Malaysia’s FB industry participates in SIAL

Malaysia is once again presenting itself in Europe as a leading export nation: from 21 to 25 October 2018, the Southeast Asian country will be exhibiting its products at the SIAL trade fair for food and beverages (F&B) in Paris. The National Pavilion will be organised by MATRADE, Malaysia’s External Trade Development Corporation.

The spacious Malaysia presentation in Hall 4 will not only showcase more than 40 exporters and their products, but will also include three government agencies: the Ministry of Agriculture and Agro Industry, the Malaysian Palm Oil Council and the Malaysian Pepper Board.

All exhibitors were selected by MATRADE to provide a representative sample of domestic food production. The product range this time includes, for example, coconut-based foods, ready meals, noodles, frozen foods and confectionery, but also edible oil, sauces & pastes and functional food as well as coffee, tea, cocoa and cold drinks.

With this portfolio, MATRADE hopes to benefit from the growing demand for new and innovative products in the EU and beyond. During the last edition of SIAL Paris two years ago, Malaysian exhibitors generated export sales worth almost 12 million US dollars. A similar result is also expected this year. At the same time, the participation of Malaysian companies offers them the opportunity to study the latest global food trends.

Badrul Hisham, MATRADE’s trade commissioner based in Frankfurt, attests the Malaysian F&B industry a high level of quality and innovation: “Malaysia has already earned a good reputation as a food producer in Europe because we comply with the highest safety standards and deliver tested quality, especially with regard to ‘halal’,” he told MALAYSIA INSIGHTS.

The term ‘halal’ refers to products and services that are in accordance with Islamic laws and regulations. Malaysia, a predominantly Muslim country, not only implements these standards consistently, but also develops its own testing and quality assurance procedures. The country has set itself the ambitious goal of becoming one of the world’s leading authorities with regard to halal standards. According to Mr Badrul, this is particularly important for many buyers and consumers: “Malaysia’s halal products are not only consumed in the Islamic world, but are also increasingly being exported to non-Muslim countries. The popularity of Malaysian halal F&B products is a result of Malaysia’s conducive Halal ecosystem. The country’s halal certification systems, standards and regulations, infrastructures, incentives, human capital and Islamic banking are well supported by effective frameworks from various governmental institutions. All of these link together very well, creating a holistic and complete halal ecosystem in Malaysia,” Mr Badrul continued.

SIAL in Paris is one of the world’s leading food fairs, held every two years and open to trade visitors only. It presents novelties and innovations and brings together food manufacturers, retailers, importers, wholesalers and retailers as well as representatives of institutional and commercial catering under one roof. The Malaysia Pavilion is located in Hall 4 M 106 and provides an overview of Malaysian exhibitors and their products.

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