need to try out
some attractive and innovative ideas and develop them through investment or incubation.

8. Daniel Grubbs, Managing Director of PepsiCo Ventures Group, PepsiCo.
Daniel Grubbs also shared How Do Food Giants Realize Transformation, Growth and Arrange for
the Future by CVC (Corporate Venture Capital). When making investment choices, PepsiCo will
first find out the strategic growth potential of start-ups or dual-ventures, and then to see its real
potential after full commercialization. The following are some questions need to be fully
considered before investing: Will this business concept bring loyalty and satisfaction to
consumers? Are products unique and different in the minds of consumers? Can the brand
continue to develop?

9. Nini Chiang, CMO of Greater China Region, Nestle (China) Ltd.
Innovation means doing the same thing in different ways. Nini Chiang, the CMO of Greater China
Region from Nestle (China) Ltd., delivered a speech on the theme of “Innovation Accelerates
Business Transformation", introducing Nestle's innovations from four aspects, including core
category innovation, experiential innovation, exploring gaps, and marketing innovation. Among
those four aspects, the incubator model for exploring gaps is customized for Chinese consumers,
which focuses on developing new and cross-category products. The incubator model shortens
the research and development time from 18-24 months to 6-8 months.
04 CEO Grand Meeting: Opportunities & Challenges
FBIF2019 specially planned the CEO Grand Meeting, a high-level closed-door meeting. Senior
executives from brand companies home and abroad, trends experts, and leaders in the
investment organizations gathered together and discussed the F&B industry’s future strategies.

10. From the left to the right are: Isabella Hsu, Founder & CEO of Simba Events; Jingyue Wang, Co-
founder, Baicaowei and Tenghe Hu, Managing Director, CITICPE
Moderated by Isabella, the first discussion was started with the topic "Consumption Upgrade".
Jingyue Wang, the Co-founder of Baicaowei, and Tenghe Hu, the Managing Director of CITICPE
took part in the discussion. Jingyue Wang believed that the current market is full of products, but
consumers' desires are declining because their demands are stricter, and enterprises need to
have more touching proposals, more subtle insight and real empathy.

11. Lewis Choi, Vice President, Digital Solutions China, Thermo Fisher Scientific
Another topic of great concern is food safety. Lewis Choi, the Vice President of Digital Solutions
China from Thermo Fisher Scientific, revealed the question How Can Food and Beverage
Producers Benefit from the Digital Transformation of the Laboratory?. Lewis Choi believed that
the digital transformation of laboratories can help ensure the traceability from raw materials to
finished product and prevent inferior or potentially dangerous products from being mistakenly
distributed on the market, and it can finally ensure product quality, consumer safety and brand
safety.

12. From the left to the right are: Alick Zhou, President of Ipsos China; David Zhang, CEO, Shanghai
Totole Food Ltd., Mayank Trivedi, President & CEO, Nestlé Xiamen Yinlu Foods
China has become the second largest economy in the world. However, the awareness of Chinese
brands in the international market is surprisingly low. Alick Zhou, the President of Ipsos China,
moderated the topic What’s the road for Chinese F&B brands overseas expansion. David Zhang,
the CEO of Shanghai Totole Food Ltd., and Mayank Trivedi took part in the discussion. David
Zhang shared that few Chinese brands can occupy the minds of global consumers, and Totole did
not make much achievement until today since its overseas expansion for nearly 20 years.

13. From the left to the right are: Huang Hai, Principal, FREES FUND; Dr. Zhou Li, Secretary of the
Board, Nongfu Spring; Kathy Chen, Business Development Manager, Australian Consulates-
General; Guo Qi, VP of MissFresh and Co-founder, TCA Venture Capital; Himanshu Chaturvedi,
Country Head, Olam
As the final topic of this CEO Grand Meeting, "Opportunities and Challenges in the 10 Trillion
Agricultural Market" was discussed under the chairmanship of Huang Hai, the Principal of FREES
FUND, and the panelists were Dr. Zhou Li, the Secretary of the Board of Nongfu Spring, Kathy
Chen, the Business Development Manager of Australian Consulates-General, Guo Qi, the VP of
MissFresh as well as the Co-founder of TCA Venture Capital, Himanshu Chaturvedi, the Country
Head of Olam.
Referring to the opportunities and challenges in China's agricultural market, Guo Qi thought that
the younger generations are willing to pay a premium for enjoying life, which brings great
opportunities to the market, while the challenge is that the value chain from production, supply
to circulation is too long. Himanshu Chaturvedi, pointed out that there are still many
shortcomings in China's agricultural industry, especially in the processing of agricultural products.
05 Marking Awards 2019 Ceremony: Art & Business

14. Marking Awards 2019 Ceremony
As the last part of the first day of FBIF2019, the ceremony of Marking Awards 2019, a global food
& beverage packaging design award, was successfully host by Shushu Li, the Awards Director of
Simba Events, and Christophe Pradere, the CEO & Founder of BETC Design & BETC Asia. At the
Marking Awards 2019 Ceremony, the world-wide excellent packaging designs that well balance
art and business were presented, illustrating the forward-looking power of design. 37 works
were awarded among the over 500 entries from 200 enterprises and institutes, and the winning
rate was only about 7%.
06 About the Food & Beverage Innovation Forum
The Food & Beverage Innovation Forum (FBIF) is one of the most influential F&B industry forums
in Asia-Pacific. It is dedicated to collecting, analyzing and sharing the most representative
business cases and the most innovative idea and technologies, in order to help decision-makers
gain the insight into market trends and push the F&B industry forward. From 2014 to 2018, the
annual FBIF has been held five times, with the number of participants increasing from 250+ in
2014 to 2000+ in 2018, almost eight times growth.