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FOODEX Japan 2011The 36th International Food and Beverage ExhibitionVisit on 3rd and 4th March 2011

The 36th International Food and Beverage Exhibition, FOODEX 2011, took place over four days, from the 1st to 4th of March 2011 at Makuhari Messe, Chiba Prefecture located in the greater Tokyo Area. FOODEX Japan is the n. 1 food and beverage show in the Asia Pacific region, a four day event of integrated and intense showing case, marketing and networking around the Food and Beverage Sector.

FOODEX is the leading trade platform for exhibitors and buyers looking to tap into Japanese, Asian and global markets, since it attracts every year about 80,000 professional from all over the world, especially numerous key buyers visitors from neighboring Asian countries such as China, Korea, Taiwan and so on.

Although the number of exhibitors had barely decreased- 2,510 in 2010 and 2,100 (expected) in 2011- the 2011 fair attracted 74,936 visitors (73,566 in 2010) who had direct access to global industry trends-setters and top power players.

FOODEX Japan 2011 　

From the gourmet food and the good old favorites, to media, forums and seminars FOODEX offers multiple sectors:

Food: Agricultural Products, Bread and Cereals, Confectionary, Dairy Products, Delicatessen, Dietetic Products, Eggs and Poultry, Frozen Food Products, Fruit and Vegetables, Herbs and Spices, Ingredients, Meat and Meat Products, Oils, Organic Products, Seafood, Seasonings and Condiments, Soup Stock. Beverage: Beer, Brandy, Liqueurs, Spirits, Whiskey, Wine, Coffee and Tea, Fruit Juice, Mineral Water, Soft Drinks.

Other: Transportation Services, Books, Magazines and Newspapers.

Industry Overview

As the largest net importer of food products in the world, Japan imports 59% of its food supply worth 61.8 billion USD, which accounts for 45.6%of all food imports of the world. 1 Japan´s present food sel-sufficiency rate is the lowest among major industrialized countries, thus the world´s largest net importer of agricultural products. 2

Japanese consumers are concerned with affordability, public perception, health trends and the quality of the food. Therefore, overseas companies, looking to break in to the Japanese food service industry, either as an operator, or as a supplier, must take these concerns into consideration.

1 Source: http://www3.jma.or.jp/foodex/en/pdf/fx11brochure.pdf 2 Source: http://www.stat.go.jp/english/data/handbook/c05cont.htm#cha5_5

aicep Portugal Global – Tóquio – Business Development Agency – Sanbancho Annex Bldg., 501, 1-4 Sanbancho, Chiyoda-ku, Tokyo 102-0075Tel. +81 3 3511 2871 (Trade) Fax. +81 3 3511-2887 [email protected] www.portugalglobal.pt

Capital Social – 110 milhões de Euros • Matrícula CRC Porto Nº 1 • NIPC 506 320 120

http://www.stat.go.jp/english/data/handbook/c05cont.htm#cha5_5

http://www3.jma.or.jp/foodex/en/pdf/fx11brochure.pdf

Exhibition Layout

The show provided an easy-to-navigate layout separated into two zones, which can meet the expectations and needs of both exhibitors and key visitors. The area is separated into the International Exhibition Zone and the Japanese Exhibition Zone. The International Exhibition Zone is made up of country/region pavilions and individual exhibitors, and the Japanese Exhibition Zone is separated into product category and special event areas with the following exhibition hall areas:

Imported Food Mart: exhibitors are importers with strong ties in Japanese Market showing case overseas products from premium to competitively-price;

Drink Mart: wide selection of drinks; Sweets Snack Mart: all sorts of Japanese and international sweets; General Food and Drink: all sorts of products presented by trading firms and wholesalers; Grocery Mart: processed food area; Well-Food Expo: selection of organic and beauty foods reflecting consumers’ wellness lifestyle; Great Food from Japan: Japanese regions presented local products and ingredients; Fresh Mart: fruit and vegetables, marine products corner, livestock product corner.

Visitors

With an increase of visitors compared with the previous season on 2010 (73,556); FOODEX 2011 achieved highly positive results with the retake progression in attendance of key decision makers, mainly from Japan, Korea, Taiwan and China. Visitors numbered a total of 74,936. Regarding visitors by Industry Sector, about 25,3% of visitors are from Distribution & Wholesale, 24% from Food Service, 22,9 % from manufacturing and 13,7% from Retail.3

Exhibitors

About 2,100 exhibitors from 60 countries and regions gathered together to demonstrate the latest trend-focused products and good old favorites. The leading exhibitors represented at the event were from Japan. Concerning International Exhibition Zone, Italy, Spain, France, USA, Korea, Taiwan, Thailand and China attended the show with large area pavilions and strong country image and products promotion.

Europe

Italy came in force with sublime that are the perfect answer to the trends and the desire for added value, It had the biggest pavilion, supported by the ICE (Italian Trade Commission) with 196 exhibitors displaying an array of wines, pasta, olive oil, cheese and meat delicatessen.

With a distinct identity and a strong image, Spain pavilion put on center stage 129 exhibitors who mostly introduced their wines followed by delicatessen and olive oil. Moreover, it had a separated area just for the autonomous community of Castilla La Mancha, displaying essentially wines. With the support of ICEX (Spanish Institute for External Trade) Spain, is coming with a large participation in FOODEX each year.

With high recognition in Japanese market, France had the 3rd largest European pavilion numbering a total of 75 exhibitors.

Other European countries with reasonably large exhibition areas were Germany, Belgium, Austria, The Netherlands, Greece, Serbia.

Portugal

VDS – Vinhos do Douro Superior

AsiaAmong Asian countries, Korea, Taiwan and China had the large area pavilions featured by the high offer of fresh, dry and frozen fruit, noodles, seasonings and condiments.

3 Source: FOODEX Japan 2010 Show Report : http://www3.jma.or.jp/foodex/en/pdf/fx10showreport.pdf



http://www3.jma.or.jp/foodex/en/pdf/fx10showreport.pdf

Americas

USA and Mexico were the most important exhibitors among American countries, exhibiting essentially different sorts of meat (beef, pork, chicken and seafood). Mexico also displayed an assortment of fresh fruits, vegetables and processed products (frozen fruits and vegetables, canned products and sweets).

OthersLess impressive in terms of area, but still remarkable presence, countries such as Egypt, Tunisia, Morocco and Turkey also promoted their products.

Highlights

i. Jetro Zone – Omotenashi Garden

To help food exporters from Least Developed Countries and Low Income Countries and territories enter the Japanese market, JETRO organized the JETRO Zone - Omotenashi Garden. Showing casing an array of food products from all over the world, the pavilion had a presence of 23 countries.

ii. The 3rd International Conference for Food Industry

During the 4 days-show, overseas exhibitors conducted several seminars in order to obtain growth opportunities in the Japanese food and beverage market. Moreover, several organizations, both major associations and individual exporters, were featured in the cooking demonstration areas.

iii. Strong Media Presence

The strong media presence around the show also represents the possibility of much wider expose for international companies and their products showing special details and innovations while promoting country of origin.

iv. New Products Plaza

This is a great opportunity for overseas ingrediants and products that are being introduced to the Japanese market for the first time. These items have a great display in two areas on the Central Mall, Second Floor of Makuhari Messe.

v. Safety and responsibility in food

With increasing cases related to food safety in and outside Japan, the Japanese are more conscious of the health & safety of food　products. Foodex is a great opportunity for international companies to clear the world highest Japanese food safety regulations and prove their safety-assured and high quality foods.

Portugal

This edition only one Portuguese wine company, VDS – Vinhos do Douro Superior, as an individual exhibitor was present. In Japan, Portugal has a very strong reputation for high quality Port Wine and Madeira Wine. There have been done several Portuguese wines promotions in Tokyo, however not recently in FOODEX. Due to the Japanese consumers' longing for a taste of the western world, and the reputation of Portugal's high quality products, namely wine, there is potential for Portugal companies to enter into the Japanese food service industry. Portuguese still wine is growing its reputation and gaining ground in Japan, mainly due to the high-quality and good price ando ver 10 Portugese restaurants are in Tokyo. If export of Portuguese foods, olive oil and beverages is promoted like other European countries, Portuguese products can obtain a good sales opportunity in Japan.



VDS – Vinhos do Douro Superior

VDS StandVDS – Vinhos do Douro Superior, attended the show for the second time as an individual exhibitor presenting its premium Douro Wines collection. After the first step on its entrance strategy in Japan, VDS has already one distributor in Japan. The company wants to tap into Japanese market, having as a main target high-end gourmet supermarket.

Conservas Ramirez

Portugal presence was also felt at Imai Group stand, an importer of foodstuff, beverages, including alcoholic, confectionary, frozen food especially from Brazil and other Latin countries. The Group presented Conservas Ramirez in many shelves, among sweets, processed food and others.



Conservas Ramirez

Show Outline

Name FOODEX 2011(The 36th International Food and Beverage Exhibition)

Dates and Time Mar 1 (Tue.) – Mar 4 (Fri.) 201110:00 – 17:00 (last day – 10:00-16:30)

Venue Makuhari Messe Japan

Organizer Japan Management Association

FOODEX JAPAN Secretariat

Convention Business Unit, Japan Management Association

3-1-22 Shiba Koen, Minato-ku, Tokyo 105-8522, Japan

Phone: + +81-3-3434-1377

Fax: +81-3-3434-8076　　Email: [email protected]

Website: http://www.jma.or.jp/foodex/

Booth Fee Pavilion Exhibition (space only):JPY 42,000 per sqm （ JPY 40,000 + 5% consumption tax）JPY 378,000 per booth（ JPY 360,000 + 5% consumption tax）Note: Requires exhibitors to design, prepare and build the stand on their own.

Individual Exhibitor (package) : JPY 598,500 per booth（ JPY 570,000 + 5% consumption tax）Note: Provides exhibitors with floor space and additional accessories.

Sectores and Items Agricultural Ingredients & products, Meat ingredients & products, Seafood, Prepared foods, Wheat , noodle products, Confectionary & desserts, Seasonings, Spices, Spreads, Oils, Beverage, Import products. Health-oriented foods, Natural foods, Publications, Other.

Data and Figures

Visitors 74,936

Japan: 91%Overseas: 9%Source: FOODEX Japan 2010 Show Report : http://www3.jma.or.jp/foodex/en/pdf/fx10showreport.pdf

Exhibitors 3,100 (expected)

Japan: 41 %Overseas: 59%Source: FOODEX Japan 2010 Show Report : http://www3.jma.or.jp/foodex/en/pdf/fx10showreport.pdf





http://www.jma.or.jp/foodex/

mailto:[email protected]

Next Edition

37th Edition FOODEX 2012The 37th International Food and Beverage Exhibition

Date: Mar 6 (Tue.) – Mar 9 (Fri.) 2012Venue: Makuhari Messe Japanhttp://www3.jma.or.jp/foodex/ja/

March 2011Sara PachecoInov Contacto

aicep Portugal Global Tokyo Delegation



http://www3.jma.or.jp/foodex/ja/

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