Indonesian Food and Beverage (mamin) products successfully captivated visitors at the Summer Fancy Food Show (SFFS) 2024 held at the Javits Center in New York, United States (US) from June 23 to 25, 2024.

Key Point

• Throughout the three-day event, the Indonesian Pavilion logged potential transactions totaling USD 44.45 million, which converts to IDR 733.4 billion.
• In 2023, Indonesia exported mamin products to the US valued at USD 3.90 billion, constituting 14.53% of Indonesia's total exports to the US. In 2022, this figure was USD 5.12 billion, and in 2021, it stood at USD 4.20 billion.

The products showcased at the SFFS 2024 exhibition underwent a curation process adhering to several criteria, including high quality, unique value-added features, export readiness, and alignment with US market trends. Visually appealing product displays, comprehensive product information including traceability aspects, and their social and environmental impacts were highlighted to attract potential buyers.

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This year, the Indonesian Pavilion adopted the theme 'Trade with Remarkable Indonesia', officially opened by Consul General (Konjen) of the Republic of Indonesia in New York, Winanto Hadi, Head of the Bank Indonesia Representative Office in New York, Wahyu Agung Nugroho, and Trade Attaché in Washington D.C., Ranitya Kusumadewi, on June 23, 2024.

"Indonesia's participation in the SFFS 2024 exhibition must be maximized to strengthen Indonesia's branding as a producer of quality mamin products, build business networks with key players in the US mamin industry, and promote Indonesian mamin products to increase exports to the US and other high-potential international markets," said Consul General Winanto as quoted in the press release.

Significant Potential in the US

For Indonesian innovative products, innovation is not only limited to the type of product but also in terms of processing and packaging.

Trade Attaché in Washington D.C., Ranitya Kusumadewi, mentioned that the potential transactions amounting to USD 44.45 million at the SFFS 2024 exhibition demonstrate the vast potential of Indonesian mamin products in the US market. Moreover, Indonesian products received positive appreciation from visitors.

The Indonesian Pavilion was located in the international pavilion area, featuring products from large companies and small and medium enterprises (SMEs). Five major companies showcased in the Indonesian Pavilion included:

Indofood (Indomie)
Mayora (Kopiko, Danisa, and Coffee Joy)
Java Criollo (single-origin Indonesian cocoa powder)
Jika Chocolat (single-origin Indonesian chocolate)
Exotique Foods (fruit chips, smoothie powder, and tempeh chips).
In addition, seven SMEs under the supervision of Bank Indonesia also participated, namely Panda Food (seaweed snack), Alam Scientia Asia (black garlic and moringa powder), Centerindo Kurnia Tritama (herbal drink 'wedang uwuh' and herbal candy), Rafins (fish skin chips), Bana Bee (banana chips), Sehat Herbs (herbal drink powder), and Yo Randang (rendang seasoning).

Increasing Interest Trends in Mamin Products in the US

Consumption and import trends of mamin products in the US are on the rise. Based on data from the US Department of Commerce, in 2023, the value of mamin imports to the US from around the world reached USD 146.62 billion, representing 14.8 percent of total US imports. In 2022, the value of mamin imports to the US was recorded at USD 199.80 billion, and in 2021, it was USD 174.14 billion.

In 2023, Indonesian mamin exports to the US reached USD 3.90 billion, representing 14.53 percent of Indonesia's total exports to the US. In 2022, Indonesian mamin exports to the US amounted to USD 5.12 billion, and in 2021, it was USD 4.20 billion.

"Trends observed in the US mamin industry during the exhibition include products focusing on aspects of convenience, community, curiosity, and premium touch; fusion cuisine using authentic ingredients and techniques; high-quality healthy food; and products with small portions/packaging, reflecting the increasing snacking trend," said Ranitya.

Furthermore, with the increase in millennial and Gen Z consumers and the decline of Baby Boomers, e-commerce sales have become the main driver of mamin product sales in the US market.

Head of the Bank Indonesia Representative Office in New York, Wahyu Agung Nugroho, assessed that Indonesia's participation in SFFS 2024 could provide extensive exposure for Indonesian mamin products in the US market.

"The US market is the world's largest market and a hub for trends and international mamin consumption lifestyles. This exposure is crucial to further familiarize Indonesian mamin products in the US market," said Wahyu.

Courtesy Source: www.goodnewsfromindonesia.id/2024/07/12/produk-mamin-indonesia-dilirik-as-potensi-transaksi-capai-rp733-4-miliar-di-new-york