On November 17, 2009, Fi Europe 2009 opened in Frankfurt for industry professionals from around the world. The three-day event is a longstanding highlight of the industry calendar as it brings visitors from over a hundred countries from across the industry including manufacturers, suppliers, scientists, technologists and food ingredient buyers. Over 1,100 exhibitors, including 350 first-time Fi attendees, will display a diverse array of products and services. Many of them are new startups with innovative ingredients fresh to the market, offering novel solutions to food manufacturers' technical challenges. Natural ingredients continue to be a key industry trend. Natural ingredients (Ni) will run alongside Fi Europe 2009 as a platform for exploring cosmetics, personal care, food, medical remedies and nutraceuticals. Food ingredients excellence awards will be presented for outstanding innovation in the areas of bakery, dairy, snacks, confectionary and meat/savory. The innovation of the year award will recognize those companies, research institutes or universities that delivered both innovation and quality to the manufacture and development of food ingredients.