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BUSINESS
ANUGA 2017:
MATRADE announces
Largest Malaysian
Participation Ever
by Uwe Fischer
The international food trade fair ANUGA in Cologne expects a record
participation from Malaysian exhibitors: 35 companies from the
food and beverage industry will represent their country this year. The
world’s largest food and beverages exhibition will be held from 7th to
11th of October.
The Malaysian Pavillon is organised by MATRADE, Malaysia’s External
Trade Development Corporation. Many exhibitors have already participated
in prestigious international trade fairs before, some even have
been showcasing in past editions of ANUGA or SIAL in Paris. However,
most of the companies chosen by MATRADE will be presenting their
products for the very first time in Europe.
“The participation of Malaysian companies allows them to determine
emerging food trends in the global market and familiarise themselves
with the standard and requirements of international buyers,” explains
Badrul Hisham Hilal, Trade Commissioner of MATRADE Frankfurt. To
ensure a representative variety of Malaysia’s food industry, MATRADE
will be presenting manufacturers of instant noodles, snacks, confectionery,
drinks and beverages, sauces & paste, palm oil, coconut products,
canned food as well as frozen food. “The Malaysian exhibitors would
like to use ANUGA as a platform to present their new products and concepts
to the thoroughly interested trade audience that is keen to place
orders,” said Badrul, adding that “this is the largest Malaysian participation
in a food fair in Europe so far.”
Badrul spoke of an “encouraging trend”, indicating that the food industry
is focusing on the export market, which resulted in an increase in the
export of processed food from USD 3.69 billion in 2010 to USD 4.81 billion
in 2016. He also said, “ANUGA is an iconic event due to its effectiveness
and importance as a strategic touch point for Malaysian companies
in the European market.”
ANUGA is held in Cologne every second year and connects visitors and
exhibitors from many parts of the world. In 2015, there were around
160,000 trade visitors from 192 countries and over 7,000 exhibitors from
108 countries. In 2017, the Malaysian Pavilions will be set up in Hall 1 and
Hall 4.
“To promote Malaysian products and services, MATRADE also plans to
have more Inward Buying Missions to bring in foreign buyers to meet
with relevant Malaysian companies,” added Mr. Badrul. “The buying
missions will also include institutional buyers and merchandisers of
major retail chains. MATRADE offers to organise business matching between
foreign and Malaysian companies.”
30 8/2017 www.malaysia-insights.com