#MATRADE: 34 Malaysian exporters; 160,000 trade visitors from 180 countries; Increasing consumer awareness

Malaysia: Malaysian food and beverages (F&B) exhibitors recorded RM71.7 million worth of sales during the recently held trade fair ANUGA 2017 which took place in Cologne, Germany.

According to the Malaysia External Trade Development Corporation (MATRADE), this figure represented an increase of 5.8 per cent from the RM67.77 million recorded back in ANUGA 2015.

 A total of 34 Malaysian exporters had participated in the trade fair that took place from 7 to 11 October 2017.

 The exporters were also able to showcase their innovative and award winning products to 6,500 potential business partners from over 100 countries and to more than 160,000 trade visitors from 180 countries, while situated at the Malaysia Pavilion.

"The increasing consumer awareness in nutrition value and healthcare has created a demand for functional food, healthy processed food and organic food in the European continent. These are the areas our exporters can capitalise on when exporting F&B to Europe," said MATRADE Frankfurt's Trade Commissioner, Badrul Hisham Hilal.

 According to Badrul, Germany is Malaysia' s largest trading partner in the EU and MATRADE is optimistic that the continued participation in trade fairs around the region will facilitate Malaysian exporters' &B exports to the EU.

 He added that MATRADE's participation in the trade fair not only allowed local companies to present their latest offerings but provide a platform for Malaysian companies to gather various information on global trends particularly on taste, preference and lifestyles of consumers from around the world, especially Europe.

 Apart from the exhibition, MATRADE has also coordinated more than 400 business meetings for Malaysian companies to meet up with importers, distributors and wholesalers from many parts of the world.  Among the products that recorded the highest sales this year were confectionery, beverages, coconut & cocoa products, palm oil products and instant noodles.  This year, Stancodex Sdn Bhd one of the Malaysian exhibitors was awarded with ANUGA Taste Innovation Show' with their product 'Kerra Coconut Spread’.

The product is an extract of coconut combined with special flavour and texture. The award is a recognition given to brands at ANUGA with the most innovative products. Every year, closed to 900 companies applied for it.

The award is a recognition to local companies' capabilities and proof that Malaysian exporters are competitive globally.

Apart from that, the exhibitors have also received enquiries from foreign buyers from The Netherlands, Turkey, China, United Arab Emirates, Qatar and others who showed strong interest to source from Malaysia.

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