Government trade show to strengthen the global image of the Philippine food industry

The fourth International Food Exhibition or IFEX Philippines 2007, the most exciting marketplace showcasing the best offerings of the Philippine food industry, will be staged at the World Trade Center on May 18-20.

“This year’s IFEX will focus on the concept of ‘Filipino Food in a Global Setting,’ which aims to strengthen the image of our country as an international source of food and food ideas,” says Trade Assistant Secretary Felicitas Agoncillo-Reyes.

Agoncillo-Reyes, also the Executive Director of CITEM (Center for International Trade Expositions and Missions), explained that this is the intended concept for IFEX due to several factors like the rising demand for ethnic food, the increasing global exposure for Philippine food ingredients and cuisine, the presence of million-strong Overseas Filipino immigrants around the world, the rise of healthful snacking phenomenon, the emergence of convenience stores, and the evolution of global lifestyle trends.

A number of special settings will be featured during this three-day food fair. The Certified Zone is a visual showcase of products that comply with the global food safety standards which are the forefront considerations in food trade. The Exporter Zone is solely for foreign buyers, balikbayan buyers, and buying officers that are into exporting. On the other hand, exhibitors prefer to sell to the local market through the Retailer Zone.

There will also be a representation or replica of several key markets during the show like the Middle East souk or marketplace, Japan fruit stand or small grocery, French café, and Italian pizzeria where Filipino products may be served.

Regarding this stylized setting, Agoncillo-Reyes gave examples: “It is not impossible to have Philippine coffee varieties in Starbucks or in a French café. If there is a local ‘sisig’ pizza, who knows when there is a certain Filipino concoction that can make it to foreign pizza menus. Even our dried mangoes and other fresh and processed fruits may be served in a low Japanese ‘tatami’ table perhaps.”

Aside from the food exhibit itself, IFEX will also conduct several cooking demonstration, technical seminars, and Trendy Awarding that gives recognition to SMEs whose food products display exceptional packaging, taste properties, and sales demand.

IFEX 2007 will be held back-to-back with BIO-Search, which will present 40 health and wellness companies from the Philippines. Other major displays are the Partner Region Showcase featuring the CALABARZON region’s food products, One Town One Product (OTOP) Showcase enriching each town’s unique products and capabilities, and the Seafood Gallery.

Last year, IFEX Philippines generated foreign and local sales amounting to a near total of US$ 80 million, almost tripling the 2005 total sales of about US$ 32 million.

It also assisted 283 of the country’s food exporters, manufacturers, and consolidators and accompanied 1,332 buyers—1,118 of which were from various local regions while 214 were from Australia, Canada, China, Europe, Japan, Korea, Malaysia, Singapore, Thailand, Taiwan, and USA.

IFEX 2007 is organized by CITEM, the export promotions body of the Department of Trade and Industry.

For more information on this food fair, please call CITEM, Agri-Marine Division at 831-1282, 831-2201 locals. 204 and 238 or e-mail: agrimarine@citem.com.ph.