The launch of IFEX Philippines in Auckland last month has generated excitement among producers of food, beverage and allied services in New Zealand.
The Philippines’ biggest government- sponsored food and beverage exhibition, IFEX is organised by the Department of Trade and Industry’s Center for International Trade Expositions and Missions (CITEM) and Department of Agriculture-Agribusiness Market ing As sis tance Servi ce (DA-AMAS).
Business Tourism Ltd (BTL), CITEM’s international marketing partner in New Zealand and Australia, launched the event at the premises of HSBC Takapuna with a business seminar attended by food producers and exporters.
BTL director Romy Udanga says IFEX, is an opportunity for Kiwis to get their food and beverage products into “a country the size of New Zealand, but with a market of 100 million people, whose demand for more sophisticated products, premium labels and healthier food has been steadily rising.
“The Filipinos’ fast-paced lifestyles value convenience and ease in food packaging and meal preparation. Coupled with the country’s upbeat economic conditions, there is a vibrant and liberalized retail landscape fueled by increased purchasing power and emerging mall culture.
“The food industry is aggressive, with expansion of chained supermarkets, hypermarkets, convenience stores.”
The Philippines is strategically located in the heart of Asia. It is forecast to become the world’s 14th largest economy as well as Asia’s leading economy by 2050.
Billed as Asia’s Ethnic Food & Ingredients Show, IFEX will host more than 700 food exporters. New Zealand and Australia will have their individual pavilion. Representatives from powerhouse markets like China, India, Japan, Korea, Singapore, Malaysia, Brunei, Indonesia, Thailand, Vietnam, Taiwan and Turkey will also be represented.
Kesco Holdings Ltd chairman Emilie Shi will head the delegation of exhibitors from New Zealand. The former Philippine Honorary Consul General in Auckland will introduce at IFEX their flagship product, Kvella Water.
“New Zealand food products are premium commodities in Asia. In the Philippines alone, there are business opportunities in the food industry, as well as products and services that will benefit the business needs of New Zealand manufacturers. “IFEX can be your gateway to Asia – the world’s third biggest trading block,” Mrs Shi says.
BTL director Carlo Espejo says economic integration and growing interdependence among Asian countries is contributing to Asia’s upbeat mode – and the Philippines’ position as Asia’s gateway.
“ASEAN has free trade agreements with Australia, New Zealand, China, India, Japan and Republic of Korea. If you are in the Philippines, then you are essentially part of this bigger Asian market,” he says.
“The rapidly expanding Halal market in Asia is another opportunity for New Zealand food producers. There are more than 1 billion Muslims in Asia, particularly in Indonesia, Pakistan, India, China, Singapore, Brunei, Thailand and Malaysia.”
IFEX is scheduled from 16 to 19 May 2013 at the SMX Convention Centre, Manila.
