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A taste of Thailand at Thaifex-World of Food Asia

From the July 2019 issue.

Thaifex-World of Food Asia connects the food and beverage sector from every corner of the globe. GCR explores why this year’s event was a gateway to ASIA’s top decision makers.

Once a year Thaifex-World of Food Asia sees thousands of attendees congregate to examine the changing demographics in the Asia Pacific region, increase awareness of its food and beverage (F&B) sector, and bring unparalleled access to emerging markets. 

In its 16th edition, Thaifex-World of Food Asia returned to Bangkok, Thailand at the Impact Muang Thong Thani centre as a strategic gateway for companies looking to access the Association of South-East Asian Nations (ASEAN) and Indochina regions.

Wendy Lim, Koelnmesse General Manager, says Thaifex-World of Food Asia is geared towards businesses and facilitates looking to create quality trade deals, connecting the F&B chain.

“Thaifex-World of Food Asia is a gateway for F&B players in Asia to do business with the international community, and is also a doorway for international players to capitalise on opportunities with the growing Asian market,” Lim says.

From 28 May to 1 June, attendees were treated to a wide array of trends and innovations and given access to insights that could help extend their businesses from industry experts in the F&B trade.

“The exhibition is a testament to the show’s ability to provide businesses with the best opportunities to rub shoulders with decision-makers of major food, beverage, and buying channels,” says Lim.

This year’s Thaifex-World of Food Asia theme was trends and innovation. The show gave exhibitors an exclusive glimpse at upcoming trends in food production, technologies, alternative foods, and culinary service from more than 42 countries and regions. 

As part of showcasing the F&B industry, Thaifex Coffee and Tea was one of the 11 specialised trade shows presented at Thaifex-World of Food Asia.

Thaifex Coffee and Tea provided a forum for coffee roasters, manufacturers, and influencers to share valuable insights on the rapidly evolving nature of the industry.

Lim says as coffee consumption increases throughout the Asia-Pacific, innovation is vital as consumers continue to steer towards quality and new ways to enjoy their morning beverage.

“Coffee is no longer just seen as a beverage but increasing as part of a lifestyle. As such, with many consumers being more accustomed to instant coffee, there is opportunity for specialist coffee shops to create unique experiences to engage consumers and encourage them to spend more on a cup of coffee,” Lim says.

Lim adds that coffee culture is gaining in popularity in the Thai community, and hopes through demonstrations, seminars, and product reveals, attendees can learn more about coffee culture.

“Thailand has made great progress honing its coffee-growing industry in recent years. With a steady increase in coffee demand and consumption in the country, consumers are willing to pay more for a premium cup of coffee,” Lim says.

“There are a variety of factors that are holding the coffee market back from reaching its full potential. Through Thaifex Coffee and Tea, featured coffee and tea products, which include quality coffee beans, tea leaves, cocoa, brewing machines, presented an opportunity to help leverage the industry.”

The show hosted a wide range of exhibitors from international café chains, such as Boncafé, equipment specialists K2, and Peaberry.

Lim hopes that through Thaifex -World of Food Asia, coffee business in Thailand can prosper and establish an international presence.

“Specialty beverage businesses in Asia will be able to capitalise on Thaifex Coffee and Tea. With an international audience, they can reach out to different markets all over the world. They will also be able to learn what other companies are doing to stay competitive, find out about innovative products and solutions in the market, and keep abreast of consumer trends,” Lim says. 

In keeping with market evolution Thaifex-World of Food Asia announced at the expo its official rebranding to Thaifex-Anuga Asia in order to deliver a stronger trade fair for its 2020 event. 

“Through its rebranding, Thaifex-World of Food Asia is partnering with its parent company Anuga expanding out of the Asia Pacific and being able to cater to the European sector,” Lim says.

Thaifex-Anuga Asia will be supported through co-organisers Koelnmesse, the Department of International Trade Promotion and the Thai Chamber of Commerce, creating a unique synergy through this private-public partnership.

Lim says Koelnmesse will carry the company’s long history and established brand to the market, while the Department of International Trade Promotion, and the Thai Chamber of Commerce will continue to expand the presence of Thai F&B businesses through this global transition.

“Thai manufacturers are strongly represented at Anuga, and the Department of International Trade Promotion’s participation in Thaifex-Anuga Asia will boost the bilateral relations between Asia and Europe, a significant step forward in the F&B industry,” Lim says.

“Thaifex-Anuga Asia will work to deliver an even stronger experience focused on enabling business, trade, and networking opportunities for the industry.”

The merger of Thaifex-Anuga Asia, Lim anticipates, will assist in showcasing Asia’s coffee sector even more.

“During the rebranding we are putting together a food, coffee, and tea trade show where you’ll be able to buy a more extensive range of coffee varieties and machines,” Lim says.

Lim adds that she expects all representation of the F&B industry to benefit from Thaifex-Anuga Asia as it aims to deliver a more targeted focus on business, trade, and networking opportunities.

“The show itself is geared towards business and facilitates quality trade deals by matching buyers with exhibitors,” Lim says. “It will allow attendees to witness first-hand the trends that are propelling the F&B industry into the future.”

For more informaiton, visit www.thaifex-anuga.com/en

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