PH seafood and distinct flavors catch nearly $40M in export sales at US food show

The first FOODPhilippines participation of the year organized by the Center for International Trade Expositions and Missions (CITEM) saw seafood take the lead among the dozens of Philippine food products in catching the attention of trade buyers at the Winter Fancy Food Show (WFFS) 2025.

Registering 12,000 attendees during the three-day event, the WFFS held on January 19-21, 2025 in Las Vegas, Nevada, USA was an ideal setting for more Philippine food discovery by the global market. From dozens of food items promoted at the Philippine Pavilion, which included 41 new products, total sales reached USD39.43M.

Among the bestsellers, Sarangani Bay milkfish products of Alsons Aquaculture Corporation topped the list, with many favoring the clean taste and pleasing smell. These features are a departure from the common fishy odor found in similar products available in the market. Meanwhile, a balance of flavors from premium-quality and natural ingredients made the fishball sauce of Mekeni Food Corporation a popular second choice, with the fermented shrimp paste (bagoong) and its vegan variety from Prime Global Corporation rounding out the top three favored Philippine products at the show.

L-R photos: Talking business with Sarangani Bay’s Andrew Borbon (3rd from left) and Chris Kelly (left) of warehouse club retail giant COSTCO; and Rosely Kviatek of gourmet products buyer RODIN Import, Brazil with Northridge Foods.

The bagoong, in particular, represents a cultural connection for many Filipinos abroad. Beyond actual taste is the nostalgia for family and home that is being represented by having a bottle or two in one’s kitchen. Despite the product restrictions currently in place stateside, the demand from buyers outside the U.S. market, such as in Australia and Brazil, reflects the steady growth and expanding market reach of Philippine food across the globe. Other products with unique flavors, such as ube (purple yam) and moringa, and the natural taste of calamansi (Philippine lemon) were also warmly received for their quality and health benefits.

Bagoong can add a distinct savory twist to a refreshing mango and tomato salad. Photo credit: Barrio Fiesta

Held at the Las Vegas Convention Center (LVCC), the Philippine participation consisted of 16 companies including several popular local food brands, namely: Cale88 Food Corporation; Fitrite Incorporated; Fortune of Wishes Seafood Products; Profood International Corporation; The Cabalen Group; North Ridge Foods Company, Inc.; Alsons Aquaculture Corporation; Bec and Geri’s, Inc.; Hopia King Bakery (Eng Bee Tin); Jeverps Manufacturing Corp.; Kangkong King; KSK Food Products; Mekeni Food Corporation; Prime Global Corp.; Vegetari Vegetarian Products; and Zigmund Enterprises. They showcased their export products along with more than 1,000 exhibitors from 35 countries.

Philippine exhibitors representing at WFFS 2025.

Participating exhibitors also had the opportunity to network outside the trade fair. Aside from the business activities made possible through the Philippine Trade and Investment Center - Los Angeles, they also met with members of the Filipino American Chamber of Commerce of Greater Nevada (FACCGN) for a product presentation on January 20, 2025. The FACCGN conveyed its interest in the possible importation and distribution of Philippine food products.

All these exhibitors will also be participating in CITEM’s upcoming signature food event, IFEX Philippines 2025, at the World Trade Center Metro Manila in Pasay City from May 22 to 24, 2025. Both trade buyers and the public will get the chance to experience their export offerings along with hundreds more from the country’s top brands and latest innovators in Philippine food.

As CITEM continuously provides avenues for growth and development in major export markets, interested food manufacturers and distributors can take part in this unmatched opportunity by becoming an IFEX Philippines exhibitor today. Visit ifexconnect.com to know more information, or check the official website of CITEM at citem.com.ph for news and updates about the country’s export promotion activities.