ASIA FOOD EXPO 2008: SETTING THE F&B TRENDS IN THE PHILIPPINES

AsiaFood Expo 2008 is a portrait of the industry’s growth in food and beverage trends for the coming years. The escalating success is fueled by the evolving lifestyle that has been ongoing and still being anticipated to be rapidly increasing in the future because the market is far from saturated with plenty of room for expansion and development in the regional areas of the Philippines with a growing middle class market. The broad consumer demand can be seen through the mushrooming of about 50,000 restaurants in Metro Manila alone. A reason for the fast-paced phenomenon is the changing lifestyle of every Filipino and consumers are giving more importance in health and wellness and increased its quality consciousness. The stiff competition has persuaded the players to be mindful of providing high quality food which conforms to the taste of the consumers, as well as the speed and effciency of service in a clean environment. The high rate of competition has made these factors necessary for the growth of the food and beverage industry. In the Philippines, Food Processing sector is also a sensation as it tops the accomplishment report of the food and beverage industry. With the tough challenge to be ahead of the competition, new technology and machineries are required to modernize and be ahead of the competitors. It explains that 47% of the trade buyers come from the manufacturers and processors mostly attended by corporate management, general management, sales and marketing and purchasers. Successful business brings employment and economic growth in the country. Processed food and beverages are often referred to as value added products because raw materials are transformed into higher value products meaning, an underdone or uncooked products are upgraded and innovated. Another aspect that puts the processed and manufactured ood into uppermost is the demand of Halal food. Halal Food is a pre requisite with our Muslim brothers and was embraced, accepted and likened by Christians. Part of the modernization of the plants and factories are being catered to the requirements of a Halal certifying body. Halal certifcation is also imposed if a certain company would be expanding abroad especially to the Muslim countries. It is estimated that 70% of Muslims worldwide follow Halal standards and that the Global Halal Market is currently a USD 580 billion industry. Apparently, foreign franchises are spreading out in the country, with the higher number in the food business. In AsiaFood Expo, Imported ice cream cart, imported coffee cart, imported snack chips, water reflling stations and Korean Cake franchise will wrestle with local food franchises that will display a selection of products from pizza, dimsum, French fries, siomai, and even a noodle house. The locally made products are expanded due to consumers’ acceptance. This year, Trade Information Marketing & Exhibitions Inc., organizer of AsiaFood Expo 2008, promised to come up with a much better show that will surpassed last year’s 42, 789 trade buyers. Summarized as 14% overseas with 6,006 foreign attendees and 86% with 36, 783 local buyers. 552 exhibiting companies, 331 from overseas. The event will feature national group pavilion, foreign exhibitors, country’s top and multinational companies, manufacturers, food processors, food service suppliers, distributors of imported and local products, food and beverages providers, food franchising, culinary experts, sales and marketing specialist and technical and skills persons. A series of technical seminars are given to educate buyers on most-up-to-date products and equipments and how it is essential to their business upgrading and cooking demonstrations on the newest and latest tips on food preparation. Take a glimpse of this page, which is a show preview of wide-ranging requirements that will be showcased on AsiaFood Expo 2008. Defnitely, trade buyers will witness and experience a complete line of the latest products, supplies, services and technologies for their procurement needs. (Muriel L. Estrada)