REPORT ON FOOD AND HOTEL CONVENTION (FHC) SHOW-2012, SHANGHAI, CHINA,

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1 REPORT ON FOOD AND HOTEL CONVENTION (FHC) SHOW-2012, SHANGHAI, CHINA, 14 TH TO 16 TH NOVEMBER 2012 Agricultural and Processed Food Products Export Development Authority (APEDA) (Ministry of Commerce & Industry, Govt. of India) A.S. Rawat General Manager & R.K. Mondal Assistant General Manager

2 APEDA S PARTICIPATION REPORT FHC CHINA 2012 November 14-16, Place and venue : Shanghai, China 2. Date of the event : November 14-16, General description about the event / trade fair The Food and Hotel China (FHC) 2012 Show, held at the SNIEC Shanghai,was the major Food and Hospitality Trade show in China with 17 years of proven success. The unique feature of FHC and the reason it is so popular with international companies is the fact that this show is exclusively for imported food, frozen meat, wines and hospitality supplies. 4. APEDA stand details viz. area, location etc. Government have approved APEDA s participation in the FHC China 2012 being held at the SNIEC, Shanghai, China from November, For India Pavilion 72 sqmt was booked by APEDA for organizing its participation during the event. APEDA Pavilion was set up in Hall No. 4 stand no DB05 at SNIEC, Shanghai China. 5 exporters have participated in the event and 8 other leading exporters who have sent their product samples for display. APEDA had displayed a range of food products like, fresh mangoes, processed foods, pickles and chutney, snack foods, etc. APEDA had organized an exclusive promotion of Indian Basmati Rice by carrying out sampling of Basmati Biryani.

3 India pavilion at the Food and Hotel Convention(FHC) Show Individual Stalls : APEDA had created a theme pavilion of 72 sqmt area with a provision of display of samples of individual participants by providing an exclusive display counters with shelves and fascias displaying the names of the company with the brand logos of APEDA. An exclusive display counter was created for Basmati Rice branding by carrying out the wet sampling of veg and non-veg Basmati Rice Biryani. AEDA Pavilion had been provided with highlighted reception and glass display counters for the display of the samples. Following companies have represented under APEDA:- 1. All India Rice Exporters Association 2. M/s. Visnukumar Traders Pvt Ltd. 3. M/s. Ushodaya Enterprises Pvt. Ltd. 4. M/s APA Cold Storage & Exports Pvt. Ltd 5. M/s. Radha Krishna Impex Pvt. Ltd. 6. M/s. Varsha Fresh Meat Products Ltd., (Local Representative) 7. MoFPI, Govt. of India

4 Following companies have sent their samples for display:- 1. M/s. Naturo Food & Fruit Products 2. M/s. Jayshree Foods 3. M/s. Ushodya Enterprises 4. M/s. MTR 5. M/s. Jadli Foods 6. M/s. Ravi Food Pvt. Ltd. 7. M/s. Real Fruit Juice 8. M/s. Britannia Pvt. Ltd. 5. Design and construction : The responsibility of construction and designing of APEDA Pavilion was awarded to M/s Milton Exhibits and Engineering (Shanghai) Limited an official contractor of event organizer for construction of Pavilion which included the designing, setting-up and managing of the India Pavilion. 6. Details of participants The following officers of MOFPI, AIREA and APEDA were present at the show : 1. Sh. Gajendra Bhujbal, Advisor, MOFPI 2. Shri A.S.Rawat, General Manager, APEDA 3. Shri R.K. Mondal, Asstt. Gen. Manager, APEDA 4. Mr. Rajen Sundresan, ED, AIREA 7. Performance of vendor The performance of the vendor was satisfactory and the work done was as per the requirement of APEDA. 8. Visitors details List attached at Annexure

5 9. Samples and product groups displayed Processed Food Products Organic Products Mango Products Honey Processed fruits and vegetables Corn Products Cereal Products 10 Performance of forwarding and clearing agency The performance of the forwarding and clearing agency was satisfactory as the cargo was shipped in time and same was delivered at APEDA stand in time. 11. Special campaign undertaken during the exhibition Wet Sampling of Indian Basmati Rice Brining out India s true flavour, arrangements were made for promoting Indian Basmati Rice through an exclusive wet sampling. An Indian restaurant was engaged with the assistance of Consulate General of India for preparing both vegetarian and non-vegetarian Biryani which was served to the visitors during the event. The Basmati preparation attracted lots of visitors who made beeline for testing of unique cuisine. The visitors appreciated the Aroma and taste of Indian Basmati Rice.

6 Sampling of Indian Basmati Rice Biryani at the Food and Hotel Convention (FHC) Show Involvement / support of Embassy : Consulate of India, in China APEDA was in touch with the Consulate General of India and have been taking their help and guidance for the participation in the event. The Indian Consulate was very supportive and positive. The Consul General, Mr. Naveen Srivastava and Mr. Mahavir P. Bhardwaj, Deputy Consul General, visited APEDA pavilion on 15 th November, 2012 and discussed various issues with Indian participants to have a better market access in China market for Indian products. During discussion with Consulate General of India (CGI), APEDA alongwith representatives of AIREA expressed its concern that though in principle the export of Rice is opened but systems are still not in place. Consulate General of India, Mr. Naveen Srivastava mentioned that Consulate General of India on the basis of feedback from APEDA and other Authorities of Government would take up the matter with concern Chinese Authority for immediate export of Indian rice and meat to China.

7 Meeting with Mr. Mahavir P. Bhardwaj, Dy. Consulate General of India & Mr. Gajendera Bhujbal, Advisor, MoFPI during FHC Show-2012 Meeting with Mr. Naveen Srivastava, Consulate General of India, Mr. Mahavir P. Bhardwaj, Dy. Consulate General of India & Mr. Gajendera Bhujbal, Advisor, MoFPI during FHC Show-2012

8 13. Production/Export/ Import Details Of China China is a major producer of Rice, Paddy (197.21), Maize ( million MTs), Wheat ( million MTs), Potatoes (74.80 million MTs), Tomatoes (47.12 million MTs), Cow Milk (36.04 million MTs), Soyabeans (15.08 million MTs), Chicken Meat (11.82 million MTs) etc. (Source: FAO data 2010) While the major agricultural products imported by China are Other Fresh Fruits ( $ ML), Dairy Products ( $ ML), Alcoholic Beverages ( $ ML), Swine Meat ( $ML), Jaggery and Confectionery ( $ ML), Cereal Preparations ( ), Miscellaneous Preparations ( ) etc. (Source: UN COMTRADE -2011) The major exports of APEDA scheduled products to China are Guargum ( $ ML), Groundnuts (50.10 $ML) Other Cereals (34.91 $ML), Buffalo Meat (6.06 $ ML), Miscellaneous Preparations (4.41 $ML) Cocoa Products (3.41 $ML) etc. 14. Feedback of the participants The participating exporter s feedback is that their participation in the show was generally good though timing of this year s show was not suitable to Indian exporters due to clashing of dates of the event with Deepawali festival. They received serious business enquiries from the buyers which are being followed up for generating business.

9 Interaction with the Importers 15. Enquiries generated Attached as Annexure of trade enquiries. It is noted that trade enquiries were received in good numbers for cereal preparations, RTE, dehydrated garlic/onion, spices, rice, coffee, other processed foods, nuts (walnuts)etc. 16. Recommendations 1. Product brand focus need to be promoted and encouraged in such events for attraction of quality and valued consumers. 2. Indian basmati rice and bovine meat has a large potential in China. A strategy need to be planned to promote these products in Chinese market. The matter was also discussed by APEDA representatives with Consulate General of India and Dy. Consulate General of India, who also endorsed that a year long regular campaign of these Indian products needs to be extended in major cities of China.

10 3. Basmati sampling in APEDA stand was a great success. It is also noticed that younger Chinese generation preferred its over the sticky rice and there is a shift in the eating habits of these younger generation due to the influence of the western fast food culture. Many outlets of western brands such as KFC, Mac Donald, Subway etc are available there. It is also reported that there are 31 Indian restaurants in Shanghai itself and most of them opened in recent years. A regular promotion campaign need to be carried out through these Indian food outlets to popularise the Indian cuisine in China. During the discussion with Consulate General of India and Dy Consulate General of India it was emerged that promotion of potential products like Rice, Meat and Processed Food need to develop a medium and long terms strategy jointly by APEDA, Consulate General of India, ARIEA and potential exporters for regular and consistency in export of Indian products to China.

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