Mr. Jeff Pei is senior expert in the field of food and beverage for more than 20 years, especially in the field of Stevia, he has more than 10-years’ practical experience, and once served as the head of Northeast Asia business of a multinational leading brand. He not only witnessed the rapid development of Stevia market in China even in the worldwide, but also directly participated in the successful launch of a number of innovative products. He has rich experience in market growth, branding and channel development.
Currently, as the General Manager and Co-founder of Adorvia Biotechnology (Shanghai) Co., LTD., Mr. Pei lead the cross-functional team to develop business on a global scale and has achieved remarkable results. He has deep and unique insights into the development trend of the global market.
Adorvia focuses on the research and development of a new generation of natural sweetener solutions. The company has advanced precision fermentation technology and strong research and development strength. With the product pipeline of Reb M, Adorvia is the first domestic enterprise to produce cutting-edge natural sweetener solutions by leveraging bio-converted Reb M and advanced precision fermentation technology, approved by National Ministry of Agriculture and Health Commission. The company is committed to develop the continuous innovation of the product lines, aiming to contribute sustainable value to health and social environment, while making the world's leading brand in the field of natural sweetener.
According to the Zhouli Tianguan, ancient China had designated "Beverage Masters" responsible for crafting beverages like the six winter brews and six summer infusions. In the Ming dynasty, classic texts like Agricultural Administration defined "thirst-quenching water" as "beverages", while during the Sui and Tang dynasties, these drinks were called "yinzi". Over 100 traditional medicinal tea recipes for summer heat relief are recorded in ancient Chinese texts—for example, Yinshan Zhengyao describes a "Litchi Syrup Water" that could relieve thirst, and Widely Manual of Aromatic Plants mentions a method for creating thirst-quenching water by pressing lemon juice and boiling it with sugar. The Supplement to the Compendium of Materia Medica mentions that Emperor Renzong of the Song Dynasty instructed the Hanlin Academy to hold a beverage competition, which crowned "Perilla Infusion" as the top drink. Additionally, Tales of WuLin records that people in the Song Dynasty liked to drink "snow-soaked bean water" to cool down the summer.
The FBIF2025 Classics Revival Competition will invite leading ingredient companies to delve into ancient texts and draw inspiration from traditional "ancient drink" recipes. The challenge is to creatively craft a modern "ancient drink" with an innovative twist, offering brands a comprehensive ingredient solution for "plant-based drink" product development. Audience members will be able to taste these creations on-site and evaluate them across sensory dimensions, including flavor, color, and aroma, ultimately voting for their favorite "ancient drink". Join FBIF2025 Drink Talks to witness the revival of ancient flavors with a modern twist!
Natural sweeteners have taken a step forward. China has the world's largest market for stevia cultivation and processing, accounting for 80% of global production. Steviol glycosides are naturally the top choice for reducing sugar in China. However, traditional steviol glycosides commonly have flavor defects such as a metallic taste and bitterness. Currently, Reb M may be the highest-scoring solution for reducing sugar. By enzymatically modifying Reb M, the taste challenges of natural sweeteners have been overcome. How will Reb M shine in the food and beverage industry?