Companies from APEC economies are showcasing how food innovation is crossing borders at the food and agricultural products exhibition area of the ongoing 9th China International Import Expo (CIIE).
The CIIE, running from Nov 5 to 10 in Shanghai, has attracted 4,142 overseas exhibitors across more than 440,000 square meters, with over 480 exhibits making their global, Asian or China debut, the highest number in the event's history.
At the food and agricultural products exhibition area, a wide array of cross-regional flavored foods captivated visitors.
"This is a version of spicy chicken you may not have tried before. We developed this perilla-flavored spicy chicken for young Chinese consumers. As a Thai company, we've also added distinctive Southeast Asian flavors. We've made it quick and easy to prepare, catering to young people's need for convenience," said Yang Guang, Vice Chairman of CP Group China.
Many of the companies exhibiting in the area are from APEC economies, highlighting how China is contributing to a two-way exchange of ideas, products and consumer insights across the Asia-Pacific and beyond.
Walking through the area, buyers readily find products specifically tailored to the Chinese market, as multinational companies strive to understand local consumer needs. Chinese consumers can be quite demanding when it comes to food and agricultural products, and consumer trends in China can shift rapidly.
"One of the most incredible things, every time I come to China that I see is just the pace at which innovation occurs here. We've invested in six application centers where we work with our customers together to come up with what are the trends. And then we use our teams out there talking with our customers, use our digital technology to understand what are the trends," said Richard Allen, Chief Executive Officer of Fonterra.
An executive from Cargill, a major U.S. food distributor, highlighted that Chinese consumers have diverse needs and are willing to pay for what they value.
"First, consumers are paying more attention to health and nutrition. Second, they are looking for more distinctive food experience. In fact, our research shows more than half of Chinese consumers are willing to pay more for better texture experience," said Lily Guan, President of Cargill China.
Innovation in agriculture and food is no longer just about developing products for a single market. It is increasingly about understanding local needs, developing solutions and products that can be shared across borders, and connecting markets across the Asia-Pacific and beyond. China is becoming an increasingly important part of that process.
Sometimes, a single product can offer inspiration for other markets.
"Our group's senior chairman visited our booth and tasted the braised pork. He loved it and asked us to send samples and the recipe to our team in Thailand," said Yang.
"For example, our sugar-reduction solutions, which are developed in China, are now being applied in our South Asia markets," said Guan.
Food innovation crosses borders at CIIE as APEC economies embrace regional exchange
