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Taste of Australia to tantalise South East Asia

Austrade media release

13 April 2010

A record number of Australian food and wine producers will attend Asia’s biggest food industry event – Food and Hotel Asia 2010 in Singapore this month (April 20-23) in a bid to grab a larger slice of the multi-billion market.
Over 140 Australian exhibitors, the largest contingent to attend the event, will showcase the finest of Australian flavours and produce to top Asian buyers and importers at the Austrade-organised National Pavilion.
Austrade’s Regional Director for ASEAN, South Asia and the Pacific, David Twine said Food and Hotel Asia was an important part of Austrade’s strategy to boost Australia’s food and beverage exports to South East Asia.
“The South East Asian markets are some of Australia’s closest and most significant export markets. In 2007-08, Australian food exports to the ASEAN member countries was worth over $4.3 billion¬, nearly five times that of (exports to) China at $928 million,” Mr Twine said.
“The region’s growing middle class with their increasing affluence and cosmopolitan tastes has created diverse and expanding opportunities for Australian businesses.
“The ASEAN-Australia-New Zealand Free Trade Agreement (AANZFTA) has further enhanced opportunities through tariff reductions for some categories of food products,” he said.
FHA showcases the latest trends in food retail and hospitality to decision makers from around the world. The event attracts exhibitors from as far as Spain and Italy.
Austrade’s Manila-based Team Leader for Food & Beverages to ASEAN, Ross Bray said Australian speciality foods were increasingly sought after across ASEAN.
“Singapore is where the rest of ASEAN looks for the latest trends in food consumption. Australian chocolates, cheeses, meat, seafood and more recently, organic and gluten-free products have built on the remarkable success of our wines into Singapore, and other ASEAN countries are now catching on.
“Australian food products have now found their way into major up-market food halls in Kuala Lumpur, Jakarta and Bangkok.
“Last year, Australian-inspired restaurants, Double Bay and Barossa, were established in Singapore, and have been quite successful, so watch this space.
"More customers from ASEAN are enquiring about Australian supply capabilities simply because Australia is enjoying a raised profile due to the ASEAN-Australia-New Zealand Free Trade Agreement. It’s up to Australia to convert this interest into new business,” he said
To further enhance prospects for Australian exhibitors, Austrade will bring buyers from other high-growth Asian markets including China and India to FHA.
“There is an increasing interest in Australian grocery lines and processed food, with consumers in South Asia looking for quality, variety, convenience and new taste experiences.
“With organised retail and hospitality growing in India, Bangladesh, Pakistan and Sri Lanka, over the last couple of years we have seen a number of well-known Australian brands establish a foothold in the region,” Mr Bray said.
FHA 2010 is for trade only. In 2008, the show attracted over 50,000 visitors including 2,626 exhibitors from 70 countries and 50 buyer delegations from 33 countries.   
Australian exporters showcasing their wares at FHA 2010 include: wine exporter Inland Trading (ACT), gluten free Rowie’s Cakes (NSW), organic meat supplier Australian Organic Meat (NSW), food presentation product Rice Cube (QLD), sustainable seafood producer Cleanseas (SA), Tasmanian Gourmet Sauce Company (TAS), fine food retailer Jones the Grocer (VIC), truffle supplier Manjimup Truffles (WA), as well as a number of food and wine producers and distributors from around the country.
Ross Bray (Austrade) and exhibitors available for interviews.


Media contact

Purnima Ganapathy, Senior Media Adviser, Ph: (02) 9390 2319; M: 0419 127 577

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