DTI surpasses German food fair sales


The Department of Trade and Industry (DTI) said it surpassed its target sales of $35 million during the Anuga FoodTec 2103 that was held in Cologne in Germany from October 5 to 9, raking in a total of $58.2 million.

“We have surpassed our target sales of $35 million for this year. Also, this year’s total sales is 66 percent higher than what we recorded during our participation in the previous Anuga,” said DTI Undersecretary Ponciano Manalo Jr.

In 2011, total sales from the country’s participation in the annual fair, which is considered by many as “the world’s biggest food and beverage technology fair,” totaled $35.1 million.

“A bulk of this year’s sales was generated by exhibitors under the recently launched Design for Exports Program for the Food Sector [DEFood] that features seven of the country’s top products,” he said.

The Philippine business delegation was composed of 18 regular exhibitors and 26 institutional exhibitors under DEFood.

According to the DTI, the seven products that the country is known very much for are coconuts, pineapples, mangoes, bananas, coffee, cacao and tuna.

Manalo said that local products like these “have distinct characteristics influenced by our geographical location such as climate, soil and humidity,” which sets them apart from similar products by other countries.

“In penetrating the European market, we are concentrating on bulk orders from the manufacturing sector by supplying semi-processed materials for their finished products. We also supply products for established brands. Through this we have developed a niche in this market by promoting our premium products like bananas and mangoes, which are known for certain qualities influenced by the Philippines’ geographical location,” Manalo said.

The other popular Philippine products were rice sticks and noodles, vinegar, condiments
and sautéed shrimp paste, which garnered a total of $10.7 million in sales.

“While we also want to position our products in retail marketing in Europe, this niche is very competitive and entails more branding effort and costs for our enterprises,” Manalo said.

Jan Erick C. Tutaan


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