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ONE of the most compelling reasons to attend the biannual HOFEX in Hong Kong is to see the diverse range of food and beverage products from all over the world. Whilst there are a number of trade events that address the requirements for novel foods and beverages for the hospitality and retailing sectors, they can be quite insular or too expensive to attend. Travel to Hong Kong from any point in Asia has become quite economical, on the other hand, and that may account for the unprecedented number of overseas visitors (11,351 of them) who came to source and network at the to the May 7-10 event.
A great number of the food and beverage brands are new to Asia – some of them even niche products–but have the potential to enjoy wide acceptance in a number of markets in the region by virtue of taste, health and nutritional benefits, and country of origin. Yes, country of origin. Whilst HOFEX had about 40 national pavilions and more than 1,900 international suppliers and distributors of food, beverages, foodservice equipment, hospitality design and technology, one of the go-to sections was the display of Victoria, Australia producers and suppliers – many of them leaders in their field – who were able to connect with buyers from China and other countries in Asia-Pacific.
Australia’s food bowl
Victoria, Australia’s ‘food bowl’ is recognised worldwide as a secure, reliable and competitive producer of safe, fresh and diverse food and beverages. Unbeknownst to many Asian consumers, they’ve encountered Victorian food products in supermarkets, in restaurants and speciality food shops. Whilst occupying only three per cent of Australia’s land mass, Victoria is an export powerhouse that accounts for:
? Dairy products account for 12% of the total globally-traded dairy products and 87% of Australian dairy export value, which includes powdered milk, cream cheese and butter;
? Meat is the second largest export, accounting for 3% of global beef trade and 11% of sheep trade.
? The wine industry 30% of the value of Australian wines from 820 wineries in 21 distinct wine regions; Victorian wine is recognised globally for a number of its award-winning varietals including riesling, chardonnay, pinot noir, shiraz cabernet, merlot and sparkling wines.
With several distinct climatic regions, Victoria supports a top quality range of major horticulture products, including fruit (citrus and stone), vegetables, nuts and olive oil, providing ready-to-eat produce year round. Grains, including wheat, barley and pulses, are grown and produced in the extensive farmland areas of north-west Victoria.
Over 30 companies from Victoria were represented at HOFEX 2013, manifesting the great range of products from the food bowl of Australia (see box).
Meeting consumer expectations
Patrick Stringer, Commissioner for Victoria to Greater China, said Asian consumers assume that when a product comes from Victoria, or in Australia in general, that it meets a high level of standard of quality and freshness.
“We have a number of advantages in Asia, including a great brand image, because of our longevity,” said Mr Stringer. “We’ve been working in Asia for decades and more and more Asians are willing to try new, non-traditional foods.”
Summing up Victorian food products in one word, Mr Stringer said that that could only be “wholesome”.
“Whatever it is, whether it’s a great dairy, a great meat or a great processed food, the promise we make at the beginning is that it’s good, it’s wholesome and good for you,” he said. “That’s the brand promise.”
