MONDAY, 29 NOVEMBER 2021, KUALA LUMPUR:  Malaysia External Trade Development Corporation (MATRADE) is spearheading the promotion of Malaysia’s food ingredients at the Fi Europe exhibition which is scheduled to take place at Messe Frankfurt from 30th November 2021 to 2nd December 2021.

A total of 7 Malaysian exporters will be heading to the event with the ultimate aim of promoting and connecting with buyers and industry players in the food ingredients industry from all over the world. The Malaysian Pavilion, helmed by MATRADE will feature a wide range of ingredients-based products including cocoa based, palm oil based, coconut based and food flavourings. Under the Malaysian pavilion, export promotion agencies such as the Malaysian Palm Oil Council (MPOC) and the Malaysian Cocoa Board (MCB) are among the Malaysian exhibitors at the event. With participation of more than 800 exhibitors from over 135 countries, MATRADE will leverage on this iconic event to capitalise the ever-growing opportunities for new and innovative F&B ingredients products in EU and surrounding region.

According to research conducted by Euromonitor International, natural ingredients are leading consumer trends: approximately 47% of global consumers ask for natural products, and 55% of respondents look for natural features when buying products in at least one category. The global food ingredients market was worth €253 billion in 2017. This market is projected to expand by approximately 6% per year to reach €339 billion by 2022.

According to Mr Badrul Hisham Hilal, MATRADE’s Trade Commissioner in Frankfurt, MATRADE is primed to leverage the on-going success of the Malaysia International Halal Showcase (MIHAS) 2021 in continuing to promote Malaysian Halal ingredient products that are recognised for its high quality, safety and innovativeness. “Our aim is to emphasise that Malaysian products encompass the Halal ecosystem as a whole, pushing forward products that are clean, ethical and sustainable. Malaysia’s Halal food & beverages products are exported worldwide to both Muslim and non-Muslim majority countries. As such, Malaysian companies have a competitive advantage in meeting demands of potential clients,” added Mr Badrul.

For the period of January to October 2021, total trade between Malaysia and the European Union (EU) amounted to RM146.98 billion. Malaysia’s total export to EU totalled RM84.47 billion while total imports from EU totalled RM62.51 billion.

“Germany is Malaysia’s largest trading partner in EU and MATRADE is confident that continued participation in trade fairs in the region will go a long way to facilitate Malaysian exporters’ push and visibility to further expand their market share in EU”, Mr Badrul added.

Malaysian exporters who are interested to export to Germany may contact MATRADE Frankfurt at This email address is being protected from spambots. You need JavaScript enabled to view it. to receive more information about the market, should they need further assistance.