World Beats Path to Anuga Exhibition, Where Frozen Food Stars Shine Brightly.

By day new products twinkled in stalls and deals were done in the halls. But on the night of Oct. 10 it was the brilliance of two `Supernovas' -- Ernst Wagner and Edward Haspeslagh -- that lit up the premises.

As always, the biennial Anuga held at the Koln Messe n Germany again proved to be the world's leading trade show for food and drink products. Precisely 6,559 exhibiting companies from 96 countries were on hand for the Oct. 9-14 running. Sixteen percent of the total, or 1,051 firms, were suppliers of frozen foods and ice cream from 68 nations.

From richly-authentic ethnic ready meals to gourmet gateaux and seafood delicacies, frozen food products were a main course of Anuga '99, which eclipsed past attendance records by attracting 190,000 buyers from 149 countries.

"The most notable trend is to convenience foods, products that make the preparation of imaginative meals fast and simple. That category includes above all frozen foods and prepared foods," said Dr. Matthias Horst, general manager of the Germany Food Industry Association (BVE). "In Germany they represent already 50% of convenience product sales. They have become popular because, as the name implies, they are convenient -- but also instantly available, simple to purchase and to get ready."

Quick Frozen Foods International went to the Anuga fair to seek out and report on innovative new product introductions, which are covered elsewhere in this section. The magazine's executive team was also present to salute two pioneers of the frozen food industry as winners of the prestigious Golden Ice Crystal Lifetime Achievement Award. So honored were Ernst Wagner, founder of Wagner Tiefkuhlprodukte GmbH, Braunshausen, Germany, and Edward Haspeslagh, founder and executive director of Ardovries NV, Ardooie, Belgium.

They join H. Harrison McCain, founder and chairman of the supervisory board of McCain Foods Ltd., and Karl Dusterberg, founder and chairman of apetito AG, who in 1997 were the first two inducted into the elite ranks of award winners.

"Quick Frozen Foods International has established the Golden Ice Crystal as one of the most important international awards of the frozen food industry," said Manfred Sassen, director of the German Frozen Food Institute, who was among those honoring Wagner and Haspeslagh. "With this award outstanding achievements are recognized, and other companies are motivated to follow the example of the prize winners."

The Golden Ice Crystal presentation ceremony and reception took place on Oct. 10 in the Messeclub of Congress Center East, where a standing room only crowd of industry peers and well-wishers gathered to applaud the winners.

"On the eve of the new millennium, we consider it appropriate to honor another two 'Supernovas' of the frozen food sector for their continuous and effective work in making our industry what it is today," said John M. Saulnier, chief editor and publisher of Quick Frozen Foods International. "The wise leadership they showed in the decisive years certainly paved the way for success that followed for many in the field."

Making the presentation of a gold lapel pin and plaque was Andrew H. Williams, president of Quick Frozen Foods International and son of the magazine's founder, Edwin W. Williams. Describing the many achievements of Ernst Wagner, he especially lauded the entrepreneur for "having the vision back in the 1970s to move boldly into the frozen food business and to gear up operations in the 1980s at a time when the product line was far from being the big winner that it is today."

Wagner started out as a baker. In 1952, he took over a small village pub from his parents and expanded it into a hotel and restaurant. The grilled steaks served there became so popular that he started having them frozen to market to other caterers and the retail trade. Frozen ready meals soon followed.

It was in the 1970s that Wagner made the move that really put his company on the map, creating his own frozen pizza recipes. Pizza sales soon took off, and by 1982 his original factory at Braunshausen was nearly bursting at the seams. New facilities were built at Otzenbausen to keep up with demand. Since then, there have been further plant expansions and improvements, and 600,000 tons of various frozen products are currently produced per annum.

One of Wagner's trailblazing developments, 15 years ago, was the Stone Oven Pizza -- and the special stone oven to bake them in. Although 90% of the company's sales are in Germany, it is today aggressively pursuing markets in France, Austria, the Netherlands and the UK.

Accepting the award on behalf of her ill father was daughter Anette Hares. The 70-year-old Wagner recuperated and was seen at the Anuga Fair a few days later, only to succumb a month later on Dec. 8. Burial took place on Dec. 13.

"We, the business family Wagner, are very pleased that life work of Ernst Wagner has been internationally honored in this way," she commented. "We see in the future more huge international challenges for our company, and we are quite sure that our line of business has every reason to look to the future with confidence."

Judging by past performance, Wagner Tiefkuhlprodukte has a bright future indeed.

"When we took the risk in 1995 and became the first company to produce American style pizza in Germany, we generated a sales increase of 30% in three years in a market which had been stagnating," said Mrs. Hares. "It was a risk because we could not copy from another country. Ernst Wagner had to invent and put to work completely new technology to enable us to give this inspiration to the market."

Millions of Deutsch marks were invested in new, patented technology needed to turn out products that would stand out from anything else available. "Our distinctive difference has guaranteed us a market share in this segment in Germany four times higher than our nearest competitor," noted Mrs. Hares.

She said that other products such as Ciabatta, Rising Pizza, and Piccolinis "have helped secure for us a position as one of the leading producers on the European market. It is our conviction that consumers of rising dough, deep frozen products are judging more and more critically by the criteria of quality and enjoyment.

"This daily challenge is the motor of good strategies for innovation. It fascinated my father 30 years ago just as it fascinates the management of the company today. Objective information through the media helps producers and buyers to adjust their policies to the needs of consumers. Quick Frozen Foods International has for many years performed this function well."

Mrs. Hares went on to comment on the importance of developing new ideas: "The frozen food market, as dynamic as it is, has to compete worldwide with many other food trends. It will require ever more new and positive moves to keep the frozen foods sector as dynamic in the future as it is today. And that, of course, will all be very interesting for the editorial team of Quick Frozen Foods International as it will provide new and exciting things for you to write about in your magazine."

With the passing of Mr. Wagner, the company remains firmly in family hands under the leadership of Mrs. Hares, her husband Gottfried (who is managing director), and brother Gunter Wagner.

Hats Off to Edward Haspeslagh

"Like Ernst Wagner, Edward Haspeslagh has made a great impression on the

frozen food landscape," said John M. Saulnier of QFFI. "Born in 1930, he was a full-time farmer until 1960, when he began producing flesh vegetables for resale, mostly to canneries. Eager to expand, Mr. Haspeslagh built a coldstore in Belgium in 1977. In the same year he founded Ardovries as a frozen vegetable processor."

Through investment and acquisition, Ardovries now has two plants in Belgium, three in France and one in the United Kingdom. The company expected sales in 1999 to reach approximately $240 million on volume of 240,000 tons of frozen vegetable products.

Ardovries has been diversifying its product range in the last few years, with the introduction of prepared vegetables and herbs. Some of these include creamed leek in portions, broccoli with herb sauce, mixed vegetables with Shanghai curry sauce, and Brussels sprouts with cream and bacon. More recently, it has launched a line of frozen onions as well as focused more on organic vegetables through an exclusive line for Booths in the UK.

Before presenting Edward Haspeslagh the Golden Ice Crystal Lifetime Achievement Award, QFFI's Andrew Williams lauded him as a man of vision and action who advanced from the status of a gentleman farmer to build Europe's most formidable frozen vegetable processing and distribution empire.

"While others looked at the small picture, the founder of Ardovries was dreaming the big dream," said Williams. "But it took more than dreaming to make it come true. It took hard work and the dedication of a supporting family and team. Today, the second generation of family leadership is at the helm, as Jan Haspeslagh steadfastly steers Ardovries into new waters and new opportunities in markets far from home."

RELATED ARTICLE: Interesting & Spirited New Products Uncorked at Anuga Food Fair

Innovation and convenience were clearly hallmarks of frozen food product introductions and line extensions showcased at the Anuga international food fair in Cologne, Germany, last October. From Chinese scallion rolls to Greek patakia, there was no shortage of interesting offerings on display.

Tivall (Fax: [phone]) of Galil Maaravi, Israel, showed off meat-like, FVP (Fibrous Vegetable Protein) stir-fry ready meals and cold cuts. Made of 100% vegetable and cereal ingredients, the range boasts more than 100 center-of-plate items including shoarma, rookwurst (Dutch sausages) and English-style sausages.

Gotas Drops, a range of 49 sauces in frozen droplet form, were unveiled by Valencia, Spain-based P.C.S. Europe. Produced for industrial (1,700kg pails) and retail distribution, they are formulated to accentuate menus featuring everything from salads and fish dishes to pasta and pizza. Among the offerings are: green pepper sauce, horse radish-ginger cream, sauce provencal, zuchinni-mint cream, barbecue sauce, champagne cream, humus, and honey mustard.

"The drops, which are concentrated in both texture and taste, may be used as components in frozen mixes as well as in ready meals or dessert toppings," explained Yvonnick Coutetoux (E-mail: [e-mail]).

Doing business for more than 20 years, P.C.S. is regarded as a pioneer in Spain's frozen food segment. Its line of products runs the gamut from seafood mixes and salsa-accented broccoli salads to Spanish-filled peppers, fancy crab claws, cuttlefish skewers and squid rings.

For those preferring to indulge in another kind of "sauce," Aubiet, France-based Prolainat (Fax: [phone]) launched what was toasted as "the first Bordeaux wine sorbet." Marketed under the name of "Ice Paradox," the product contains less than 1% alcohol as most of the kick is removed prior to processing. Distribution is in 100ml tubs, complete with a spoon placed under the lid for added convenience.

Another new item unveiled by Prolainat at Anuga was Millennium Cake featuring vanilla mouse, dark chocolate filling, white chocolate coating and biscuit, topped with decorative chocolate bars and golden sugar pearls.

The 27-year-old company, which is situated 50 kilometers from Toulouse, specializes in manufacturing frozen desserts from three ice cream/sorbet lines and a single line dedicated to patisserie. Turnover in 1998 was FFr 157 million, of which exports accounted for 15%.

If "low octane" Bordeaux Wine Sorbet is suitable for consumption among all family members, four out of five Freaky Ice offerings are definitely mixed for an adult clientele only. Formulated for freezing and distribution at discos, pubs and night clubs are spirited 5% alcohol concoctions of Whisky & Cola, Rum & Cola, Cocktail, and Vodka & Energy Ice Bars. Twenty-four 50ml units come per carton.

Potatoes, of course, figure to be a main ingredient for more than Vodka & Energy Freaky Ice. There was certainly a plethora of tuber-based products at the exhibition.

From Agrarfrost (Fax: [phone]) of Wildeshausen, Germany, came two seasonal gourmet packs of potato specialities. Aldruper Knusperfest is produced for Northern Europe's April-September open-air barbecuing months, while Aldruper Festlag is meant for October to March feasts and celebrations. Distributed in 1,500g foldable cardboard boxes, the extra-crisp Knusperfest varieties are available in the following forms:

* Knusper-Rosti -- triangularly shaped crisp and delicate grated potato

* Country Steak Fires -- crispy skin-on potato wedges with spicy herbs

* Fries Finesse -- thin-cut chips in crispy coating

* Crazy Fries -- chips cut in spiral shapes in a spicy crisp coating

Aldruper Festtag offerings -- made especially to serve as side dishes during Christmas, New Year and Easter occasions -- are distributed as follows: Croquette Cones; Knusper-Rosti; Duchesse potatoes and Oven Fries (3% fat).

For the children there is Aldruper Bauernhof, which features eight different farm animal shapes made of pureed potato, whole pea and grated potatoes. Packaging is in 450g foil bags.

Richitti Quick Snack (Fax: [phone]) of Ramacca, Italy, brought Arancini to Cologne. Promoted as finger food for beer drinking pub patrons or soft drink sippers, the hand-held triangular product features an outer covering of rice, processed cheese, besciamella and bread crumbs filled with a sauce blended from double concentrate tomato, carrots, onions, celery and wine.

Ukraine Food and Drink Fair Has Lots of Outside Support

InterFood and Drinks Ukraine, involving all segments of the Ukrainian food and drink industry, from agriculture to finished products and retailing, is coming to Kiev March 28-31 -- with over 120 exhibitors from 23 countries and 1,000 trade visitors from Ukraine expected.

Organized by the ITE Group in London, UK, the fair -- largest of its kind in Ukraine -- has attracted additional support from the CMA in Britain, the DTI in Germany, the FEAD in Spain and regional trade organizations in Italy.

InterFood and Drinks Ukraine brings together several previous food, drink and equipment shows. With over 95% of Ukraine's food processing enterprises already privatized, industry experts estimate the annual growth rate for imported manufacturing equipment will be 10-15% for the next three years. The organizers are expecting many of the leading domestic producers to make buying decisions for high quality equipment at the show.

Following the successes of ITE's ingredients shows in Moscow and St. Petersburg, the organizers will once again feature an ingredients pavilion. They are also launching Shop Ukraine to focus on shop, bar and restaurant equipment. These events will take place along side Kiev Agri-Hort 2000 the third International Agricultural and Horticulture Exhibition, organized by ITE and BTO of the Netherlands. With only 20% of the Ukraine farms privatized and a reduction in grain harvests, there is much need for reform and modern equipment.

For further information, contact ITE at 105 Salisbury Road, London NW6 6RQ, UK; telephone: [phone]; fax: [phone].

Maitre Fournil Sales up 16%

Sales were up 16% to FFr 257 billion for the fiscal year ended Sept. 30 at Maitre Fournil, a French frozen bread and pastry operation that began trading on the Paris stock exchange only last February. The company, which markets its products both at home and abroad, plans to open a high-tech frozen pastry plant in April.

RELATED ARTICLE: QFF Per Capita Consumption Hits 23.7 Kg, In Germany, DTI Director Sassen Reports

German consumers continue to increase their purchases from retail frozen food cabinets. The Deutsches Tiefkuhlinstitut (DTI) of Cologne estimates that per capita consumption for 1999, without raw poultry and ice cream, reached 23.7 kg -- up 700 grams over 1998.

Sales volume for both the retail and catering markets was predicted to show an increase of three percent, to 1.94 million tons for calendar 1999. DTI director Manfred Sassen announced the statistics at the Anuga food fair in Cologne during October.

The tonnage increase, however, isn't reflected in the retail turnover because of continuing hard competition. The DTI predicted an increase of only 0.5% to DM 8.02 billion. Despite the high acceptance of frozen products, they aren't immune to the price pressures, which Sassen said have never been as great as they are now.

Total turnover, including catering, fared better, with an increase of 2.2% to DM 13.62 billion. Top sellers at retail, not surprisingly, were pizza, snacks, menu components and ready meals. The popular items in catering were frozen vegetables, fish and french fries. These two segments are of nearly equal size; 53% of volume went to private households, the rest to catering.

There was a slight decline in the sale of frozen fish products in the first half of 1999, due to the higher prices of raw material. But the market now has begun to grow once more. Frozen fish and fish products today account for 21% of all fishery product sales in Germany.

The number of retail frozen food packages sold has more than doubled in the past 10 years, and the trend toward innovation hasn't slackened. Baguettes and ciabatta rolls are now common sights in supermarkets. However, Sassen fears that present price pressures will have a negative impact here, as there is less room for innovative maneuvering.

The use of frozen products in German catering is expected to advance further in the next five years. This is the estimation of proprietors and chefs at company canteens, hospitals and retirement homes who were surveyed by the Deutsche Fachverlag, Frankfurt, in cooperation with the DTI.

Sixty-five percent of those queried expected an increase in the use of frozens, and one in five expected a "sharp" increase. Seventy-one percent of the professional cooks cited flexibility as the greatest advantage. The large variety of frozen products offered, they reported, and the fact that they are available the year 'round permits planning of menus that meet the increasing demands of consumers.

Another important factor was the ease of storage, and still other decisive criteria were the labor savings (cited by 52% of the social institutions polled) and the cost advantages (mentioned by 40% of canteen operators).

Seafood was particularly popular. Sixty-four percent preferred frozen mollusks and shellfish to fresh or chilled versions, and 58% preferred frozen fish. Fifty-six percent gave the edge to frozen french fries and frozen game, 50% liked frozen vegetables better, and 46% frozen poultry.

High Marks for QFF

Some 80 experts from the German Agricultural Association (Deutsche Landwirtschafts-Gesellschaft, DLG) have once again cited frozen food for high quality. Of 728 products submitted to the DLG's annual quality competition in September, 90% received a "DLG Pramiert" decoration. Of these 302 got the gold medal for "outstanding" quality, 207 the silver one for "very good" and 144 the bronze for "good" quality.

The judges weren't informed as to which firms made the products, which were prepared exactly according to the directions on the package and judged on appearance, aroma, consistency and instructions for preparation.

Reported by Ted Shoemaker