This week, the prestigious Food and Beverage Fair, Foodex, is taking place in Tokyo, Japan, where 11 Estonian companies are showcasing their products in collaboration with Enterprise Estonia.
Foodex, now in its 50th edition, is considered the gateway to the food industry in Asia, particularly Japan. The Estonian joint stand hosts companies that have already entered the market and those still seeking their breakthrough. The range of products on display is diverse, from Põhjala lager featuring Estonian sumo wrestler Baruto on the label to sea buckthorn berries from Hiiumaa, the acclaimed Junimperium gin, and DNA-tested honey by Artisan Honey.
“Companies exporting to Asia can confidently say that demand for their products is increasing because the Asian economy is growing. Today, Asian markets are among the fastest-growing in the world, and Estonian companies must take advantage of this opportunity.”
Marek Roostar, Regional Director of the Asia region export markets at Enterprise Estonia
For the first time, MySnack is participating in Foodex to establish key contacts, gain insight into the local market, and introduce its healthy snacks. “We are showcasing a variety of healthy and nutrient-rich snacks, including crispy pea snacks, fruit bars, and vitamin-rich dried fruits. These products have been developed in collaboration with local farmers and food scientists from Vietnam, Thailand, and Italy to ensure the highest quality and exceptional taste,” said MySnack’s marketing representative, Tatjana Jakovleva.
Foodex is the gateway to the Japanese market
Saku Õlletehas, a returning exhibitor at Foodex, is presenting its full range of beverages, both alcoholic and non-alcoholic. Naturally, their Saku Kuld, Saku On Ice, and Saku Original beers, which have been available on Japanese store shelves since last year, are featured at the fair.
“Our collaboration with Japan began at the Foodex fair in the spring of 2023. We established contact with a Japanese retail chain that operates more than 1,000 stores nationwide. We are extremely grateful to Enterprise Estonia, the Estonian Food Industry Association, the Estonian Chamber of Agriculture and Commerce, and the Estonian Chamber of Commerce and Industry, whose support has enabled both us and other Estonian companies to participate in international trade fairs and business visits,” said Margus Masing, Export Manager at Saku Õlletehas.
“I can confidently say that the joint stand has often provided the necessary boost for Estonian products to reach store shelves, not only in this region but also in other foreign markets,” he added.
Marek Roostar, Regional Director of the Asia region export markets in the Export Department of Enterprise Estonia, stated that this year, the food and beverage sector is receiving special attention in the Asian market. “If we look at recent success stories of Estonian food companies exporting to Japan – such as Saku Õlletehas’s beverages, Oilio oil, and Nordmel honey – they all started searching for Japanese market partners at the Foodex fair and today successfully export their products to Japan with the help of Enterprise Estonia,” Roostar said.
Businesses seek ways to mitigate risks
“One might ask why we should export from Estonia to a distant market like Japan. The answer is straightforward: businesses constantly seek ways to mitigate risks. If they export only to Europe, the effects are evident—due to economic downturns in neighbouring markets, demand for our products has declined. However, companies exporting to Asia can confidently say that demand for their products is increasing because the Asian economy is growing. Today, Asian markets are among the fastest-growing in the world, and Estonian companies must take advantage of this opportunity,” Roostar added.
“Our collaboration with Japan began at the Foodex fair in the spring of 2023. We established contact with a Japanese retail chain that operates more than 1,000 stores nationwide.”
Margus Masing, Export Manager at Saku Õlletehas
The Estonian joint stand at Foodex features: A. Le Coq, Artisan Honey, Astelpaju Eksport, Balsnack, EBM Grupp, Junimperium Distillery, MULL Drinks, MySnack, Põhjala, Revala, Saku Õlletehas.
Enterprise Estonia aims to enhance Estonia’s international competitiveness, promote entrepreneurship, and improve the living environment. Participation in the fair is co-financed by the European Union.
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