New-to-market Aussie food offerings shine in Singapore

Austrade continues to proudly fly Australia’s premium food flag in Singapore, including at a booming Southeast Asia trade event in June.

Specialty and Fine Food Asia (SFFA) 2022 attracted thousands of buyers in Singapore.

Austrade led Australia’s presence at the event. We showcased products from 21 new-to-market exporters including two Indigenous companies.

A diverse range of products

The unique Australian food and beverage offerings included handcrafted spirits, premium honey, chocolate and smoked seafood.

For adventurous types, packaged food options featured cricket corn chips. Furry friends could enjoy sustainable dog treats pitched at reducing the environmental paw print.

SFFA is now into its fourth year. As a sister event to London’s Speciality & Fine Food Fair, the Asian leg is rapidly growing. It is building a positive reputation as a prominent business platform in the food and beverage industry.

Australia’s presence is off the back of the month-long MakanOzStyle promotion in Singapore. The popular event saw foodies enjoying specially curated all-Australian menus at seven restaurants.

The Agribusiness Expansion Initiative was key to Austrade’s presence at SFFA. The initiative helps Australian agribusinesses expand and diversify their export markets.

Austrade highlights ‘Aussie’ in key market

Singapore is Australia's largest trade and investment partner in the Southeast Asia region and its sixth largest overall.

Austrade Singapore Trade and Investment Commissioner Amelia Walsh says Austrade led the Australian charge at SFFA.

‘Singaporeans love Australia’s quality food and beverage products,’ she says. ‘Our shared love to makan – or ‘eat’ in Malay – is an even greater reason for us to forge strong ties with customers.

‘SFFA was a natural opportunity for us to continue building on the enormous potential in the region to grow our food and agribusiness trade and investment relationship.

‘This was our first major chance to showcase Australian companies in person since the start of the pandemic. Our presence was a flurry of activity with 150 buyers keen on sourcing from Australia visiting us.’

Showcasing the best of seven states

The product range at SFFA captured much of Australia, with seven states and territories represented.

‘Australia is home to an abundance of world-class food and beverage producers. It is known for innovative products and ethical supply chains,’ says Walsh.

‘Showcasing new-to-market companies was key at this event. We were incredibly pleased to be on the ground supporting 21 Australian agribusinesses with a broad range of premium offerings. These companies are on the pathway to this important market, including several Indigenous-owned companies.’

Next up, Austrade will support more than 150 Australian companies to showcase their products at Food and Hotel Asia 2022. The event is from 5–8 September in Singapore.

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