Food & Beverage News: F&B Specials - Thailand emerges as a third Expo Centre after India, China

Fi Asia, Bangkok event slated from September 24-26, will bring the best of South Asian ingredients, trade secrets, innovations and much more for showcasing before the world audience.

Nucharin Paradeevisut, general manager, operations, CMP Media (Thailand) Co Ltd, talks enthusiastically on what the event has to offer this time along with a little insight on the ingredients industry in an e-mail interview with Irum Khan from Food and Beverage News, India.

How is the preliminary response for Fi Asia event?
Very positive. The food demand in the ASEAN countries is still growing, for instance, Thailand being one of the world's major exporters of processed food, recorded for first half of this year a continued growth in value of food export. This reflects a continued interest and growing demand of food ingredients. Food Ingredients Asia 2008 is listed in a "Must Visit" calendar of all food processors in Thailand and this region as it's the only event dedicated for food ingredients in South East Asia. The response from visitors registered to visit the show is in a good track from both Thailand and the region.

Not many Indian companies have shown keen interest in the event, given the number of companies participating from India. Any particular reason?
This year there are 3 companies from India. One reason is probably Food Ingredients India to be held in Mumbai this year is just a week away from Food Ingredients Asia in Thailand and thus it is more cost effective for Indian companies to participate there. Nevertheless, if they are interested in exporting to S E Asian market, Food Ingredients Asia in Thailand is a better choice. Our plan is to do more promotion in India and gain more participation from Indian companies for next year.

Where was the previous venue for the event? Why is the current venue so selected?
Several years back Fi Asia was held in Singapore and then it was first moved to Bangkok in 2002. Reason was Thai food processors contributed to the large number of visitors. Fi Asia was back to Thailand again in 2004, 2006 and continued to be in Thailand in 2007, due to the satisfactory number and quality of visitors to the event. Bangkok is also easily reached by travellers from other ASEAN countries and thus Food Ingredients Asia has since enjoyed visitors also from Vietnam, Malaysia, Indonesia, Philippines, etc. The venue, Queen Sirikit National Convention Center, is located in the heart of the city of Bangkok and can be easily accessed by underground train, sky train and other public transportations.

How was the experience last time? Any particular improvement implemented based on last event's experience?
Though last year's event enjoyed reasonably a good number of visitors outside Thailand, we were determined to improve the number of buyers from other ASEAN countries and thus more promotion was done to make this true. There were increased communication about the event update to the buyers through printed newsletter and regular e-Newsletter, for instance.

What according to you would be the highlight of the event?
One will be the two-day conference on September 25 & 26, where the theme focuses on healthier choices as global trend of food ingredients. International experts in food industry will gather to share and update the situation and trend of food ingredients. Second is the exhibits at the show that will feature latest and new innovative product or technology from Asia and all over the world and provide an opportunity for sellers, industry leaders and innovators to meet and learn about new trends and development within the ASEAN food industry.

How many countries have registered for the event?
Exhibitors are from 27 countries internationally. Visitors registered to visit the show are uptil now from 79 countries.

Fi India will be following soon. What according to you will be the point of differentiation between the two exhibitions?
Similar to Fi China that targets huge Chinese market, Fi India focuses on market in Inda and South Asia, whereas, Fi Asia in Thailand covers the market of South East Asia especially ASEAN countries.

What is Shell Scheme about?
Shell Scheme is the common term of exhibition's standard booth which includes 3-side wall partition, facia name and standard items of furniture and electricity.

How have Indian companies benefited from such exhibitions in the past. Can you recollect any major development happening in any Indian company/or a deal cracked by an Indian company in any of the food ingredient exhibition in the past?
There were a few Indian companies participating in the past and they benefited by the new market for themselves like Thailand, Malaysia, Indonesia or other ASEAN countries. Indian food ingredients producers looking for exporting to this region should find this event a must attend.

From the 4 pavilions viz The Natural Ingredients Pavilion; the Food Ingredients Processing, Safety and Services Pavilion; the Health Ingredients Pavilion; the Country Pavilion, which theme would see exhibitors' maximum interest?
They are all interesting themes. The 4 national pavilions feature the group of exhibits from the four nations, natural and health ingredients are in the trend of global food demand, whereas, food ingredients processing, safety and services are other essence in food processing.

Functional food, nutraceuticals and dietary supplements are fast gaining momentum. Would Fi Asia devote separate segments for such themes?
These are all covered in the exhibits of Fi Asia 2008 and thus no separate segment is yet planned for.

What is the current market trend for Ingredients?
Health Trend is the short answer, please refer to following message from Thailand National Food Institute (NFI) and Food Science and Technology Association of Thailand (FoSTAT);"Health food trend in Thailand and ingredients important to health food.

Health food is coming very strong. The government is introducing a series of legal measures to ensure the health and well-being of the people. The food industry itself is also striving to satisfy the demand of the consumers. Health food can be realised only through safe and quality production. The elements which go into it must also be of high safety and quality in the first place. That is the only way to accommodate the demand of consumers and comply with relevant international regulations.

The global health food trend combined with the previous government's policy to position Thailand as the world's Kitchen has fuelled the growth of the Thai condiment industry. What started out as family operations has evolved into well organised businesses which offer a variety of products to satisfy the different needs of today's consumers. This growth has also been boosted by the current move towards convenience and time-saving choices, so much so that it is attracting more interest from investors than ever. The Thai condiment industry is not restricted to the domestic market. It is going global and that is consistent with the increasing number of Thai restaurants around the world."

What do you think would be the drive home message for the visitors?
To be competitive in global food industry, food processors must keep themselves updated with latest and new trends and development of food industry. Fi Asia 2008 scheduled for 24-26 September in Bangkok is a unique event that brings all these together and thus an event food processors cannot afford to miss.