The World Food Market returns to the London ExCeL at the end of this month. Ethnic food buyers and their colleagues from the major retailers are likely to have "WFM 29-30 November" written in their diaries.

As a magazine published for the multiple grocery trade, The Grocery Trader is honoured to be a media partner to the World Food Market. We look forward to bringing you a review of the Show in our January issue. Meanwhile, you can find some news stories about the event in this edition to whet your appetite.

Following the show's successful London debut last year, World Food Market 2006 once again incorporates Halal and Kosher exhibitions, showcasing the latest innovations in these foods. And besides these two high-profile areas, there's literally a world of other ethnic and speciality exhibitors to see at Excel as well - European, African, Mediterranean, Oriental and Caribbean.

This column is fully aware that there's no room for sentimentality in the grocery business. You can't put warm feelings into the till. And food and drink products of all kinds, wherever they come from, have to perform or get de-listed.

Even so, given the conflicts and tensions we've seen around the world and right here in Britain, it's wonderful to see an international event like the World Food Market with its underlying message of harmony, starting in the grocery aisles.

One of the World Food Market's slogans in its literature is 'because the UK is hungry for World Food.' UK supermarkets, Co-ops and Convenience store chains take ethnic food increasingly seriously as part of their offering to mainstream shoppers. Compared to even a decade ago, the choice in the average supermarket is quite extraordinary. And long may it continue. As Sanjay Wadhwani, of Wanis Ltd, the Afro-Caribbean specialist importers, says in our interview:

"It's not just the ethnic audience that's buying: many products are crossing over into the mainstream market as holiday makers recreate the tastes they've enjoyed on their travels." But it doesn't stop there. Sanjay goes on to say: "As time passes we feel the divisions between ethnic and non-ethnic food will disappear. After all, all food is 'world' food!"

You can't argue with that sentiment, nor with the opportunity world food represents. So, if you're involved in grocery retailing, make sure your world food offering is something to celebrate. And if you're a world food supplier we wish you good health and prosperity. Have a great month.

Charles Smith,

The Grocery Trader.