14 exhibitors attend Fi Asia 2024 - A win for US food products

Indonesia hosts successful US food ingredient expo

Jakarta became the focal point for the food and beverage industry as it hosted the Food Ingredients Asia (Fi Asia) show from September 4-6, 2024.

The event, endorsed by the U.S. Department of Agriculture, featured robust participation from the U.S., with 14 exhibitors representing the nation.

The show, a key date in the industry calendar since its inception in 1994, continues to drive growth and innovation in the food sector. This year’s USA Pavilion saw a remarkable attendance of 22,231 from 26 countries, a testament to its growing influence and relevance.

The activities at the show were diverse, including market briefings that provided insights into the Asian food market, a grand opening ceremony, and a culinary showcase by Chef Rinrin Marinka, who creatively incorporated U.S. ingredients into traditional Indonesian recipes.

Throughout the three-day event, U.S. exhibitors took the opportunity to conduct 144 business meetings, introduce 89 new products, and forge 91 serious business contacts.

The most sought-after U.S. products included whey protein and various flavor and color solutions, highlighting the U.S.'s capacity for innovation in the food ingredient sector.

With a projected $3.5 million in sales of products ranging from dairy to specialty ingredients, Fi Asia has proven to be a lucrative platform for U.S. companies aiming to penetrate the ASEAN markets.

The continued success of U.S. exhibitors at Fi Asia signifies the strong demand for quality and innovative food ingredients in the region, setting the stage for future growth and collaboration.