A brand consultancy specialising in the Chinese market has described SIAL China 2018 as a turning point for the international show, which drew 3400 exhibitors from 67 countries, and more than 110,000 visitors.
More than 50 Australian companies headed to Shanghai to exhibit at SIAL China over three unusually hot days last month.
“The difference this time was in the preparation, breadth, and size of the delegations,” The Silk Initiative (TSI) noted in its post-show analysis.
“Competition was heating up – delegations were getting bigger, better funded, and professionally organised.
“SIAL was evolving from a local, distributor-driven trade show to a forum highly influenced by governments, industry associations, and public policy.”
Food South Australia facilitated the Australian pavilion at the international show, which took place from 16-18 May, and Australian food and beverage products being exhibited included seafood, honey, almonds, snacks, dairy products, organic foods, pasta, olive oil, crackers and beverages.
Bickford’s Group, Mori Seafood, and Honey Australia, were among the exhibitors, and the Australian Minister for Trade, Tourism and Investment Steven Ciobo also attended the show and visited the stands of several Australian exhibitors.
Food South Australia CEO Catherine Sayer said the minister met with Australian exhibitors to find out about their activities in the China market.
“It is always great to have a minister come and see what companies are showcasing, and it was particularly important to show him how the Australian branding had been applied. It was great to have him at the coalface,” Sayer said.
Sayer said the Australian Pavilion continued to grow in 2018, and has more than doubled in size to over 360 square metres over the past two years, with Australia in the top 10 countries in terms of floor space this year.
“The use of the Australia brand so that all exhibitors came under the same banner was really well received,” she said.
“When we participate in international activity, Australia is the strong brand that needs to be used to bring us all together and this was applied to the show.
“We were again positioned at the entry of the stand and the strong Australian branding was eye catching.”
Meat & Livestock Australia also had 19 Australian meat export companies exhibiting at SIAL China on its stand which spanned an area of 330sqm.
According to Sayer, feedback from exhibitors was that the quality of the leads was high. While Shanghai was very unseasonably hot during the show, the turnout was great, she said.
“Next year, apparently it will be even bigger, so it really is the premier food and beverage event in China.
“The beauty of the Australian stand is that there is something for everyone. Australia is known for its diversity and all products were well received,” Sayer said.
In another show highlight, Yomate, a new Australian yoghurt brand, was also launched at the show. The South Australian company behind the brand has developed its products specifically for the Chinese market.
