Halal Magazine | THAIFEX 2013

e-Magazine July 2013

THAIFEX 2013 WORLD OF FOOD ASIA

THAIFEX 2013 FACTS & FIGURES

27,361 3,100 1,100 125 5.65%

TRADE VISITORS EXHIBITION BOOTHS LEADING COMPANIES COUNTRIES INVOLVED GROWTH RATE

SPECIAL HIGHLIGHTS

EXCLUSIVE INTERVIEW:

MOST INNOVATIVE AND POTENTIAL HALAL F&B MANUFACTURERS

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CONTENTS Editor’s Note

THAIFEX: World of Food Asia 2013 Closes With Record Breaking Numbers

What’s Happening in THAIFEX 2013 The Entire Show in a Glance

PAGE 5 6 7 8

The Potential of Thai Halal Foods and Beverages

10

• Malaysian Signature Taste of White Coffee

14

Interview with Halal Exhibitor in THAIFEX 2013 • Thoyyib Pharma: Authentic Herbal Power Coffee • Ranong Tea: For Healthy Living

• Thaveevong Industry: No.1 in Fishey Product Innovation • MMK Spices: Master of Quality Spices • Hello Veggie: Snack for Kids and Anti-vegetable People • Oishi Group: Authentic Japanese Green Tea • Maaza: Enjoy the Fresh Fruit Drink in a Bootle • Sam Samut Trading: Bringing the Fresh Food From the Sea • Representing Malaysia Through Sarawak Cuisines • Coppola Foods: Traditional and Real Italian Food • Salmon Skin: Snacks For Your Health • Bifa Biscuits: a Familiar Taste, a Pleasant Memory • Chicharoen Marine: Big in the Fishing Industry • JB Gold Bakery: Thai-Style Roti Canai • Hong Siang Food: Healthy White Coffee & Milk Tea Food & Beverage Trade Fair 2013 THAIFEX Event Highlight

• Thailand Ultimate Chef Challenge • Roasters’ Choice Award DagangHalal in THAIFEX 2013 Colours of THAIFEX 2013

16 20 22 23 26 28 29 32 34 35 38 40 41 44 46 47 50 52 56 58

EDITOR’S NOTE

Editor’s Note

..............................................................

F

or the past 2 years, we at DagangHalal are committed to provide the best service and promotional strategy for our local and international

Halal merchants. This year at THAIFEX was no different as our team made every effort to gain maximum exposure for our merchants and the DagangHalal brand to the global Halal market.

At THAIFEX 2013, we had the fortune of interviewing and learning from the most inspirational and successful Halal entrepreneurs from Thailand and around the world. With the treasure of high potential Halal products and tremendous growth in demand, especially in the food and beverage industry, it is a big loss for Muslim business owners if they do not grab the valu-

Jointly organized by

able opportunity in front of them to broaden their market into the international level.

Beyond these factors, we at DagangHalal

The Thai Chamber of Commerce

strongly hope that every player in the Halal industry could work together to strengthen the efficiency of the Halal supply chain production and delivery to fullfil the demand from the consumers.

Media partner

Asrul Shamri Mohd Amin

05

INTRODUCTION

More than 93,000 visitors attended this event, Generating a remarkable income over 320 Million USD.

THAIFEX - World of Food Asia 2013 Closes With Record Breaking Numbers

......................................................................................................................................

A

sia’s most influential food and beverage exhibi-

Where Food and Beverage Industry Gathers

tion held at IMPACT Exhibition and Convention Center from 22 – 26 May 2013, wrapped

The World of Seafood, a professional trade fair

up its tenth edition on a high note with record-breaking

catering to the seafood and frozen seafood industry

numbers. Garnering praise from the industry for its high

made its debut with much fanfare during the fair. Says

quality of local and overseas buyers, the exhibition

Poj Aramwattananont, President of the Thai Frozen

received 27,361 buyers from 125 countries over the five

Food Association, “THAIFEX is one of the biggest food

days. In total, there were 21,326 local visitors and 6,035

fairs in Asia. We hope that THAIFEX will be the door to

from overseas.

the world that will push Thailand to be the kitchen of the

The success of this edition was evident by its

world. We are one of the biggest in the world for food

growth of 15% from the previous year, with an estimated

processed products. We are ready for all kinds of food

spot sales of USD$15 million.THAIFEX – World of Food

export, as we are equipped for sanitation, food safety

Asia also saw the inaugural alliance with a country, Italy,

and consistent supply.”

which brought 67 Italian companies that occupied 612

Peter Ooi, owner of Cozzo says, "I have been

sqm. Says Daniele Rossi, General Director of Federali-

exhibiting since its first year and will continue to do so.

mentare, “Asia marks huge potential for growth and is a

This is a very international exhibition with an interna-

very important market for Italy. THAIFEX – World of

tional profile of visitors and buyers. I have been able to

Food Asia is an international fair and a gateway to Asia.

increase the export market for my business, meeting

We are very pleased with this partnership and hope to

visitors from Middle East, Africa, India and as far as

double the participation by 2015.”

Canada.”

06

STATISTICS

.........................................

Located at the lobby of Challenger Hall 1, visitors are able to get a preview of all Halal products available at the fair.

Find out which products suits you best before heading into the halls.

What’s Happening in THAIFEX 2013

......................................................................................................................................

T

HAIFEX – World of Food Asia is targeting to fill all three halls from Challenger 1 to 3 this year, totaling 60,000 square meters, an increase of

10% from 2012. For food importers, wholesalers, distributors and hotel and restaurant professionals from Asia, THAIFEX – World of Food Asia is the place to meet and do business, as it offers 1,200 exhibitors from 30 different countries.

• This year theme is “Savor the best in Asia”.

• 1,100 exhibitors from Thailand and International exhibitors.

• 28 countries represented.

• 27,361 buyers (21,326 local visitors and 6,035 from overseas).

• Growth of 15% from the previous year.

• 93,667 visitors - 27,361 visitors (trade days) and

Product Zone

66,306 visitors (public days). Increase of 3.05%

• Dairy Drinks

• Health and Organic

• Fine Food

• Meat and Poultry

• Food Service

• Ready to Eat

• Food Technology

• Retail and Franchise

• Frozen Food

• Rice & Rice Products

• Fruits and Vegetables

• Seafood

• Grocery

• Sweet and

• Halal Products

Facts and Figures

Confectionery

from the year 2012.

• 125 countries involved.

• Top 5 countries comprising Malaysia, China, Japan, Singapore and the Unites States.

• 320 Million USD of total trade value orders.

• 17.5 Million USD include immediate orders.

• 301 Million USD over the next 12 months orders.

• Top 5 product comprising namely Fruits & Vegetables, Rice & Rice-based products, Groceries, Organic Food and Confectionery.

07

INSIDE THAIFEX

THE ENTIRE SHOW IN A GLANCE Hall Plan

IMPACT Exhibition and Convention Center Bangkok, Thailand

1

4

HALL 1 R

ENGE CHALL

B

A

HALL 2 ENGER

CHALL

3

2

HALL 3 ENGER

CHALL

S ROOM RENCE CONFE

8|9|10

DRINKS HALAL

FINE FOOD

FOOD SERV

HEALTH & ORGANIC

GROCERY

FOOD TECHNOLO

FRUITS & VEGETABLES

RICE & RICE PRODUCTS

MEAT & POULTRY SEAFOOD FROZEN FOOD READY TO EAT

08

SWEETS & CONFECTIONERY

INSIDE THAIFEX

THE ENTIRE SHOW IN A GLANCE

2

LEVEL

1

HALAL PRODUCT SHOWCASE

4

BUYERS LOUNGE

A

1

LEVEL

M ATRIU

2

M ATRIU

3

09

THAILAND ULTIMATE CHEF CHALLENGE

VAN, TAXI, LIMOUSINE SERVICES

B

VISITOR REGISTRATION

JUPITER 8, 9,10

The Thai Chamber of Commerce

3

ATRIUM 2

VICE

Jointly organized by

ROASTERS’ CHOICE AWARD

VISITOR REGISTRATION

CONFERENCE ROOMS

OGY

2

ATRIUM 3

IMPACT LINK (BUS SERVICE)

SPECIAL ARTICLE

THE POTENTIAL OF

THAI HALAL FOODS & BEVERAGES

A

sia is fast rising to become a regional force in

Halal foods and beverages is a requirement for all Mus-

the production of Halal foods boasting of an

lims across the world, actually almost a necessity. In

expansive consumer outlet of about 240 million

perspective to global population rates, especially in Asia

Muslim natives. Much of the progress has been recorded

and Muslim nations, there is a chance that Halal prod-

in the southern part of the continent especially in Thai

ucts will account for 20 - 25 percent of the general food

with different survey firms unable to come up with exact

production.

reports on projected growth. Halal products command

Currently there is a market valuation of over

well over 55 percent in the foods and beverages segment

100 billion USD annually for Halal products and with

across Asia, with much of the sales being made through

the ever-rising Thai agricultural potential there is every

various Halal certified suppliers. Thailand is today consid-

possibility that Thailand will soon have a larger share in

ered one of the biggest exporters of halal products, sixth in

terms of market needs globally. Muslim being the

the world to be precise and has seen a steady annual

second largest religion after Christianity standing at 25

growth of 20 percent in exports.

percent, there is every reason to say that the future is

It has been projected that by the year 2025 the

safe for Halal mainly because foods and beverages from

Muslim population will have reached 30 percent, meaning

this company are manufactured in accordance with the

that the 590 billion USD global markets for Halal products

Islamic law and marketing or awareness of its products

will have gone up. This analysis is based on the fact that

is passed across the globe almost unconsciously.

10

SPECIAL ARTICLE

There has also been an increased demand for these products from non-Muslim countries like India which commands around 140 Muslims, China, United States, Germany, France, Philippines, United Kingdom, and parts of Africa. The rise of Halal consumption can also be attributed to high living standards adopted globally by people from different countries, as well as more professionalized approach by Halal Certified suppliers.

Halal F&B at THAIFEX THAIFEX is an Asian Trade Fair or simply a World of Food Asia chapter that gives food producers a platform to exhibit their products to the outside world.

Branding and marketing strategies are showcased not only to Asians but also to exhibitors from across the world. Basically the idea is to create a platform for Halal products and to open a more globalized approach to

Halal Authority in Thailand It is every government's responsibility to govern the wellbeing of its citizens and that explains why Thai Halal Certification is compulsory. Central Islamic Council of Thailand (CICOT) is the body tasked with certifying all halal products and is supposed to work hand in hand with The Department of International Trade Promotion (DITP) in promoting sales of Halal foods and beverages (F&B).

These are globally accredited bodies whose main function is to commercialize these products to markets across the globe. They act as scales and regulatory bodies for these products to ensure that quality is guaranteed, and on top of that, all channels are well executed in the protection of both producers and consumers.

marketing these products. THAIFEX provides a good market place for different kinds of people, both Muslim and non-Muslim affiliates one of the key reasons being the presence of world media firms.

There is also the Halal symposium whose purpose is to deliberate on various challenges and successes of the industry, and coming up with solutions.

It is an open seminar for certified producers of Southern Asia region which has continually been seen as bedrock for future Halal foods and beverages production. It should be remembered that THAIFEX is organized by the great organization in the food industry of whom is Koelnmesse, and also the same organizer of Anuga – the world’s leading food fair for the retail trade and the food service and catering market.

In a Nutshell With the rising marketing opportunities for Halal, it is safe to conclude that Thai Halal food and beverage will be largely significant not only in Asia but also in the world Halal market. Of the over 30,000 factories in Thailand, close to 10,000 of them are food factories presenting a stable global halal supply for now and the future.

11

BB

KRIM

HALAL

COVER STORY

Malaysian Signature Taste of White Coffee

......................................................................................................................................

E

stablished in the year 2003, MB Products (M)

company has been awarded with HACCP and Halal

Sdn. Bhd (MBP) is Malaysia's fastest growing

certification by JAKIM for producing high quality prod-

and leading manufacturer of instant beverages

ucts and follwing the Syariah compliances.

epsecially coffee products. Strategically located at the

The most popular products produced include

heart of Malacca, Malaysia. The manufacturing facility

Coffee, White Coffee, Chocolate Malt Drink and Teh

and the main company's office ensure that customers can

Tarik which are delicious and most importantly they are

easily access the products.

available to clients at a good price. Nowadays, there has

The products can easily pass for the most healthi-

been an overwhelming demand from society for women

est and nutritional beverages because those element is the

to look beautiful. MBP has taken up the initiative to

priority of MBP. Expertly enriched with the best natural

produce Soy Collagen which is a healthy drink taken by

herb ingredients, these products which include instant

women who are tentative to maintain their youthful

coffee powder, juice powder etc have promoted a healthier

body, naturally inside and outside.

way of life for people of Malaysia. Legally, the products

Due to their outstanding and commendable job

have been registered and approved by the Ministry of

in the manufacturing of these products, the company has

Health which is proof of them being legit and also effec-

been able to expand its client base to the most successful

tive.

companies yet. Companies like Cordysin (M) Sdn. Bhd, The company has committed itself to the manu-

Giant Hypermarketand Carrefour Hypermarket are

facture of high quality, reliable and safe consumables

among the clients who have been satisfied with quality

which customers are satisfied with and also pledge their

products delivered by MBP.

loyalty in purchasing them diligently. In addition, the

14

COVER STORY

Nowadays, there has been demand for healthier beverages from clients. This proves that more people each day are becoming health conscious and they prefer a less sugar beverage. The company through its Research and Development (R&D) team has been able to formulate a customized range of products based on the client's requirement and specification. In addition, they also insist on complying with the legislative and regulatory requirements on ingredients used. The main objective of the team is to ensure that there is always improvement in product manufacturing, processing and also personnel skills which allows MBP to achieve business globalization by creating brand awareness that will eventually attract both local and international clients.

For MBP to be a mammoth enterprise in the near future, the company intends to join and participate in THAIFEX 2014 in order to meet more serious buyers from Asia and Asean region where they hope to do market testing of their products with the target sales set for USD $30,000 and also to get more business contacts, leads and opportunities.

For any enquiries regarding their coffee product can be send to the following details: MB Products (M) Sdn Bhd (604335-v) No. 2A, Jalan MJ/55, Taman Merdeka Jaya, Batu Berendam, 75350 Melaka, Malaysia.

Tel: +606 - 317 9280 Fax: +606 - 317 9575 When people say the sky is the limit, MBP says the sky is just but the beginning. The next goal and objec-

General enquiry email:

tive ofthe company is to achieve ISO 22000:2005 which

mb_products@yahoo.com

will help in the exportation of their products to oversee

inquiry@famosawhitecoffee.com

markets such as China, Hong Kong, USA, Thailand, Singapore, Brunei and Indonesia.

15

COVER STORY

Thoyyib Pharma: Authentic Herbal Power Coffee

......................................................................................................................................

T

his year's THAIFEX - World Food of Asia exhi-

The company has also under the class the Tradi-

bition goes into Thoyyib Pharma Industries (M)

tional Medicine Drug Control Authority listed products

Sdn Bhd's portfolio as another successful

such as a Pueraria Mirifica 100mg Chewable Tablets,

launchpad for the global market. The THAIFEX 2013

Kitsui tablet and Garcinia Cambogia 250mg Tablets

exhibition has also opened networking gateways that has

amongst others. A full list of their products can be found

given the company a platform to exchange ideas, form

online on their website: www.thoyyibpharma.com. As

market partnerships and increase its product awareness.

an equipment manufacturer, It boasts also over 100

Established in 2001, Thoyyib Pharma is based in Nilai, Negeri Sembilan, Malaysia and has come to emerge

individual branded machinery that has been adopted by established corporations.

as a consistent producer of health foods and as an OEM

It received commendation at the Arab Health

(original equipment manufacturer) for several renowned

Expo in 2012 and has ever since gone on to showcase its

market leaders. The company's biggest pillars are the

mixed collagen drinks and over 30 products in trade

collagen mixed drinks and coffee mixed drinks. Its unique

fairs all around the world such as Indonesia and Brunei.

selling point being the company's ability to fuse collagen

With every single product tailored to meet the demands

in the form of Bovine and Marine with popular drinks

of its major customers and in compliance with the stand-

such as coffee and cocoa to create a range of nutritious

ards set by the Good Manufacturing Practice(GMP), it

heath supplements. Its fostered relations with France and

drips with quality control. It has gained popularity that

China has seen them acquire the collagen supplements for

has propelled its target to encompass Asia as the major

their beverages.

market for its products and even surpassed it to include

16

COVER STORY

countries like Ghana and Indonesia. This is of course with

It has recently launched a cafetaria in in Nilai,

the existing hurdle of international certification that has

Negeri Sembilan in what promises to be a first of many

barred it.

outlets solely for their products. At home, it is a growing

Locally, it has gathered stamps of approval from

force as a service as it now offers services such as pack-

its home customer base and Halal certification from the

aging for other companies, product research, design and

Department of Islamic Development Malaysia (JAKIM)

development plus offers advice on good labelling.

in line with its adoption of Halalan Toyyiba and Halal

Their market projection is to further on the

logo. It has received support from government bodies on

healthy drinks by reducing the quantity of sugar to a

several accounts: The National Pharmaceutical Control

bare minimum or even replacing it with other close but

Bureau (NCPB) formerly known as the National Pharma-

relatively healthy susbsitutes such as saffron. This is the

ceutical control laboratory for its line of pharmaceutical

company definitely to be kept on the consumer watch

products and the Ministry of International trade and indus-

list.

try.

For any enquiries regarding their coffee product can be send to the following details: Thoyyib Pharma Industries (M) Sdn Bhd 83 & 84, Jalan Nilai3/23,

Tel: +606 - 799 8369

Nilai 3 Industrial Park,

Fax: +606-799 9400

71800 Nilai, Negeri Sembilan,

Email: tajtpi@thoyyibpharma.com

Malaysia.

17

COVER STORY

Ranong Tea: For Healthy Living

......................................................................................................................................

G

reen Tea Limited Partnership was established

These products are sold under the brand name,

in 1985 and has been in the market for almost

'Ranong Tea' which carries the tagline saying "For

30 years now. They are indulged in the manu-

Healthy Living" that denotes good brand, good quality

facturing and exporting of healthy hot beverage which is

and good taste. With this tagline they wish to convey the

made from green tea, slimming herbal tea and white

message to their customers that the company and the

coffee.

brand assures good quality products. So 80% of the The company has witnessed many ups and downs

since its existence. They faced problems such as the labor

ingredients that are used in the products are from Thailand.

cost and shortage of good quality raw materials. Instead of

The product has a unique quality and that is, its

the limitations and shortcomings, the company has man-

signature taste, which is offered by Ranong Tea. This

aged to get its way through to the top. Despite of the

uniqueness of the product has become both well-known

various competitors in the market today, it has become one

and well accepted in the markets of Thailand. The com-

of the most established brand in Thailand.

pany has received halal certification from The Central

Their products are available in all 7-Eleven stores

Islamic Council of Thailand (CICOT), which is very

and also most of the macro and small shops in Thailand.

essential as some parts of Thailand are Muslim domi-

The main products offered by the company are Green Tea,

nated.

Ginger Tea and Slimming Herbal Tea and also Slimming

They have also managed to export these prod-

Coffee which uses collagen. They mostly prefer to use the

ucts to the Arabic countries. Mr. Tony, the Sales Man-

mainstream line to market their products.

ager of the company, says that the Halal logo is very

20

COVER STORY

important in order to get recognition from the Muslim population in countries like Malaysia and the MiddleEast. The company has also received accreditation from other reputed and important standards like HACCP, GMP and BRC. They have been a part of THAIFEX as an exhibitor since their first edition was launched. THAIFEX is the largest food fair in Asia which is held every year for the companies that manufacture food products. They wish to expand their horizons by trying to reach out to other markets outside Thailand, so they are expecting to attract more distributors. The company also shows interest in attending other international trade fairs such as MIFB and MIHAS in Malaysia, Foodex in Japan, Anuga in Germany and Gulfood in Dubai.

Their main objective of joining THAIFEX this year would be, to strengthen their business connection or relations, especially with the distributors and also to strengthen the brand itself. This year in THAIFEX, they received enquiries with some serious buyers from USA and Australia, mainly for their business propagation. Mr. Tony continues by saying that THAIFEX is getting bigger ever year, with so many brands and companies getting added to it every year. So he is looking forward to be a part of it again next year too.

For any enquiries regarding their herbal tea product can be send to the following details: Green Tea Limited Partnership 40 Soi Sutthiniwes, Sutthisan Rd., Samsennok, Huay Kwang, Bangkok 10310, Thailand.

Tel: +66 2 274 7050 Fax: +66 2 274 7053 General enquiry email: ranongtea@gmail.com

21

COVER STORY

capacity of 1350 tonnes per month. Nowadays the product of TVI is already being exported to over 25 nations worldwide. TVI maintains a uniqueness in its product by their seafood innovation, which enables TVI to come up with atleast 3 to 4 new products every year.

For TVI, quality control is of top priority, where every employee strives hard to meet and exceed the highest industry and environmental standards. The seafood products of TVI have created a market trend for ready-to-eat, easy-to-cook and quick serve products being manufactured by the company. The alternate trend that has appeared in the market is that the people have

Thaveevong Industry: No.1 in Fishery Product Innovation

.................................................................

started looking for more healthy products like fish tofu and seafood clamps.

In Thailand itself, TVI products are easily available at leading restaurants, hotels, convenient stores and supermarkets. Other than the middle east, TVI also

A

exports its products to many other nations such as company which started out as 'Thaveevong

Japan, Australia, USA, Canada, England, Netherlands,

Industry Co., Ltd' more commonly known as

Germany, Sweden and Russia.

TVI is one of the leading companies operating

in Thailand that specializes in the fishery product market, This company was founded in the year 1985 by Mr. Vichai Thavorntaveevong. It is one of the leading producers and suppliers of seafood consisting of 'Surumi', that is, 'minced fish meat' and dried fish. The company became one of the leaders with hard-work, expertise and sheer commitment.

TVI is mainly popular for its wide range of sea food products which include, Breaded Fish Chip, Chikuwa, Shrimp Bomb, Dried Yellow Stripe Trevally, Dried Tiger-Tooth Croaker and much more. Also, the Central Islamic Committee of Thailand has certified that all meat used TVI is Halal, keeping in mind the religious

TVI complies with the international quality

sentiments of the population. Due to this compliance of

foods certifications such as GMP, HACCP, BRC,

Halal, TVI products are also accepted in neighbouring

MASCI, ISO 9001 and a few more. TVI also won the

countries like Singapore, Indonesia and Malaysia where it

prestigious OTOP 5 star product champion award from

has become a standard requirement by the buyers.

the Thai Government. Due to certain strict compliances

The main target market for TVI lies mostly in the

and tariff barrier, TVI has been made to focus less on the

middle eastern countries of Egypt, Iran, Turkey, Iraq,

international export market. In THAIFEX 2013, TVI

Saudi Arabia, Yemen, Syria, UAE etc. The company has a

was seen receieving inquiries from potential buyers

registered capital of 300 million Bhat with 1800 highly

from Hong Kong, Malaysia and also China, where

trained staff personnel that push out a manufacturing

China will be a first for the company to venture into.

22

COVER STORY

that make the product more appealing. As a matter of fact, these are producers that have conducted a string of researches on the best way to serve the clientele. For instance, a producer that has a made several approaches in the market and made several brands will be a preferred choice. Such brands ensure the customer is served with quality products without regrets. Some of the popular spice brands include Spice King, Peladang, D.B.B and Malwai Toor Dhall. With such brands, you can never jeopardize on the quality of services offered.

One of the best attributes in a producer is offering a wide variety of products in a wide market. This

MMK Spices : Master of Quality Spices

.................................................................

calls for an appropriate distribution channels which serve customers conveniently. When looking for a spice supplier, you have to consider a manufacturer that has effective distribution models. As such, you will have all the spices you need at your own convenience. For

W

instance, a manufacturer that targets wholesalers and

at any time. For instance, a business that deals with all

ously. This will relieve any stress of waiting for long

kinds of spices will be a preferred choice. This includes a

before the supplies are replenished.

hen looking for spices, you have to consider

other distributors ensures the market is supplied with

a company that provides a wide variety of

sufficient spices. Similarly, you have to consider a

spices. This will definitely serve your needs

manufacturer that offers services and products continu-

business that provides all spices both in the original flavor and powdered spices. This includes pulses, provisional items, edible nuts and dried fruits. As such, you can use all these spices in a wide range of foods depending on your choice.

Apparently, some people prefer the uniqueness of a product. For instance, you have to consider a business that gathers direct supplies from the ultimate source. Some of these sources include India, Turkey, Egypt, Guatemala and Pakistan, which are considered the main suppliers of these spices. This will give you quality spices and leave no

Businesses should have the legal rights and documenta-

regrets.

tions before supplying services and products in the Many people would like a producer that has been

market. For instance, you have to consider a spice

in the market for an arguably long time. These are produc-

supplier with ISO certification. This shows that the

ers that have mastered the art of giving quality spices. For

products that are supplied are genuine and fit for human

instance, a producer that has been in the market for over a

consumption. Other certifications like Halal should also

decade has perfected the art of manufacturing spices to

be considered. Therefore, when you need spices, you

serve the market.

have to consider the above stated for savored services

Apparently, such a producer has improving trends

23

and products.

MADE IN MALAYSIA

:

COVER STORY

Hello Veggie: Snack For Kids And Anti-vegetable People

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H

edthodnanode Foods Company Limited was

It was later in 2011, two years back, that he

established in 1980. Initially, this company

started to supply his product in the supermarket. He

started with the cultivation of oyster mush-

supplied both the original and spicy flavored snacks.

room. Later, under the brand named, 'Hello Veggie', it

Soon he began to sell the products in 7-Eleven around

began to develop and process snacks.

Thailand, to almost 6,000 branches. In Thailand, Hello

Today this company deals with manufacturing of

Veggie was the first brand to start this evolution of

vegetable tempura snack and brown rice snack product.

vegetable tempura snack, in two different flavors, both

The factory is primarily located in the southern part of

original and spicy.

Thailand, which belongs to Phatthalung province. In order

Their snack is delicious and appealing. It is

to maintain its product's condition and retain its nutritions

good for children who don't like to eat vegetables, they

for the consumers, the company involves in the hygienic

will surely love this snack. The people who despise

and modern production procedures.

vegetables would also love this product because of its

Mr. Chaiyong Kotchapant, the Managing Director

different flavor and enchanting taste. This company also

of the company, indulged in frying mushroom tempura in

produces Brown rice snack which is produced from

the evening market for about 13 years. Then it was just six

Thailand's famous brown rice called Sung-yod brown

years back that he decided to commercialize the mush-

rice.

room tempura in the form of snack products. He somehow managed to sell these products in some retail shops in Bangkok.

26

COVER STORY

This product is manufactured under the brand name ‘Chao Sua Nut’ and it is a perfect blend of wonderful taste and nutrition. Brown rice snack is available in two mouthwatering flavours that is Traditional Southern Herbal Rice flavor and chocolate flavour. The Central Islamic Council of Thailand (CICOT) has certified all its snack products as Halal for 7 years The owner believes that this Halal certification is utmost necessary for all the food products in the market of Thailand, especially in the southern part of Thailand which is mostly populated by the Muslims. It is also important if one has to supply the products in the South East Asian countries which has the majority of Muslim community. The owner also shows an interest in broadening his market by reaching to Malaysia, Singapore and Korea.

The only problem that the owner has talked about is the major hindrance while exporting the products to the

The owner announced that they are participating

foreign country is that it expires in 6 months, which is a

in the THAIFEX 2013 for the first time and the main

short time. So he wants to make the product last for at least

objective behind this is to get more orders for 6 months

12 months, an area of innovation that he yet needs to

supply. The minimum order quantity must be at least 1

explore. While, he was explaining about the food trends in

container or 100 to 200 cartons. The company has man-

Thailand, he mentioned that vegetable tempura snack is

aged to bag some high potential buyers from Taiwan and

still very new in Thailand and consumers are looking for

China.

something which is tasty and healthy too.

They have also managed to get high potential buyers from Malayasia, who apparently like the Brown Rice Snack product very much. The owner of Hedthodnanode Foods Company Limited, concluded by saying that they will definitely join the THAIFEX, next year.

For any enquiries regarding their vegetable snack product can be send to the following details: Hedthodnanode Foods Co., Ltd. 190 Moo.11 Tambon Nanode Muang District, Phatthalung Province, 93000 Thailand.

Tel: +66 7464 1082 Fax: +66 7464 1754 General enquiry email: kchaiyong139@gmail.com

27

COVER STORY

Drug Administration Agency. In this context, certification of production process by the USFDA signifies presence of excellence qualities on the technology.

Oishi Group became the first tea processor to install and commission this efficient Japanese technology. As a result, the company has developed substantial experience on the use of the process over the last ten years. This technology has enabled the organization to become one of the highly rated tea processors in the Asian region.

Eight years ago, Thailand's Islam Committee certified production and distribution of all the different

Oishi Group: Authentic Japanese Green Tea

.................................................................

types of tea brands by Oishi company. According to the committee, Oshi's processing plants meet excellent hygienic standards. In one incident, committee members agreed that production processes within the company's facility depicts a similar level of hygiene like that

I

adopted in hospital treatment rooms. n terms of agricultural production, Thailand farmers

This was an indication that the company puts

feature among the leading growers of tea. The

significant emphasis on production standards. Conse-

geographical factors like climate and soil composi-

quently, its products attract both domestic and interna-

tion in the region favors production of excellent quality

tional consumers. One of its representative brands is

produces from the farm. After harvesting of tea, the

Oishi Green tea. According to a tip off from the com-

adopted production process will determine the final qual-

pany's quality control department, Oshi's green tea has a

ity of products availed to the consumer market. This

great and distinctive aroma. Its production standards

means that use of efficient and effective processing

control development of desired flavors and other essen-

technology yields a beverage that meets international

tial nutrients; hence yielding an imperial beverage

standards. On the contrary, use of old technologies may

sought earnestly all over the world.

hinder production of flavor rich tea products.

Based on relevant statistics from the health and

In Thailand, Oishi Group Limited is the leading

fitness industry, the delicate green tea offers numerous

producer of the different varieties of tea. The company

benefits to consumers. Carefully processed green tea

diversified its production capacity in order to meet

contains high concentrations of Polyphenols. Apart from

increasing demand of different flavors of this precious

the anti-oxidant properties, nicely prepared green tea

beverage. Among the favors manufactured include Oishi

induces accelerated metabolism, which results in

Green Tea, Oishi Black Tea and Oishi Green Tea UHT

enhanced calorie burning in the body. Relevant medical

among other flavors.

research shows that tea eliminates unnecessary fat

As acknowledged earlier, the flavor achieved

containing materials including cholesterol. This means

depends on the technology and scientific procedures used

that brewed green tea is an excellent and natural weigh

in processing the agricultural produce. In an effort to

loss beverage.

ensure development of sustainable processing standards,

Tea lovers all over the Middle East, Europe and

Oishi Group bought and installed a certain Japanese

other parts of the world are encouraged and invited to try

technology which has been accredited by the US Food and

Oishi green tea beverage.

28

COVER STORY

popular. It provides what some would say the most authentic mango-in-a-bottle experience. Loved especially for its taste, color, and thickness, and shipped in different packaging formats, it stands out above all competition.

Maaza juices are Halal certified by the Halal Cerification body of Dubai. This means that Muslims

Maaza: Enjoy The Fresh Fruit Drink In a Bottle!

.................................................................

are allowed to drink it under Islamic Shari'ah. This is an extremely important criteria that takes into consideration the origin of a food or drink, and how it is processed.

The Halal is one of the requirements for import

I

and export marketing to Sudan, Pakistan, Kuwait, and n India, the word 'Maaza' means enjoy. And that's

other Muslim countries. And these are countries that

exactly the word on everyone's mind since Maaza,

play a huge role in the success of Maaza as a worldwide

the fruit drink brand, was introduced to the world in

brand. Besides Halal certification, Maaza is also compli-

1976. Since then, Maaza has become one of the leading beverage juice brands worldwide.

ant with HACCP, BRC, and Kosher standards.

With the population increase and the demand

Maaza began in the late fifties in India with a

for natural drinks like fruit drinks, the market trend for

simple idea of making juice out of mango puree. Its

drinks like Maaza is going up. For the mango juice

wholesome properties and wonderful taste soon took off,

segment, Maaza Mango has about a 40% market share.

spreading border to border, to appease the tastebuds of

In India, the mango segment alone makes up a whop-

people in the Middle East and Africa. And it's in these

ping 95% of the total fruit drink market--Which Maaza

places that the Union Beverages Factory began selling

completely dominates.

Maaza as a franchisee, acquiring that right through Maaza

THAIFEX is considered to be Asia's most influential

International Co. LLC Dubai.

food and beverage exhibition. For this year's 5-day

Today, Maaza is a registered trademark of Infra Foodbrands BV, which acquired Maaza in 2006. And it's

event, it had a record-breaking number of visitors: A total of 27,361 buyers from 125 countries.

because of Infra Foodbrands that Maaza has been built

Along with 1,300 other brands, Maaza was

into the dominant intercontinental fruit juice contender

there. In fact, Maaza was looking for a franchisee for a

that it is.

local market in Thailand. Even though they received less

So what makes Maaza the most loved beverage

number of enquiries from international buyers compare

brand in India? It's the taste. It's a taste to enjoy. But also,

to last year, but there are still genuine buyers who inter-

it's the variety. Maaza has a drink for many exotic fruits,

ested on Maaza’s product range.

including pineapple, banana, guanabana, guava, lychee,

Depending on the direction MAAZA Interna-

mango, passion fruit and papaya.

tional Co. (LLC) wants to take, they will consider to

But of all these drinks, Maaza Mango is still the most

participate again in THAIFEX next year.

29

COVER STORY

Sam Samut Trading: Bringing The Fresh Food From The Sea

......................................................................................................................................

S

am Samut Trading Co Ltd. has established and

everything you buy from them is fresh and preservative

flourished in Thailand widely. It has been in the

free completely. For the frozen products, they are stored

market for the last twenty years. It has been meet-

well so that they can maintain their freshness. This com-

ing its customers' needs and expectations over the years

pany ensures that the goods they sell to their customers

successfully. Its growth has been facilitated by their loyal

are fresh and this has improved its growth in the region

customers who have been there for them all along.

noticeably.

This company deals with seafood products like

The target market is to all Muslim countries in

fish, squid, shrimp, cutter fish, surimee and many other

the world. The surimee products are more to export

sea foods as well. They produce more than a hundred

market to Japan due to tsunami in past years. This com-

types of seafood efficiently. The products are Halal certi-

pany assures you that it has enough surimee products to

fied by the Central Islamic committee of Thailand

export to Japan efficiently and satisfactorily every year

(CICOT) since the early establishment of Samsamut. This

all seasons. They are also aspiring to export their prod-

assures you that their products are fit for human consump-

ucts to china and USA in the future.

tion and you do not need to worry about quality since it has been well taken care of.

At the moment however, they are focusing more on domestic market since the seafood demand is high in

The products are all fresh, natural, no MSG and

Thailand. The residents love seafood and this has

no preservatives have been added. Other companies tend

contributed much to the growth of this company being

to use phosphate on shrimp to maintain its texture but this

their major customers. Even though this company is

is not the case for Sam Samut Trading. This ensures that

considered new in the industry, they still receive a lot of

32

COVER STORY

demands from buyers. This signifies that their products are quality and are appreciated by their customers a lot. It also implies that their services are good and professional.

The market trend for this industry is the consumer looking for ready to eat meals which is easy to cook using microwave and less time to prepare. This company has met this need successfully and lucratively to their customers. Besides Halal, Samsamut Trading also receives other accreditation like GMP, HACCP, BRC and many more.

Their products have been packed in such a way that they are easy to cook and prepare. This saves you on time and energy extensively.

For THAIFEX 2013, the participation this year is to find more customers internationally. It has been able to meet few international buyers from China, Russia and Jordan for export market so far. This shows they have already began attaining or achieving their goal this year.

Although the crowd is less compared to previous Thaifex, they found that the quality trade visitor is there for their products. This encouraged them because they knew they will be here again in Thaifex 2014.

For any enquiries regarding their fresh frozen seafood product can be send to the following details: Sam Samut Trading Co., Ltd. 78 Mu 4 Thambon Thasai, Amphoe Mueng, Samutsakorn, Thailand.

Tel: +66 3482 2371 3 / +66 3488 0223 30 Fax: +66 3482 2374 General enquiry email: p_rawiwan_klcold@hotmail.com

33

COVER STORY

Apart from these, NCL Golden Trove is exporting, and distributing two geographical indication product (GI), which is dabai (black olive) and terung asam (golden delight). Target for these products, is the huge halal retail market spreaded throughout Asia,and as far as the company concerned, they have been maintaining a standard in health food business from very beginning.

As their quality of food reveals, inspite of being a new company in market , they have already received support from Malaysian Government.

Not only in food, but also in skin care Halal segment are in huge in demand,this is a strong reason for creating much better taste and traditional to modern type products. In THAIFEX held in Thailand in 2013 this

Representing Malaysia Through Sarawak Cuisines

.................................................................

company first participated under Malaysian External Trade Development corporation (MATRADE). Where in exhibition, it was an expectation to promote latest Asian cooking food pastes and grab the international branding exposure with other leading companies in Asia

M

region. alaysia, is now a prime attraction for tourists

In THAIFEX 2013,the Malaysian pavilion was

in Asia, not only the Malay culture attracts

visited by lots of potential buyers from China, Korea,

millions of people around the globe but it's

USA,Canada and also visited by the Vice President of

cuisine also. As the representative of pious, rich Muslim

Central Islamic Committee of Thailand (CICOT). As

culture NCL Golden Trove Sdn Bhd has proven itself as a

their tagline reflects, that NCL Golden Trove Sdn Bhd

reliable and strong holder in food market, basically it's a

globally doing quest to improve health through healthy

Malaysian Halal food product supplier specially focused

eating and challenge the food industry to focus on taste,

on local food of Sarawak, food paste for other Asian foods

quality and good health benefits. They have become not

and other finger licking Malaysian dishes.

only a reliable producer of food but also representative

There are more than twelve cooking pastes those

of Malaysian culture and cuisine. As a result, in

are available under the of MUSC Raja Laut. As they are

THAIFEX 2013 they have received huge positive

specialized from the very beginning in Sarawak local

response from the crowd, which is obviously a good

food,some of their highly demanded products reflect the

benchmark, and a warm welcome for the food cooking

same, as sarawak laksa paste, sarawak sambal belachan

paste products also seen there. Nearly 80% of visitors in

paste, curry chicken or fish paste are really huge in

the trade fair who passed their booth, they stopped, tried

demand. Now the company has already started venture

samples, and gave positive feedback for their products.

into distribution of organic rice cracker, dried unique fruits

As it was previously told this company actually preserv-

and beverages as black olive beside its strong hold in

ing Sarwakian foods by maintaining its authenticity,

cooking paste business. As a highly rich Muslim culture of

they want to participate again in THAIFEX 2014.

Malaysia all the products of NCL Golden Trove Sdn Bhd is certified as Halal by Halal Malaysia Authority which is Department of Islamic Development Malaysia (JAKIM).

34

COVER STORY

Coppola Foods: Traditional and Real Italian Food

.................................................................

C

oppola Foods Limited began over 10 decades ago as a family owned Italian restaurant with food manufacturing in Saverino, Italy that was

established in 1908. The business effectively maked use of family recipes and promoted genuine taste. It was a rare gem in Saverino and the family tradition carried on for many years. With the preparation of their pasta dishes being so popular, the local people have been supporting them for many years and will do so, for more years to come.

In 1952, almost 45 years later, Mr. Ernesto Coppola had a great idea to begin canning and selling tomatoes for an export market. This was another aspect of

appearance in Asia market. They met several potential

the already very popular restaurant business. He created a

international buyers from Asia region; China, Hong

huge spark for the generations to succeed him in the

Kong, India and more. The exhibition had a great crowd

future. Now over 50 years later, the business is run by the

and the Coppola family is look forward to participate

third generation of the Coppola family. Currently, they

again in Thaifex 2014. The customer target audience is

have continued to deliver the authentic Italian pasta

the middle class or higher and educated particularly on

recipes which are considered as essential ingredients for

the consumable products that affect the quality of life.

Mediterranean diet. The Coppola Mediterranean diet

Coppola promotes healthy living through their products

contains all varieties of pasta that are traditionally

such as strictly Halal meat and of course the preparation

produced in Italy. This diet utilizes fresh, natural and high

of their meals.

quality ingredients for each product.

Coppola actively educates the public on knowl-

No one can deny Coopola's pasta dishes' authentic

edge of original and non-original pasta. For Coppola,

taste but they also bring more to the table with certified

the concept is: "Preparation must be done nicely; eating

Halal meat. All Coppola products are Halal certified by

must be enjoyed and socializing between spouse, friends

the Halal International Authority (HIA) in Italy. This tradi-

and family." The market trend is the increasing demand

tional family restaurant brings a truly original dish to life

for pasta around the world and the Coppola family

with all its products. The uniqueness of Coppola products

wishes to spread their idea of quality foods throughout

are made according to traditional ways from Compania,

the world. Currently, the company has the new product

where pasta is shaped using bronze dies and it is slow-

based from yellow tomato which can be used for fish

dried at low temperatures that does not alter the proteinic

cooking that brings sweeter taste. This particular prod-

and organoleptic properties. These types of simple touches

uct will help you savor the flavor of prime Coppola

are the reasons for the growing demands worldwide.

courses. With a strong heritage as the Coppola Foods

Coppola current targeted market is to Asia.

Coppola participation in THAIFEX 2013 was their first

35

Limited has created the production and distribution of healthy products will surely prosper for years to come.

COVER STORY

Salmon Skin: Snacks For Your Health

......................................................................................................................................

T

hai Hajima Trading is a company that deals in

Hajima Salmon Skin is full of nutritious elements.

healthy snack items. The increasing health

The collagen present in salmon is an anti-oxidant that

consciousness among the mass, demands for

offers a young and healthy skin. Omega3 prevents any

food that is nutritious rather than having only empty

kind of artery blockage. Besides, the protein factor takes

calories. This company, which started its journey seven

care of proper body function. Also, the calcium helps in

years back, consisted of a small group who were enthusi-

making teeth and bones strong. Iodine assists in the

astic in creating new food product. Today they are known

development of body and brain, and iron helps in the

for their superb quality Hajima Salmon Skin, Maki

creation of hemoglobin thus preventing disorders like

Jasmine Rice Ball, Jasmine Rice, and Crispy Wheat Flour

thalassemia.

and Tapioca Starch. It is expected that Thai Hajima Trad-

The Hajima crispy salmon skin offers a good

ing will soon be making a big name in the market as it has

range of healthy snacks of deep fried real salmon skin, to

few competitors.

its consumers. Salmon lovers are surely going to love all

Thai Hajima Trading Company has already got a

the flavors of this category. The flavor of smoked

good response from the market for being committed to

salmon is bound to tantalize the consumers. Only the

making healthy nutritious snack. The most popular one

best of salmon is used in the making of Hajima crispy

out of its various products is the Hajima Salmon Skin

salmon skin. Some of its varieties include Hajima Origi-

snack. It is made from imported salmon skin. It has an

nal, Hajima Nori Seaweed, Hajima Seafood Sauce, and

added flavor of the recipe, which enhances its taste further.

Hajima Wasabi.

38

COVER STORY

Hajima Nori Seaweed finely blends the special spice for making it sweet and nori seaweed from Japan to retain the original flavor. Hajima Seafood Sauce has a blend of three different flavors-its spicy, tangy, and also includes the taste of garlic. Hajima Wasabi is a fine blend of Japanese ingredient 'wasabi' and salmon skin. It is slightly spicy and also a little strong in its flavor that offers one of the best Japanese tastes.

Under Maki Rice Ball, there are several flavors like butter, wasabi, choco banana, and shrimp. The Ninjacji Crispy Wheat Flour and Tapioca Starch is a star-shaped Japanese style snack. The Maki Jasmine Rice Crackers, made from 100% jasmine rice, has several aromatic flavors under it like veggie green curry, thai sweet chilli, wasabi, garlic butter, choco banana, and of course the smoked salmon.

All their products are Halal certified by The Central Islamic Council of Thailand (CICOT) which guar-

The Mall, Tops Market, Lemon Farm, Jusco, Tesco, and

antees the quality and safety of the products. The products

Villa Market. Hajima exports its products to Hong

are available in markets across Thailand which include

Kong, USA, Australia, Myanmar, Philippines, Indone-

names like Big C Supercenter, Gourmet Market, Food-

sia, Switzerland, Singapore, France, Malaysia, China,

land, Emporium Paragon, Home Fresh Mart, Carrefour,

Guangzhou, Taiwan, and Combodia.

They are planning to venture into Middle East and Europe too. It has already fifth times participation in THAIFEX and interested to search for agents and distributors outside Thailand. If you would like to be an agent for this amazing healthy snack food at your region, kindly browse to www.thaihajima.com for more info.

For any enquiries regarding their salmon skin snack product can be send to the following details: Thai Hajima Trading Co., Ltd 259/200 Sukhumvit 71 Rd., Wattana, Bangkok 10110, Thailand Tel: +66 (0) 2 8058755 / +66 (0) 2 8058756 Fax: +66 (0) 2 8058264 General enquiry email: thaihajima@hotmail.com

39

COVER STORY

enabled the business to redefine value with its clients while at the same time maintaining maximum production over the long-term.

And with more than 200 varieties of chocolates, biscuits, wafers, crackers, cakes and others generated from its production units, Bifa has been honored to feature an excessive volume manufacturing that trails at 470, 000 kilograms daily. This hefty and surplus production has sustained the ability of the firm to survive any economic and production downturn hence an increase in operational efficiency and performance.

Relying on proven chocolates, biscuits, wafers,

Bifa Biscuits: A Familiar Taste, A Pleasant Memory .................................................................

crackers, cakes and others that have gone through rigorous testing and approval by an established company like Bifa Biscuits and Food Factory Co. is one of the most critical decisions customers are making and particularly in the highly regulated production industry. Addition-

P

ally, this has been another reason why the company has erhaps no company has managed to handle close

nurtured its name as a renowned international exporter

interactions with those who love biscuits and

with customers in over 70 countries and other global

prospective products than Bifa Food Co. and

territories gaining exclusive access to the products.

Biscuits. Established in Karaman in the Year 1962, the

However, all this has been achieved through

company has increased its performance and operational

setting a branch in Algeria to serve neighboring coun-

efficiency in food production and hence preaching a

tries and other adjacent localities. And to further such

sermon everyone would like to hear.

efforts, Bifa is planning to join THAIFEX in the coming

And ever since that year, Bifa has been a leading

year, an attempt that will form a bridge for the company

dealer in the Turkish biscuit sector since the company has

to penetrate into the scope of Asian markets with prod-

recorded a rapid entrepreneurial development and expan-

ucts traversing boundaries across Thailand, Malaysia,

sion. Indeed, this has not come by chance; it has been

China, Singapore, Vietnam and Japan. And anytime,

through applying a wide range of modern food production

Bifa Biscuits and Food Factory Co. has increased its

technologies in many of its production aspects in addition

access and analytics capabilities by introducing yet

to using a market slowdown production process in order to

another of its brand, BENNA, which incorporates

make the products quite integrative and customizable in

Malaysian and Indonesian ingredients so as to deliver

their simplest definition.

high quality and high class consumables.

And anytime, Bifa Biscuits and Food Factory has

Additionally,

well

known

for

featuring

enjoy a large base of fortune with customers driven by

enterprise-class and value-scope products, Bifa has

value concerns but still need the best chocolates, biscuits,

gained full accreditation and certification like the Qual-

wafers, crackers, cakes and other food solutions in the

ity Awards, HACCP, ISO 2200 and Turkish Halal. All

shortest time possible. In fact, this has been due to the

this have formed a factor that has enabled the company

company's modern plants which are located at an indus-

to gain a good marketing view to international markets.

trial estate of 10,000 square meters of which 75, 000 meter square of this area is fully covered. This piece of land has

40

COVER STORY

Chicharoen Marine : Big in the Fishing Industry

.................................................................

W

hen you're familiar with Pattani and the fishing industry, you probably know about Chaicharoen Marine (2002) Co Ltd and how

really helped the company become known in major Muslim countries like Malaysia, Singapore and Bahrain.

The best thing about Chaicharoen Marine (2002) Co Ltd is that their products are so unique, one of a kind and of real good quality. Compared to the other products in the market, Chicharoen's are of such great taste and quality. As a matter of fact, the Fish Tomyam Soup, one of their really good products, is part of Top Food Innovations of the year 2013. The company's main

big a company name that is. Interestingly, this big name

targets apart from its neighbor countries Indonesia and

started as a mere family business in the year 1976. Basi-

Malaysia are the big and powerful China and Middle

cally, the business started to be big when the family

East. Currently, their export markets lie on Australia,

bought their own fishing boats as an innovation of what

Malaysia, China, New Zealand, Bahrain and Singapore.

used to be only a contract with Pattani fishermen kind of

Chaicharoen Marine is also in full compliance

thing. Chaicharoen made use of a lot of raw materials in

with GMP and HACCP as well as the HAL-Q that's

order to maximize the number of fish they gathered.

more on control of quality in Halal factories that manu-

Apparently, the raw materials, along with the strategic

facture food.

location of the company, were its assets. That was also

This 2013, THAIFEX expects to meet a lot of

around when the company started a more sophisticated

customers and even much better if these are company

name that's Chaicharoen Marine (2002) Co Ltd.

buyers from big countries across the world. As a matter

Nowadays, their pride is their frozen surimi,

of fact, Chile and Canada have already negotiated with

otherwise known as the minced fish. When they process

them. Indeed, joining the exhibition of THAIFEX for a

this, unwanted parts such as the bones, blood, fats and

certain period of time has given many positive impact to

tendons are washed out of the pure fish. The meat's really

the company.

protein-rich too. Apart from the surimi, the company also

All these taken into account, THAIFEX 2014

produces fish fillets and other products that are of the

will surely be interesting. As for Chaicharoen Marine

surimi kind. The company is acknowledged by the Halal

(2002) Co Ltd, we surely have a lot to expect from them.

authority of Thailand, which is also the current Central

They're big now, but they're going to be lot bigger in

Islamic Council of Thailand. This certification by Halal

future.

41

66

COVER STORY

JB Gold Bakery: Thai-Style Roti Canai

......................................................................................................................................

T

he JB Gold Bakery (Thailand) Limited Partner-

Thailand, including the large number of 7-Eleven stores

ship was formed just three years ago by Manag-

in Bangkok.

ing Director, Aubdullah Jehubong, in order to

produce his frozen 'Roti Canai' commercially.

They received Halal certification from the Central Islamic Council of Thailand (CICOT) eight

Mr. Aubdullah had managed a bakery for some

months ago, which pleased Mr Aubdullah greatly since

thirty years before he discovered this product on a visit to

he says Halal certified food products can be marketed

Golok, Thailand and Malaysia, when he noticed that the

and sold readily in areas such as Yala, Narathiwat and

freezing process made it very easy to cook and gave it a

Patani, where there are many Muslim communities.

unique, soft taste and texture. Having perfected his recipe

A really soft texture and the pastry's sweet and

he gave it to his sister to make for friends and family, very

fatty taste are the main selling points of JB Gold's frozen

successfully, and as word spread he was almost immedi-

'Roti Canai', while with the Crispy Bread it is the

ately inundated with orders. The demand kept increasing

crunchy texture and a sweet and sour flavour. Also, of

until Mr Aubdullah decide to go into business with his

course, being frozen these products are very quick and

frozen 'Roti Canai' and a Crispy Bread recipe that is

easy to cook, whether microwaved, fried or grilled,

almost as successful.

which, according to Mr Aubdullah's findings, is the

The JB Gold Bakery's main factory is in Yala, but

main thing that consumers now look for in their food

trade has been so good that they are already planning

purchases. With so many people working nowadays,

another in Ayuthia, and their products are now sold in

time for meal preparation and serving tends to be at a

many supermarkets and convenience stores throughout

premium and dishes that keep this to a minimum are

44

COVER STORY

increasingly popular.

This year was the first that Mr Aubdullah and the JB Gold Bakery were present at THAIFEX, with a stand sponsored by the Department of International Trade Promotion (DITP), part of the Ministry of Commerce in Thailand. Their objective in attending THAIFEX 2013 was to source new agents for their products so that they could both increase the current marketing across Thailand and move into other ASEAN country markets such as Malaysia, Myanmar and Indonesia. In this he was pleased to say that they succeeded, with new prospects gained in Malaysia and Singapore as well as Thailand itself during the event.

THAIFEX is organised to have three days for trade and business people only, and a further two days when the public and other consumers could attend, which Mr Aubdullah thought was an excellent way to improve the market areas available to him and at the same time do a brisk business in sales.

He said that he and the JB Gold Bakery will definitely be back next year, and strongly recommended other businesses wishing to trade in Thailand to do so, too.

For any enquiries regarding their instant Roti Canai product can be send to the following details: 853 Siroros Rd., Sateng Sub-District, Mueng District, Yala Province 95000, Thailand Tel: +66 (0) 89299 5009 / +66 (0) 7322 2228 Fax: +66 (0) 7322 2227 General enquiry email: jehubong@gmail.com Website: www.jbgoldbakery.com

45

COVER STORY

certification, they have dominated the market and even extended to other Muslim markets around Asia where the JAKIM Halal logo is given a lot of recognition.

In its expansion plans, the company is planning on how to expand the market to multiple Asian countries such as Indonesia, China and Hong Kong. New Zealand, Canada and The United States have also been identified as potential markets where these products can be exported to.

The products have been highly recommended because of their uniqueness as healthy foods and drinks.

For instance, the creamer products that are manufactured by this corporation are not soy based, and as it has always been known, soy may be common in the market

Hong Siang Food: Healthy White Coffee & Milk Tea

.................................................................

but unhealthy to the body in the end. There is a great demand for these products from foreign countries, a reason why the company has diverted most of its product market share to export.

The market trend analyzed on the basis of these

H

products, indicates that there is an increased demand for ong Siang Food Sdn. Bhd. is a corporation

jelly-based biscuits and white coffee especially in

which deals with healthcare products, tradi-

China. The companies participation in THAIFEX 2013

tional medicinal products and other pharma-

was aimed at attracting importers from other countries

ceuticals within and outside Malaysia. It came to existence

outside Malaysia and Asia. This participation has gained

around January 1 1999. It is one of Wen Ken Group's

a lot of acceptance and general positive feedback from

grant companies, a renowned company when it comes to

the crowd, and therefore plans are underway to ensure

the manufacture of pharceutical, healthcare and traditional

that the company participates again in THAIFEX 2014.

products of medicinal value, which have dominated South

The technical marketing group has met several

st

Asia for over 68 years now.

potential buyers from Oman, Canada and The United

It has been a family enterprise since 1999, special-

States, to try and initiate a partnership that will see huge

izing in the manufacture of coffee products around Johor.

sales between the company and the respective states. On

Some of the products that have attracted widespread atten-

the ground, the organization continues to improve the

tion include herbal soup mixes, lattle, white coffee as well

quality of its products each day, so that they meet the

as milk tea. These are super quality products, which have

highest standards and satisfy the needs of consumers.

been Halal certified by Malaysia's Department of Islamic

Conclusively, everyone needs value for the

Development (JAKIM) and considering their high stand-

products that he or she purchases, and Hong Siang Food

ards, no doubt they have been products worth the world

Sdn. Bhd. has been in place to ensure that you get qual-

market. Besides this, the products have also complied with

ity and healthy medicinal, pharmaceutical and health-

the GMP and HACCP requirements.

care products. As it expands its market, all that is

Malaysia values products which have the Halal status, and because this company's products have that

46

required is corporation from the target stakeholders, to bring these life-saving products closer to the people.

TRADE FAIR

FOOD & BEVERAGE TRADE FAIR 2013 The world’s leading food fair for the retail trade and the food service and catering market.

AUGUST • HKTDC Food Expo (Hong Kong) • Asia Global Fair (Lagos)

SEPTEMBER • • • • • • • • •

Vitafoods Asia (Hong Kong) Halal & Healthy Products Fair (Istanbul) SME Solution Expo (Kuala Lumpur) World Islamic Tourism Mart (Kuala Lumpur) Food Ingredient Asia (Bangkok) Food & Hotel Malaysia (Kuala Lumpur) LiveStock Asia Expo & Forum (Kuala Lumpur) Foodex & Horex China (Hangzhou) Halal Food Festival (London)

OCTOBER • • • • •

Euro-Asia Expo (Kazan) FoodAgro 2013 (Nairobi) Anuga (Cologne) Kazakhstan International Halal Expo (Almaty) Malaysia Int. Commodity Showcase (Selangor)

NOVEMBER • • • • •

Agrex & Food Korea (Jinju) Food Week Korea (Seoul) Retail Solutions Asia (Kuala Lumpur) SIAL Middle East (Abu Dhabi) INTRADE Malaysia (Kuala Lumpur)

DECEMBER • • • • •

Foodex Saudi (Jeddah) Shanghai Private Label Fair (Shanghai) Halal Food Middle East (Sharjah) Halal Expo Chile (Vina Del Mar) Tastefully Food & Beverage (Kuala Lumpur)

For complete trade fair calendar, visit www.daganghalal.com

47

www.bioveggieproducts.com

EVENT HIGHLIGHT

TALENT . CREATIVITY . SKILLS

.......................................................................................................

Witness the battle of the junior and professional chefs coming together for individual titles - showcasing their best!

50

EVENT HIGHLIGHT

Thailand Ultimate Chef Challenge

......................................................................................................................................

T

hailand Ultimate Chef Challenge, organised by Thailand Chefs Association and Koelnmesse has set the benchmark for culinary competitions in

Thailand. A competition endorsed by the World Association of Chefs Societies (WACS), this second edition saw close to 500 participants, including competitors from 13 provinces in Thailand. The rest of the competitors

The Winners Congratulations to the following list of winners for all the 19 classes and the 3 major awards of Thailand Ultimate Chef Challenge 2013! We look forward to the next edition of Thailand Ultimate Chef Challenge with you in 2014, held from 21st to 25th May.

travelled from Cambodia, Israel, Myanmar, Taiwan and Turkey.

It was once again conducted over 5 exciting days, demonstrating creative and talented culinary skills by junior and professional chefs.

Teams from Asia Pacific and Indo-China joining contestants from Thailand brought close to 500 eager participants. 20 judges (including 10 WACS-endorsed

Best Mekong Culinary Challenge Glow Pratunam by zinc

Best Establishment Award Dusit Thani College

Best Ultimate Junior Chef Award Ms. Tarudee Sriwilaslak

Best Ultimate Professional Chef Mr. Suriya Keknguan

judges) appointed the winners in the signature category of Mekong Culinary Challenge, as well as a new category: World Ocean Seafood Culinary Challenge. This new category celebrates the launch of World of Seafood at this year’s THAIFEX – World of Food Asia.

Endorsed by internationally recognised World Association of Chefs Societies (WACS) and supported by Thai Chefs Associations (TCA), Thailand Ultimate Chef Challenge bring you a larger and more impressive competition.

51

EVENT HIGHLIGHT

FIRST COFFEE ROASTING COMPETITION IN ASIA

.......................................................................................................

Crowned the best coffee bean in Asia. Participants attended 2-days certified roaster training program organised by Barista Association of Thailand.

52

EVENT HIGHLIGHT

Roasters’ Choice Award

......................................................................................................................................

T

his official first collaboration with the Barista Association of Thailand saw top international and local judges grade and crown the Best

Coffee Bean from Asia.

Head judge Mr. Michael de Renouard, Master Roaster from Denmark, conducted a 2-day seminar and workshop and provided certified roaster training under the

The Winners Espresso • 1st Long Berry - Indonesia • 2nd Toraja - Indonesia • 3rd Lumduan - Thai Syphon

Specialty Coffee Association of Europe (SCAE) Program.

• 1st Toraja - Indonesia

Panel of Judges

• 3rd S795 - Myanmar

• 2nd Andong - Indonesia Latte

Head Judge Mr. Michael de Renouard Denmark

• 1st S795 - Myanmar • 2nd Long Berry - Indonesia • 3rd Andong - Indonesia

53

Mr. Peng Wei Ling China

Ms. Mochtar Tuti Indonesia

Mr. Nakahira Naomi Japan

Ms. Lee Ya-Ting Taiwan

Brewer • 1st Lumduan - Thai • 2nd Toraja - Indonesia • 3rd Long Berry - Indonesia

THOYYIB PHARMA INDUSTRIES (M) SDN BHD

Contract Manufacturer for High Quality of Products (OEM) Food Supplement I Herbal Product I Dry Powder (Sachet) I Tablet I Capsule Product Registration with BPFK & JAKIM Product Processing Dispensing Filling Mixing Packaging Thoyyibpharma

YOUR OWN BRANDS

www.thoyyibpharma.com admin@thoyyibpharma.com +606 7998369

Our Factory Outlet

Thoyyib Cafe

SPECIAL COVER

DAGANGHALAL IN

THAIFEX 2013

D

agangHalal was appointed as one of the

real products at the shelve so the potential buyers can

official media partner for THAIFEX 2013. As

touch and feel the product before making any enquiries.

the partner of The Central Islamic Committee

This to ensure maximum branding exposure for the

of Thailand (CICOT), we were responsible to promote the

Gold Merchant’s product.

Halal exhibitor who participate in the trade fair. Hence, DagangHalal were required to come out with the e-Magazine of THAIFEX 2013 which highlight the Halal food and beverage segmentation. The manufacturers who produce the most innovative and in demand Halal products will be choose to be featured in the e-Magazine.

Other than that, DagangHalal responsible to promote the Halal and Islamic products manufactured by their Gold Merchant. The selected Halal products are being showcased at DagangHalal booth to attract international buyers and traders who come to visit THAIFEX. The products are being showcased in a graphical approach with QR code at the wall decoration and there are also a

56

DagangHalal Booth Activities This year is the second participation of DagangHalal in THAIFEX. DagangHalal occupied a 9 sqm booth at YY40 & YY42 which located under Halal Area section. Our booth was located at the Hall 1 together with other international Halal exhibitors.

Key activities: • B2B Business Matching.

• Global Halal Network Program.

• Merchant Products Showcase.

• E-magazine Halal Coverage.

SPECIAL COVER

DagangHalal Key Activities

B2B Business Matching

Global Halal Network Program

Merchant Products Showcase

E-Magazine Halal Coverage

In conjunction with THAIFEX 2013, DagangHa-

After understanding the service offered by

lal had a package promotion on risk free trial for CICOT

DagangHalal, many of the exhibitors were decided to

certificate holders. This package was launched due to

join as a merchant to get more business opportunity via

attract more international visitor and exhibitors in expand-

online channel. Most of them are Halal certified by

ing their Halal business into international stage. It was

CICOT and corporate visitors who had visited

actually one of the great opportunity in promoting the

DagangHalal booth.

uniqueness of Thailand food and beverages, food service and food technology.

In making the Halal products success at THAIFEX 2013, DagangHalal was giving away the DagangHalal Triangle Business Card Stand to all the Halal exhibitors. This was our initiative to help the Halal exhibitors to get more business lead by the international buyers.

DagangHalal had provided the Halal trade platform for the international buyers that sourcing for halal products. In the trade fair, DagangHalal had managed to get B2B business matching for our merchant in collecting all the buying request details from the buyers.

Instantly, our merchants will received the buyer information through Halal Trade Manager System tool.

The DagangHalal booth concept had reflected the variety of Halal products that were showcased from different categories and increased their confidence in sourcing for the products with the Halal Verified status.

Within the five days fair, our selected Gold Merchant’s product were showcased at our booth to attract the international buyers.

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PHOTO GALLERY

COLOURS OF THAIFEX 2013

58

PHOTO GALLERY

COLOURS OF THAIFEX 2013

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PHOTO GALLERY

COLOURS OF THAIFEX 2013

60

PHOTO GALLERY

COLOURS OF THAIFEX 2013

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21 - 25 MAY 2014

IMPACT EXHIBITION AND CONVENTION CENTER, BANGKOK, THAILAND

SEE YOU IN THAIFEX 2014!

WORLD OF FOOD ASIA www.worldoffoodasia.com