DTI-CITEM seeks bigger Philippines’ share in the $2-T global halal food market

FoodPHILIPPINES targets US$ 110-million sales from the world’s largest food fair

pr-2FoodPHILIPPINES brings the Philippine mango, considered to be the sweetest in the world, and other premium tropical fruits and food products in the 22nd Gulfood.


FoodPHILIPPINES takes advantage of the fast-growing halal food industry through its participation in the 22nd Gulfood at the Sheikh Rashid Hall (Booth Nos. R-140 and R-M4/N3) in the Dubai World Trade Center, United Arab Emirates (UAE) from February 26 to March 2.

FoodPHILIPPINES is a branding initiative of the Center for International Trade Expositions and Missions, the export promotion arm of the Department of Trade and Industry (DTI-CITEM), which unifies the efforts of the government in promoting the Philippines as a source of quality food products in the global market.

Gulfood or the Gulf Food Hotel and Equipment Exhibition and Salon Culinaire is the biggest food and hospitality trade show, attended by an annual average of 90,000 key industry players, decision-makers and trade buyers all over the world.

“FoodPHILIPPINES provides trade opportunities for local exporters to promote its products to global markets. Through this Gulfood participation, we hope to open more avenues for Philippine companies -sell halal-certified food products in a food fair that is held at one of the most Muslim-dominated regions in the world,” said Rosvi Gaetos, CITEM executive director.

FoodPHILIPPINES zeroes in on healthy, RTE product demand

In its past participation, FoodPHILIPPINES tallied a record-breaking US$ 109-million worth of total sales, leveraging on some of the country’s premium export food products, including coconut products and its by-products; rice, mangoes, canned fruits, noodles, canned seafood, and fermented marine products..

Now with 26 Philippines companies, including 10 new participants, CITEM aims to generate US$ 110 million sales under the FoodPHILIPPINES brand as it brings new innovative healthy options and distinct ready-to-eat (RTE) food and beverages, including instant coffee blends, seasoned noodles and packed juice.

“Our past Gulfood participation enabled CITEM to strategically map out the growing demand for RTE products, such as coffee, that compliments the fast, highly urbanized lifestyle of busy consumers in the GCC region,” Gaetos said. “FoodPHILIPPINES is now keen on capturing this growing demand as it will lead to more income and job opportunities for our local coffee farmers.”

GCC or the Gulf Cooperation Council refers to the political, social and economic alliance of six countries, namely Saudi Arabia, United Arab Emirates (UAE), Qatar, Kuwait, Oman and Bahrain. The Muslim-domination region sits at the heart of the global halal-food market, which as of 2016 has evolved into a US$2-trillion industry—accounting for 17.7 percent of the world’s food and beverage market—based on the 2016 Global Islamic Economy Report by Thomson Reuters.

The same report also indicated that worldwide spending on global halal food and lifestyle products could potentially rise 10.8 percent a year until 2019 to create an international industry worth US$3.7 trillion.

With the rising income levels and rapid industrialization, GCC’s consumer spending on food alone is expected to reach US$ 106 billion by 2017, a US$ 23 billion or more than 20 percent increase in 2012.

Saudi Arabia remains the largest food consuming GCC nation due to its large population base. The fastest growth rate for food consumption, however, is seen in Qatar and UAE with an annual growth of about 5.5 and 4.8 percent, respectively. In addition, UAE alone has a market outreach to about 1.5 billion people living in the Middle East, CIS, Central Asia, Africa and other Asian regions—making it the world’s third top re-export center.

FoodPHILIPPINES to target mainstream halal food market

“More supermarkets and grocery store owners are selling Philippine food products due to their recognition of its premium quality and their growing familiarity with the Philippine food culture brought about by our countrymen abroad” said Gaetos. “Such trend plays to the advantage of this year’s Gulfood participants to penetrate and expand their trade scope, targeting the mainstream halal-food market in the Gulf region.”

Included among the retail outlets selling Philippine food are Al Maya Supermarket, Lulu Supermarket, Carrefour and ZOOM Convenient Stores in Dubai, UAE.

As of 2015, there are over 2.5 million Filipinos living in the Gulf region, based on a data from the Overseas Workers Welfare Administration (OWWA). During the same year, around US$ 200 million worth of Philippine food products have been exported to the GCC, wherein 50 percent goes to the UAE.

FoodPHILIPPINES’ participation in the Gulfood 2017 is organized by CITEM, in partnership with the Philippine Trade and Investment Center (PTIC) in Dubai, United Arab Emirates, as one of the DTI’s major efforts to intensify the promotion of Philippine specialty food products in overseas trade shows.

CITEM is committed to developing, nurturing, and promoting globally competitive small and medium enterprises (SMEs), exporters, designers, and manufacturers by implementing an Integrated Approach to Export Marketing in partnership with other government and private entities.

For more information on its services and events, please log on to http://www.citem.gov.ph.


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