Global sustainable development of the world economy requires better understanding and utilization of natural recourses. In this endeavor rheology has an indispensable role. The Rheology Conferences are therefore always an important event for science and technology. The Fifth European Rheology Conference, held from September 6 to 11 in the Portoro-z, Slovenia, will be the first AlI-European rheology meeting after the formal constitution of the European Society ofRheology. As such it will be a special historical event. At this meeting the European Society of Rheology will introduce the...