The Center for International Trade Expositions and Missions (CITEM), together with the International Trade Center (ITC) through the Export Marketing Bureau (EMB), and a delegation of food and non-food exhibitors from the country opened the Philippine Pavilion on October 19, 2024 at SIAL Paris 2024.
Joining the 60th anniversary of SIAL Paris that has the theme of “Own the Change,” Philippine exhibitors under the FOODPhilippines banner, as well as exporters of Philippine coconut, coconut products, and materials, demonstrated the country's ability to meet the demands facing the global food market, such as sustainable practices, inclusive food options, and export-quality sourcing.
One of the corners of the Philippine Pavilion at the SIAL Paris 2024
As the export promotion arm of the Philippine Department of Trade and Industry, CITEM endeavors to create more growth opportunities to strengthen the country's export-driven industries. Representing CITEM, FOODPhilippines Project Director Rowena Mendoza welcomed guests to the Philippine Pavilion, which houses FOODPhilippines and the Coconut Pavilion.
Members of the diplomatic corps, domestic and foreign agencies were in attendance for the official opening of the setting. They include Philippine Ambassador to France, Her Excellency Junever Mahilum-West; Philippine Trade and Investment Center in Paris Commercial Counsellor Rosa Katrina Banzon; Vice Consul Jackielou Gan; Madame Joyce Tamayo, wife of Deputy Chief of Mission Eric Tamayo; SIAL Sales Director for the Asia Pacific Henri Tan; Department of Agriculture for Agribusiness, Marketing, and Consumer Affairs Assistant Secretary Genevieve Velicaria-Guevarra; and Philippine Coconut Authority Administrator Dexter Buted, among others.
SIAL Paris 2024 participating exhibitors and CITEM FOODPhilippines Project Director Rowena Mendoza (front, 7th from left) together with agency partners and guests, namely (front, 8th from left to right): Administrator Dexter Buted of the Philippine Coconut Authority; Her Excellency, Ambassador Junever Mahilum-West of the Philippine Embassy in France; Commercial Counsellor Rosa Katrina Banzon of the Philippine Trade and Investment Center in Paris; Chief Trade Industry Development Specialist Rafaelita Castro of the Export Marketing Bureau; and Regional Director Dindo Nabol of DTI Region V
The five-day fair saw large interest in the country’s natural food selection, such as products made of banana, calamansi, coconut, and ube, among others. Though other countries remain in strong competition with similar offerings and pricing, those from Philippine exhibitors have been found to be more palatable due to their authentic, natural flavor retention.
Many of the local food ingredients are being integrated into western staples to create unique pairings or healthier options in both food and drinks, while others are making their way into industrial applications. For instance, the Philippine Pili nut that has been strongly represented by the collective from the Bicol Region is making a significant impression in the global market due to its versatility. Aside from its climate resilience, the Philippine Pili nut has 74 varieties to offer, is a convenient snack alternative, and economical for its easy storage and long shelf life. Moreover, health benefits in the form of calcium, potassium, and other minerals make the pili nut ideal for bone health, as well as other organic properties rendering its oil suited for wellness products.
Ambassador Junever Mahilum-West and company paying a visit to exhibitors offering Pili products from the Bicol Region
The Philippines is one of four countries involved in a project by the World Intellectual Property Organization (WIPO) for adding value through trademarking. Bicol now holds a collective mark for its Pili tree products from makers, processors, and traders under the Orgullo Kan Bicol (OKB) association. The granting of the WIPO mark will further establish product marketing capabilities for Pili in various markets.
All these viabilities are contributing to the overall market reach of participating exhibitors as well as strengthening the country’s role in the global supply chain. These insights were shared during the Outbound Business Mission (OBM) of CITEM after the SIAL Paris event. The OBM, from October 24-25, was brought to The Hague in the Netherlands and Brussels in Belgium, where companies were able to present their products and engage with industry experts and market players during a series of business roundtable talks.
The OBM roundtable session at the Philippine Embassy in The Hague, Netherlands on October 24, 2024 with Regional Director Dindo Nabol of DTI Region V (top photo, 3rd from right) discussing the current export reach of the Philippine Pili nut and its export potential across Europe; Meanwhile, His Excellency, Ambassador Jaime Victor Ledda of the Philippine Embassy in Brussels, Belgium (bottom photo, left) leading the welcome for market experts and other participants on October 25, 2024
The timely discussions highlight CITEM’s continuous export activities, as FOODPhilippines is the banner program that promotes the country as a source of quality food products and ingredients in physical and/or digital trade shows and business-to-business platforms in priority markets around the world.
The agency looks forward to building better networks and better infrastructure for traceability standards, which are essential to the development of Philippine exporters to adapt to international regulations, consumer preferences, and business demands.
CITEM’s annual signature event for the food and beverage sector, IFEX Philippines, will hold its 18th edition next year, May 22-24, 2025 at the World Trade Center Metro Manila, Philippines.
Visit ifexconnect.com for updates and to know more about the country's export-quality food and ingredients, specialty products, and services from hundreds of IFEX Philippines exhibitors 24/7.
