According to the news, in NEW YORK, June 30 a contingent of nine Malaysian exhibitors, representing a cross section of Malaysia's food industry, made a strong pitch at the three-day New York Fancy Food Show (NYFFS) from June 27.
The Malaysian exhibitors were showcasing their products under the umbrella of the New York office of the Malaysian External Trade Corporation (Matrade).
The NYFFS is considered to be the most important event for the food trade and industry on the east coast of the United States and provides a sign post for the direction of supply and demand as well as trends for the coming season.
At a time when many are "cautiously optimistic" about the onset of the long-awaited economic recovery, the show serves as a good platform for foreign sellers interested to meet American buyers.
Noraini Ahmad, Managing Director of Noraini Cookies Worldwide Sdn Bhd of Shah Alam, was exhibiting a wide range of cookies which the company exports to a number of markets in the Middle East and Asia.
"We are trying to break into the US market and are making our debut in the show. We have had visitors from the Middle East, Canada, Panama, Jordan and, of course, New York's Chinatown, showing interest in our products.
"We will pursue these enquiries and hope to translate it into tangible business," explained Noraini in an interview with Bernama at the show.
"These buyers were looking for inexpensive products from Malaysia for reasons of diversity.
"Our company is halal certified and vouches for hygiene and cleanliness. Halal is a value-added attribute," Noraini added
Azura Ali, Director of Axis Innovation in Petaling Jaya, said her product, frozen ready-to-serve sea food, is already known to buyers on the east coast.
Her company had participated in the Boston Sea Food Show two months ago.
"We had a good response at the Boston Sea Food Show and are here to follow up on those contacts who will also be present at this show in New York," she said.
Axis Innovation, a fairly new company, also runs a restaurant chain business in Malaysia.
Safinah Yaakob, the Chief Executive Officer (CEO) of Malay Tea House of Kuala Lumpur, was at the NYFFS for the first time.
Her company produces "fine herbal green tea", as she put it, and caters to a niche segment, mainly those that service the health sector.
"Our tea, renowned for its pure quality, is appreciated by health-conscious consumers whose numbers are growing in many Western countries.
"We discerned at the National Food Show held in Arnheim, California, last August that many Westerners were impressed by the health benefits of green tea, provided it is of good quality.
"As our tea conforms to the best standards, we are confident it will be appreciated by American consumers," explained Safinah who exports to Japan, China and most of the ASEAN countries.
She said that her company had received good enquiries at the NYFFS, including from Vietnamese, Indonesian and Sri Lankan buyers.
Despite the economic slump in the United States, buyers are shopping around in preparation for the economic rebound, which many say is "just around the corner".
Safinah revealed that she had "almost concluded" a deal with a west coast buyer who had visited her booth.
"Given the medicinal properties of our products, we are targeting health groups, spas and hospital caterers, because these outlets can sell our products better than retail outlets," she added.
Malaysian exhibitors have returned to the NYFFS this year after missing out last year, when Matrade decided to hold a buyer-seller meet, in a New Jersey hotel.
"That was done with a view to target specific buyers of Malaysian food products," said Wan Latiff, the New York based Malaysian Trade Commissioner, in explaining the rationale for holding the meet in a hotel.
However, last year's buyer-seller meet was held in the shadow of the economic crisis.
But even the numbers at the NYFFS in 2009 was much lower because of the recession, Wan Latiff argued, saying that "quality and not the number of enquiries," mattered.
Wan Latiff's office launched the Malaysia Kitchen Programme three months ago, aimed at bringing American consumers closer to Malaysian cuisine.
The kitchen programme served as a prelude to Malaysia's participation in the NYFFS.
"It complemented our participation at this show," Wan Latiff said.
According to Wan Latiff, Malaysia's food exports to the US amounted to some US$600 million in 2009.
During the first four months of the current year, Malaysia's food exports to the US had posted a 39 per cent growth compared to the same period of the previous year.
Brought to you by BERNAMA, Malaysian National News Agency.
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