Estonian food oil producer EBM Grupp AS, known for its Oilio brand, has signed its first contract in Japan following participation in Asia’s leading food and beverage trade fair, Foodex. As a result, the company’s products will soon be available in the Watahan retail chain.

“The contract in Japan is a significant step for us, and next, we are actively looking towards the Middle East and Southeast Asia, including South Korea and Singapore,” says Valeria Belikova, EBM Grupp’s export project manager.

Although EBM Grupp may not be a widely recognised name, the company owns 13 different food oil brands, the most well-known being Oilio and Ovilo, which can be found on the shelves of every Estonian grocery store.

Food oil producer´s success from trade fair participation

According to Valeria Belikova, participating in Foodex positively impacted their exports, and the experience gained was invaluable. “It allowed us to establish direct contacts with potential partners in Japan and other Asian countries,” she said.

“During our first participation, we primarily focused on understanding the market, establishing contacts, and gathering customer feedback. This helped us better understand Japanese consumer expectations and adjust our products accordingly,” Belikova explained.

By the second time they attended the fair, they were able to engage more effectively with potential partners, ultimately leading to a contract. “The first container of our products has been shipped to Japan, and we are now observing how sales will progress. This contract is a crucial step for us and lays the groundwork for long-term collaboration,” said the project manager.

EBM Grupp is strengthening presence in Japan

This year, EBM Grupp is participating in Foodex for the third time. “This time, we are focusing on high-quality oils that meet Japanese market demands – such as rapeseed oil and sunflower oil. We have selected these products because we see growing demand for them in the Asian market, and Japanese consumers highly value quality, transparent sourcing, and health benefits,” noted Valeria Belikova.

“Our goal this year is to strengthen our presence in Japan – to find new reliable distributors and retail partners and to offer Private Label solutions to Japanese brands,” she added.

According to EBM Grupp’s export manager, patience and consistency are the most important lessons when entering the Japanese market. “Japanese business culture is based on trust and long-term relationships, so results may not come quickly. It is essential to invest in building relationships and gaining trust,” she believes. “It is also crucial to adapt products to local requirements and consumer expectations, whether in terms of packaging, taste, or certifications,” she noted.

When asked whether the company is targeting other export markets besides Japan, the export manager responded: “For our next export markets, we are actively looking at the Southeast Asian region, such as South Korea and Singapore, and we are also interested in Middle Eastern markets. These regions are promising for our products.”

The Estonian Business and Innovation Agency (EIS) will bring Estonian companies to the international food and beverage trade fair Foodex Japan 2025, which will take place from 11–14 March in Tokyo. Celebrating its 50th anniversary this year, Foodex will host the following Estonian food and beverage companies at the Estonian national stand: Põhjala Brewery, EBM Grupp AS, Balsnack International Holding, Saku Brewery, Artisan Honey, MULL Drinks, Astelpaju Eksport, Premium Brands, Revala, Junimperium Distillery, and A. Le Coq.

GOOD TO KNOW

Three key reasons for Estonian companies to join trade fairs with a national stand:

Valeria Belikova highlights three main reasons why Estonian companies should participate in trade fairs under the Estonian national stand:

• Greater visibility and credibility – a national stand attracts more visitors and emphasises that we represent high-quality Estonian products.
• Collaboration opportunities – exchanging experiences and contacts with other Estonian exporters could lead to new business opportunities.
• Government support – a national stand promotes the Estonian food sector and creates a more trustworthy image for local buyers.

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