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Singapore food product centre launched in Zhejiang

The Tasty Singapore Food Product Centre will benefit SMEs in the food and beverage sector looking to venture into China, according to IE Singapore and SFMA.

SINGAPORE: Trade promotion agency International Enterprise (IE) Singapore is partnering the Singapore Food Manufacturers Association (SFMA) to promote the local food and beverage industry in China.

The Tasty Singapore Food Product Centre, an initiative by the SFMA and supported by IE Singapore, was launched in Yiwu, Zhejiang province, on Wednesday (July 9). The centre’s opening ceremony was officiated by Singapore’s Trade and Industry Minister Lim Hng Kiang and Zhejiang Vice Governor Liang Liming.

The centre showcases Singapore food products within the Yiwu International Commodity Trade Mart, the world's largest commodity wholesale market.

In a joint statement, IE Singapore and SFMA said the Centre will benefit small and medium enterprises (SMEs) in the food and beverage sector looking to venture into China. It will also provide an additional marketing channel for companies that are already established in the market, the statement added.

Currently, the centre features a group of 20 food and beverage companies with products such as cooking oils, desserts, frozen foods, instant beverages and sauces.

IE Singapore's Assistant CEO Yew Sung Pei said in the statement: "For F&B companies to succeed in China, brand-building and promotion are as critical as building strong distribution networks. This initiative provides a platform for the industry to collectively promote its products to the market, and can be a particularly valuable resource for an SME navigating China's highly-competitive consumer market."

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