Food, glorious Food

MANILA, Philippines - Investing in businesses in the Philippines is not only promising, but also fun because the country is among the top 10 happiest countries in the world, according to US-based Gallup Inc.’s 2012 survey. This is evident in the festive spirit and legendary hospitality that Filipinos are known for. Whether it is a holiday or a birthday, Filipinos have a penchant for celebrating milestones with colorful décor and sumptuous food.

The Philippines is a major exporter of food and raw ingredients in the global market. The country is one of the major exporters of fresh and processed fish products, pineapples, bananas, papayas, and mangoes. The demand for fresh produce from the Philippines exhibited an increasing trend from 2006 to 2010 at an average of 7 percent annual growth, according to the 2011 report by the Philippine Bureau of Export Trade Promotion. The country’s major export markets for fresh and processed fruits are the US, Japan, Canada, South Korea, and the Netherlands.

Filipinos also have a culture of frequent snacking and eating out, which makes for a sure consumer group for food investments in the country. This is apparent in the rapid expansion of convenience stores and fast-food chains and the booming hotel, restaurant, and catering sector, which provides a fertile ground for the growing food business.

The Philippines has a food processing sector that accounts for 49 percent of the country’s total manufacturing activities, making it an attractive market for ingredients, raw materials, packaging materials, and machineries.

Now on its 9th edition, the International Food Exhibition (IFEX) Philippines offers buyers a seamless food sourcing experience with a wide range of food products from all the regions of the country as well as from different participating countries that are looking to access Asia’s dynamic ethnic food and ingredients marketplace. Visitors and guests will also enjoy the rich offering prepared in the show as they journey through the abundance of this region.

Four major product themes will be highlighted this year:

Power Fruits Asia for the region’s fruit suppliers who contribute to Asia’s leading role in the $4-billion global trade of tropical fruits;

Seafood Asia for quality marine products that can fill the world’s $100-billion demand for seafood;

Halal Food Asia for select exhibitors catering to the growing shift towards halal-certified goods; and

Green Asia for natural and organic food products.

A notable highlight of the show is the Grocer’s Exchange, which gathers 30 of the Philippines’ elite food exporters in one-on-one meetings with Asia Pacific’s top retail chain operators. The food exporters include Franklin Baker, Goldilock’s Bakeshop, Magic Melt Foods, Marigold Marketing Corp., Markenburg International Foods Corp., Mega Fishing Corp., RFM Corp., Universal Canning, Universal Robina Corp., among others.

These local brands will be given opportunities to meet with Asia Pacific’s top food grocers like Australia’s Metcash/Metfood Australia, China’s B&S Company, Beijing Hualien, Olive Tree, and Shanghai Dong Feng; Korea’s Cheil Jedang, Doosan, E-Mart, Our Home, and Shinsegae; Kuwait’s Kuwait Foods Americana and Nakheel al Waha Est. for Trading; Malaysia’s Sogo Inc.; Middle East’s Emke Group/Lulu Group and Carrefour Middle East; Singapore’s 2 Guys Marketing, 24-Hour Mustafa Center, Orient Pearl Goods and Services, and Takashimaya; Thailand’s CP All and Richie Rich; and Vietnam’s Saigon Union of Trading Cooperatives.

The show also recognizes the importance and potential of the country’s small and medium enterprises (SMEs). The Partner Province and City Program is a developmental initiative for SMEs from Negros Occidental and Pasig City that provides opportunities to grow their businesses and export their product lines.

Buyers and guests can also enjoy new and innovative products from Asia and the rest of the world this year through the following halls: the Best of FoodPhilippines Hall, the International Hall, and the Retail Hall.

The Best of FoodPhilippines Hall highlights FoodPhilippines, a brand for Philippine food export products that features the unique textures and flavors of the country’s food offerings through exhibits in the Department of Agriculture’s pavilions, Grocer’s Exchange, and the Partner Province & City Program’s pavilions.

The show goes international with the global flavors of Brunei Darussalam, Cambodia, Laos, Myanmar, Vietnam, Indonesia, Korea, Malaysia-Sabah, Singapore, Taiwan, and a joint pavilion for Brunei Darussalam-Indonesia-Malaysia-Philippines East ASEAN Growth Area (BIMP-EAGA).

The US Department of Agriculture will have a pavilion of 18 companies offering agricultural products and services, and seeking partnerships with Asian suppliers and buyers.

Aside from exploring the food and ingredients market and networking with buyers, guests can also enjoy the other interesting highlights of IFEX Philippines 2013.

Chefs-at-Work is a special nook in the exhibit venue for exciting activities: cooking demonstrations from the USDA pavilion, a culinary competition from Cook Magazine, and the IFEX Barista Showdown from the Barista Guild Association of the Philippines and the Philippine Beverage Council Unlimited Inc.

An interesting new feature is the Culinary Craft Spots, a collaboration with the National Council for Culture and the Arts, made up of live demonstrations by food artisans making traditional delicacies like Ilocos empanada and suman, and creating colorful pastillas wrappers.

Visitors and exhibitors can also maximize their time to engage in education and training about the food industry through free seminars happening during the show. IFEX Philippines will offer onsite seminars where industry players can keep abreast of the latest market developments and innovations in the food industry.

Since 2004, IFEX Philippines has been the country’s premier international sourcing hub and gateway to the finest Asian food and ingredients. It has provided food and beverage companies in the Philippines and in Asia the key venue to promote their products globally and establish and strengthen links with international buyers, importers, and retailers. IFEX Philippines is organized by the Center for International Trade Expositions and Missions in cooperation with the Department of Agriculture’s Agribusiness Marketing Assistance Service, an agency dedicated to helping farmers find a market for their farm produce.

IFEX Philippines 2013 will run from May 16-19 at the SMX Convention Center, Mall of Asia Complex, Pasay City, Philippines. Entrance fee is P100. Government employees and trade buyers can enter the venue for free upon presentation of valid IDs and official business cards. A discount of 20 percent will be given to students and senior citizens. Visit www.ifexphilippines.com.