Minister of Regional Affairs and Agriculture Hendrik Johannes Terras is visiting Japan to support the export activities of Estonian companies and strengthen economic cooperation in the food sector. During the visit, Minister Terras met with the Japanese Minister of Agriculture, Forestry and Fisheries, Norikazu Suzuki.
The focus of the visit is Foodex Japan, one of the most important food and beverage sector fairs in Asia, where Estonian companies are participating with a joint stand organised by Enterprise Estonia for the fourth consecutive year.
This year, 11 food and beverage companies are represented in the Estonian pavilion: Yook, Mull Drinks, Saku Brewery, Chocolala, Bon Vegan, Artisan Honey, Iktos, Balsnack, EBM Group, Junimperium Distillery, and Premium Brands (MySnack).
“The interest at this year’s fair has been even greater, and we already have over 100 important contacts before the end of the fair. The opportunities are not limited to Japan – Foodex attracts buyers from South Korea, Taiwan, and other Asian markets, opening doors across the region.”
Elly Talv, CEO and founder of Premium Brands (MySnack)
According to Minister Terras, Japan is a promising export market for Estonia and a valuable partner for cooperation in innovation and science.
“Here, pure flavours, innovative products, and transparent production are highly valued. The strengths of Estonian companies meet these high expectations. We have a clean natural environment, a high level of food safety based on European Union standards, and effective data‑driven digital solutions in agriculture,” said the minister.
Foodex Japan opens doors across the Asian region
The Estonian food and beverage sector exports to more than 120 countries, and over one-third of its output is exported. The country fully supports the international expansion of Estonian companies. “Several Estonian products have already established a foothold in the Japanese market, including dairy and fish products, beverages, honey, sweets, and snacks,” Terras added.
Among the companies exploring new opportunities in Japan is the Estonian healthy snack producer MySnack. The company sees significant potential in Japan and the wider Asian region, where demand for pure and healthier products is steadily increasing.
Foodex has played a crucial role in the company’s expansion efforts. Last year, the fair generated more than 70 business contacts, including interest from several major companies. “The interest at this year’s fair has been even greater, and we already have over 100 important contacts before the end of the fair. The opportunities are not limited to Japan – Foodex attracts buyers from South Korea, Taiwan, and other Asian markets, opening doors across the region,” said Elly Talv, CEO and founder of MySnack.
For the company, the goal is not merely to export products but to build a strong and meaningful international brand. “We see that we have now reached a phase where the market’s interest and our own readiness meet,” Talv noted.
“Here, pure flavours, innovative products, and transparent production are highly valued. The strengths of Estonian companies meet these high expectations. We have a clean natural environment, a high level of food safety based on European Union standards, and effective data‑driven digital solutions in agriculture.”
Hendrik Johannes Terras, Minister of Regional Affairs and Agriculture
The Estonian delegation had a meeting with Japanese trading companies
During the visit, Minister Terras met with the Japanese Minister of Agriculture, Forestry and Fisheries, Norikazu Suzuki, to discuss opportunities for cooperation in the circular and bioeconomy. The basis for closer cooperation is the shared vision of the two countries that food production must be developed in close partnership with scientists and with a strong focus on innovation and sustainability.
In addition, meetings were held with representatives of leading Japanese trading companies, Marubeni and Sumitomo. The discussions focused on opportunities to introduce Estonian food and beverage products and expand market access in Japan. Such contacts help strengthen the position of Estonian companies in the Japanese market and support the growth of export opportunities across Asia.
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