New Zealand Embassy Seoul, South Korea
Win win for New Zealand F&B at Seoul Food 2013
A variety of premium New Zealand food & beverage products were showcased at the New Zealand Pavilion at the Seoul Food 2013 show from May 14-17. Highlighting the theme ‘Exceptional Food from an Exceptional Land’, the pavilion, organized by New Zealand Trade and Enterprise (NZTE), built heavily on the success of past appearances.
Eight New Zealand companies combined to bring the pavilion to life, exhibiting both signature New Zealand products including beef, seafood, honey and infant formula; as well as unique and emerging products, including fruit beverage syrup, meat pies, craft beer and jerky.
It was the fourth time in a row that NZTE participated in Korea’s largest food & beverage trade show and participants were thrilled to book just under an estimated NZ$4.8 million in deals and leads.
Former Prime Minister, Dame Jenny Shipley visited the pavilion during the show and provided encouragement to participants for their business expansion in Korea. Dame Shipley stopped to sample the products on show and was suitably impressed with the volume of foot traffic at the pavilion and the demand for premium New Zealand food and beverage products. Celebrity Chef Edward Kwon also paid a visit to the pavilion to sample the innovative products on show.
Ryan Freer, NZTE Trade Commissioner to Seoul, said it was wonderful to see the pavilion bustling with life on each day of the event and to see so much business taking place at the breakout tables.
“It was a real pleasure to participate in the Seoul Food 2013 and to see so many local businesses not only taking an interest in New Zealand food and beverage, but also keen to sit down, make purchases and draw up plans for future cooperation.”
“Consumer trends in Korea clearly show that consumers are increasingly demanding healthy, fresh and great tasting premium food and beverage. Korean consumers are very progressive and sophisticated thoroughly researching what they consume while remaining health conscious. New Zealand food and beverage has always been perceived as healthy, safe and from a clean natural environment. Consequently, there is a natural affinity with products from New Zealand to meet demand in Korea.”
NZTE organized a networking reception on May 15, attended by more than 180 Korean food industry professionals and exhibitors. Ambassador Patrick Rata made welcoming remarks and Trade Commissioner Ryan Freer toasted the ‘one team’ effort required of the participants and the NZ Inc. agencies to bring success to the pavilion. The networking reception featured an array of cuisine featuring New Zealand ingredients and allowed business counterparts to associate a New Zealand flavour to their networking experience.