Tap new markets outside US, buyers urge exporters

By Ronnel Domingo
Inquirer

MANILA, Philippines -- The Foreign Buyers’ Association of the Philippines has urged exporters to take advantage of the strong peso by tapping new markets outside the United States, especially China.

Manuel Melgar, head of the association’s training department, said Filipino exporters could also take advantage of the appreciating local currency by sending out raw materials.

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Filipino ebusiness Catalog Online connects SMEs to buyers

MANILA, Sept 4, 2007 (Asia In Focus via COMTEX) -- Avirtual showroom of Filipino products and services -Catalog online (COL) served as a marketing conduit forsome 2,860 small and medium enterprises (SMEs)generating 456 local and foreign buyers in the firsthalf of this year. Catalog Online is a government-runwebsite exclusive for clients of the Centre forInternational Trade Expositions and Missions (CITEM),where buyers can access basic information on companyprofiles and exportable products.

* COL features the country's best in the food, giftsand holiday decor, home furnishings, industrial goodsand services, IT and IT-enabled services, organic,herbal and natural products, and wearable industries.

* Meanwhile, COL's ebusiness twin, the CITEM TradeOpportunities Program (CTOP), is a year-roundmarket-match service where registeredcompany-exhibitors regularly receive a listing ofinterested buyers by email.

Click CATALOG ONLINE

CITEM to bring game development to Singapore

By Alex Villafania, hackenslash Reporter
INQUIRER.net

THE CENTER for International Trade Expositions and Missions (CITEM) has tied up with the Game Development Association of the Philippines (GDAP) to showcase the country’s game development industry to the upcoming Games Convention Asia (GCA) 2007 in Singapore.

GCA will be held in Suntec Singapore International Convention Center from September 6 to 9 and will be attended by dozens of game development companies from across Asia.

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Trade shows give market insights, bring together potential partners and SMEs --food exporters

“Every show that local companies attended locally andabroad is always successful, not only in terms of the sales generated, but also in terms of the new business contacts, market insights, technological info, valuable experience, and new friendships gained,” saidLucky Fortune Foods Corp. CEO Eduardo Escaño. "Accepting the invitation of government to join foodexhibits abroad should not be missed.”

Food exporters recently identified the key importance of joining trade fairs and missions and the market opportunities they presented in the Market Information Exchange (MIX). The event serves as a knowledge-sharing platform on the results of the international participation of Philippine food exporters in selected trade fairs and business missions, held from the second half of the year 2006 to the first half of 2007. These include the Philippine Food Festival in (Russia), Salon International de l'Agroalimentaire International (Paris), Food Marketing Institute Show (Chicago, USA),Food Roadshow to the Middle East UAE Kuwait, Qatar, Bahrain), Thailand Food Exhibition, Food Business Mission (New Zealand), and Taipei Food Show.Some of the key markets discussed during the forum were New Zealand, Russia, Middle East and the United States.

“New Zealand’s feature as an English-speaking country having similar business practices with the US makes it a good market for local food companies. And because we can adapt to its food regulations, we are now exporting fresh mango, banana, pineapple, and papaya products to them for years,” explained Roberto Amores, President of Hi-las Marketing Corporation and Director of PHILEXPORT.

According to Annie Moreno, Export Manager of theRepublic Biscuit Corporation, “Local manufacturers can join international trade fairs on their own but if they want to maximize their participation, they should join CITEM and DA. These government agencies have partners abroad that will help them in terms of business-matching, market development strategies, and extensive promotion.” Last year, 1,876 small and medium enterprises (SMEs) generated US$ 281 million export sales by attending 32 CITEM-organized participation in trade fairs and missions, opening up new market opportunities for these local companies.

NZ, Russia, ME, US eyed as new key markets for RP food exports

The government and the private sector are looking at New Zealand, Russia, the Middle East and the United States as new key markets for the country’s food exports.

“New Zealand’s feature as an English-speaking country having similar business practices with the US makes it a good market for local food companies,” Roberto Amores, president of Hi-las Marketing Corp. and a director of Philexport, the umbrella group of the country’s exporters, told participants of the recently concluded Market Information Exchange (MIX). He said the Philippines is currently selling fresh mango, banana, pineapple and papaya products to New Zealand because of the Philippine companies’ ability to adapt to its stringent food regulation.

The Russian food and beverage sector was also identified as an area of opportunity given the industry’s annual growth rate of 20 percent. In fact, it is expected to grow into a 350 billion euro industry by 2010. Russia has 2,600 supermarkets, 92 hypermarkets, and thousands of convenience stores where Filipino food products can be displayed and sold.

The Middle East, on the other hand, has been identified as one of the most interesting world markets because of its $12 billion food industry and the million-strong overseas Filipino workers (OFWs) in the region.

In the United States, the specialty foods’ retail market size is now valued at $34 billion, growing at 15.1 percent, primarily through supermarkets and mass merchants. Major food trends in this country include convenient foods with extreme portability and one-handed eating/drinking, foods with Asian flavors, and foodstuffs with various health benefits.

Based on industry statistics, the food sector contributes in boosting Philippine export revenues, creating jobs, and helping grow the economy.

Last year, local food exports reached $1.82 billion, a 10.4 percent increase from $1.65 billion in 2005. The country has 3,000 food and beverage establishments, employing a workforce of about 188,000.

In an attempt to further grow the food export industry, the Center for International Trade Expositions and Missions (CITEM), the trade promotions agency of the Department of Trade and Industry (DTI), together with the Philippine Trade Training Center, Bureau of Export Trade Promotion, and the Department of Agriculture (DA), organized MIX, a knowledge-sharing platform on the results of the international participation of Philippine food exporters in selected trade fairs and business missions.

Source:

The Philippine Star, 17 August 2007, Business section (Ma. Elisa P. Osorio)

High-end niches provides new opportunities to Philippine outsourcing providers

The Filipinos’ exceptional customer service mentality gives them the key advantage in the areas of HR, outsourcing management, customer service, back office work, and high-end niches such as legal transcription and IT, according to Neil Elias, Philippine directorfor LogicaCMG global service delivery center.

Over the next few years, Elias said, their company istargeting a multi-thousand operation in the Philippines for its IT, HR outsourcing, and office BPO work like data transformation, financial processing,and finance and accounting.

“Increasingly, we see corporations looking for full service solutions spanning IT applications and task management. The largest BPO companies in the world, notably IBM and Accenture, and in Europe – LogicaCMG and Capgemini are all full service providers,” said Elias. “The major growth areas in BPO are financial services, back office work, HR management, and finance and accounting and will increasingly be global and large scale.”

Elias noted that in five years, the Philippine ICT sector has come from nothing to a quarter million employees. “This success owes a lot to the work of organizations like the Philippine Business Processing Association and CITEM, the export promotions arm of the trade department. Attracting customers to thePhilippines is perhaps the best promotion strategy. Conferences like e-Services Philippines can be a major benefit especially if they can be combined with company visits.”

Local tuna highly regarded in the US market

Did you know that the Philippines is among the top ten exporters of tuna worldwide? Yes, this country is the world’s seventh top tuna exporter, according to FoodMarketExchange.com, the most popular online marketplace for food industry players around the world.

In fact, 37 percent of our marine exports last year were tuna products valued at US$143 million, including canned, fresh/frozen, and dried/smoked tuna.

This good news, plus the Philippine tuna’s niche in the international market, drives many of our local companies to promote their tuna products in our priority markets such as the United States. Just recently, Alliance Tuna International—one of the leading canned tuna manufacturers in our country—promoted their products in Chicago, USA, through the Food Marketing Institute (FMI) Show 2007.

FMI Show is the largest and most comprehensive food industry event in North America, which showcased not only tuna or other fish products but also fresh and processed food items like wines and juices, condiments, fruit preserves, healthy snacks, ready-to-cook meals, and fresh/dried fruits and vegetables.

“The show gave us the chance to meet our existing customers in the United States. We were also able to further promote our canned tuna products which are under private label or buyer’s brand,” says Randolph Rodriguez, assistant vice president for Marketing of Alliance. He also mentioned that they effectively reached around US$600,000 worth of sales under negotiation during the fair.

Young but ready tuna company

Alliance Tuna International Inc. is the only publicly listed tuna company with a daily capacity output of 120 metric tons a day. It started manufacturing and exporting tuna since March 2004.

In just three years, it was able to supply its pre-packaged products to 42 countries, where the US, Germany and United Kingdom are its top export markets. With over 100 label products under Alliance, its services include customizing ingredients, canning and labeling.

“Yes, the US is already one of our very important clients but joining the FMI show helped us to see the new trends and technology in this market, thus giving us information on how to attract more potential buyers,” Rodriguez explains.

Acording to Rodriguez, “Tuna is an excellent source of protein, nutrients like magnesium and potassium, and of course, the helpful omega-3 fatty acids. Knowing these health benefits, Alliance makes sure that from preparation to loining and packing to shipping, the quality and freshness of the tuna are preserved,” he adds.

In order to ensure the safety of its products, Alliance boasts of the accreditations that it gained from several international institutions, namely: US Food and Drug Administration (FDA), European Union, European Food Safety Inspection Service (EFSIS), Earth Island Institute, and Bureau of Fisheries and Aquatic Resources (BFAR). Alliance is also proud to note that it is HACCP, Halal, Kosher and International Food Standard certified.

Beyond expectations

There are other factors that make Alliance Tuna stand out in the sea of local and international tuna manufacturers.

Its can manufacturing plant is one of the country’s most modern facilities, reassuring the company’s commitment to yield incomparable products. Its three-piece can line is capable of producing 603 different can sizes at a rate of 150 cans a minute, while the two-piece can line is capable of producing 307 diameter cans at a rate of 180 cans a minute.

Moreover, its processing plant is strategically located in the Southern part of the country, particularly in General Santos City, which is known as the “Tuna Capital of the Philippines.” It is adjacent to the Western Central Pacific Ocean, where 48 percent of the world’s tuna is harvested.

But beyond these numerous advantages, Alliance Tuna remains humble. “The only thing that makes Alliance different from other manufacturers of canned tuna would be our dedication and commitment to our customers to serve the best product at the best price possible,” Rodriguez says.

Other FMI participants

Bsides Alliance, six local food companies joined the FMI Show in Chicago, USA. They are: Mega Fishing Corp. (sardines in canned, pouched and bottled sardines), Oceanic Exports Inc. (fruit preserve, noodles, fruit wines, food supplements), Oriental Synergies (tropical fruit wines), RFM Corp. (dry baking mixes, flour, other baking, fruit drinks and teas, milk, ice cream), See’s International Food Manufacturing Corp. (variety pack chips, dried fruit), and Superstar Coconut Products Co., Inc. (bread crumbs and mixes, baking coconut and toppings). During the event, the Philippine delegation generated US$3.11-million export sales.

The first Philippine participation in the FMI Show is organized by the Center for International Trade Expositions and Missions (CITEM), the export promotions agency of the Philippine Department of Trade and Industry.

For more information on the Philippines’ participation in the Chicago FMI, please call CITEM, Agri-Marine Division at 831-1282 or e-mail agrimarine@citem.com.ph.

Source:http://www.yehey.com/

The Manila Times, 30 July 2007

RP among top 10 destination for outsourcing operations

MANILA, Philippines -- The Philippines has been cited by Frost and Sullivan as among the top 10 destination countries for shared services outsourcing alongside India and Malaysia.

In its most recent global study on Shared Services and Outsourcing (SSO), Frost and Sullivan estimates the global SSO market to be worth $930 billion and predicted that number to grow 15 percent by 2009. Rounding up the top 10 countries are China, Ireland, Singapore, Mexico, Czech Republic, Poland and Canada.

Shared services have become a sub-segment of business process outsourcing or BPO wherein a global company sets up outsourcing operations in one country to take advantage of local skills and other cost advantages.

In the Philippines, several companies like HSBC,CitiGroup, Dell Computer and Safeway have set upshared services centers. Others like IBM and Sykes have moved their SSO operations from India to the Philippines, according to Frost and Sullivan.

The Philippines already specializes in back-office operations for IT and IT-related services, making it an attractive destination for shared services. According to Frost and Sullivan’s estimates, the Philippine back-office industry generated revenues of $180 million in 2005.

India has always figured prominently as a top destination although the study reveals that factors like high attrition rates, rising wages and poor infrastructure are forcing investors to look intoother countries like the Philippines and even China.

Malaysia was also cited as an ideal shared services hub because of its excellent infrastructure and low attrition rates. Dell, IBM and India's Satyam have invested in delivery centers in Malaysia.

In a previous interview, Gerry Clark, regional headfor BPI consulting firm TPI, noted that Malaysia'sgovernment has been doing well in "incentivizing" investors. "Malaysia, however, is attracting end-users and not (third-party) service providers like those in thePhilippines," Clark said.

(inquirer.net/Lawrence casiraya)

Philippines to bring11 design-driven firms at HK Fashion Week

Filipino fashion catwalks into the spotlight as the Department of Trade and Industry brings the country’s top local fashion accessories designers and jewelers in the upcoming Hong Kong Fashion Week 2007, 10–13 of July at the Hong Kong Convention and Exhibition Centre.

Eleven local design companies will feature the Philippines’ finest in costume jewelry (ABS Export International, Ibarra Designs LTD., Inc., Selections Export International, and Unijel Int’l Trading, Inc.); sterling silver, fine and high-fashion jewelry (A. Suarez Sterling Corporation, Michelis Incorporated, Sanara Inc., and Sterling Gifts, Inc.); and fashion jewelry, accessories and leather goods (Fina Ornamentalia Crafts, La Cora Creatives, Inc., and Talimaya Gifts — Fashion Accessories Corp.).

“Hong Kong has been the center for fashion and creative design in the Asian region for years. As an aspiring fashion destination, the Philippines should learn from their Fashion Week, update ourselves with the current trends and get a feel of the pulse of the industry,” said Trade Assistant Secretary Fe Agoncillo-Reyes, executive director of the Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the DTI.

Hong Kong’s fashion exports industry is steadily growing posting to HK$75.9 billion as of June 2007. Its three major markets all have positive growth rates: the US (11%), the UK (13%) and Germany (21%).

Annually, the fair attracts buyers from over 25 countries including target markets from Asia, Europe, Australia and North America, making it a convergent and conducive venue for business transactions and trade.

The trade fair also demonstrates the country’s ability to offer one-stop service, highlighting Hong Kong’s production and distribution capabilities and, more importantly, their creativity and marketing skills.

“We’re bringing the Philippines’ finest from the fashion accessories and jewelry industry because it is an excellent opportunity to showcase the Filipino brand of quality and creativity and meet our counterparts from other countries who are potential trade partners,” Agoncillo–Reyes added.

This venture to Hong Kong is in line with the DTI’s ongoing efforts to penetrate the vast trade and market opportunities presented by Hong Kong’s burgeoning fashion industry. Last March, the DTI brought six local jewelers to the Hong Kong Jewellery Show.

Out of the superpowers’ shadows

Anino to spearhead Filipino interactive entertainment industry

“The global market for games outsourcing is set to grow to US$2.5 billion by 2010. That is 40 percent of the total game development spending,” said Niel Dagondon, president of Anino Entertainment, a local interactive entertainment company. “The Philippines should grab a slice of that pie.”

China and Vietnam are leading the way in Asia with the former, which started in 1996, cornering the Japanese outsourcing needs and the latter silently steering the global gaming industry towards competence. The Philippines’ gaming sector started in 2002 with Anino Entertainment at the forefront.

Now, it is time to press the start button on stage 2 of Philippine game development industry.

“Some foreign companies outsource only parts of a particular project. They give us a gun model and ask us to create 50 more variations—in video games you can never run short of weapons! We’ve also done characters’ clothes.”

One emerging subsection of game development is “serious games”. Niel said, “Imagine a real estate company wanting to market its condo units to their audience. Anino can make a 3D environment wherein interested customers can walk through the rooms via a computer. They can change wallpapers, place whatever furniture they want, change color schemes WITHOUT the hassle of having to do the actual physical work.”

Simply put, “serious games” are non-entertainment application of game development software. “It’s being done in the US presently. Local companies are starting to pick up and Anino is once again pioneering it.”

Anino so far has created models for a shampoo product and a department store using “serious games”.

Anino Entertainment made waves in the local gaming industry when it released the first Filipino-made computer game “Anito: Defend a Land Enraged” in 2003.

In February this year, Anino Entertainment’s “Anima Wars”, a mobile phone-based video game using 3G technology, bagged the “Best in Connectivity Award 2006” at the International Mobile Gaming Awards held in Barcelona, Spain.

The company is run by Filipinos headed by its president, Niel Dagondon, and has a partner studio with offices in Canada, US, UK, and Ukraine on the lookout for possible projects in the region. Its target markets include North America, Western and Eastern Europe and Australia.

Anino Entertainment employs 50 of the country’s 250 game developers.

“We want to double that,” Dagondon adds. “We want to be able to handle more subcontracts and projects. We can’t always just turn them over to China and Vietnam whenever we can’t accommodate.”

The Philippines, as a business processing outsourcing destination, presents no language barriers with an annual pool of 380,000 English-speaking college graduates. The games development sector is one of the IT and IT-enabled services that the country is promoting under the Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the Department of Trade and Industry through the first Philippine participation in the Asian Games Developers Summit in Singapore
(8-9 September) and e-Services Philippines 2008 (11-12 February 2008).

Dagondon further said that the inherent creativity and cultural affinity to the East and West as Filipinos’ main tools in competing for its rightful place in the game development outsourcing industry.

Outsourcing is already common. It is estimated that 60% of game studios from the major markets outsource today; and still, this figure is projected to rise to 90% by next year.

“Bottom line: we definitely have to start pushing the right buttons if we want any of that outsourcing opportunities,” Dagondon states.

Filipino IT firm to run instant messaging solutions in “cell phone hotpots”

Local company D3 Systems, Inc. has expanded the feature of its instant messaging platform, YehBa through a location-based solution called “Cell phone Hotspot” or “Bluezone.”

Wilfredo dela Cruz, president and CEO of D3 Systems said they will give a technology preview of this service in the forthcoming CommunicAsia (June 19-22) in Singapore where YehBa users can have access to YehBa instant messaging services without using the GPRS within the Bluezone. Dela Cruz said the reasoning behind the Bluezone service is to “improve the mobile experience of YehBa users while at the same time providing a zero cost service to mobile users.”

“The Bluezone provides tremendous value to consumers and enterprises by giving them access to mobile marketing, mobile content distribution, information campaign and other interactive services,” he said.
Through CommunicAsia, D3 Systems was able to partner with Airnet Mobile Ltd. And Grameen Phone Ltd., one of the biggest mobile networks in Bangladesh. YehBa, to date, is the leading IM service of Grameen phone subscribers.

The Philippine participation to CommunicAsia is organized by the Department of Trade and Industry’s export promotion arm, Center for International Trade Expositions and Missions (CITEM). The other participants include: Globe Telecommunications, Innove Communications, Imperium Technology, Network Solutions and Interfaces (NSI), Philippine Long Distance Telephone Co., Philippine Software Industry Association, Primesoft Philippines, Inc., Smart Communication, and Tsukiden Software Philippines. YehBa is an affordable mobile application for chatting, sharing photo, creating mobile blogs, and joining/creating chatrooms available in more than 150 countries, including the Middle East, India, United States, Europe, New Zealand, and Australia.

Industry statistics show that there are about 34.8 million mobile phone subscribers in the Philippines.
In 2006, Philippine IT firms in CommunicAsia generated $6.2 million dollars, proof of the Philippines’ niche in value-added services like creative content for mobile phones.

Russian rep cites Philippine food prospects in the Russian market

“The Russian food and beverages market is constantly growing at 25% annually,” said Anastasia Shtokolova of the International Cooperation Department, Russian Federation Chamber of Commerce and Industry (CCI RF). “This sector is forecasted to reach EUR350 billion by 2010 and is expected to be one of the largest grocery markets in Europe.”

The CCI RF provides aid to Russian businessmen—from small businesses to broad-based concerns—in establishing business contacts with foreign partners. CCI RF contributes to the development of Russia's exports and the attraction of foreign investments into the Russian economy.

Shtokolova also said that the latest trends in food and beverages include the growth of small and regional producers, strengthening competition, and changing consumer preferences towards healthy products.

The CCI RF Assistant Director was in Manila as guest speaker for Day 2 of the 4th International Food Exhibition (IFEX) Symposium Series ‘The Global Challenge of Food Safety and Regulatory Compliance in the Australian and Russian Food Markets’ held last May 21-22 at the Philippine Trade Training Center (PTTC). This is organized by the Center for International Trade Expositions and Missions (CITEM), along with the Bureau of Export Trade and Promotion (BETP) and PTTC.

“It is important for Philippine food companies to find a reliable Russian partner who would take care of the distribution of their products in our country. And here the services provided by Russian Federation CCI might be very useful” advised Shtokolova.

During the symposium, Shtokolova explained that foreign goods imported to Russia require GOST R Conformity Certificate issued by the Federal Agency on the Technical Regulation and Metrology (formerly Gosstandart), the Russian authority responsible for standards development and accreditation of almost all consumer products. ‘GOST’ is the Russian word for ‘norm’ while ‘R’ stands for ‘Russia.’ The mandatory GOST R certificate is then issued after a technical evaluation of the food manufacturer’s compliance to Russian safety regulations. Documents required for certification include technical description of the product; protocol of tests; hygienic, phytosanitary, and veterinary certificates; supply contract; commodity-transport documents; and technical documentation of the manufacturer.

Regarding the Russian labeling standards, Shtokolova discussed that the product’s name, producing country, company, weight and volume, ingredients and additives, value storage conditions, and application instructions are all required to be included in the packaging using Russian language.

Russia offers exporters a huge market of 143 million consumers, majority of which reside in highly urban areas such as Moscow and St. Petersburg. Moscow’s largest food retailers like Perekryostok, Seventh Continent and Ramstor plan to open as many as 20 stores. It also plans to invest $3 billion in renovating existing shopping facilities, including well-equipped modern food stores over the next 20 years.

In 2005, Philippine exports to Russia increased by 96% reaching US$36.34 million from US$18.58 million in 2004. Also, the food mission to Russia held last year (Flavors of the Philippines: A Philippine Food Festival in Moscow)) revealed that food products with market potential include, among others, dried fruit, seafood, carageenan, fruit juices, noodles, condiments, food mixes and coconut-based products.

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

Food labeling requirements underscored when entering Aussie market

Compliance with food standards is a key factor for local food exporters interested to pursue the Australian food market, said Karen McInnes, an officer of the Australian Quarantine and Inspection Service (AQIS) during the 4th International Food Exhibition Philippines (IFEX) Symposium held recently.


This includes getting the label requirements right. Ms McInnes advised that labeling is the Australian importers responsibility and encouraged all food exporters to work closely with their Australian importers to cover all labeling requirements. “Truth in labeling is important.”

Ms McInnes said that 72% of imported food failures of food imported into Australia are due to labeling. The key elements in food labeling for Australia include product name, importer name and address (in Australia), country of origin, packing date, date marking, labeling in English, ingredients list, and nutritional claims.

Other labeling elements important in meeting Australian requirements are the nutrition information panel, directions for use and storage, mandatory warning and advisory statements, health claims, prohibited and restricted plants and fungi, pre-market clearance, and specific food product standards, explained Ms McInnes.

Based on statistics, top Philippine food exports to Australia include desiccated coconut, cereals, pineapple juice concentrates, and banana chips and crackers. In 2006, total Philippine food exports to Australia amounted to 24.9 million dollars.

According to Trade Assistant Secretary Fe Agoncillo-Reyes, global food consumption is generally affected by the rising consumer health consciousness, increasing demand for organic food and sugar-free products, increasing consumption of fresh food, and growing multicultural population. “These are opportunities that our food exporters should keep an eye on.”



The 4th IFEX Symposium is organized by the Department of Trade and Industry through its export promotions arm, Center for International Trade Expositions and Missions (CITEM) together with the Bureau of Export Trade Promotion (BETP) and the Philippine Trade Training Center (PTTC) to educate exporters on food safety standards in key markets as well as update them on trends and opportunities in the global food market.

McInnes reported that the Philippines has a very high compliance with Australian standards when importing food into Australia and was encouraged by the desire by the Philippine exporters to improve.

Food fair becomes launching pad for new products

SMEs meet exciting prospects at a food fair

New food products from small enterprises made a strong presence at the recent 4th International Food Exhibition (IFEX) Philippines, an annual government led trade show for the food industry.

“The trade show allowed small enterprises to strengthen their position in the local and international market,” said Toni Nanola of YY Sea International Corporation, a manufacturer of spanish-style sardines and olive oil variants – two of the best-selling food products of the company at the fair.

“We received a total booked order of about 41 million pesos. We also received trade inquiries on toll packing, direct export and joint ventures,” added Nanola. “In addition, we were also able to export our products to Saudi, Dubai, Canada, United States, Germany, Netherlands, Japan, China, and Korea.”

Another company Chanos Chanos introduced new products like the bangus sisig, bangus tinapa cheese spread, and bangus liver pate and received serious trade inquiries from highly interested buyers.

Aside from providing food manufacturers the opportunity to network with major retailers, the show also served to survey the tastes and preferences of consumers and identify potential products for marketing locally and internationally.

Puto seko cookies (coconut cream-based) from Marky’s Primebake Corporation were also a best seller during the fair. The company secured about 300, 000 pesos worth of orders through the show. Buyers from the United States and the Middle East also sought distributorship of MPC’s products.

Cormel Foods’ sukang iloko also caught the interest of buyers from California as well as Japan, and the Middle East. “Sixty percent of our buyers sought sukang iloko and we are hopeful that
we’ll have more orders because of the number of buyers we met.”

IFEX is organized by the Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the Department of Trade and Industry that serves as a convergence point for food exporters and key foreign and local buyers. The show also features the Partner Region Program that provides opportunities to the featured region to market their products. This program is co-organized together with the Department of Science and Technology, San Miguel Packaging Products, Philippine Trade Training Center, Department of Agriculture, and the Department of Tourism.

The fair is sought-after by prominent buyers of Philippine products all over the world. Some of the important foreign buyers who went to IFEX this year were: Asian Commodities (United States); TNT Supermarket (Canada); Manning Impex (UK); Almaya Group (Middle East); and Nishida Kogyo Corp (Japan).

Aside from bringing together SMEs, the fair also served as a launching pad for new food products with potential in the market.

“We were able to launch our sautéed bagoong in different variants through IFEX. We were able to close deals with buyers from the United States, Canada, Dubai, Hawaii, Guam, Qatar, Hong Kong, Japan, and New Zealand. Aggregately, we are looking at initial orders of about 4,000 cases a month,” said Joric Eleazar, vice president for operations of Max’s QC Group of Companies.

Spicy tamarind balls from Gold Seed Tamarind, canned goat meat from Fortress Foods Corp.and microwaveable saba bananas also met important trade inquiries for distribution locally and abroad.

“IFEX is just one step forward towards marketing and promoting our food products from SMEs. These products are manufactured by our SMEs with dedication and passion and we need to support them so they can become competitive in the global market,” said Trade Assistant Secretary Fe Agoncillo-Reyes, executive director of CITEM.

Glenda Barretto is IFEX food director

Glenda Rosales-Barretto, one of the country's most successful chefs and retaurateurs, will be the food director of this year's International Food Exhibition (IFEX) Philippines to be held May 18-20 at the World Trade Center, Manila.

IFEX, now on its fourth year, showcases the best offerings of the lovcal food industry. It is organized by the Center for International Trade Expositions and Missions (CITEM) of the Department of Trade and Industry (DTI).

This year, the festival focuses on "Filipino Food in a Global Setting."

Barretto has been helping CITEM in international food expos where it paticipates, helping exporters develop recipes that can be cooked in other countries.

She suggests that, aside from particpating in trade fairs and local food exhibitions, the government also makes a conscious effort to help food companies put up restaurants in places like Paris, New York, London, or Milan.

She says she is willing to train people who will run those restaurants.

The restaurateur says her dream is for Philippine cuisine to be recognized internationally and for Filipinos to be proud of their unique cuisine.

Barretto owns the Via Mare chain. Its first restaurant in Legazpi Village, Makati that opened in 1975 was the first fine dining seafood restaurant in the country. Via Mare became the caterer of choice for Malacañang food events.

Source: Philippine Daily Inquirer, May 17, 2007, page D1

Local firms to join Asia's biggest IT fair

Ten local firms, including Philippine Long Distance telephone Co. and Global Telecommunications, are joining Asia's biggest information technology trade show in Singapore next month to promote the Philippine brand of services, especially wireless communications.

Stephen Tan, chief executive of Singapore Exhibition Services Pte. Ltd., organizer of CommunicAsia 2007, said in a briefing that the interactivem digital media, and entertainment segments would be in the spotlight in this year's fair.
"Observers project that the media and entertainment industry in the Asia Pacific market will hit$431 billion by 2009," Tan said. "The Philippine govenrnment has continued to ensure the particpation of Philippine companies at CommunicAsia to help in creating a bigger market for them,' he said.
Local firms started to join in 2004 when the enter for International Trade Expositions and Missions organized a group to showcase the country's telecommunications and software development sectors.

This year, aside from PLDT and Globe, other particpants include D3 Systems Inc., Emerson Network Power, Innove Communications, Institute of Electronics Enginees of the Philippines, Mabuhay Satellite Corp., Philippine Software Industry Association, Software Effective Solutions, and Sysnet Integrators.

In a statement, Trade Secretary Favila said the presence of local firms in CommunicAsia aims at promoting the Philippine brand of ICT services to Asia and the world.

Trade Assistant Secretary Fe Aoncillo-Reyes, also the CITEM executive director, had reported that local firms clinched contracts worth a total of $6.2 million in last year's fair, which showed their hold in the niche of value-added services like creative content in mobile phones.

Source: Philippine Daily Inquirer, May 9, 2007
Ronnel W. Domingo

Milkfish company makes a splash in the local food scene

Chanos Chanos Trading specializes on one of the national symbols of the Philippines: the milkfish, otherwise known as bangus in Filipino, with the scientific name where this company got its title. This food manufacturer lives up to its business name for their sole product is bangus. And talking about national symbols—say coconut as the tree of life—Chanos Chanos has made milkfish the fish of life. This is because they can practically turn bangus into almost anything: from daing, tinapa, and belly, to siomai, kikiam, siopao, fishball, longganisa, empanada, chicharon, sisig, and burger.

“Name it, we’ve got it,” brags Ramon Rodriguez, General Manager of Chanos Chanos, when he talks about the company’s capability to transform the Philippines’ national fish into a number of mouth-watering foodstuffs and dishes. “I guess it is the quality and diverseness of our bangus products that make restaurants and resorts pine for our supply.” Yes, Chanos Chanos is catering its fresh and tasty food items to famous diners like Max’s, Pancake House, Gerry’s Grill, and Villa Escudero for years.

This food enterprise, which started as a bangus grower in Batangas in 1983, is taking another step towards exporting. Right now, Chanos Chanos attends food seminars and local exhibits in order to learn the process of developing their products, preparing the food safely, and of course, promoting its brand abroad.

Chanos Chanos at IFEX 2007

This coming May 18-20 at the World Trade Center, Manila, Chanos Chanos is going to join the International Food Exhibition (IFEX) Philippines, the most exciting marketplace showcasing the best offerings of the Philippine food industry.

“This will be our first time to exhibit in IFEX and we hope that this event would be the stepping-stone for our products to be accepted and recognized worldwide,” Ramon wishes. “Maraming matutuhan sa IFEX because it is not just an exhibit but also a venue where SMEs can learn things they thought they already knew like in packaging, food preparation, cleanliness, and hazard analysis.”

Ramon explains that he and his team are currently attending a number food seminars through the Partner Region Program that CITEM (Center for International Trade Expositions and Missions, organizer of IFEX Philippines) holds in preparation for the upcoming IFEX.

Under the Partner Region Program, or PRP, select food companies from a region are given the necessary training to help them in manufacturing safe and quality products and equip them with knowledge in more effective negotiation with both local and foreign buyers. The products—in their enhanced packaging and labels—are showcased in a special setting during IFEX. The participating companies are also given a separate area where they can conduct negotiations with interested buyers.

This year, IFEX will feature the appetizing products of Region 4A or CALABARZON. For Cavite, PRP participants are: Deli de Lata (duck stew), Carm Foods Enterprise (assorted smoked and dried fish), Café Amadeo (brewed coffee), Farm Treasures (pickled fruits and vegetables), Ocean Fresh Tahong (tahong chips, crispy tahong, adobong tahong, sugpo crackers), and Mercedita C. Perea (smoked and dried fish).

For Laguna, the PRP members include Escaba Sweets (fruit preserves), Guaranfoods Manufacturing (catsup, mayonnaise, vinegar), Norman’s Bakery (pilipit, uraro, shing-a-ling), Lety’s Buko Pie tropical fruit pies, espasol), Choco Vron Ventures (chocolate coated pulvoron), and Aling Nene’s Buko Pie and Puto Biñan. Chanos Chanos, LIMCOMA (cold cuts), and Emelda’s Sweet Tamarind will represent the Batangas province; Balaw-Balaw (balaw balaw sauce, adobong itik) and Fortress Food Products (goat stew, caldereta, papaitan) for the Rizal area; and Abcece Lucban Langgonisa and Meat Products for the Quezon province.

After attending one of the PRP seminars, Ramon, with all the new information that he learned, started remodeling its company’s processes right away. They changed their utensils to stainless steels with smooth edges, plus they put up screens and air conditioning for the whole plantation resulting to an insect and pest-free area.

As for the food preparation, Ramon also improved their finished products by enhancing their recipe with the knowledge they gained from the PRP seminars. So for this year, Chanos Chanos will be showcasing its products prepared in olive oil, which is deemed safer and healthier compared to using canola or cooking oil.

The seminars have been quite an experience for Ramon. “I enjoyed it, I gained more knowledge and now our company is ready for IFEX,” he assures.

IFEX’s industry partners for PRP are the DTI Regional Operations Group (ROG), Packaging Research and Development Center of the Philippines-Department of Science and Technology (DOST), Philippine Trade Training Center (PTTC), and San Miguel Packaging Products (SMPP)

IFEX 2007 is organized by CITEM, the export promotions arm 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, e-mail: agrimarine@citem.com.ph or visit www.ifexphilippines.com.

Philippines to boost its software development services in Japan

With the aim to boost the country’s proven track record in Japan as an ideal outsourcing destination for software development, the Philippines will join the Software Development Expo and Conference (SODEC) 2007 on 16-18 May at the Tokyo Big Sight.

“Our 5th participation in SODEC is a follow through activity promoting our strong points in the field of software development and other IT services,” said Trade Assistant Secretary and CITEM Executive Director Felicitas Agoncillo-Reyes.

The Philippines’ participation in SODEC is organized by the Center for International Trade Expositions and Missions (CITEM), in close coordination with the Philippine Trade and Investment Center (PTIC), Tokyo, Japan.

The following companies are the Philippine participants in this year’s SODEC: Advanced World Systems, Inc. (embedded systems to business applications development services); Alliance Software (applications software development); Astra (Philippines), Inc. (web-based systems, image management and medical applications, music, client-server, including mobile software development); Ayala Systems Technology, Inc. (Global Bridge: Suite of Technology Services, which includes offshore development, testing and maintenance services); iCatchIT (website development rich applications, software and database development services); Imperium Technology, Inc. (network monitoring system, contact center solution, voice recording system, digital banking, and enterprise telephony solutions, as well as turnkey delivery system); Tsukiden Software Philippines, Inc. (wireless, telecommunications, and business applications solutions); and Winsource Solutions Philippines, Inc. (contact center solutions).

In conjunction with the individual software development capabilities of the exhibitors, the country will also promote the FLY HIGH: Philippine Software 2010 program, a breakaway growth strategy spearheaded by the Philippines Software Industry Association (PSIA). FLY HIGH will showcase the country’s growing domestic market for IT, increasing software exports, rising number of skilled software development professionals, infrastructure for industry growth, and step-up efforts for the protection of intellectual property.

With Japan’s rising labor cost and shortage in manpower, the country’s offshore outsourcing for software development is seen to grow an average of 5% to 8% annually, this makes Japan a huge market for foreign service providers like the Philippines.

After many years of bringing their software development needs to countries like China and India, Japanese companies are currently looking for other countries that can provide more cost efficient and value-added services.

Philippine software companies’ adaptability and ability to meet deadlines remains impressive among the Japanese companies. “The country’s software development services includes a whole package of satisfactory projects, on-time delivery, technical support, and confidentiality,” added Agoncillo-Reyes.

The country’s participation in last year’s SODEC resulted in 113 trade inquiries, and generated sales of 1.6 million dollars.

A multinational company based in Japan producing multi-function peripherals which combines the functions of printer, scanner, and facsimile in their product lines, signed a contract with Advanced World Systems, Inc. early this year. “Our proven track record in providing services to multi-function peripheral manufacturers, and capability to efficiently implement their requirements, are the reasons they decided to do business with us,” said Ramil Villanueva, AVP for Corporate Planning.

To know more about the Philippine participation in SODEC 2007, contact CITEM’s IT Services Division at (632) 8325044, e-mail itservices@citem.com.ph, or log on to www.e-servicesphils.com/sodec2007.

(END)

Australia, Russia opens new market opportunities for Philippine food

The plan of Australia to lift its restrictions on Philippine banana imports as well as Russia’s new investments in shopping and retail centers bid new opportunities for local food exporters, reported the Center for International Trade Expositions and Missions (CITEM).

“To capture a chunk of this global demand, the Philippines must strategize on how to seize these emerging opportunities and keep an eye on the current and future market trends,” said Trade Assistant Secretary Fe Agoncillo-Reyes, executive director of CITEM, the export promotion arm of the Department of Trade and Industry.

Industry reports point to Australia removing its restrictions on businesses, including its long-standing ban on Philippine banana imports.

In Europe, the projected 6.8 percent growth in the Russian Federation and Moscow’s rising consumer income and demographic figures translate into export opportunities in global agribusiness.

Russia offers exporters a huge market composed of 143 million consumers, majority of which reside in highly urban areas such as Moscow and St. Petersburg. Moreover, Russia’s retail market, Agoncillo-Reyes said, is greatly influenced by the Russian consumers’ high purchasing power.

Industry reports say that the average wage for Moscow middle-income buyers is US$1,200 whereas for other region’s buyers it is US$400. There is also an increasing demand for quality imported products especially in the food sector with annual sales reaching as much as US$800 million.

Moscow’s largest food retailers like Erekryostok, Seventh Continent and Ramstor plan to open as many as 20 stores. It also plans to invest $3 billion in renovating existing shopping facilities, including well-equipped modern food stores over the next 20 years.

To address this growing market opportunities, the DTI through CITEM will hold its 4th International Food Exhibition (IFEX) Symposium (May 21-22, Philippine Trade Training Center) to update exporters on food safety and regulatory compliance in the Australian and Russian food markets.

The symposium is part of the IFEX 2007 trade show which aims to update Philippine companies on current international trends.

Industry expert from the Australian Quarantine and Inspection Service (AQIS) and Ms Anastasia B. Shtokolova, assistant director for Foreign Firms Accreditation of the Chamber of Commerce and Industry of the Russian Federation will be the speakers for the said symposium.

The DTI, through CITEM and the Department of Tourism (DOT), met with Russia’s Chamber of Commerce in 2006 during the promotion of the DTI’s Restaurant Project to entrepreneurs in Russia and the DOT’s Kulinarya Program.

In 2005, Philippine exports to Russia increased by 96% reaching US$36.34 million from US$18.58 million in 2004. Top exports for 2005 were carrageenan, desiccated coconut, bananas, pineapple, coconut oil, and banana chips.

Philippine food products that are being promoted to Russia are fruits juices, instant noodles, preserved/dried fruits, canned products (frozen crabmeat), and snack foods.

For information regarding the IFEX Symposium, please contact CITEM’s Agrimarine Division, Bernie Laurente, project coordinator, at 831-1282; fax: 832-3965 and email: agrimarine@citem.com.ph or log on to www.ifexphilippines.com.

Manila Fame Int'l stages design coup

MANILA F.A.M.E. International, the second-longest running tradeshow for home furnishings, houseware, holiday décor and fashion accessories in the Asia Pacific region, stages a design coup in 2007 as it taps several of the country’s top designers for its Merchandise Development Consultancy Program (MDCP): Tony Gonzales, Tes Pasola, Reimon Gutierrez, Darwin Avilles, Chito Prieto and Joyce Oreña, with overall creative direction by Milo Naval who is one of the founding members of Movement 8, a consortium of top Filipino furniture designers.

MDCP was introduced in 1997, paving the way for local and foreign designers to work closely with the country’s local small and medium enterprises (SMEs) to develop globally competitive products. This unique collaboration has helped Manila F.A.M.E. International establish a brand that is synonymous with outstanding design, quality and innovation.

Launched in 1983, Manila F.A.M.E. International is the only trade fair in the Philippines recognized by the Union Des Foires Internationales (UFI), the union of the world’s leading tradeshow organizers, fairground owners and major international associations from the exhibitions industry.

Organized by the Center for International Trade Expositions and Missions (Citem), the export promotions agency of the Department of Trade and Industry (DTI), the fair is held twice a year (April and October), and each edition brings new surprises with its Spring and Fall collections.

For many years, Manila F.A.M.E. International has always provided a winning edge— exceptional creativity, fine craftsmanship, well-selected merchandise not found anywhere, and personalized customer service—making it on top of the must-see shows in the region’s trade fair circuit.

George Beylerian, president and founder of Materials ConnexXion in New York, says that, “coming to the Philippines is like an instant magnetic affair! The country has an enormous talent bank, an incredible wealth of materials and good commercial common sense.”

Today, Philippine products can be found in well-appointed showrooms and upscale shops worldwide, as buyers from top companies such as William Sonoma, Donna Karan, Calvin Klein, Armani Casa, Neiman Marcus, Barneys, Pottery Barn, Harrods, Target, Marks and Spencer, and Banana Republic, among many others, troop to Manila every April and October.

The next Manila F.A.M.E. International will be held on April 18 to 21 in 5 venues: the World Trade Center, East Pavilion, Philippine Trade Training Center, and the Forum and Reception Hall of the Philippine International Convention Center. It is open to the public on the last day.For more information, log on to

www.manilafame.com or e-mail hardgoods@citem.com.ph or softgoods@citem.com.ph.

Source: http://www.manilatimes.net/national/2007/feb/25/yehey/weekend/20070225week3.html

Local companies urged to tap US’ specialty food market

Local food manufacturers are urged by the Center for International Trade Expositions and Missions (CITEM), the export promotions body of the Department of Trade and Industry (DTI), to link with established US food buyers and learn first hand insights into consumer preferences.

"The specialty foods’ retail market size in US is now US$ 34 billion, growing at 15.1%, primarily through supermarkets and mass merchants," said Trade Assistant Secretary and CITEM Executive Director Felicitas Agoncillo-Reyes. "Condiments are the largest in this food category, representing 21% of the specialty food sales. On the other hand, yogurt and kefir, followed by juices and functional beverages, are the fastest growing specialty foods." She also mentioned that there are more than 1,000 specialty beverages launched in US alone.

On May 6-8, the Philippines will join the FMI Show at Chicago, Illinois. It is an event in North America where the world’s top food retailers and wholesalers come together every year to learn the latest tools for expanding market reach, keeping business on the cutting edge, and meeting the demands of busy consumers.

Agoncillo-Reyes noted that this is the first time Philippines will join the FMI Show. The local food companies’ participation in this food fair is said to be a follow-up event to the Philippine Food Business Mission to East and West Coasts, USA held last November 2004, as the US mainstream market continues to be a vital goal for Philippine food exports.

Market trends in US include convenient foods with extreme portability and one-handed eating/drinking (based on a growing number of consumers who snack while driving), foods with Asian flavors (i.e. pairings of fiery and cool ingredients, sweet and spicy, tart and salty), and foodstuffs with various health benefits (as 70% of US adults are trying to eat nutritional foods).

The new FMI Show is combined with Marketechnics, the industry’s foremost showcase of retail technology. It is where supermarket and other retail industry professionals learn how the latest information technology can improve efficiencies, lower costs, and increase productivity.This fair is also co-located with four big industry events: the Fancy Food Show, All Things Organic, US Food Export Showcase, and the United Produce Expo. Last year, these combined shows created an excellent market of 1,800 exhibitors with 150,000 food products, attracting 30,000 trade professionals.

Products that will be promoted in the FMI Show are fresh tropical/processed fruits, packaged food, fresh/processed vegetables, canned meat, value-added marine products, restaurant meals, and specialty foods such as delicatessen sauces and seasonings, confectionery, and snack products.

The Food Marketing Institute, the organizer of the FMI Show, is the leading representative and resource for food retailers and wholesalers worldwide, with 2,300 member companies in more than 60 countries. FMI’s US members operate approximately 26,000 retail food stores with a combined annual sales volume of US$ 340 billion—three quarters of all food retail stores in the United States.

For information on joining the Philippine delegation to the FMI Show in Chicago, please call CITEM, Agri-Marine Division at 831-1282, 831-2201 locals. 204 and 238 or e-mail: agrimarine@citem.com.ph.

Local personal care industry gears up for Japan venture

The Philippine local personal care industry is eyeing Japan as a market for personal care products with indigenous ingredients, the Center for International Trade Expositions and Missions (CITEM) reported yesterday.

Filipino products that use indigenous ingredients like alum (tawas), lawat, gugo and calamansi as well as the virgin coconut oil (VCO) have strong potential in the Japanese market, said Wakaba Nishida, a Japanese health and wellness expert who visited Manila and conducted seminar-training to Filipino exporters on entry tips for personal care products into Japan. The seminar was held during the National Trade Fair, a subcontractors’ fair for small enterprises from the regions.

“The Philippines, with its wealth of indigenous ingredients, is well positioned to take advantage of these market opportunities,” said Trade Assistant Secretary Fe Agoncillo-Reyes, executive director of the Center for International Trade Expositions and Missions (CITEM). CITEM and the Asean-Japan Center co-organized the personal care seminar.

To date, Philippine VCO is enjoying wide market acceptance as ingredient for cosmetic and personal care products like soaps, lotions, massage oils, beauty creams and shampoos aside from its therapeutic qualities.

According to the latest figures by the Philippine Coconut Authority (PCA), VCO exports rose from 1.8 metric tons in 2001 to 475 metric tons in 2005, which was worth more than $1.6M. The United States accounted for 93.79% of the deliveries. Aside from the US, Australia and Canada are the countries clamoring for the natural oil. And soon, maybe Japan.

Industry statistics showed that health and wellness is a 125-billion-dollar industry in Europe and in the US combined. “And still, the demand for organic and natural personal care products in the world market is expected to grow at remarkable rates: 34% in Europe, 30% in the US and 18% in Japan,” Agoncillo-Reyes added.

Meanwhile, Nishida also discussed the quality standards of the Japanese market including packaging and exporting.

Among those included in her lecture were labeling information, shipment processes, and packaging standards. As part of the lecture, she showed samples of other international brands currently making waves in the Japanese market like Shiseido, Clinique and Albion. She also made a list of the essential documents and certifications needed when making contact with interested Japanese buyers/importers.

The seminar also served as a primer for this year’s BIO-Search (the government’s health and wellness show) in conjunction with International Food Exposition (IFex) 2007, as it gathered SMEs who will participate as exhibitors in the upcoming trade fair. BIO-Search, a health and wellness show, will be held on May 18–20.

“The Philippines has the potential to become the prime source of personal care products in the global market. All we need is a push,” Assistant Secretary Agoncillo–Reyes stated.

The Japanese consultants’ 5-day mission in Manila included a 2-day on-site visit to four companies to discuss their products, namely: Elixir Pacific International Corporation (centrifuge-method virgin coconut oil), RCC Amazing Touch (wart and mole removers, natural cashew-based hair and beauty care products), Rainiers Research & Development Institute (tawas, gugo and calamansi personal care products), and Pascual Laboratories Incorporated (flavored herbal teas).

Ms. Nishida—who was invited by Assistant Trade Director of the ASEAN–Japan Centre Mr. Go Matsuura—is the President and CEO of Ayus, Inc. in Japan. After running her own spa for 10 years and drawing expertise in the field, she now specializes in importing health and wellness products and conducts trainings for the spa industry in Japan.

180 agri-firms to participate in government food show

Department of Agriculture joins as IFEX’s industry partner

The Department of Agriculture, through its Agri-business Marketing Assistance Service (DA-AMAS), is targeting around 180 food companies in the farming industry to participate in the International Food Exhibition (IFEX) Philippines on May 18-20 at the World Trade Center, Manila.

“As an industry partner of IFEX 2007, we aim to broaden the production and the market of agricultural products coming from the different regions of the country,” said Francisco Ramos III, Director of DA-AMAS. “We assist IFEX every year by co-hosting the buyer reception and inviting more exhibitors through Department of Agriculture’s regional field units that produce fish, poultry and livestock, rice and corn, and high-value commercial crops.”

DA-AMAS facilitates the preparation of the participating regions by making sure that they meet the criteria set by DTI. This includes substantial volume and quality of food products, BFAD accreditation, certification, and potential to export.

Last year, DA-AMAS represented 180 agrifirms in IFEX, generating roughly a hundred thousand dollars of export sales. They still target the same number of participants for this year’s IFEX but this time, they project to earn a million dollars. “Through this government-led food show, we plan to reach bigger markets in Asia. We are confident that we’re going to attract importers by highlighting our fresh/processed fruits and fresh seafood,” explained Francisco.

Francisco also said that IFEX 2006 helped DA-AMAS’ participants meet hundreds of buyers from Australia, Canada, China, Europe, Japan, Korea, Malaysia, Singapore, Thailand, Taiwan, and USA. Also, the small and medium enterprises (SMEs) in the Bicol region was thoroughly promoted last year that many of them are now exporting their finest food products abroad.

When asked how Philippines is competing versus aggressive Southeast Asian countries, Francisco answered: “We have an advantage over other countries when it comes to our agricultural food products’ quality and price. In order to compete better, the government, through DTI and DA-AMAS, is now working on productivity enhancement and volume expansion.”

Latest record from the Department of Agriculture reveals that the sector’s gross value of production was estimated at P815.5 billion, up by 5.65 percent compared to its 2004’s level. The crops subsector registered the largest share at P406.8 billion, while the livestock subsector was valued at P154.2 billion, fishery at P146.8 billion, and poultry at P107.8 billion.

“The participation of DA in this annual food show synchronizes with the government’s efforts in boosting the image of our country as an international source of food and food ideas,” said Trade Assistant Secretary and CITEM Executive Director Felicitas Agoncillo-Reyes. She also said that this year’s IFEX will focus on the concept of ‘Filipino Food in a Global Setting.’

Aside from DA-AMAS, other industry partners of IFEX 2007 will be: Bureau of Export Trade and Promotion (BETP), San Miguel Packaging Products, Department of Science and Technology (DOST)- Packaging R&D Center of the Philippines, and Philippine Trade and Training Center (PTTC).

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 local and foreign buyers.

IFEX 2007 is organized by the Center for International Trade Expositions and Missions (CITEM), the export promotions arm 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, e-mail: agrimarine@citem.com.ph or visit www.ifexphilippines.com.

16 Manufacturers, 175 Products, 7 Weeks:

Reflections on a mission to Manila
by William Gordon

Last June through October, I worked in the Philippines through the Filipino Department of Trade and Industry (DTI) for an organization called CITEM (Center for Industries and Trade Exports and Missions). CITEM helps and monitors local exporters with factory visits, trade shows and promotion. I designed products for 16 local manufacturers located all over the Philippines, and ended up designing about 175 different products for these companies in a 7-week period. The factories then had 2 months for prototyping and production before they exhibited the products at the biannual Manila F.A.M.E. Internal Trade Show (Furnishings and Accessories Manufacturers Exchange), which occurred October 18th-21st. Out of the over 175 designs I produced, about 100 different products made it to the show. I designed home products including furniture, lighting and various home accessories using a wide variety of natural, indigenous materials.

I worked as a Merchandise Design Consultant (MDC) for Home Products. There is one consultant for each product area represented at the show (including Home Products, Fashion Accessories, and Holiday Décor) and the consultants design special product lines for manufactures represented at the show. These product lines are then introduced at "special setting" exhibit pavilions—also designed by the MDC's. The MDC program was started over 10 years ago to stimulate interest in the Manila F.A.M.E. show (as well as to create a link between manufactures and designers), and several other Asian product shows are now doing their own version of this program after realizing that design is one of the few elements that can keep them from being swallowed up by the Chinese goliath. (The routine is well known now: Small manufacturers in small Asian countries like the Philippines come up with new product designs geared for western buyers. Super low-cost manufacturing in China then quickly rips off the products from these Filipino manufacturers, and the cycle continues.)

The factories which CITEM represents employ approximately 100,000 people all over the Philippines. When you multiply this through an average 5-person family, its economic reach balloons to about a half million people. CITEM produces a F.A.M.E. show in Manila twice a year (once in April and again in October), attracting about 3000 buyers from around the world to see over 500 different exporters. The October Manila F.A.M.E. show I was involved in accounted for over $64 million in total sales. This is a major boon for the Filipino economy, which has seen a sharp drop in foreign direct investment in the past decade (in comparison with its neighbors) because of an unstable government, as well as a sharp rise in competition from its neighbors in consumer goods manufacturing. Southeast Asia is one of the next design frontiers, producing goods that fuse quality with creativity beyond just low cost. For a long time, Southeast Asian design had been relegated to handicrafts and regional products. But now, with the coincident movement toward more handcrafted, high quality products in the home, this region's expertise is being tapped for mid- to high-end products, as many brands grapple with the quality and creativity gap that exist with much of Chinese production.

My experience designing for Filipino manufacturing was one of the most enriching of my life. I learned that people-centered design has a middle component, living between ethnography and interface. Hand manufacturing is the reality in much of the world, and designers, sitting at their desks sending off PDFs to unknown destinations, may be a modern paradigm, but ultimately a hollow one. I would encourage designers to go and visit where their products are made, and, especially, with the people who make them.

for the whole article, please check this: http://www.core77.com/reactor/01.06_citem.asp