The event, which takes place every three years, is being held in Orlando for the first time, and the location was selected in a bid to attract more international buyers. The organiser, SmithBucklin Corporation, is expecting 200,000 attendees and 800 exhibiting companies from all sectors of the industry. IBIE is described as "a working show, where millions of dollars of business is transacted daily during the four days of the event". Amongst the ingredients firms staking out some of the 500,000 square feet of floor space is Cargill, which is showcasing a number of prototypes aimed at meeting manufacturers' formulation challenges and consumers' needs. These include brownies made with whole-grains, gluten- and trans-fat free peanut cookies, and trans-fat-free donuts that are said not to compromise on taste, texture or colour. The firm says its trans-fat-free innovations are down to solutions in specialty oils and shortenings, such as its TransVantage. Solae is also showcasing product concepts, this time based around the functional benefits of its Solec soy lecithin: low-fat, high-fibre tortillas; and choline and protein-enriched cheese snack crackers. "Lecithins are used in a variety of baking applications, from breads to cookies to tortillas, and provide several benefits, such as dough conditioning, shelf-life and emulsification," said Solae's lecithin marketing manager Dianne Devonshire. For its part, ConAgra is focusing on tapping health potential of grains by promoting its Sustagrain fibre ingredient. An identity-preserved, waxy, hulless barley variety, Sustagrain is billed as the only commercially available whole grain product that can enhance flavour, texture and appearance. Moreover, the firm says that many grain-based products do not contain enough fibre to be labelled as a 'good source'. Sustagrain, it says, can be used in relatively small amounts to boost fibre content in both grain and non-grain based products. Originally bred under the name Prowashonupana, branded Sustagrain contains at least 30 percent dietary fibre, of which more than 40 percent is soluble fibre. While Sustagrain has been available to food manufacturers and food service operators, a new licensing agreement with King Arthur Flour is making it available direct to consumers through the distributor's website. IBIE is co-sponsored by the American Bakers Association and the Baking Industry Suppliers Association.