REPORT ON

FOOD AND HOTEL CONVENTION (FHC) SHOW-2012,

SHANGHAI, CHINA,
14TH TO 16TH NOVEMBER 2012

Agricultural and Processed Food Products Export Development

Authority (APEDA)
(Ministry of Commerce & Industry, Govt. of India)

A.S. Rawat
General Manager
&
R.K. Mondal
Assistant General Manager

APEDAS PARTICIPATION REPORT

FHC CHINA 2012
November 14-16, 2012

1.

Place and venue : Shanghai, China

2.

Date of the event : November 14-16, 2012

3.

General description about the event / trade fair

The Food and Hotel China (FHC) 2012 Show, held at the SNIEC
Shanghai ,was the major Food and Hospitality Trade show in China with
17 years of proven success. The unique feature of FHC and the reason it
is so popular with international companies is the fact that this show is
exclusively for imported food, frozen meat, wines and hospitality supplies.

4.

APEDA stand details viz. area, location etc.

Government have approved APEDAs participation in the FHC China
2012 being held at the SNIEC, Shanghai, China from 14-16 November,
2012.
For India Pavilion 72 sqmt was booked by APEDA for organizing its
participation during the event. APEDA Pavilion was set up in Hall No. 4
stand no DB05 at SNIEC, Shanghai China.

5 exporters

have

participated in the event and 8 other leading exporters who have sent
their product samples for display. APEDA had displayed a range of food
products like, fresh mangoes, processed foods, pickles and chutney,
snack foods, etc. APEDA had

organized an exclusive promotion of

Indian Basmati Rice by carrying out sampling of Basmati Biryani.

India pavilion at the Food and Hotel Convention(FHC) Show 2012

5.

Individual Stalls :
APEDA had created a theme pavilion of 72 sqmt area with a
provision of display of samples of individual participants by providing an
exclusive display counters with shelves and fascias displaying the names
of the company with the brand logos of APEDA.
An exclusive display counter was created for Basmati Rice
branding by carrying out the wet sampling of veg and non-veg Basmati
Rice Biryani.

AEDA Pavilion had been provided with highlighted

reception and glass display counters for the display of the samples.

Following companies have represented under APEDA:1. All India Rice Exporters Association
2. M/s. Visnukumar Traders Pvt Ltd.
3. M/s. Ushodaya Enterprises Pvt. Ltd.
4. M/s APA Cold Storage & Exports Pvt. Ltd
5. M/s. Radha Krishna Impex Pvt. Ltd.
6. M/s. Varsha Fresh Meat Products Ltd., (Local Representative)
7. MoFPI, Govt. of India

Following companies have sent their samples for display:1.

2.
3.
4.
5.
6.
7.
8.

5.

M/s. Naturo Food & Fruit Products

M/s. Jayshree Foods
M/s. Ushodya Enterprises
M/s. MTR
M/s. Jadli Foods
M/s. Ravi Food Pvt. Ltd.
M/s. Real Fruit Juice
M/s. Britannia Pvt. Ltd.

Design and construction :

The responsibility of construction and designing of APEDA Pavilion was
awarded to M/s Milton Exhibits and Engineering (Shanghai) Limited an
official contractor of event organizer for construction of Pavilion which
included the designing, setting-up and managing of the India Pavilion.

6.

Details of participants

The following officers of MOFPI, AIREA and APEDA were present at the show :
1.
2.
3.
4.

7.

Sh. Gajendra Bhujbal, Advisor, MOFPI

Shri A.S.Rawat, General Manager, APEDA
Shri R.K. Mondal, Asstt. Gen. Manager, APEDA
Mr. Rajen Sundresan, ED, AIREA

Performance of vendor
The performance of the vendor was satisfactory and the work done was
as per the requirement of APEDA.

8.

Visitors details
List attached at Annexure

9.

Samples and product groups displayed

Processed Food Products
Organic Products
Mango Products
Honey
Processed fruits and vegetables
Corn Products
Cereal Products

10

Performance of forwarding and clearing agency

The performance of the forwarding and clearing agency was satisfactory
as the cargo was shipped in time and same was delivered at APEDA
stand in time.

11.

Special campaign undertaken during the exhibition

Wet Sampling of Indian Basmati Rice

Brining out Indias true flavour, arrangements were made for promoting
Indian Basmati Rice through an exclusive wet sampling.

An Indian

restaurant was engaged with the assistance of Consulate General of

India for preparing both vegetarian and non-vegetarian Biryani which
was served to the visitors during the event. The Basmati preparation
attracted lots of visitors who made beeline for testing of unique
cuisine.
Rice.

The visitors appreciated the Aroma and taste of Indian Basmati

Sampling of Indian Basmati Rice Biryani at the Food and Hotel Convention (FHC) Show 2012

12.

Involvement / support of Embassy : Consulate of India, in China

APEDA was in touch with the Consulate General of India and have been
taking their help and guidance for the participation in the event. The
Indian Consulate was very supportive and positive. The Consul General,
Mr. Naveen Srivastava and

Mr. Mahavir P. Bhardwaj, Deputy Consul

General, visited APEDA pavilion on 15th November, 2012 and discussed

various issues with Indian participants

to have a better market access

in China market for Indian products.

During discussion with Consulate General of India (CGI), APEDA
alongwith representatives of AIREA expressed its concern that though in
principle the export of Rice is opened but systems are still not in place.
Consulate General of India, Mr. Naveen Srivastava mentioned that
Consulate General of India on the basis of feedback from APEDA and
other Authorities of Government would take up the matter with concern
Chinese Authority for immediate export of Indian rice and meat to China.

Meeting with Mr. Mahavir P. Bhardwaj, Dy. Consulate General of India & Mr. Gajendera Bhujbal,
Advisor, MoFPI during FHC Show-2012

Meeting with Mr. Naveen Srivastava, Consulate General of India, Mr. Mahavir P. Bhardwaj, Dy.
Consulate General of India & Mr. Gajendera Bhujbal, Advisor, MoFPI during FHC Show-2012

13.

Production/Export/ Import Details Of China

China is a major producer of Rice, Paddy (197.21), Maize (177.54 million MTs),
Wheat (115.18 million MTs), Potatoes (74.80 million MTs), Tomatoes (47.12
million MTs), Cow Milk (36.04 million MTs), Soyabeans (15.08 million MTs),
Chicken Meat (11.82 million MTs) etc. (Source: FAO data 2010)

While the major agricultural products imported by China are Other Fresh Fruits
(3267.08 $ ML), Dairy Products (2620.08 $ ML), Alcoholic Beverages (2529.25
$ ML), Swine Meat (2115.35 $ML), Jaggery and Confectionery (1777.05 $ ML),
Cereal Preparations (1625.74), Miscellaneous Preparations (1415.09) etc. (Source:
UN COMTRADE -2011)

The major exports of APEDA scheduled products to China are Guargum (202.30
$ ML), Groundnuts (50.10 $ML) Other Cereals (34.91 $ML), Buffalo Meat (6.06
$ ML), Miscellaneous Preparations (4.41 $ML) Cocoa Products (3.41 $ML) etc.
14.

Feedback of the participants

The participating exporters feedback is that their participation in the
show was generally good though timing of this years show was not
suitable to Indian exporters due to clashing of dates of the event with
Deepawali festival.

They received serious business enquiries from the

buyers which are being followed up for generating business.

Interaction with the Importers

15.

Enquiries generated
Attached as Annexure of trade enquiries. It is noted that trade enquiries
were received in good numbers for cereal preparations, RTE, dehydrated
garlic/onion, spices, rice, coffee, other processed foods, nuts (walnuts)etc.

16.

Recommendations

1. Product brand focus need to be promoted and encouraged in such events

for attraction of quality and valued consumers.
2. Indian basmati rice and bovine meat has a large potential in China. A
strategy need to be planned to promote these products in Chinese
market. The matter was also discussed by APEDA representatives with
Consulate General of India and Dy. Consulate General of India, who also
endorsed that a year long regular campaign of these Indian products
needs to be extended in major cities of China.

3. Basmati sampling in APEDA stand was a great success. It is also noticed

that younger Chinese generation preferred its over the sticky rice and
there is a shift in the eating habits of these younger generation due to
the influence of the western fast food culture. Many outlets of western
brands such as KFC, Mac Donald, Subway etc are available there. It is
also reported that there are 31 Indian restaurants in Shanghai itself and
most of them opened in recent years.

A regular promotion campaign

need to be carried out through these Indian food outlets to popularise the
Indian cuisine in China.
During the discussion with Consulate General of India and Dy Consulate
General of India it was emerged that promotion of potential products like
Rice, Meat and Processed Food

need to develop a medium and long

terms strategy jointly by APEDA, Consulate General of India, ARIEA and

potential exporters for regular and consistency in export of Indian
products to China.