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APEDA’S REPORT ON PARTICIPATION IN THE CANADIAN FOOD AND BEVERAGES SHOW 2013 HELD AT DIRECT ENERGY CENTRE, EXHIBITION
PLACE, TORONTO, CANADA DURING 3RD TO 5TH MARCH, 2013
1 The Event : 2013 Canadian Food & Beverages Show
2 Place and Venue : Direct Energy Centre, Exhibition Place
Toronto, Canada
3 Date of the event : 3rd to 5th March, 2013
4 General description about the event/trade fair: The 2013
Canadian Food & Beverages Show is organized by the Canadian Restaurant and Foodservice Association (CRFA). This is considered as Canada’s largest Foodservice and Hospitality Marketplace with over 12,000 industry professionals made up of restaurateurs, chefs, buyers and key decision makers. The exhibition encompasses product sectors such as confectionery, grocery products, meat and poultry, dairy, canned foods, fruits and vegetables, tea and coffee, frozen and convenience foods, oils, fats & sauces, fish and seafood, drinks . The event spanned over 3 Halls – A, B and C but the main show place was located in Hall B. There were 705 exhibitors in all. The break up of product wise exhibitors of food products was as under : Product Exhibit
ors Product Exhibito
rs Product Exhibito
rs
Baked Goods 61 Beef products 26 Non Alc Beverages
50
Alc. Beverages 15 Breads/rolls 22 Breakfast foods 50
Broilers 3 Canned F&V, and Sea foods
16 Cheese/Cheese products
16
Chicken products
30 Chocolates Drinks
22 Coffee 24
Condiments 30 Confectionery 26 Dairy products 19
Dairy substitutes
9 Eggs/Products 3 Desserts/Dessert items
52
Product Exhibitors
Product Exhibitors
Product Exhibitors
Ethnic foods 51 Frozen foods 66 Frostings, fillings etc
12
Fruits 17 Gourmet foods 42 Herbs, spices, seasonings
19
Ice creams/ 16 Ingredients 49 Meat Products 48
Meat substitutes
4 Olives 10 Onions 3
Organic foods 18 Pasta/Noodles 19 Pizza/Pizza products
32
Pork products 24 Potato products
9 Rice 8
Salads/Dressings
13 Sauces/Bases 39 Sea foods 16
Snack foods 49 Soups 12 Sugars & sweeteners
12
Syrups & Flavours
25 Tea 26 Tomato & products
11
Turkey products
13 Veal products 3 Vegetables 20
Vegetarian products
23 Yogurt 10
The categorization of the Halls dedicated for the event was as follows :
Hall A : comprising of meeting halls Security office and Show office Hall B : Main exhibition nerve centre Hall C : Another primarily meeting area
5. APEDA stand details viz area, location etc: APEDA had taken a
stand space of 60 Sq Mtr at the event with bare space . The stand location was Booth No 427 , Hall No B in Between US and Mexico Pavillia.
VIEWS OF THE APEDA STAND
VIEWS OF APEDA STAND
6. Design and construction: APEDA got the stand designed
professionally through the organizer’s official agency , Freeman Decorating Company, 61 Browns Line, Toronto, Ontario M8W 3S2 (Ms Sonia Moffatt AGM Tel:00-1-416-252 3361 Cell: 00-1-416 989 9542 Email : [email protected] Mr Gary Moore , 000-1-416-252 3361 : Cell: 00-1-416-9367093 email: [email protected] ). The stand was open from two sides. A store room was created to store samples, prepared biryani prior to taste sampling, Refrigerator and other utilities for the purpose of promotion of products. On one side the two exporters – M/s KRBL and M/s Dipkiran Foods carried out wet sampling of Basmati biryani and other snack items while APEDA and Nirvana Biosys were located on the other side of the booth. M/s Nirvana Biosys also carried out wet sampling of wines.
DESIGN OF APEDA STAND NO 427
ANOTHER VIEW OF APEDA STAND DESIGN
7. Pre-departure activities : Since there was interest by some wine
exporters to display their products at the event, it was found out that for import of wines into the Ontario state it is mandatory that clearance from Liquor Control Board on Ontario (LCBO) M/s Nirvana Biosys sent their specialty wines (6 boxes) and had to comply with the LCBO requirements. They obtained the clearance from LCBO and therefore were able to display and carry out taste sampling of wines through APEDA booth. LCBO has now also permitted sale of mango wine of Nirvana Biosys in Ontario region from June 2013 onwards.
8. Details of participants: APEDA was represented at the exhibition by
Mr Vinod K Kaul, Deputy General Manger and Mr Ajit Kumar, Section Officer, Department of Commerce.
MR AJIT KUMAR (LEFT ) AND MR VINOD K KAUL ( RIGHT) There were three exporters who participated with APEDA at the event.
These were:
Sn Name of the person Company Name Products displayed along with quantity
1. Mr Ali Mehdi
Local Toronto representative of KRBL Limited (email [email protected])
Basmati Rice
2. Mr Jesal Patel (L)
Chief Regional Manager Local Toronto representative of M/s Dipkiran Foods Pvt Limited under the style of Deep Canada Inc 6485 Airport Road, Mississauga, ON L4V 1E4 Toronto Tel: 001-905 694 9550 Cell: 00-1-647-5199597 ([email protected])
Processed foods like ready-to-eat products and snacks , Frozen , Parathas, samosas etc.
3. Dr JP Gupta (R )
Chairman & Managing Director Nirvana Biosys B-140, DDA Shed, OKHLA Phase 1 New Delhi 110020 Tel: 00-91-11-46573940 Mobile 00-91-98-101-41635 Email:[email protected]
LUCA brand specialty flavored wines like Litchi wine, mango wine herbal wine , Sauvignon Blanc white wine, She Rose, Sparkling wine Exotic etc.
8. Performance of vendor/organizer of the event: CRFA is the
organizing agency for the show. Looking back in retrospect we are of the view that they need to publicize this event better and also ensure that serious business interests visit the event.
CRFA had Freeman as their agency for construction of the booths. Our booth was well made out as per design provided to them and the job was completed much ahead of the schedule. We were handed over the fully completed booth in the morning of 2nd March, 2013. We had dispatched the samples and publicity material to Toronto through M/s Bluebird Logistics Pvt Ltd New Delhi. Their Toronto counterpart
M/s Meholinks were efficient in delivery of their services. The samples were delivered at the Booth in the forenoon of 2nd and we were able to complete the decoration and sample display arrangements well in time. Mr Ajit Kumar and Mr Amit of Deep Foods Canada extended their wholehearted help and support in this activity.
9. Visitors details: There was a consistent flow of visitors to the APEDA
Booth and they showed keen interest in tasting the Basmati preparations as also the other products being taste sampled. The specialty wines of M/s Nirvana Biosys drew special attention and visitors displayed keen interest especially in herbal and mango wines. Visitors were astonished to know that India produces such good wines and the general query was about the availability of these wines in the local market for consumption. Since the Liquor Control Board of Ontario (LCBO) had earlier cleared these wines for sampling it paves the way for selling these wines in Toronto. But LCBO has already given clearance for sale of Mango wine from June onwards. Interested visitors were given this information.
SOME VIEWS OF VISITORS TO APEDA BOOTH
SOME MORE VIEWS OF VISITORS TO APEDA BOOTH
10. Details of samples and products displayed like name of producer/exporter, quantity/number of items etc: the samples on
display at the APEDA booth included the following range of products : 10.1 Basmati Rice (KRB L, MR Overseas) 10.2 Ready to eat products like Ajwain cookies, corn flakes, biscuits, roasted
vermicelli, Instant mix sambhar, custard powder, instant mix plain dosa, instant mix Rice idli, instant mix dahi bhalla, instant mix Gulab Jamum and instant mix rawa idli (GD Foods MGF (I) Private Limited (TOPS)
10.3 Peanuts (GD Foods MGF (I) Private Limited (TOPS) 10.4 Jams (strawberry, pineapple, mixed fruit) (GD Foods MGF (I) Private
Limited (TOPS) 10.5 Pickles (red chilli, garlic, mixed, mango, ginger, sweet line and tangy
lime) (GD Foods MGF (I) Private Limited (TOPS) 10.6 Orange marmalade (GD Foods MGF (I) Private Limited (TOPS) 10.7 Tomato ketchup (GD Foods MGF (I) Private Limited (TOPS) 10.8 LUCA brand specialty wines (Nirvana Biosys)
PRODUCTS DISPLAYED AT APEDA BOOTH DURING THE EVENT
10. Performance of forwarding and clearing agency : The
samples and publicity material were forwarded to destination through Blue Bird Logistics Pvt Ltd, New Delhi . They did a good job in ensuring that the material compliant with the local requirement and documentation is dispatched so as to reach ahead of the commencement of the event.
The samples were duly and timely cleared by M/s Meholinks, Canada and delivered at APEDA booth on 2nd March forenoon.
11. Special campaign undertaken during the exhibition : M/s
KRBL carried out wet taste sampling of Basmati Biryani on all the three days of the event . On the other Hand, M/s Dipkiran Foods carried out wet sampling of their snack foods items.
PREPARATIONS FOR BASMATI BIRYANI TASTE SAMPLING
WINE TASTING IN PROGRESS
BASMATI BIRYANI IS NOW READY AND WAITING FOR TASTERS
AFTER SUMPTUOUS BIRYANI A SIP OF JUICE IS WELCOME
A LITTLE BIT OF INDIAN SAMOSA IS WELCOME TOO
12. Involvement / support of Embassy : APEDA had remained in
constant touch with the Consulate General of India in Toronto and Ottawa regarding this exhibition. There was a big delegation led by Secretary, Ministry of Mines, during the same period (3-6th March, 2013) and the CGI office, with this and other commitments, were very helpful to APEDA . Mr Pradip Kumar, Consul (com) , Consulate General of India, 365, Bloor Street East No 700, Toronto (Tel: 00-1-416-960-3855 ; Fax: 00-1-416-960-9812 Email: [email protected]) visited the APEDA booth and saw all the arrangements . Mr Abhishek , Marketing Officer , CGI, Toronto also visited the APEDA booth. CGI invited Mr Vinod K Kaul and Mr Ajit Kumar for meeting-cum-dinner hosted in honour of the visiting Ministry of Mining Delegation where we met Mrs Preeti Saran, the Consul General. We mentioned to her the details of our participation. She mentioned that the CGI’s efforts on the wine entry issue was taken up with LCBO but LCBO necessarily goes by their set norms and procedures . We mentioned that the matter was resolved as the local agent of Nirvana Biosys had liaised with the LCBO and clearances were obtained in time just ahead of the commencement of the event. The CGI also invited us for a high tea at the India Day celebrations on 4th .
DISCUSSIONS WITH MRS PREETI SARAN, H.E C.G. AT THE INDIA DAY FUNCTION (MR PRADEEP KUMAR, CONSUL (COM) AND MR AJIT KUAMR ARE ALSO SEEN)
MR ABHISHEK, MARKETING OFFICER, CONSULATE GENERAL OF INDIA AT APEDA STAND (ON EXTREME LEFT IS MR ROBBIE GIRDHAR)
12. Important visitors/dignitaries visited (their comments , if any):
Mr Pradeep Kumar, Consul ( Commercial ) , Consulate General of India visited the APEDA booth and had discussions about the participation .
Mr Abhishek, Marketing Officer, Consulate General of India visited the
APEDA booth .
13. Import export details of targeted country and market analysis:
Exports from India to Canada of APEDA related products : The details of APEDA related products’ exports to Canada since 2009-10 up to the period April-December of FY 2012-13 , as per DGCIS information has been a sunder
Qty: MTs Val: $ million 2009-10 2010-11 2011-12 2012-13*
Product Qty Value Qty Value Qty Value Qty Value
Guar gum 1209 2 4628 8 8088 48 5639 80
Basmati Rice 9245 13 16531 22 28458 36 22227 24
Other Processed Fruits & Veg 25275 16 17531 12 17616 14 11191 10
Cereal Preparations 5358 7 6448 9 8214 12 6185 10
Miscellaneous Preparations 6320 8 5363 7 7923 11 6291 10
Buffalo Meat 280 0 0 0 2427 6 708 2
Other Fresh Vegetables 3190 3 3171 3 4002 4 3389 3
Mango Pulp 2079 2 2885 3 2945 3 2132 2
Alc & Non-Alcoholic Beverages 56 0 105 0 2025 3 2443 2
Groundnuts 547 1 23 0 1772 3 378 0.5
Non Basmati Rice 1560 1 111 0 3655 3 1611 1
Floriculture 534 2 524 2 868 3 722 2
Dried and Preserved Veg 3490 4 1748 2 1800 2 1224 2
Jaggery and Confectionery 1453 1 1384 1 2633 2 1600 2
Milled Products 1890 1 2232 1 2564 1 2655 1
Other Fresh Fruits 1255 1 1213 1 1356 1 760 0.3
Pulses 165 0 107 0 283 0 759 1
Natural Honey 56 0 187 1 94 0 107 0.4
Fresh Mangoes 255 0 427 0 406 0 430 0.4
Other Cereals 404 0 743 0 874 0 1314 1
Walnuts 0 0 0 0 24 0 0 0
Poultry Products 0 0 1791 0 1069 0 0 0
Fruits & Vegetables Seeds 5 0 7 0 7 0 0.9 0.02
Dairy Products 7 0 63 0 18 0 27 0.1
Fresh Onions 283 0 227 0 226 0 243 0.1
Sheep / Goat Meat 44 0 0 0 28 0 0 0
Processed Meat 1 0 9 0 7 0 0 0
Cocoa Products 10 0 5 0 4 0 60 0.2
Fresh Grapes 9 0 24 0 3 0 79 0.12
Wheat 0 0 3 0 0 0 0 0
Swine Meat 0 0 0 0 0 0 0 0
Animal Casings 0 0 0 0 0 0 0 0
Total 64980 62 67487 72 99389 153 72175 155.14
*April-December, 2012-13 Source: DGCIS From the above table it emerges that the major products currently being exported are Cereals and cereal preparations, processed food items , milled products, Guar Gum, Jaggery & Confectionery.
During our interaction with limited interaction with the trade interests, it emerges that there is good potential for enhancing the export of the processed food products but at competitive prices. But it was noticed that people in Canada would like to taste the products before deciding on their acceptance of products . Hence, it is essential that apart from routine participation in Trade Fairs , APEDA may conduct specific promotion programs for products like Mangoes, Grapes and any other products that would be decided in consultation with the Indian Mission in near future.
Imports from Canada : As per DoC website, quoting DGCIS
information, the import of APEDA related products for the period 2009-10 up to the period April-December, 2012-13 was as under :
Figures in $ million S.No. HSCod
e Commodity 2009-
10 2010-11 2011-
2012 2012-
2013(Apr- Dec)
1 1 LIVE ANIMALS. 0.03 0 0 0
2 2 MEAT AND EDIBLE MEAT OFFAL. 0 0 0 0
4 4 DAIRY PRODUCE; BIRDS' EGGS; NATURAL HONEY; EDIBLE PROD. OF ANIMAL ORIGIN, NOT ELSEWHERE SPEC. OR INCLUDED.
0.12 0.57 1.57 0.32
5 5 PRODUCTS OF ANIMAL ORIGIN, NOT ELSEWHERE SPECIFIED OR INCLUDED.
0.28 0.48 0.82 0.32
6 6 LIVE TREES AND OTHER PLANTS; BULBS; ROOTS AND THE LIKE; CUT FLOWERS AND ORNAMENTAL FOLIAGE.
0 0 0 0.01
7 7 EDIBLE VEGETABLES AND CERTAIN ROOTS AND TUBERS.
587.48 480.35 629.55 424.85
8 8 EDIBLE FRUIT AND NUTS; PEEL OR CITRUS FRUIT OR MELONS.
0.02 0.42 1.34 1.01
10 10 CEREALS. 0 0 0.04 0
11 11 PRODUCTS OF THE MILLING INDUSTRY; MALT; STARCHES; INULIN; WHEAT GLUTEN.
0.06 0.02 0.12 0.16
13 13 LAC; GUMS, RESINS AND OTHER VEGETABLE SAPS AND EXTRACTS.
0.04 0.05 0.03 0.06
15 16 PREPARATIONS OF MEAT, OF FISH OR OF CRUSTACEANS, MOLLUSCS OR OTHER AQUATIC INVERTEBRATES
0.06 0.05 0.01 0
16 17 SUGARS AND SUGAR CONFECTIONERY. 0.84 2.73 2.28 2.26
17 18 COCOA AND COCOA PREPARATIONS. 0.02 0.72 0.48 0.01
18 19 PREPARATIONS OF CEREALS, FLOUR, STARCH OR MILK; PASTRYCOOKS PRODUCTS.
0.02 0.06 0.03 0.05
19 20 PREPARATIONS OF VEGETABLES, FRUIT, NUTS OR OTHER PARTS OF PLANTS.
0.1 0.03 0.01 0.01
20 21 MISCELLANEOUS EDIBLE PREPARATIONS. 1.01 1.21 1.24 0.96
21 22 BEVERAGES, SPIRITS AND VINEGAR. 0.09 0.75 0.92 0.29
Total 590.17 487.44 638.44 430.31
Source: DGCIS 2012-13 figures for the period April-December, 2012 It is noticed that imports from Canada over score exports from India. This leaves a lot of scope for aggressive marketing of APEDA related products in Canada through concerted promotional activities.
14. Publicity and advertisement: As far as APEDA is concerned,
sufficient publicity was done amongst exporter through sending them notice of participation. As for the organizers, it appears that this aspect of proper publicity has left something more to be desired. There was no information about the inauguration of the event.
15. Feedback of the participants: At the end of the exhibition,
participating exporters were requested to provide their frank feedback. Their written feedback is reproduced as follows : 16.1 Mr Ali Mehdi: Commendable effort and hard work by APEDA. Overall stall location and presentation have been very impressive. CRFA, however, needs to do its part by drawing in more serious buyers/visitors to walk the show. Number of crowd/attendees was very poor.
16.2 Mr Jesal Patel : APEDA presence very good and impressive. They should participate more often to value our Indian food presence felt. My suggestion would be to participate in Grocery and Food Shows more rather than Shows like CRFA where more emphasis is for restaurants. Looking forward to working with APEDA in future exhibitions. All the best APEDA.
16.3 Dr JP Gupta : On behalf of our company, I would like to express my sincere thanks and gratitude for your support during CRFA show. It is worthwhile to mention that the Stall was well prepared meeting International standards. It would not have been possible for us to participate in this fair without extending an APEDA support. We achieved the followings:- - Our wines have been tested by LCBO and found to be fit for human consumption. - Wines supplied to LCBO were Sauvignon Blanc, Lychee, Mango and Herbal red and white and SHE. - Most of the visitors appreciated our wines due to their uniqueness in style, structure and delicacy. Appreciation on our Herbal red and white wines were beyond our expectations. - Two distributors one from Florida and one from Calgary (Canada) visited our stand. They have also appreciated our wines due to uniqueness and the positive response, which they received from almost all visitors. The agreed to introduce our wines in US and Canada. - Mr. Miguel Chiaperro, our distributor also spent more than one and half day at our stall providing assistance to us in wine tasting. He was surprised with the positive response of LUCA wines form visitors.
We are extremely satisfied with the response received on LUCA wines as well as the support provided by us by APEDA.
About Business Generation : We are going to receive orders for 4
containers load (40’) amounting to Rs.5.0 Cr from Mr. Raman Khatra, Calgary. This order is for our lychee, mango & herbal wine.
1. If the response of the 4 containers in British Columbia, Calgary, Alberta
is positive, we could expect further orders of two containers load (40’). 2. Conducting major wine fairs in various province in Canada could provide
the best options to offer wines for tasting at one place. It is always quite difficult to send samples of wine to each individuals parties.
Last but not the least LUCA wine has participated in various fairs through
APEDA. All our exports orders taking place through our participation in APEDA fairs.
16. Enquiries generated : It was our general feeling that during the
three-day exhibition not many serious business/trade interests were available. However the following showed interest in Indian food products.
SN Contact Details Products/area of interest
1. Mr. Bakshi Puri Raj Grocers Inc 114 Norfinch Drive, Unit # 4 Toronto, Ontario M3N 1x1 Tel : 001-416-745-0776 Fax : 001-416-745-0300 E.mail : [email protected]
Showed interest in importing any consumer pack goods for retail.
2. Mr. Robbie Girdhar Tel : 001-416-400 6053 (Cell) Tel : 001-9057958052 E.mail : Robbie.girdhar@gmail
Showed very keen interest in sourcing frozen foods in private label, gherkins, olives and the range of processed food items of tops brand.
3. Mr. Ambrose Montagu Tel : 001-416-5981007 E.mail : [email protected]
Showed keen interest in importing Luca wines
4. Montago Fine Foods Ltd Tel : 001-416-807-2253
He showed keen interest in Lychee wine of Nirvana Biosys
5. Lt Col (Retd) Paul Aneja President Le Gold
He showed keen interest in long term and large consignment sourcing of LUCA brand wines .
International Spirits Marketing Inc 71 Kingspoint Circle Stoney Chowk Ontario L8E 6E6 Cell: 00-1-727-269 2229 Office: 00-1-905-643 9122 Email: [email protected]
He had intensive discussions with Dr JP Gupta and the feedback is that good business is likely to be generated.
6. Mr. Peter Blakeman Co-ordinator/Chef Professor School of Culinary and Wine studies Food and Wine Sciences Division Niagara College Canada 135 Taylor Road Niagara-on-the-Lake, ontario LOS 1JO Tel : 001-905 641-2252 extn 4630 Fax : 001-905-988-4309 E.mail : [email protected]
He wanted to know about spices grinding machines.
7. Ms. Nancy Hewitt Food Service Market Specialist Ontario Greenhouse Vegetable Growers 32 Seneca Road Leamington, Ontario N8H 5H7 TEL ; 001-289-337-5440 (Office) FAX : 001-519-326-7842 Cell : 905-466-5628 E.mail : [email protected]
She showed interest in sourcing Indian fresh horticulture produce.
The other visitors who visited APEDA booth and had some interaction are :
SN Contact Details Products/area of interest
1. Mr Gregor Phibbs Sales Blue Rover Tel: 00-1-855-682-2874 Cell: 00-1-905-745-5437
He mentioned that he can help client in guidance ein local regulations of the Government of Canada
2. Mr Adrian Fenech Sales Executive CANAAN Transport Group Inc Suite 910-185, The West Mall Toronto ON M9C 5L5 Tel: 00-1-416.621.6800 Fax: 00-1-416.621.6801 Cell: 00-1-647-657.1570 Email: [email protected]
Can help in local transport logistics
3. Mr KV (Kam) Rathee Special Advisor – India Blake, Cassels & Graydon LLP Barristers & Solicitors Patent & Trade Mark Agents 199 Bay Street Suite 4000, Commerce Court Street Toronto ON M5L 1A9 Canada Tel: 00-1416.863.2400 Dir: 00-1-416.863.3157 Direct Cell: 00-1-416.898.1599 Fax: 00-1-416.863.2653 Email: [email protected]
Can extend assistance in any blegal issues
4. Mr Carol Zweep Manager Packaging & Food Labelling Services GFTC Guelph Food Technology Centre 88, McGilvray Street Guelph, ON N1G 2W1 Canada Tel: 00-=1-519.821.1246 X 5019 Cell: 00-1-519.362.8564 Email: [email protected] Fax: 00-1-519.836.1281
Keenly discussed how APEDA as an organization functions.
5. Mr Suman Sandillya Executive Chef, Centerplate Direct Energy Centre, 100 Princess; Blvd, Toronto , ON M6K 3C3 Canada Tel: 001-416.263.3527 Fqax: 00.1.416.263.4157 Cell: 00-1-416.508.2441 Email: Suman. [email protected]
He is the Executive Chef at the Direct Energy Centre Took keen interest in APEDA stall especially wines and Biryani. Appreciated both products being sampled
17. Recommendations: It is essential that in consultation with the
Indian Mission and importers, APEDA needs to conduct regular and focused promotional campaigns for products for which after promotion sales can be available. It also emerged during our interactions that the best mode of operation in Canada is through local distributor network.
18. Photographs of the event: Annexed within the report at
appropriate places.
(Ajit Kumar) (Vinod K Kaul) Section Officer Deputy General Manger Department of Commerce APEDA PLACE: NEW DELHI DATE: 30TH MARCH, 2013