ANUGA 2013 – Malaysia’s Culinary Diversity

42 Malaysian food and beverage manufacturers will participate at this year’s ANUGA food fair which takes place in Cologne from 05 to 09 October 2013.

Three “Malaysia Pavilions” in Hall 1.1, Hall 2.2 and Hall 4.2 will showcase high-quality products and services in the areas of Bread & Bakery, Hot Beverages, Fine Food and Frozen Food providing an excellent opportunity for European importers to source from Malaysian exporters.

The Malaysian presence is organized and coordinated by Malaysia External Trade Development Corporation (MATRADE). The regional office in Frankfurt which is responsible for all matters concerning the promotion of Malaysian products and services, will be the focal point for Malaysia’s participation at ANUGA 2013.

According to Mr. Jai Shankar, Malaysia’s Trade Commissioner, Malaysia’s strength in the food sector is its certified product diversity. This is largely determined by two factors: on the one hand, the Malaysian food industry takes advantage of the country’s geographical location and hence an abundance of tropical and agricultural resources. On the other hand, the cultural diversity of Malaysia pushes producers to provide a wide range of food and beverages for the global market. “These two factors together create an extraordinary flexibility to react quickly to the changing needs of consumers in the global food market,” he said.

He added currently the Malaysian food industry comprises about 1,600 small and medium-sized companies. “Malaysian producers export to over 200 countries, the major markets being Singapore, Indonesia, Thailand, China and the U.S,” he said. According to the Malaysian Ministry of International Trade and Industry (MITI), the global exports in 2012 amounted to US$ 4,315 million, of which the European market share amounted to US$ 226 million.

The spectrum of products offered at ANUGA ranges from palm oil, sauces and spices as well as tea, coffee and juices to confectionery and organic products as well as frozen seafood and vegetarian products.

For European companies a collaboration with Malaysian food manufacturers provides not only an extension of their range of offerings due to the culinary wealth of Malaysian products, but also an excellent chance to build new business relationships with trading partners that adapt quickly and reliably on the international market.

MATRADE is Malaysia’s national trade promotion agency and is a non-profit organisation. Its services include:
• Providing information on Malaysian products and services;
• Servicing trade and business enquiries on Malaysian exports;
• Organising business matching between foreign buyers or importers and Malaysian exporters;
• Providing trade advisory services on doing business with Malaysia;
• Assisting individual buyers visiting Malaysia, in sourcing for suppliers or business partners;
• Assisting foreign companies to source for suppliers of Malaysian products and services.

MATRADE is represented worldwide at 40 locations in major commercial cities. Our Region Office in Frankfurt covers Austria, Switzerland, Liechtenstein, Lithuania, Latvia and Estonia as well. For more details visit

MATRADE cordially invites you to visit the “Malaysian Pavilions” in Hall1, 2 & 4 and to meet 33 Malaysian manufacturers and traders. Details for these companies can be accessed in the tables below.

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