KUALA LUMPUR: The Malaysia External Trade Development Corporation (Matrade) is set to bolster Malaysia's global presence by showcasing its food & beverage (F&B) companies at SIAL Paris 2024, one of the world's largest food and beverage trade shows.
Matrade will lead the Malaysia Pavillion, a 404-square-metre pavilion that will feature 64 Malaysian F&B companies.
They will boast a diverse range of products that are well-established in the domestic market including vegan food, coconut-based products and ready-made pastes.
Matrade is also collaborating with other key government agencies such as the Malaysia Cocoa Board, the Ministry of Entrepreneur and the Malaysia Pineapple Industry to help promote Malaysia F&B sector globally.
Matrade deputy chief executive officer of export acceleration Abu Bakar Yusof said SIAL Paris is renowned for attracting visitors not only from France but from around the world.
"Since Matrade's Paris expansion this year, we have seen growing interest from European businesses as well as from Francophone countries in North Africa," he added.
He said the pavilion will showcase innovative, health-conscious and environmental, social and governance (ESG) compliant F&B products to meet the growing demand for sustainable, high quality products specifically to the discerning European market.
Malaysia has shown rising export performance in processed food with growth of 19.2 per cent from January to August 2024 to RM22.72 billion from RM19.06 billion in 2023.
Exports to Europe accounts to 8.9 per cent of Malaysia's total export with a remarkable 78.8 per cent increase of RM1.79 billion compared to RM1.0 billion for the same corresponding period in 2023 which reflects the impact of Malaysia's focused trade strategies.
Malaysia is increasing its significance as a trading partner, especially with the upcoming Asean chairmanship in 2025 which adds to the excitement.