The Food Show in Auckland, New Zealand, held from 25 to 28 July 2024, marked a significant milestone for Malaysia’s food industry with its inaugural participation. Renowned for showcasing diverse and high-quality food products, this prestigious event provided an ideal platform for Malaysian businesses to make their mark on the international stage. The Malaysian pavilion, themed “Taste of Malaysia,” was officially inaugurated by Her Excellency Mazita Marzuki, the Malaysian High Commissioner to New Zealand, and quickly garnered attention for its vibrant representation of Malaysia’s rich culinary heritage.
The pavilion featured an impressive array of products, including fish crackers, pineapple coffee, freeze-dried fruits, roti canai, and more. These offerings highlighted Malaysia’s commitment to delivering unique flavors and high-quality agri-food products. A notable highlight was the cooking demonstration by celebrity chef Poh Ling Yeow, from Masterchef Australia. Poh, who is Malaysian, captivated the audience with her preparation of kuih ketayap, a traditional Malaysian dessert. Her demonstration not only showcased Malaysian culinary excellence but also drew enthusiastic responses from both local and international visitors.
The event proved to be a valuable opportunity for six Malaysian companies and a Malaysian product importer based in Auckland. They successfully introduced 64 new SKUs to the New Zealand market, emphasizing Malaysia’s diverse food offerings and innovative solutions. The interactive engagement with visitors, who sampled the products, facilitated meaningful connections between Malaysian producers and potential buyers, paving the way for future collaborations and market expansions.
Renowned for showcasing diverse and high-quality food products, this prestigious event provided an ideal platform for Malaysian businesses to make their mark on the international stage.
The pavilion’s success was further reflected in the substantial trade value achieved, with RM1.5 million secured and a potential trade value projected at RM59 million over the next three years. This outcome underscores the growing interest in Malaysian food products and highlights the significant potential for market expansion in New Zealand.
H.E. Mazita Marzuki emphasized the high demand for Malaysian food products in the New Zealand market, attributing this to their unique flavors that appeal to local palates. She noted the superior quality and health benefits of these products, stating, “Malaysian food products are not only delicious but also contain various natural ingredients that are good for health. Close cooperation between Malaysian producers and local importers in New Zealand can help expand market reach. This is the kind of gastronomic and trade synergy we aim to see, and Malaysia’s participation in this exhibition has achieved that goal.”
In addition to showcasing Malaysian food products, the pavilion promoted MAHA (Malaysia Agriculture, Horticulture, and Agrotourism Show), scheduled for 11 to 22 September 2024. This year, MAHA is launching the MAHA Go Global initiative, inviting international food and agrotechnology businesses to exhibit. The initiative aims to enhance global participation and highlight innovations from around the world. Additionally, the hosted buyer program will connect international buyers with Malaysian exhibitors, facilitating valuable business interactions and expanding market opportunities.
The Food Show was more than just an exhibition; it was a testament to Malaysia’s growing presence in the global food market. The event demonstrated how strategic participation in international trade shows can open new market opportunities and drive economic growth. Malaysia’s successful debut at The Food Show not only showcased the country’s food products but also strengthened trade relationships with New Zealand, setting the stage for future collaborations and continued global success.
For more information, please contact kalaivani@kpkm.gov.my.
