Malaysian F&B Companies Gain Access To Germany

Malaysia External Trade Development Corporation (MATRADE) continues to create new market access for Malaysian companies in Europe, most recently being in Germany.

It said that it managed to conclude deals with an established Asian supermarket in Germany, Go Asia. “The supermarket which has 31 branches located throughout Germany will be a springboard for these Malaysian companies to promote their products further in the European region,” it said.

The initiative started during MATRADE’s participation in one of Europe’s largest food and beverages (F&B) trade fairs, ANUGA from 9 to 13 October 2021 where MATRADE showcased Malaysia’s F&B products at the event. Malaysian products were well received and generated positive feedback from trade visitors, importers, and distributors that were specifically looking for Asian flavoured food products. During the event, the owner of Go Asia store visited MATRADE booth and evaluated Malaysian products that can be potentially promoted at their stores.

It said that a total of 23 stock-keeping units (SKUs) were selected and these products are manufactured by Ganda Kota Sdn Bhd, Doluvo Sdn Bhd and Industri Makanan Jati Sdn Bhd. These products are consolidated at Ganda Kota’s plant located in Negeri Sembilan and will be shipped to Germany. The selected products include ice bars, coconut-based products, fried chicken and tempura flour mix, among others.

In addition, Malaysian F&B products are also promoted through the newly launched e-commerce platform, Mal Asia. It is the first online store built solely to market Malaysian food and non-food products especially in the DACH market region which includes Germany, Austria, and Switzerland. Currently, more than 40 SKUs of Malaysian products from more than 20 companies are being listed in the online store. With the tagline – Celebrating Malaysia’s Finest, the platform aims to position itself as the leading online store that offers the finest of Malaysian-made products in the European region.

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