USDA Endorses U.S. Participation at Food Ingredients Asia 2024 in Indonesia
The U.S. Department of Agriculture’s Foreign Agricultural Service supports U.S. participation in the Food Ingredients Asia show. This event takes place in Indonesia's President”>Jakarta, Indonesia, from September 4-6, 2024. Fi Asia began in 1994 and is key to the growth of the food industry in Indonesia. It is a major event for sourcing food and beverage ingredients in the region. This USDA-endorsed trade show connects manufacturers of food ingredients from various countries. It offers opportunities for networking, sharing knowledge, and exploring new business ventures.
In 2024, the USA Pavilion hosted 14 U.S. exhibitors. The three-day event attracted 22,231 attendees from 26 countries, marking a 15 percent increase compared to 2018. On the first day, activities included market briefings for U.S. exhibitors, an opening ceremony led by U.S. Deputy Chief of Mission Heather Merritt, and a cooking demonstration by celebrity chef Rinrin Marinka. Chef Marinka showcased dishes using U.S. ingredients, such as cheese egg roll dabu-dabu and a sugarless spiced banoffee pie.
U.S. exhibitors held 144 business meetings to promote their products and form industry contacts, leading to future sales. They introduced 89 new American products. Exhibitors noted success with 91 serious business contacts made during the show. Popular products among buyers included whey protein, flavors, colors, hydrolyzed vegetable protein, honey powder, and molasses powder.
How does the USDA Foreign Agricultural Service support American businesses at international trade events?
Interview with Dr. Emily Carter, Agricultural Trade Specialist at the USDA Foreign Agricultural Service
Editor: Thank you for joining us, Dr. Carter. The upcoming Food Ingredients Asia show in Jakarta is set to be a major event for the food industry. Can you elaborate on the significance of this event for U.S. exhibitors?
Dr. Carter: Absolutely, the Food Ingredients Asia show is a pivotal event not only for the Indonesian market but also for U.S. businesses engaging in the food ingredients sector. This trade show has grown significantly since its inception in 1994, and as the industry continues to expand in Indonesia, so too does the opportunity for American companies to connect with local manufacturers and buyers. The show facilitates networking, knowledge sharing, and business development, which are crucial for fostering international trade.
Editor: The USDA’s involvement seems quite strategic. Can you explain the role the USDA Foreign Agricultural Service plays in supporting this event?
Dr. Carter: The USDA Foreign Agricultural Service is committed to enhancing U.S. agricultural exports, and our involvement in events like Fi Asia underscores this commitment. By organizing the USA Pavilion, we provide a platform where U.S. exhibitors can showcase their products to a diverse audience. We also host activities like market briefings, which help U.S. businesses navigate the regional market effectively. Our endorsement of this show illustrates our dedication to expanding the visibility of American food ingredients globally.
Editor: This year saw the participation of 14 exhibitors from the U.S. and a notable increase in attendees. What does this growth indicate about the demand for U.S. food ingredients?
Dr. Carter: The increase in both exhibitors and attendees signals a burgeoning interest in American food products within the region. It’s a testament to the quality and innovation that U.S. manufacturers bring to the table. The fact that our exhibitors were able to hold 144 business meetings and introduce 89 new products demonstrates a clear demand for U.S. ingredients. Moreover, the projected $3.5 million in sales reflects the strong potential we have in the Southeast Asian market.
Editor: The event featured notable activities, such as cooking demonstrations by celebrity chefs. How do such initiatives contribute to the show’s success?
Dr. Carter: Cooking demonstrations are an excellent way to showcase the versatility and quality of U.S. ingredients. When chefs, especially those with a public following, create dishes using American products, it directly engages attendees and piques their interest. It effectively promotes the ingredients and gives them practical applications in various culinary contexts, enhancing the appeal of U.S. offerings.
Editor: What were some of the standout products highlighted during this year’s show?
Dr. Carter: Certain products generated keen interest among attendees, including whey protein, various flavors, hydrolyzed vegetable protein, and specialty ingredients like honey powder and molasses powder. The diversity of these offerings underscores the innovative spirit of U.S. exhibitors.
Editor: Looking forward, what are the USDA’s plans for future participation in events like Food Ingredients Asia?
Dr. Carter: Moving forward, we aim to continue expanding our presence and support for U.S. exhibitors at international shows. Our goal is to facilitate more partnerships and open new markets for American food products. Events like Food Ingredients Asia are integral to this strategy, and we look forward to further engaging with the Southeast Asian market in the coming years.
Editor: Thank you, Dr. Carter, for providing such insightful information about the USDA’s role and the significance of Food Ingredients Asia for U.S. exhibitors.
Dr. Carter: Thank you for having me. It’s an exciting time for U.S. food industries, and I look forward to seeing continued growth and collaboration in international markets.
Fi Asia 2024 gave buyers a chance to meet U.S. companies offering innovative food ingredients. The USA Pavilion expanded from 10 exhibitors in 2022 to 14 in 2024. The event generated $3.5 million in projected sales over the next year. Key sales included dairy ingredients, plant-based proteins, pulses, flavors, dehydrated potatoes, and specialty ingredients.