Boosting Malaysia's Country Branding Through Local F&B Products

FRIDAY, 4 OCTOBER 2019, KUALA LUMPUR: Malaysian food is loved by many and is one of the most effective tools to enhance the awareness of Malaysia among the global audience. In an effort to amplify the popularity of Malaysian cuisine, Malaysia External Trade Development Corporation (MATRADE) is undertaking the efforts to promote Malaysian Food & Beverages (F&B) products at Germany’s top F&B trade fair, Anuga 2019.

The event, taking place in Cologne, Germany from 5-9 October 2019 will showcase the brands of 32 Malaysian exporters offering various products such as coconut-based products, coffee, tea & cocoa, ‘Ready-to-eat’ meals, beverages, noodles, confectioneries, cooking oil, frozen food, sauce & paste and functional food.

For this year’s participation, MATRADE is focusing on highlighting Malaysia’s innovative F&B and Malaysian ethnic food products. According to MATRADE’s Trade Commissioner in Frankfurt, these are considered a strong value proposition that resonates well with the European buyers.

“In this part of the world, Malaysian food products are recognised for their quality and innovativeness and Malaysian companies are known to have the capabilities to produce high quality and safe products. They should capitalise on this good perception,” Badrul Hisham said.

“Halal also offers a great prospect for Malaysian companies to reach out to the buyers here who are constantly looking for Halal F&B, Halal ingredients and Halal beverages to cater to the large Muslim population living in Europe. The popularity of Halal certification is fast growing and the buyers are aware that being Shariah-compliant means the products are of a superior quality,” he added.

MATRADE is confident that with the continuous promotion in the region, Malaysian F&B manufacturers will be able to expand their presence in European Union (EU). “Many Europeans are highly receptive to new cultural influences and culinary trends, lowering the barrier for Malaysian F&B players to reach out to them,” Badrul Hisham shared.

In 2018, total trade between Malaysia and the EU for Processed Food amounted to RM33.9 billion with exports registered at RM598.2 million and imports at RM2.79 billion. For the period of January – July 2019, Malaysia’s exports of processed food to the EU were valued at RM533 million. Germany is Malaysia’s largest trading partner in the EU. To date, other than the EU, Malaysian food products have reached markets such as the United States, Canada, Ireland, the United Kingdom, Middle East, Africa, Asia and Australia.

Updated by Corporate Communication Unit

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