U.S. companies recently had the chance to exhibit healthy food products to Hong Kong importers, wholesalers, retailers and food service operators. And by all accounts, Hong Kong's first-ever U.S. Healthy Food Showcase made a big hit with the local trade.

The Hong Kong Agricultural Trade Office (ATO) of the Foreign Agricultural Service (FAS) developed and staged the showcase to display high-quality, healthy U.S. food products, with cooperation and partial funding from four regional trade associations: the Eastern U.S.Agricultural and Food Export Council, Inc. (EUSAFEC), the Mid-America International Agri-Trade Council (MIATCO), the Southern United States Trade Association and the Western U.S. Agricultural Trade Association. Staff from EUSAFEC and MIATCO assisted with show coordination and management.

On With the Show

Representatives from Hong Kong's major food trading, wholesaling and retailing sectors turned out in force to participate in the U.S. Healthy Food Showcase. Each attendee was given an exclusive time slot to examine and evaluate the products on display.

ATO Hong Kong staff escorted attendees through the displays to review and sample products, collect product literature and exchange contact information. The show's format allowed ATO staff to talk to major food buyers on an individual basis and gain a deeper understanding of what they look for in specialty and other food products. Three U.S. companies sent representatives to exhibit their products; two others arranged for local agents to represent them.

Products exhibited at the show included a wide variety of fresh fruits and vegetables, salads, dried fruits, fat-free potato chips, reduced-fat crackers, lowfat cookies, protein and energy bars, lowfat tortillas, lowfat ice cream, frozen yogurt, dairy-free cheese, healthy beverages, sauces and salad dressings. Local retail merchandisers arranged the products into attractive displays in a large function room in the Ritz-Carlton Hotel.

During the show, trade attendees expressed keen interest in importing healthy foods - and of course Hong Kong is always a ready market for new taste sensations. They also said that the U.S. Healthy Food Showcase gave them an excellent opportunity to find sources of new and promising healthy food products.