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AfricaMoney | August 22, 2017

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Enterprise Mauritius to showcase products at FOODEX 2014 in Japan

Enterprise Mauritius to showcase products at FOODEX 2014 in Japan

The four-day event will be held in Makuhari Messe, Japan, as from tomorrow and EM has been invited to participate in this event for the fourth time. (Image: Jetro)

Emerging economies in Asia are the new target markets for the island economy, and international food and beverage exhibition FOODEX is expected to provide trade promotion body Enterprise Mauritius (EM) with a high-visibility platform to showcase local products.

The four-day event will be held in Makuhari Messe, Japan, as from tomorrow and EM has been invited to participate in this event for the fourth time.

More than 2,500 exhibitors from 67 countries and over 76,000 visitors from 74 countries including Korea, China, and Taiwan are expected at FOODEX where five local companies will participate. This event is a hub for the Japanese and Asian market.

Japan is the third largest economy in the world and the participation of Mauritius will serve as a golden opportunity to increase exports of new products to the country. It will also allow the island to gain greater visibility as a reliable sourcing destination in the Japanese and Asian markets as Japanese consumers are early adopters of new products.

Moreover Japan is seen as an important market and remains a niche market for Mauritius because Japanese have high levels of disposable income compared to other countries as well as the size of the food and beverages market in the country is estimated to be around USD 400 billion with a population size of approximately 130 million.

For last year’s edition, local companies such as Rhumerie De Chamarel, Green Bee, Oxenham, Blue Liquors and Pejibaye participated, and this year there will be two rum companies at the FOODEX exhibition.

And, going by the numbers, Mauritius rum is highly appreciated. Since Enterprise Mauritius participated in FOODEX 2010 there has been an increase of 215% in the orders from 2010 to 2012.

Participating in FOODEX has enabled Mauritius to start exporting to new markets such as South Korea and Taiwan and research shows that Mauritian products have enormous potential in the far-east.

Since 2006, Japan has been importing tea from Mauritius and this shows that there is a growing demand for Mauritian tea in Japan.

To cash in on the health trend, a local herbal tea company will also be participating in FOODEX with the aim of increasing Mauritian exports of tea to Japan.

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