By Jamie Martin
The Food Ingredients Asia (Fi Asia) show in Jakarta, Indonesia, held from September 4-6, 2024, highlighted innovative U.S. food ingredients.
Endorsed by the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS), this annual event is a leading platform for food ingredient sourcing and networking in Southeast Asia.
Fi Asia 2024 marked a major milestone with its USA Pavilion, featuring 14 U.S. exhibitors, up from 10 in 2022. The event attracted 22,231 attendees from 26 countries, reflecting a 15% increase compared to 2018./p>
Activities included market briefings, an opening ceremony by U.S. Deputy Chief of Mission Heather Merritt, and a cooking demonstration by celebrity chef Rinrin Marinka, who incorporated U.S. ingredients into Indonesian dishes.
U.S. exhibitors conducted 144 business meetings during the event, introducing 89 new American products to the market.
Popular items included whey protein, hydrolyzed vegetable protein, honey powder, and molasses powder. The event generated significant buyer interest, with exhibitors reporting 91 serious business contacts and $3.5 million in projected sales for the next year.
This successful trade show demonstrated the growing demand for U.S. food ingredients in Southeast Asia. By participating in Fi Asia, U.S. companies gained valuable exposure, strengthened industry connections, and showcased their commitment to innovation in global markets.
Photo Credit: usda
Categories: National