November 09, 2023

FOODPhilippines Pavilion opens in China’s biggest import expo

A delegation of 16 Philippine food exporters returns to CIIE as the world’s largest import-themed expo kicks off.

Department of Trade and Industry Undersecretary for Industry Development Group Ceferino Rodolfo (second from right) served as the head of the delegation at CIIE 2023. Joining him at the National Pavilion Opening Ceremony on November 6, 2023 were (l-r) DA-RFO XI Abel James Monteaguado, CITEM Executive Director Edward Fereira, Consul General Josel Francisco Ignacio, Philippine Ambassador to China, H.E. Jaime FlorCruz, and PTIC-Shanghai Commercial Counselor Glenn Peñaranda.

The Philippines returns to full physical participation in the 6th China International Import Expo (CIIE) on Monday, November 6, 2023, as the world-class trade fair opens to all international and Chinese trade buyers. 

Joining the world’s biggest import-themed trade show for six (6) consecutive times, a delegation of 16 business enterprises engaged in food and beverages will be at the forefront at the National Exhibition and Convention Center in Shanghai, China.

In 2022, the country’s delegation recorded the highest yield from CIIE since it kicked off in 2018, generating a total of USD 637.7 million. A huge portion of which stems from memorandum of understanding signed between Philippine exporters and foreign trade buyers, tallying a total of USD 616.4 million in export sales. On the other hand, a sum of USD 19.61 million resulted from online sales while USD 1.26 million was registered during the 6-day trade exhibition.

DTI Undersecretary Ceferino S. Rodolfo, head of the Philippine delegation, said that the entire team behind the country's participation “remains grateful for the groundswell of support that the entire team is enjoying as this year’s edition of CIIE commenced.”

“As we have repeatedly said, a world-class expo such as CIIE offers vast opportunities for each participating country. This is an avenue for us to cement the Philippines’ reputation as a viable sourcing destination for food while forging stronger relations not only with China but with other nations as well,” Rodolfo added. 

In a media briefing organized by DTI on Tuesday, CITEM’s OIC-Project Manager Ms. Rowena Mendoza disclosed that “the Philippine delegation generated USD 7 million in terms of actual sales, exceeding its onsite sales target on the first day of the largest Chinese expo which runs until November 10, 2023.” Export sales recorded under this class are a combination of booked and those that are still under negotiation. 

Visitors flock to the Philippine Pavilion to take a bite of fresh Durian along with other healthy and delectable food products.  

Representatives from the Shanghai Food Association share their thoughts after tasting one of the famed Durian
varieties from the Philippines – golden “Puyat.”
Key government officials enjoy the fine-tasting golden “Puyat” in CIIE 2023. (Left-right) CITEM Executive Director
Edward Fereira, Philippine Ambassador to China, H.E. Jaime FlorCruz, Consul General Josel Francisco Ignacio,
and Liwayway China President Larry Chan.
Durian Industry Association of Davao City representatives
preparing the Philippine Durian for tasting at the country pavilion.
Philippine representatives take a sip of coffee to kickstart the first day of the 6-day exhibit, extending until
November 10, 2023.
Key government officials share a light moment with Philippine food exporters manning their respective
booths in the country pavilion. 
Agriculture Counselor Ana GM B. Abejuela of the DA-OAC in Beijing paid a visit to Century Pacific Agricultural
Ventures, Inc.’s booth, housed within the Philippine pavilion, to try its soothing coconut juice products. 
Local Chinese consumers line up at Fisher Farms, Inc.’s booth to try its wide array of seafood products such as
Shrimp poppers, Pepper steak gourmet, and Summer onion gourmet fish filet among others.
Representatives from Lionheart Farms Philippine Corporation share with a trade buyer the company’s
key products. 
For the 6th edition of the largest Chinese expo, W.L. Foods offers a long line of fun and exciting snacks which have
become household names among Filipino families, making shared moments more meaningful.

Durian Industry Association of Davao City, in partnership with the Department of Agriculture (DA) and CITEM, brought the best-tasting fresh Durian to CIIE 2023. 

Central to the Philippines’ participation in CIIE this year is its homegrown Durian variety popularly known as the golden “Puyat.” The same variety takes the spotlight as the country pavilion’s key feature. 

Organized by the Center for International Trade Expositions and Missions (CITEM), this year’s participation is in cooperation with the Philippine Department of Trade and Industry - Export Marketing Bureau (DTI-EMB), Philippine Trade and Investment Center - Shanghai (PTIC-Shanghai), Philippine Department of Agriculture - Office of the Agriculture Counselor in Beijing (DA-OAC Beijing), Philippine Exporters Confederation, Inc., (PhilExport), and the Federation of Filipino Chinese Chambers of Commerce & Industry, Inc. (FFCCCII) and Philippine Airlines (PAL), CITEM's partner airline.

With the help of the DA-OAC Beijing and PTIC-Shanghai, the local food exporters joining the delegation visited various markets in Shanghai, providing them with a better understanding of Chinese consumer behavior. For its part, the Bank of China, in partnership with DTI-EMB, conducted matchmaking services for participating enterprises selected from exhibitors and trade buyers. Scheduled business-to-business  (B2B) meetings between Philippine food exporters and their prospective trade buyers were facilitated by DTI-EMB within the Philippine pavilion. PTIC-Shanghai coordinated the visits of buyers including Chinese provincial buyer groups from industry associations such as the Shanghai Food Association and the China Chamber of Commerce of Foodstuff, Native Produce and Animal By-products (CFNA). 


Source: Danilo Dadios



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