Matrade to promote F&B products at Germany's top trade fair

KUALA LUMPUR, Oct 4 -- The Malaysia External Trade Development Corporation (Matrade) will be promoting Malaysian food and beverages (F&B) products at Germany’s top F&B trade fair, Anuga 2019. 

The event, which will be held in Cologne, Germany from Oct 5-9, will showcase 32 Malaysian brands and products such as coconut-based products, coffee, tea, cocoa, ready-to-eat meals, beverages, noodles, confectioneries, cooking oil, frozen food, sauce, pastes and functional food.

In a statement today, Matrade said it will be highlighting Malaysia’s innovative F&B and ethnic food products at the fair.

According to its trade commissioner in Frankfurt, Badrul Hisham Hilal, such products have a strong value proposition which resonates well with the European buyers.

“In this part of the world, Malaysian food products are recognised for their quality and innovativeness.

“Malaysian companies are known for their capability in producing high quality and safe products, so they should capitalise on this perception,” he said.

The growing popularity of Halal products also offered opportunities for Malaysian companies to reach out to the buyers in Germany who are constantly looking for Halal products to cater to the large Muslim population living in Europe, said Badrul Hisham.

“Halal certification is growing in popularity and buyers are aware that being Shariah-compliant means the products are of superior quality,” he added.

Meanwhile, Matrade is confident that with continuous promotion in the region, Malaysian manufacturers will be able to expand their presence in the European Union (EU).

In 2018, total trade of processed food between Malaysia and the EU stood at RM33.9 billion, with exports at RM598.2 million and imports at RM2.79 billion.

Between January and July 2019, Malaysia exported RM533 million worth of processed food to the EU, said Matrade, adding that Germany is the country’s largest trading partner in the EU.

-- BERNAMAI