56 TOWARDS THE FUTURE OF SUSTAINABLE EXPORTS The food and beverage industry is a significant contributor to the country’s economic development. As an industry with a high percentage of Micro, Small and Medium Enterprises (MSMEs), the government provides continuous support and assistance to ensure industry players remain competitive and sustainable, contributing to Malaysia’s robust food chain while penetrating international markets. Malaysia’s status as a global leader in the halal industry provides a significant advantage to local players in driving global demand for Malaysian food and beverage products. The Middle East market has been identified as a significant potential market that can boost exports from Malaysian food and beverage industry players. Dubai’s role as a regional trading hub provides exporters from Malaysia with an advantage in penetrating markets across the Middle East, Central Asia, South Asia, and Africa. At Gulfood 2022, a total of 66 Malaysian companies and five government agencies promoted a variety of Malaysian food and beverage products. The products promoted ranged from palm oil-based products, food ingredients, sauces and condiments, spices, frozen food, confectionery, and bakery products, to readyto-eat products. Despite COVID-19 restrictions, trade visitors’ sentiment was positive, and Malaysian companies successfully established promising business prospects with potential sales and favourable trade inquiries. Gulfood 2022 Dubai, UAE 21 – 25 Feb 2022 The Salon International de l’Alimentation (SIAL) Paris is one of Europe’s most important international trade fairs for the food and beverage sector. SIAL Paris 2022 was held at Paris Nord Villepinte and attracted over 7,000 exhibitors from around the world. MATRADE’s 18th year of participation in this exhibition involved the presence of 43 Malaysian exporters. In addition, two government agencies, the Malaysian Palm Oil Council (MPOC) and the Malaysian Cocoa Board (MCB), also participated. The showcased products included palm oil, cocoa, biscuits, ready-toeat food, beverages, frozen products, and spices. The consistent participation of Malaysian companies in SIAL Paris has successfully positioned Malaysia as a supplier of quality, competitive, and innovative food and beverage products. With over 300,000 visitors in the 2022 edition, the exhibition exceeded expectations in generating sales potential and trade inquiries. SIAL Paris 2022 Paris, France 15-19 Oct 2022 The International Halal Showcase Malaysia (MIHAS) is a flagship programme organised by MATRADE to spearhead the internationalisation agenda of Malaysian Halal products and services, especially local Micro, Small, and Medium Enterprises (MSMEs), onto the global stage. MIHAS, initiated in 2004, has been recognised as a premier platform for global halal trade. In line with the commitment to strengthen the country’s economic recovery, the 18th edition of MIHAS was held from 7 to 10 September 2022, at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. Themed ‘Diversifying Halal Potentials,’ it was conducted in a hybrid format, with a continued focus on the virtual approach to maintain the momentum of the digitalisation agenda in the halal industry. MIHAS 2022 featured four main components: the exhibition of halal products and services, the International Sourcing Programme, the Knowledge Hub, and the MIHAS Awards. The exhibition saw the participation of industry players from 33 countries, including Malaysia, with 1,258 booths, attracting a total attendance of 32,356 visitors. MIHAS Kuala Lumpur, Malaysia 7-10 Sept 2022 The FI Europe trade show is a specialised exhibition that brings together industry players and professionals in the food ingredient segment. MATRADE’s participation in this exhibition aims to promote and showcase Malaysia’s capabilities in producing halal food ingredient products. FI Europe 2022, held in Paris, France drew in over 900 exhibitors from around the world and was attended by more than 21,000 visitors. Under the Malaysian pavilion, 12 Malaysian export companies showcased a diverse range of halal food ingredient products including flavourings, colourings, fragrances, cocoabased products, coconut-based products, oleochemicals, and sauces and condiments. By consistently participating in this exhibition, MATRADE has successfully raised awareness and enhanced the marketability of Malaysian food ingredient products in the European and surrounding markets. FI Europe 2022 Paris, France 6-8 Dec 2022 Malaysian exporters 43 visitors 300,000
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