MATRADE Pushes for Malaysian F&B Exports to Europe Through SIAL Paris 2024
KUALA LUMPUR, 18 OCTOBER 2024 (FRIDAY) - The Malaysia External Trade Development Corporation (MATRADE) is poised to enhance Malaysia’s global presence by participating in SIAL Paris 2024, one of the largest biennial food and beverage trade shows in the world. The event will take place from 19 to 23 October 2024 in Paris, France.
MATRADE will spearhead the Malaysia Pavilion, spanning 404 square meters, featuring 64 Malaysian Food & Beverage (F&B) companies. Participation in this event will provide a pivotal platform to showcase the strength and diversity of Malaysian F&B products, enabling capable and export-ready Small and Medium Enterprises (SMEs) to expand their brand presence and establish business partnerships in the European region.
This year’s showcase will feature a wide range of Malaysian F&B products, including vegan food, confectionery, agricultural products, coconut-based products, snacks, ready-to-eat (RTE) meals, ready-made pastes, and bakery items. These products are well established in the domestic market and have gained strong acceptance internationally.
As the primary coordinator, MATRADE will lead the participation of other key government agencies such as the Malaysia Cocoa Board, the Ministry of Entrepreneur and Cooperatives Development, the Malaysia Pineapple Industry Board, Invest Sabah, and Invest Sarawak. These collaborations aim to enhance the cohesiveness of efforts in promoting Malaysia on a global scale.
Abu Bakar Yusof, MATRADE’s Deputy Chief Executive Officer (Export Acceleration), emphasised the importance of these initiatives. “Malaysia’s participation in SIAL Paris aims to strengthen the market visibility of our F&B products in France and its neighbouring regions, which have been important export destinations for Malaysia for decades. SIAL Paris is renowned for attracting visitors not only from France but from around the world. Since MATRADE Paris’ expansion this year, we have seen growing interest from European businesses as well as from Francophone countries in North Africa."
Abu Bakar further added, "The Malaysian Pavilion is set to showcase a variety of new, innovative, and health-focused F&B products that align with ESG compliance, catering specifically to the discerning European market. As consumers increasingly seek products that are not only high-quality but also sustainable and responsible, we are proud to present offerings that meet these expectations and reflect the progressive strides of our industry."
"MATRADE, as the trade promotion agency of the Malaysian government, is confident that Malaysia will take centre stage at the event. Southeast Asia is increasingly recognised as a key area for market diversification for European businesses, and Malaysia’s upcoming ASEAN Chairmanship in 2025 adds to the excitement," he said.
From January to August 2024, Malaysian exports of processed food experienced robust growth of 19.2 percent, reaching RM22.72 billion, up from RM19.06 billion in the previous year. Exports to Europe saw a remarkable 78.8 percent increase, totalling RM1.79 billion compared to RM1.0 billion for the same corresponding period in 2023. The European market now accounts for 8.9 per cent of Malaysia’s total export share during this period. This export performance reflects the impact of Malaysia’s focused trade strategies.
Malaysian companies are encouraged to contact MATRADE through its offices, social media channels, or visit www.matrade.gov.my for more information on export promotion and exporter development programs, as well as other MATRADE services such as the Business Information Centre (BIC), the Malaysia Export Exhibition Centre (MEEC), and other advisory services.
