CITEM utilizes digital tools for FOODEX B2B complement

The Center for International Trade Expositions and Missions (CITEM) organized via Zoom a series of digital business-to-business (B2B) matchmaking events with the Philippine delegation for FOODEX and Japanese buyers, as part of the agency’s ongoing efforts to leverage borderless communication in facilitating trade and export promotion.

digital tools for FOODEX

During meetings with Japanese buyers, the Philippine delegation for FOODEX showcased healthy, organic, and natural food products.

Presented to the health-conscious Japanese market were products including mango-infused vegetable drink mixes by Business Innovations Gateway, Inc.; varied coconut-based products by Eau de Coco Inc., Limketkai Manufacturing Corporation, and Pasciolco Agri Ventures; snacktime favorites by Magic Melt Inc.; banana chips by Prime Fruits International and See’s International Mfg. Corp.; fresh cavendish bananas and golden pineapples by SL Agrifood Corporation; and tuna and sardine products by Century Pacific Food and Market Reach International Resources, respectively.


After an initially planned meeting on June 23, Japanese buyers requested for an extension which CITEM organized on June 29. In both B2B matchmaking events, each company was assisted by a liaison officer and an interpreter to ensure the smooth conduct of a total of 60 meetings. These meetings then resulted in USD1.8M in export sales under negotiation.

The pursuit of the Japanese market is part of a larger effort by the Department of Trade and Industry (DTI), of which CITEM is the export promotions arm, to leverage business opportunities in the region. Japan imported JPY5.81T worth of food and beverage products in 2019, and JPY6.3T in 2020, making the country an ideal partner for Filipino food companies that produce healthful food products.


The followthrough to the Philippines’ fully digital participation in FOODEX, the largest food and beverage trade show in the Asian region, was organized in partnership with the Philippine Trade and Investment Center (PTIC) in Tokyo. The database used for the B2B matchmaking events was built through a five-year effort by PTIC, which involved intensive information and telemarketing campaigns.



The Center for International Trade Expositions and Missions (CITEM) is the Department of Trade and Industry’s (DTI) export promotions arm committed to nurturing the global competitiveness of Philippine micro, small, and medium scale enterprises (MSMEs), exporters, designers, and manufacturers. The agency aspires toward the highest standards of creativity and innovation, and spanning industries including home, fashion, lifestyle, and food sectors.

Core to the agency’s Integrated Approach to Export Marketing, implemented in partnership with both public and private sectors, are CITEM’s signature events. For the food sector, CITEM has also been providing a homegrown platform for the country’s food sector, International Food Exhibition (IFEX) Philippines NXTFOOD Asia, the country’s biggest and most respected business-to-business (B2B) event for Asian food and ingredients. 

Ref. Elmer Harold Grande 

Email: ehgrande@citem.com.ph

Twitter: @CITEMPh

Facebook: @DTI.CITEM

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