Foodex Japan 2017 ‐Supporting 21 developing countries from Africa and elsewhere

From March 7 through 10, JETRO participated in the 42nd International Food and Beverage Exhibition (“Foodex Japan”) at Makuhari Messse in Chiba. The event is one of the industry’s largest exhibitions in Asia, and once again JETRO Zone was organized to support companies from developing countries aspiring to enter the Japanese market under the title of “World Food Market.” It was joined by 35 companies from 21 countries.

JETRO has supported a total of approximately 1,400 companies from 100 countries over the past 20 years since its first participation in Foodex in 1997. These numbers are remarkable given the fact that Egypt was the sole participant country in the zone in 1997. JETRO has been supporting developing countries from Africa and elsewhere to enter the Japanese market and assisting in cultivating their food and beverage industry. Since the 4th Tokyo International Conference on African Development (TICAD IV) in 2008, the number of participant countries from Africa, an important region for support, has particularly grown. A total of 26 out of the 54 countries in Africa have since taken part in this event. This year marked the 21st time for JETRO Zone to be held, and it was joined by 18 companies from eight African countries in one of the many efforts JETRO is making as follow-up to TICAD VI, which was held in August 2016 on what was the first occasion for Africa itself to host the conference.

This year, JETRO Zone welcomed two new countries: Ukraine and Iraq. Companies from Iraq displayed confectionaries and syrup made of date palm. With the market for date palm gradually expanding in Japan, this syrup was especially popular with buyers. Meanwhile, companies from Ukraine—a world-leading beekeeping country—showcased honey as well as processed food (such as vegetable spread and jam) produced by a major food maker from plants grown on company-owned land. They engaged in lively business talks throughout the exhibition period.

Every year, a wide variety of food and beverages produced around the world are introduced at JETRO Zone. These include products such as nuts, cacao and honey, which are already well known in Japan, as well as grains and food materials rarely seen in the market. During this year’s event, significant attention was given by visitors to honey, which was exhibited by six participant countries and in many different flavors, and spices and herbs collected from African countries. High-quality vanilla made in Madagascar and Comoros also received numerous requests from buyers thanks to recent strong demand for the product.

As support through JETRO Zone ends after an exhibitor’s third participation, companies must carefully utilize each occasion in their quest to find Japanese distributors or partners. Those which succeed in concluding deals by the end of eligibility tend to take part in consecutive exhibitions while improving their products in accordance with advice from buyers. JETRO therefore provides business opportunities as well as consultation services through experts in the food field—most of whom are active buyers themselves—to give participants the advice necessary for them to successfully enter the Japanese market. JETRO will continue to play an active role in fostering the food industry of developing countries by introducing their products to Japan.