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Bureau of Export Development
PO Box 7970
Madison, WI 53707-7970
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Vol. 8 #5, May 2009

Food Promotions in Asia
By Lisa Stout, Wisconsin Department of Agriculture, Trade and Consumer Protection
The Wisconsin Department of Agriculture, Trade and Consumer Protection is sponsoring multiple trade promotion events in Asia this year.

In conjunction with the SIAL China Food Show, a focused trade mission will visit Hangzhou, China, May 19-24, 2009.  SIAL China is China's largest international exhibition for the food and beverage trade.  The 2008 show featured 1,100 exhibitors from 58 countries and regions and reported a record 27,718 visitors. Over 12 percent of the visitors came from outside of China, many from Korea, Japan, Australia, and south-east Asia.  The show attracts a wide range of buyers interested in a variety of products, including: fresh meat, fresh and processed fruits and vegetables, canned and preserved products, confectionery, biscuits, pasta, wine, spirits and alcoholic beverages, as well as other processed foods.

Food Show Plus! Services include:
  • registration assistance with show organizers,
  • pre-show competitor analysis for two products,
  • dissemination of targeted invitations to qualified buyers for one-on-one meetings,
  • translation of exhibitor material into Chinese,
  • technical (food industry) interpreters at the show booth,
  • on-site show assistance by an in-market representative,
  • in-market briefing,
  • local retail tours in Hangzhou,
  • qualification of leads, including checks on your top three leads, and
  • dissemination of a follow-up letter in Chinese to top three contacts.
The participation fee for Food Show Plus! Services and the post-show focused mission to Hangzhou is $300.

Focused Trade Missions for Specialty Food are scheduled to visit Tokyo, Japan, October19-21 and Seoul, Korea, October 21-23.  Businesses can participate in one or both Specialty Food Trade Missions to see the market firsthand.
  • pre-show competitor analysis,
  • targeted invitations to qualified buyers for one-on-one meetings,
  • technical (food industry) interpreters,
  • chef demonstration using participating companies’ products,
  • in-market briefing,
  • local retail tours, and
  • assistance with qualifying leads from the show.
For more information, contact Ms. Lisa Stout, Agricultural Marketing Consultant at the Wisconsin Department of Agriculture, Trade and Consumer Protection, lisa.stout@wisconsin.gov, (608) 224-5126.