Celebrating 20-Year Anniversary Edition, Taiwan Show Delivers ‘Triple Happiness’
By JOHN M. SAULNIER, QFFI Chief Editor & Publisher

Robert Ouyoung (right), chairman of Anko Food Machine Co., Ltd., demonstrates the versatility of the Taiwan company’s HLT-600 multipurpose filling and forming machine. The equipment is capable of producing dumplings, egg rolls, samosa, pierogi, ravioli and other products at high speeds with great efficiency.

Smiling ladies of Kaohsiung-based Shin Ho Sing Ocean Enterprise (SHS) prepare to serve surimi and other frozen prepared seafood treats to visitors attending the Taipei International Food Show.

Producers of value-added frozen ready meals, traditional Chinese dim sum, fish, seafood, poultry and other delicacies serve up a cornucopia of tasty treats at the annual exhibition.

In a land where achievement of “double happiness” holds great cultural and traditional importance, the 20th Taipei International Food Show took the symbolic threshold one step higher by organizing four days of “triple happiness” for one-stop shoppers attending the “three-in-one” exhibition.

Under the big roof of the Nangang Exhibition Hall, the Food Taipei, Taipei Pack and Foodtech/Pharmatech Taipei packed in a record 1,254 exhibitors occupying 2,753 stands from June 23-26. That was up 9% and 8% over last year’s showing, respectively.

The visitor count topped 50,000, of which more than 4,000 were buyers from around the world, reported the Taiwan External Trade Development Council (TAITRA). Among major retail chains on the scene sourcing products and seeking suppliers were RT-Mart of Shanghai, Dairy Farm of Hong Kong, Thailand’s Big C Supercenter, and South Korea’s Samplip.

Taiwan’s processed food sector has come a long way since emerging as a major foreign exchange earner back in the 1950’s with the export of canned pineapple, mushrooms, bamboo shoots, asparagus and other products. Indeed, agricultural exports topped US $3.2 billion in 2009, pointed out Ms. Chun-Fang Hsu, deputy director-general of the Ministry of Economic Affairs’ (MOEA) Bureau of Foreign Trade.

By the mid-2000’s sales of frozen products and condiments accounted for well over 70% of Taiwan’s food exports. In 2008 production value of frozen fare reached nearly $1.32 billion, up 3.56% over the previous year, according to MOEA statistics. However, perhaps not surprisingly, the export value of frozen foods has been trending south in recent years as production has been outsourced increasingly to the PRC. Another factor to be considered is that producers are catering more to robust demand for convenience products in the domestic market, which has a population of over 21 million people with relatively high standards of living.

Jamin Wang, managing director and chief executive officer of Laurel Enterprises Corp., opens the door to a refrigerated cabinet full of the company’s wide range of convenience frozen food products on display at the Taipei show.

The value of shipments to overseas markets declined by over 13% in 2007, down from approximately $1.085 billion to $937 million, reported Taiwan’s Food Industry Research and Development Institute (FIRDI). Nonetheless, frozens continued to dominate food and beverage exports, commanding a 63% share of the receipts. At the same time, imports nudged ahead, rising 1.72% to top $582 million.

Laurel Enterprises Corporation, which is celebrating its 40th anniversary this year, has long been in the forefront of the Taiwan frozen food industry’s evolution toward value added products. The Taipei-headquartered, family-owned company is headed up by Jamin Wang, who has succeeded his semi-retired brother, Ben, as managing director and chief executive officer.

“The frozen food business is still good in Taiwan, even though parts of the economy have been in decline,” CEO Wang (E-mail: jamin@laurel.com.tw) told QFFI magazine. “Some people are now eating out less often in restaurants, and are consuming more frozen foods at home. In fact, sales of microwaveable home meal replacements have been rising steadily. They are especially popular among young working couples, who have little time nowadays to make dinner.”

Laurel started out in 1970 as a specialist supplier of ethnic Chinese hot pot ingredients ranging from fish and pork dumplings to meat balls. It later expanded the line to include prawn wanton, sesame buns, spring onion cake and other ethnic eats.

The King’s Cook Frozen Food Co. stand was extremely busy, as slices of Mushroom Chicken pizza and other product samples were eagerly snapped up by hungry show-goers.

In recent years the company has launched a growing smorgasbord of international cuisine. Today’s product line features an “Easy Life” series that is big on pasta. Among the offerings are Japanese Stir-fry Udon Noodles with Teriyaki Pork, Korean-style Noodles with Kimchi and Seafood, Baked Penne Pasta with Salmon and Summer Squash, and Spaghetti with Meatballs and Marinara Sauce.

“Italian food is very popular in Taipei, especially spaghetti dishes and pizza,” said the chief executive. “Lifestyles are changing, and people are enjoying more foreign-flavored dishes than ever before.”
The trend toward eating healthier, nutritious foods is steadily gaining momentum, and not only among young adults and the more mature segment of the population. The government is now requiring schools to serve meatless meals at least once a week.

As a supplier of school lunches, Laurel’s research and development team has come up with a number of innovative new items that both taste good and are good for growing kids. Among the offerings are Cheese Seafood, Cabbage Rolls, Fu Rong Tofu and Vegetarian Rice.

Employing over 700 people, Laurel manufactures products at three factories, one of which is located in Shanghai. Operating three cold storage facilities and 10 sales offices across Taiwan, the company exports to many markets spanning the globe from East Asia, Australia and New Zealand to South Africa, the United States and Canada.

Chen Yi-Cheng (left) and Queena Lin of Chi Chiao Frozen Foods Co., Ltd. are seen behind a display of the company’s Osaka Dumplings Yaki range. Based in Changhua Shien, Taiwan, the family-owned and operated frozen dumpling maker also produces Japanese-style chicken nuggets, burgers, balls, steaks and much more.

Taiwan tilapia, roasted eel, mackerel, cobia, seabass and other frozen fish products were promoted at the Just Champion Enterprise Co. stand. The company’s managing director, Lyndon C. Yeh, was on hand during the duration of the four-day event to greet customers and meet prospective clients.

Another well established family-owned firm that seems to be faring well is Chi Chiao Frozen Food Co., Ltd., which bills itself as “the most reputed and established dumpling maker in Taiwan.” Founded by Yi-Tsai Chen in 1978, and originally known as Chi Jin, the Changhua Shien-based producer specializes in noodle snacks and ready meals as will as traditional ready-to-eat dumplings.

“Our growing assortment of products ranges from one-bite dumplings and handmade Pot Stickers with pork, cabbage, leek and ginger filling, to Shredded Radish Cake, Surimi Sticks, Pickle Black Pepper Fillet Pork Steak, and Mutton Herbal Soup, ” Queena Lin (E-mail: a8887788@ms81.hinet.net) told Quick Frozen Foods International.

A relatively new line stirring a lot of interest at the Food Taipei Show features Osaka Dumplings Yaki and Japanese-style poultry offerings including chicken nuggets and burgers.

As is the case with Laurel Enterprises Corp., all Chi Chiao products meet Certified Agricultural Standards, and thus are eligible to carry the CAS logo on packaging. The symbol, a kind of government-sanctioned “seal of approval” which assures consumers that product ingredients are safe and wholesome, is recognized by 82% of the domestic population, according to Mei-Chiao Heh of Taiwan’s Council of the Agriculture Executive Yuan’s Department of Animal Husbandry’s Food Technology and Processing Section.

There was a high tide of representation from Taiwan’s frozen seafood sector at the show. Among those on the scene was Lyndon C. Yeh (E-mail: jcentinc@yahoo.com.tw), managing director of Nanchou, Pintung-based Just Champion Enterprise Co., which specializes in prepared eel products sold in numerous forms ranging from roasted fillets to half-cuts, slices and skewers. It also distributes a number of tilapia, mackerel, seabass and salmon items.

The Jaan Sheng Foods Co., Ltd. booth in the Taiwan Pavilion (E-mail: zhanshen2288@yahoo.com.tw) was busy when QFFI stopped by, but not so busy to prevent this writer from being served a plate of tasty breaded marlin steak and a side dish of Master Yu One Night Dried Pickled Ma-Aji. According to the producer, there is a great advantage to drying the fish after the sun goes down, as more flavor is preserved this way.

Eric Lin (E-mail:jyy@jyy.com.tw), general manager of Su-Ao township, Yilan County-based JYY Fisheries Corp., was bullish about the company’s range of frozen mackerel and ocean bonito products.

“Our plants are strategically located next to one of the largest harbors in Taiwan, thus assuring fresh catches from local fishing vessels to process,” he said. “We can freeze up to 150 tons per day.”

Exhibitors from beyond Taiwan had a strong showing at the fair within some 28 national pavilions. Companies from the USA and Japan were in especially high profile, occupying 73 and 63 booths, respectively.

Dr. Jozsef Loso, chief executive officer of Mirelite Mirsa Co., promoted the Albertirsa, Baross, Hungary-based company’s range of frozen vegetable and fruit products at the Taipei International Food Show June 23-26. He was especially keen on making contacts for future Cross-Strait trade.

A Hungarian producer of frozen vegetables and fruits, Albertirsa, Baross-based Mirelite Mirsa Co., was in attendance. Visiting with Dr. Jozsef Loso (E-mail: loso@mirsa.hu), the firm’s chairman and director, QFFI wanted to know his strategy for selling in a part of the world that is full of homegrown competitors.

“I think that in the long run, growing demand for convenience products in Taiwan and mainland China will provide opportunities even for European suppliers of value added frozen fruits and vegetables. Out aim is to be ready for it,” he commented.

It may come sooner than later, as American and Canadian packers of such products have already done quite well exporting speciality items – particularly french fries.

Of course, trade in the Pacific crosses both ways, and one company that has been engaged in plenty of two-way traffic for some time is Dragon Gate Food Corp. Scott C.W. Chang (Phone: +886-2-22995709), vice chairman of Taipei Hsien-based trading and production house, was active at the show with a stand displaying products sourced from the USA.

More than 60 Cross-Strait exhibitors (a category in which companies based on the other side of the Taiwan Strait, in the PRC, are grouped) were showcasing their stuff. Among them was Mazhang, Zhanjiang, China-headquartered Zhanjian Go-Harvest Aquatic Product Co., Ltd. (Phone: +86 759-2711999). “As one of the largest producers of frozen cultivated tilapia in China, we are promoting it here in Taipei,” said Cherry Ho. “A wide assortment of other items is also offered, including shrimp and clams.”