Healthy and functional eating will take front and center as FOODPhilippines, the country’s collective food promotions program, gears up for the world’s biggest and only import-themed trade show this year on November 5-10. Organized by the Center for International Trade Expositions and Missions (CITEM), the Philippine participation will put a spotlight on a trade delegation of 16 food exhibitors at the 7th China International Import Expo (CIIE).
The Philippine Pavilion, located at Hall 1.1, Booth No. 1.1 C4-03, will showcase an array of food products focused on health and wellness, prominently featuring Puyat, the country’s best-tasting durian variety.
“As one of the Philippines’ major export destinations for fresh fruits, it is quite fitting that we maximize the strong demand for durian in the China market. This strong push for the Philippines' homegrown fruit aims to build on the successful export of Puyat, which began in April 2023,” CITEM Executive Director Leah Pulido Ocampo said.
Puyat is a seedling fusion of varieties from the Philippines and Thailand. Grown around the foothills of Mount Apo, the tallest mountain south of the Philippines, Puyat owes its creamy texture and custard-like flavor to the nutrient-rich volcanic soil and unique climate of the region. The tropical fruit boasts a pear shape, browner husk, and flesh with a striking yellow-gold hue.
Representatives from Durian Industry Association of Davao City (DIADC) prepared Puyat, the country’s best-tasting durian, for sampling at the Philippine Pavilion during CIIE 2023.
Maylong Enterprises Corporation representatives made necessary preparations before opening its booth to the public at the 6th edition of CIIE.
A CIIE trade buyer was about to taste Puyat offered by Maylong Enterprises Corporation.
In its 2023 edition, the import-oriented trade show saw a dedicated focus on durian which was met with enthusiasm by the China market. This warm reception was celebrated by small farmers in the Philippines after playing a pivotal role in the export of the first batch of durian to China in April last year.
“Consumers who tasted the Philippine durian, especially the golden Puyat, said that the taste is closer to Malaysia’s Musang King, the most expensive durian in China. Thus, having Philippine durian at a much lower price than Musang King is a double delight for durian buyers and consumers. It tastes great at an affordable price,” a representative from the Department of Agrarian Reform - Office of the Agrarian Counselor in Shanghai reported following the shipment of the first batch of durian in 2023.
Three CIIE 2023 food exhibitors, namely Eng Seng Food Products; Maylong Enterprises Corporation; and SQ Fresh Fruit Corporation, made history after pulling off the first delivery of fresh Philippine Puyat to China. Consequently, these returning exhibitors will grace the trade show floor, once more, bringing in the fine-tasting durian.
Apart from durian, FOODPhilippines will include in its wide offering coffee, banana and pineapple, three of the country’s staple agricultural exports to China. In 2023, China spent USD 216 million sourcing coffee, fresh and frozen durian, banana chips, and pineapple from the Philippines during the five-day exhibit.
Joining this dynamic roster of food exhibitors that will showcase fresh fruits this year are Avante Agri-Products Phils, Inc.; BJM-Plouteo Agricultural Export Trading; Fruta Asiatica Export and Agri-Trading; GERB Golden Hands Corporation; KUVI Integrated Farm; and Mei He W-Plus Food Processing Inc.
The Philippine Pavilion will also house a curated selection of healthy and nutritious food options. Cutting across all categories, the food showcase will include banana chips; fruit purees; concentrates and fruit preserves; biscuits; cakes and donuts; nuts and seeds; ice cream; canned products; corn snacks; and a variety of coconut flower sap drinks.
Recently, Lionheart Farms bagged the SIAL for Change 2024 “Favorite Recognition” award, a special conferment by the jury given during the five-day trade show in Paris. The international trade show for food recognized Lionheart Farms’ best practices after incorporating innovation and sustainability into its farming operations.
Along with Lionheart Farms, CITEM exhibitors that will mainstream nutritious food products are GSL Premium Food Export Corporation; Profood International Corporation; Republic Biscuit Corporation (REBISCO); San Miguel Foods, Inc.; TreeLife; and W. L. Foods.
“These Philippine companies joining CIIE this year have a strong domestic base. Having a strong foothold in the local market, I strongly believe that these companies are more than capable and ready to cater to the global market,” Ocampo claimed.
The Philippine participation in CIIE has been organized by CITEM along with other government agencies and partners in the private sector since 2018. This year, the country’s participation is made possible through CITEM’s partnership with the Department of Agriculture (DA), the Philippine Exporters Confederation, Inc. (PHILEXPORT), and the Philippine Trade and Investment Centers in China (Shanghai, Beijing, Hong Kong, and Guangzhou).
Trade buyers and visitors line up at the Philippine Pavilion to try a delectable selection of seafood products.
Seafood products offered at the Philippine Pavilion got a thumbs up from CIIE visitors.
Lionheart Farms Philippines Corporation’s staple beverage called “The Power of Slow” drew attention from several visitors in the 6th CIIE.
Love at first bite! It was a celebration of flavors for CIIE visitors who flocked to the Philippine Pavilion last year after enjoying a variety of Philippine-made food products.
A usual fixture in F&B trade shows, banana chips remain as one of the country’s leading export products in China.
Yielding nearly USD 150 million in total export sales, coffee seals the spot as Philippines’ top-selling product in the 6th edition of the biggest import-themed trade show.
Catch IFEX Philippines, the country’s international food, beverages, and ingredients trade show featuring Sustainability Solutions Exchange (SSX), on May 22-24, 2025 as it aims to continue the narrative of championing Filipino food. IFEX Philippines is organized by the Center for International Trade Expositions and Missions.
