CITEM, Region VIII team up to drive SME growth for the international food trade show

The Center for International Trade Exhibitions and Missions (CITEM) is hitting the road to ensure the upcoming IFEX Philippines 2026, featuring the Sustainability Solutions Exchange (SSX) Exhibition and Conference, reflects the diversity of the Philippine archipelago.

In a strategic push to further democratize export opportunities for the upcoming international food trade show, CITEM officials are holding a series of consultative meetings with local government units (LGUs) and regional trade offices to scout and onboard more micro, small, and medium enterprises (MSMEs) from the provinces, ensuring that local flavors find their way to the global table.

Eastern Visayas: Potential export powerhouse

The most recent stop on this nationwide tour was Region VIII (Eastern Visayas). From February 11 to 13, IFEX Philippines Project Director Rowena Mendoza and Exhibitor Campaign Lead Zharita Bagayas met with regional leaders to pitch game-changing opportunities for local producers. 

Region VIII is uniquely positioned for the international market, known for its high-quality exports such as coconut-based products, root crops, premium seafood and processed marine goods, and artisanal delicacies. The region is also famous for its snacks like binagol and moron that have potential for gourmet export. 

“Eastern Visayan SMEs showed great promise during last year’s IFEX Philippines. This year, we wish to inspire more of their food businesses to join and use our platform to their benefit,” Mendoza said. “With us, they can build on momentum from last year and really show the country and the world what their region brings to the table.”

In addition to the food trade show, CITEM highlighted SSX 2026, the co-located trade platform designed to help SMEs adopt eco-friendly business practices—a major consideration for those eyeing the European and North American markets.

Strengthening LGU partnerships

The roadshow kicked off in the province of Leyte, where DTI-Region VIII Regional Director Celerina Bato expressed satisfaction with Region VIII’s fruitful participation in the Market Sensing Mission during Gulfood 2026 in Dubai, United Arab Emirates last January. Organized by CITEM, 25 Philippines enterprises showcased in the Middle East-based trade show, with four coming from Region VIII.  

While in Leyte, the IFEX Project Team also met with DTI Leyte Provincial Director Faustino Gayas, Jr.; Palo, Leyte Municipal Mayor Remedios “Matin” Petilla; and Tacloban City Councilor Christopher Esperas.  

CITEM also met with officials of the Samar Provincial Tourism Office and the City Economic Development and Investment Promotions Office (CEDIPO) of Catbalogan City. 

Across these meetings, the team outlined show components, exhibitor benefits, and other measures taken to heighten the trade show’s overall experience and value. The team also lent their expertise to business owners hoping to break into the global food export arena, sharing insights on product development and other key areas.

The IFEX Project team will stage more roadshows in the lead-up to IFEX Philippines 2026, seeking to alert more enterprises to the benefits of joining the May trade show. For February and March 2026, sessions with regional trade officials and business leaders have been set in Albay and Camarines Sur; Davao City and General Santos City; La Union and Baguio; and Basilan and Zamboanga.

The 19th edition of IFEX Philippines will run from May 21-23, 2026 at the World Trade Center Metro Manila in Pasay City, Philippines. 

Register as an exhibitor via IFEXConnect: https://citem.ph/p/6d5e50

Register as a trade buyer via IFEXConnect: https://citem.ph/p/36aa81

Catch FOODPhilippines in the following trade fairs: 

• • • FOODEX JAPAN
    • SEOUL FOOD
    • China-ASEAN Expo
    • Private Label Middle East
    • China International Import Expo

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Banner caption: IFEX Philippines Project Director Rowena Mendoza and Exhibitor Campaign Lead Zharita Bagayas pose with Palo, Leyte Municipal Mayor Remedios Petilla and DTI Leyte Provincial Director Faustino Gayas after their presentation.