TFNet CEO, Yacob Ahmad was selected to participate in a study mission organized by The Asian Productivity Organisation (APO) on export promotion of processed food products to Germany from 8-12 October 2009. There were altogether 18 participants from Thailand, Philippines, Indonesia, Sri Lanka, Taiwan, Malaysia, Iran, Pakistan and Laos in the study mission.

The 5 day program included lectures on the potential markets for foods, fresh and processed into Germany and visits to the local wholesale market, supermarkets and to one of the biggest International Food and Beverage Trade Fair – Anuga 2009 at Cologne.

Papers presented during the first day of the program gave participants an idea of the German market for fruits, vegetables, beverages and processed products. The papers included:

a. ‘The key drivers of food products market in Germany: Demographic and income factors and consumer behavior’ presented by an officer from the German Trade and Invest, Berlin.
b. ‘Trends in production and trade (import-export) of agrifood products in Germany and the EU’ presented by a Professor from the University of Applied Sciences, Weihenstepan.
c. ‘Relevant rules and regulations on imports of food products n Germany and EU’ by a personnel from law firm Meyer / Meisteremst, Munich.

Participants were then brought to visit the wholesale market at Nuremberg. This was to observe the main exporters of fresh fruits and vegetables into Germany. It was quite obvious that most of the tropical fruits including mangoes, papayas and pineapples were imported from Latin American countries like Brazil, Costa Rica and Ecuador. There were not many imports from Asia except for dragon fruit from Vietnam and starfruit from Malaysia. A big portion of the vegetable imports come from Turkey. The wholesale market also sources supplies from the main Rotterdam which is the main EU entry and distribution point.

In a visit to a high end supermarket, most of the tropical fruits on display and for sale were those imported from Latin American countries. Participants for this study mission were then brought to visit the Anuga Food and Trade Fair in Cologne.

Anuga Food and Beverage Trade Fair 2009

Anuga, one of the World’s leading Food and Beverage Industry Trade Fair is held every 2 years in Cologne, Germany. Anuga 2009 was held on 10 – 14 October 2009. This fair represents an ‘all under one roof’ exhibition site for products which ranged from fine food, beverages, chilled food, meats, frozen food, diary, bread & bakery, organic foods and halal food.

Factors which makes Anuga the most important food and beverage trade fair are:

a. Anuga has the appeal as all of Germany’s key decision makers visit this fair, hence it would be an advantage for exporters who are looking at the German market
b. The fair has an international flair, where exhibitors an visitors from almost every country in the World meet here to conduct business and establish networking contacts.
c. Anuga represents itself as a fair which showcases the latest trends in new products, concepts and innovations.
d. The fair and supporting programmes are a source of information on new products, consumer trends and the needs of the global food and beverages industry.

Generally, the purpose of the Anuga fair is for exhibitors and trade delegates to learn more about the market, assess opportunities and to identify consumer needs and possible avenues for market entry into Germany.

Anuga facts and figures as reported by the organizers ‘Koelnmesse GmbH’:

Anuga 2009 was attended by 6,522 companies from 97 countries, occupying a gross exhibition space of 287,000 m². The total number of exhibitors included 888 exhibitors and 130 additionally represented companies from Germany and 5,307 exhibitors and 197 additionally represented companies from abroad. A total of 84 per cent of the exhibitors came from abroad. About 153,500 trade visitors from 180 countries attended Anuga 2009, including more than 61 per cent from abroad.

 

Participants of the APO study mission on export promotion of agrifood products to Germany (8 – 12 October 2009)

Exhibitors from India at Anuga

Thai presence at Anuga

Papaya and mango imports from Brazil and Spain respectively at the Nuremberg wholesale market

Pineapples from Costa Rica at the Nuremberg wholesale market

Section of the Nuremberg fresh wholesale market