NEW YORK: Malaysian food products are becoming increasingly popular in the United States and also expected to make greater inroads into the market there.
“The trend is based on the response to the Malaysia Kitchen USA programme,” said the Malaysian External Trade Corporation’s (Matrade) Trade Commissioner here, Muhd Shahrulmiza Zakaria.
The Malaysia Kitchen USA programme was launched in 2010.
According to Matrade, Malaysian cuisine was listed amongst the top five trending flavours in the US last year, and is expected to maintain the spot in 2015 as well.
This is based on the survey by the National Restaurant Association, the largest restaurant and food service trade association in the US.
“Continuing our efforts from 2014, we aim this year to promote more products to the US market, targeting in particular, institutional buyers, mainstream supermarkets, restaurateurs and the hospitality industry,” Muhd Shahrulmiza said.
In this regard, the Malaysia Pavilion will be featured at the New York Fancy Food Show which begins on June 28.
Seven Malaysian companies will showcase a wide range of food products and under brand names as Julie’s, Lingham’s, Mamee, IEFI, S&P, Hernan and Delicoco A total of 200 food product lines will be on display..
According to Matrade, there are nearly 500 Malaysian products sold all over the US, including instant paste, sauces, seasonings and marinades, instant noodles, frozen food, pastries and flat breads, as well as ready to eat meals.
These products are sold at retail outlets such as ethnic supermarkets and Asian grocers in major cities.
By using various strategies, projects and campaigns under the Malaysia Kitchen USA programme, Matrade is trying to achieve the goal of doubling this number to 1,000 product lines in the market by 2016.
Malaysia’s 2014 exports of processed foods to the US surged 34.3 per cent to RM770.7 million, up from RM574 million in 2013, while exports in the first four months stood at RM229.7 million.
