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Here’s What Happened at the Exciting Launch of the Food & Drinks Malaysia Fair By SIAL!


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The highly anticipated inaugural Food & Drinks Malaysia (FDM) by SIAL, the premier trade fair for the food and beverage industry, successfully kicked off at MITEC (Malaysia International Trade & Exhibition Centre) on 4th July. Deputy Minister of Agriculture and Food Security, YB Tuan Chan Foong Hin graced the official launch ceremony.

03 Speech By Yb Tuan Chan Foong Hin Deputy Minister Of Agriculture And Food Security
YB Tuan Chan Foong Hin, Deputy Minister of Agriculture and Food Security

05 Group Photo 2
L-R: Elaine Chia, Asia Pacific CEO of Comexposium; YB Tuan Chan Foong Hin, Deputy Minister of Agriculture and Food Security; Nicolas Trentesaux, CEO of SIAL Network

The three-day trade fair featured a diverse range of 450 local and international brands from 22 countries, with the intention to explore opportunities in the food and beverage sectors, seafood and fishery, food technology with a special feature in alternative proteins and spice and condiments, and halal foods. FDM by SIAL also provides a platform for visitors to engage with the latest food innovations and trends, and gain insights into the halal value chain and related segments.

01 Speech By Elaine Chia Asia Pacific Ceo Of Comexposium
Elaine Chia, Asia Pacific CEO of Comexposium

Elaine Chia, Asia Pacific Chief Executive Officer of Comexposium, expressed pride in introducing SIAL Network’s debut in Malaysia, contributing to the vibrant food trade exhibition scene in the country and regionally.

“With Malaysia’s strong economic standing and renowned for its diverse and multicultural culinary culture, our first edition of Food & Drinks Malaysia (FDM) welcomes 450 local and international brands and 10,000 trade visitors from 22 countries over three days, showcasing the industry’s best and fostering valuable business connections,” she said.

Salon International de l’alimentation Network, or commonly known by its French acronym SIAL (pronounced as sai-uhl) Network, is a key brand under Comexposium. With its headquarters based in France, Comexposium is one of the leading event organisers worldwide and operates in 30 countries, owns 67 exhibition brands, and annually hosts more than 3.5 million visitors and 48,000 exhibitors.

SIAL Network is a globally recognised trade fair specialising in food-related trends and innovation. Established in France in 1964, the SIAL Network has carved a name for itself as ‘The Global Food Marketplace’ – serving as a platform for connecting and facilitating business within the international food community.

02 Speech By Nicolas Trentesaux Ceo Of Sial Network
Nicolas Trentesaux, Chief Executive Officer of SIAL Network

Nicolas Trentesaux, Chief Executive Officer of SIAL Network, highlighted SIAL Network’s role as an international network and business hub for F&B trade players, offering valuable industry insights, and fostering significant and meaningful connections within its communities.

“Through our network of trade shows, we have built a strong understanding of the global food market dynamics and market intelligence. We are extremely well-versed in spotting trends and discussing topics that shape the food industry. For Food & Drinks Malaysia, we have partnered with Kantar Malaysia to further scrutinise food industry trends in Malaysia and Southeast Asia region through the 2022 Food 360 data.”

06 Exhibition Tour Impact Circle
YB Tuan Chan Foong Hin visited The Future Food & Agriculture Pavilion by Impact Circle which showcased local & foreign startups conducting food technology demonstrations and pitching to potential investors.

07 Exhibition Tour International Lounge

08 Exhibition Tour Ministry Of Agriculture And Food Security

During the launch, Trentesaux shared topline insights extracted from the KANTAR SEA Insights FOOD 360 2022 whitepaper report. The study was conducted across 11 countries with a focus on Southeast Asia, China, and India, providing valuable analytics predominantly from Malaysia and Indonesia, shedding light on notable food trends.

The report revealed interesting insights:

  • An increase from 69% to 71% in the perception of consumers towards food products as a form of modest luxury or a means of pleasure
  • A significant increase from 83% to 92% in demand for organic food in Malaysia and Indonesia, as compared to the rest of the world since 2020
  • The willingness of consumers in Malaysia and Indonesia to pay more for healthier food options
  • The desire for food actors to reduce plastic usage and environmental pollution.

The Fair also featured various notable activities, including:

  • A two-day Food Conference themed ‘The Next Frontier’, where industry delegates and stakeholders gathered to discuss disruptive protein technology being a new source of sustainable food solutions
  • The Future Food & Agriculture Pavilion by Impact Circle which showcased local and foreign startups conducting food technology demonstrations and pitching to potential investors
  • The Regional Halal Forum which brought together representatives from Australia, Indonesia, Japan, Thailand, and Malaysia to share insights on halal legislation, certification processes, and the halal transformation map of each country.

Visitors were also treated to cooking demonstrations of authentic Sarawak food by Madam Jasbir Kaur, who was the Runner-up in MasterChef Asia 2015.

09 Exhibition Tour Pkns

The inaugural FDM by SIAL 2023 was supported by the Malaysia Convention & Exhibition Bureau (MyCEB), with Sin Chew Daily and WORLD OF BUZZ as Official Media Partners, and AirAsia Ride as Official E-Hailing Partner.

The successful launch of FDM by SIAL 2023 sets the stage for the second edition planned for 2024. F&B innovators, manufacturers, traders, and industry players interested in participation or potential collaborations can contact Comexposium at marketing@fooddrinksmalaysia.com.


Also read: Own an F&B Business? You MUST Visit This World-Renowned Event Happening in KL For 3 Days Only!

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