Required Report - FAS internal use only

**Date:** 4/6/2005

**GAIN Report Number:** KS5016

KS5016

**Korea, Republic of**

**Trade Show Evaluation**

**U.S. Pavilion, Food & Hotel Korea**

**2005**

**Approved by:**

![](media/image1.wmf)Mr. Marcus E. Lower

Agricultural Trade Office, U.S. Embassy Seoul, Korea

**Prepared by:**

Mr. Sangyong Oh

**Report Highlights:**

(Activity Code: A05G031400)

The U.S. pavilion of the Food and Hotel Korea Show housed 65 U.S. food
suppliers and MAP participants in 53 booths. Over 6,000 Korean food
traders visited the pavilion over the course of the three-day event,
resulting in 456 promising contacts to U.S. exhibitors. In addition to
\$185,000 of actual sales signed on-site, U.S. exhibitors reported a
total of \$8.95 million of potential sales from the show over the next
twelve months.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Seoul ATO \[KS2\]

\[KS\]

Name of Show: Food & Hotel Korea 2005

Activity Code: A05G031400 (U.S. Pavilion, Food & Hotel Korea 2005)

Date: March 16 - 18, 2005

Venue: COEX, Seoul, Korea

City/Country: Seoul, Korea

I. STATISTICAL SUMMARY

A. Profile of Visitors

1\. Total number of show visitors: 6,524

2\. Estimated number of trade visitors: over 6,000

3\. Estimated number of foreign third country visitors: Not available.

4\. Number of serious trade contacts made by U.S. companies: 456
reported from 37 exhibitors

B. Profile of Show

1\. Size of venue: 4,800 square meters for the whole show (1,300 square
meters for the U.S. pavilion)

2\. Number of booths: 210 booths for the whole show (53 booths in the
U.S. pavilion)

3\. Size of trade lounge: 24 square meters for the U.S. Business &
Information Center

4\. Number of guests at the opening reception: 200

5\. Number of U.S. firms, trade associations, and state departments of
agriculture: 65

C. FAS Show Expenses (exchange rate: \$1 = W1,050)

1\. Booth Rental: \$0

2\. Design Enhancement for the U.S. Pavilion: \$7,795 (paid out of the
NASDA show enhancement fund)

3\. U.S. Pavilion Reception: \$9,267 (paid out of the NASDA show
enhancement fund)

4\. Public Relations: \$2,160 (paid out of the NASDA show enhancement
fund)

5\. Others: \$0

6\. Total Expense: \$19,231 (all paid out of the NASDA show enhancement
fund)

D. Exhibitor Expenses and Revenues

1\. Participation fees

a\. Average cost per firm: \$2,562

b\. Total for all firms: \$166,500

2\. Other expenses: N.A.

3\. Total exhibitor expenses: N.A.\*

\* Post is unable to tract other expenses, including transportation and
hotel rooms, that exhibitors spent for the show.

4\. Revenues (D3 - C7)

a\. Average per firm: N.A.

b\. Total for all firms: N.A.\*\*

\*\* The Food & Hotel Korea is a private show and Post did not run a 12X
account.

E. Product/ Sales Information

1\. Number of products test marketed: 972

2\. Products that generated the most buyer interest: Soybeans, bacon
bits, pepperoni, precooked bacon, frozen pork, sprouting beans, Natto
beans, wheat flour, blueberries, almond, walnut, organic crackers, jams,
jellies, sauces, organic cheese, wine, vegetarian products, mustard,
clear hot sauce, chips, snacks, hot peppers, frozen potato products,
hyper-market juice, cured pitted dried olives, extra virgin olive oil,
soft pretzels, ice cream, shelf stable cheese, salsa, juice
concentrates, croissants, Danish, Pollock roe, cookies, whisky, organic
products, donuts, soft drink, raisins, peeled carrots, tortillas,
Guacamole, calcium water, dark chocolate, candy, wingster, body
products, tea tree shampoo

3\. Total projected 12-month sales resulting from show: \$8,950,000

4\. Total reported on-site sales from the show: \$185,000

II\. FAS FIELD EVALUATION

A. Show Objectives:

A trade-only food exhibition is one of the most efficient marketing
tools for new-to-market products and suppliers to develop business
contacts and market intelligence. Food & Hotel Korea (FHK), organized by
a private entity, Overseas Exhibition Services Ltd., is the only
trade-only food show currently available in the market. Post intended to
achieve the following goals by endorsing and supporting this show:

\(1\) Increase the number of new-to-market U.S. products and suppliers
introduced to the key Korean traders.

\(2\) Provide U.S. exhibitors with up-to-date market intelligence and
business facilitating services.

\(3\) Help the show grow into a leading food trade show in Korea so that
it can better accommodate business contacts between U.S. suppliers and
local food traders.

B. Show's Success in Achieving the Objectives:

The show this year successfully met the goals set by Post. U.S.
exhibitors were very pleased with the turnout and the quality of
visitors to their booths. Post also noticed that the U.S. Pavilion was
the most crowded part of the show floor throughout the show. Verbal
evaluations collected on the show floor from leading local industry
contacts were also very favorable.

\(1\) Number of U.S. suppliers/booths:

In spite of the lack of participation from two leading consumer ready
export segments of the U.S. food industry, beef and poultry, the number
of U.S. suppliers and booths in the U.S. pavilion this year increased
significantly from last year (number of exhibitors: 40→65, booths:
42→53).

\(2\) Amount of on-site/projected sales from the show:

In addition to \$185,000 on-site sales reported by three exhibitors,
twenty exhibitors reported a total of \$8.95 million of potential sales
over the next twelve months.

\(3\) Number of trade visitors to the show:

Over 6,000 trade visitors attended the show. Considering the increasing
reputation of the show, significant growth in the number of future show
visitors is anticipated. U.S. exhibitors also graded the quality of
visitors highly in the survey.

\(4\) Number of serious contacts gained by U.S. exhibitors: 456

\(5\) Total number of booths/exhibitors of the show:

More than 250 food suppliers from 17 countries exhibited through 210
booths at the show, which is a slight increase from last year. Major
competitors, including Australia, Chile and France, brought a large
number of exhibitors to the event under individual country pavilions.
Canada and Belgium also had sizable country pavilions.

C. Show Highlights:

\(1\) Over forty exhibitors and visitors attended the U.S. Exhibitor
Orientation Seminar hosted and presented by ATO Seoul on March 15. The
seminar presented two presentations: "The Korean Market Overview" and
"New Food Trends in Korea". The seminar was followed by a market tour to
the grocery section of the Hyundai Department Store and the Orga Store,
a grocery supermarket focused on environmentally friendly (including
organic) products.

\(2\) The opening ceremony, held on the morning of March 16, was
attended by a dozen VIPs from foreign embassies in Seoul, including Mr.
Mark Minton, Charge d'Affaires, U.S. Embassy, Seoul.

\(3\) The opening reception of the U.S. Pavilion was held in the COEX
Grand ballroom, on the evening of March 16, and was attended by over 200
people, including 186 local industry contacts.

\(4\) The U.S. Business & Information Center which was operated by FAS
(ATO and AAO) Seoul and SRTG staff within the U.S. pavilion, provided
exhibitors and visitors with various services, including three (really
two) Internet PC's, local telephone service, three enclosed meeting
rooms, interpretation, and business consultations. SRTG representatives
were from WUSATA, MIATCO, and SUSTA.

\(5\) "The Food Show Plus!" program offered by MIATCO and WUSATA added
great value to the show. Over 120 one-on-one meetings were arranged for
participating exhibitors, resulting in many serious business leads.
Almost all participants in this program were pleased and many who did
not participate wanted to do so next year.

\(6\) A seafood seminar, titled as "Healthy & New Seafood Menus from
Western USA", co-hosted by WUSATA and ATO Seoul on March 17, received a
great deal of interest from local seafood importers and food service
traders. A total of 72 people attended the seminar. Participants
received new recipe ideas as well as product information. Products
introduced through the seminar included sardines, halibut, black cod,
skate, salmon, Dungeness crab, Pacific silver Hake (whiting), and
hagfish (eel).

\(7\) An organic seminar, titled as "the U.S. Organic Industry Trends",
co-hosted by WUSATA and ATO Seoul on March 17, educated over 120
attendees about the newest product opportunities from the U.S. organic
industry.

\(8\) ATO Seoul repeated the organic presentation for a seminar hosted
by the show organizer later on March 17.

\(9\) Many exhibitors attended the \"Happy Hour\" event held in the U.S.
Business & Information Center the last hour of the show and commented
that the small social event added additional value to the U.S. pavilion
by offering an opportunity to communicate with other exhibitors before
heading home.

D. Suggestions for Improving Future Shows:

\(1\) Management of the registration desk

There were obviously some non-traders admitted to the show, resulting in
minor disruptions for some exhibitors. Post noticed that the
registration desk was not managed as tightly as in other shows that
charge visitors an admission fee. This issue will be brought to the show
organizer to ensure a tighter management of the registration desk in
future shows.

\(2\) Student visitors

There were roughly 200 students from local culinary schools admitted to
the show. Many exhibitors were caught by surprise as the show is
advertised as a trade-only show and many complained that they gave away
too many of their samples and/or company literature before realizing
what was happening. It is recommended that the number of students be
kept to a minimum, that students should have special badges that say
\"student\", and be admitted only at a specified time (such as the last
two or three hours of the last day of the show) and all exhibitors
should be forewarned about exactly when and how many students are being
permitted entry. This should be written directly in the MOU with the
show organizer. In addition, ATO will work with the show organizer and
other national pavilions to add value to the students' participation,
such as developing a seminar on international marketing and/or how to
work a trade show to gain the maximum product understanding, combined
with the students preparing a written report/evaluation that could be
useful to the exhibitors or show organizer. In this way, tomorrow's
potential buyers will leave the event with knowledge for future use.

\(3\) Badges

The badges needed to be completely in English. The names of the visitors
were written in Korean. Many badges said \"Business\" and the exhibitors
did not know what that meant. No badges specified distributors; likely
those were classified as \"Business\" which was too vague. Lead machines
might be a good investment to help exhibitors keep better track of
visitors.

\(4\) Setup

The show organizer was still constructing the U.S. Pavilion well into
the first show day. One exhibitor was upset that there was a man on a
ladder right next to his booth hanging lights at noon on the first day.
Post feels it necessary to write a penalty clause into the contract with
the show organizer next year (something like \$500 penalty for every 30
minutes of delayed booth setup after the opening of the show).

\(5\) Fascia Boards

Three exhibitors had misspelled signs. The exhibitor was responsible for
one of them, while the other two were organizer's mistakes. Two of the
exhibitors did not realize they could have had the mistake corrected.

\(6\) U.S. Business & Information Center (B&IC)

1\) As the number of U.S. exhibitors grows, the B&IC is also growing in
size to accommodate those exhibitors. However, since this part of the
show is merely in support of the exhibitors, it really does not need to
occupy space on the show floor, but should remain within the U.S.
Pavilion. It is recommended that the B&IC be more tucked away next time.

2\) Some exhibitors were unaware of the services offered by the B&IC.
These exhibitors, all of them participated in the show as part of trade
groups, obviously did not receive related information from the show
organizer, the ATO/FAS, or the representative of the trade group. More
effort needs to be made by everybody in the recruitment chain to inform
exhibitors under such groups.

3\) The B&IC needs to provide some drinks; water at a minimum. A
mechanism whereby lunch could be provided to exhibitors through
reimbursement would be convenient. Many exhibitors were manning their
booth alone and did not have the time to leave the show floor to find
lunch.

\(7\) Working together with SRTGs

Of the six booths within in the B&IC, MIATCO paid for two and WUSATA for
one. SUSTA had intended to be included, but there was a communication
breakdown. Post has discussed the matter with SUSTA and both sides will
redouble efforts to enhance contact for future joint activities.

E. Suggestions for Improving FAS/W Management or Support of Show:

\(1\) Show Enhancement Fund

Considering the significant budget cut made to Post this year, the
Enhancement Funding allocated to FHK was crucial in maintaining the
quality of services that Post was able to provide to the show. Post
hopes that Enhancement Fund will continue to be available in the future.

F. Exhibitor Problems:

One exhibitor reported that cash was the only option accepted by the
show organizer for booth fee payment. Post will talk to the organizer to
add credit card payment option.

G. Public Relations/ Advertising:

Post mailed out a total of 3,000 show invitation cards to key contacts
in the local food industry. Another 300 direct mails were sent out to
important business, press and government contacts to invite them to the
U.S. pavilion reception. Post provided the Trade Show Office with a
letter promoting the show that was used for recruitment.

Enclosure: Exhibitor Survey Result

+-----------------------------------------------------------------------+
| # Result of Evaluation Survey                                         |
|                                                                       |
| # USA Pavilion at Food & Hotel Korea 2005                             |
|                                                                       |
| # March 16 -- 18, 2005                                                |
+-----------------------------------------------------------------------+

# 

# Number of exhibitors submitted survey: 37

# Number of survey forms received: 39

# Your Results

1\. How many products did you introduce or test market at this show?
[972]{.underline}

2\. Which products generated the most buyer interest?

Soybeans, Bacon Bits, Pepperoni, Pre-cooked Bacon, Frozen Pork,
Sprouting Beans, Natto Beans, Wheat Flour, Blueberries, Almond, Walnut,
Organic Crackers, Jams, Jellies, Sauces(2), Organic Cheese, Wine(2),
Vegetarian Products, Mustard, Clear Hot Sauce, Chips, Snacks(2), Hot
Peppers, Frozen Potato Products, Hyper-Market Juice, Cured Pitted Dried
Olives, Extra Virgin Olive Oil, Soft Pretzels, Ice Cream(2), Shelf
Stable Cheese, Salsa, Juice Concentrates, Croissants, Danish, Pollock
Roe, Cookies, Whisky, Organic Products, Donuts, Soft Drink, Raisins,
Peeled Carrots, Tortillas, Guacamole, Calcium Water, Dark Chocolate,
Candy, Wingster, Body Products, Tea Tree Shampoo

3\. How many serious contacts did you make? [456]{.underline}

4\. What were your on-site sales at this show? [\$185,000 (3
companies)]{.underline}

5\. What are your projected 12-month sales resulting from this show?
[\$8,950,000 (20 companies)]{.underline}

# 

# Our Service

6\. The consolidation services and shipping instructions

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
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<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor Did not receive</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>7</td>
<td>7</td>
<td>3</td>
<td>1</td>
<td>2</td>
<td>3</td>
<td>0</td>
<td>0</td>
<td>1</td>
<td>1</td>
<td>7</td>
</tr>
</tbody>
</table>

Suggestions for improvement: 1. Consolidation services were too pricey
so did not use -hand carried products. 2. Logistics were great. 3. Not a
lot of info. 4. Brochure buyers guide all wrong info. 5. Cold storage is
needed. 6. Shipping okay, graphics not set up as told. Lights didn't
come as ordered - had to ask. Payment in cash required un-professional.
7. Our registration was delayed.

7\. The usefulness of the market information provided by FAS (if
Applicable)

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
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<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor Did not receive</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>4</td>
<td>9</td>
<td>7</td>
<td>3</td>
<td>2</td>
<td>2</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>9</td>
</tr>
</tbody>
</table>

What would you like to see more of : 1. Wholesale markets and
hypermarkets. 2. Hard to read and find -- ATO & staff top notch!. 3.
More info about duties and tariffs on products. 4. More organic info. 5.
Trade leads. 6. Food service/hotel follow-up. 7. Didn't know about it.
8. Got at show, didn't use yet. Received importers list. 9. Didn't
receive info from FAS 10. Received on-site.

8\. The pre-show briefing and information packets distributed at the
show (if applicable)

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor Did not receive</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>9</td>
<td>6</td>
<td>3</td>
<td>2</td>
<td>0</td>
<td>2</td>
<td>1</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>8</td>
</tr>
</tbody>
</table>

Suggestions for improvement: 1. No info on market briefing/no emails. 2.
Frequently asked questions document. 3. Didn't know about. 4. Sorry
missed it. 5. Only receive PDF file from Kauman 7. Didn't go -- but knew
about it. 8. Received 2^nd^ day of show.

9\. The FAS staff attitude, including courtesy and efficiency

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
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<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>24</td>
<td>8</td>
<td>1</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td></td>
</tr>
</tbody>
</table>

10\. The shows effectiveness in meeting your exhibiting goals

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>10</td>
<td>7</td>
<td>5</td>
<td>2</td>
<td>6</td>
<td>2</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>2</td>
<td></td>
</tr>
</tbody>
</table>

11\. Would you participate in this show again?

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>17</td>
<td>1</td>
<td>4</td>
<td>3</td>
<td>5</td>
<td>3</td>
<td>2</td>
<td>0</td>
<td>1</td>
<td>2</td>
<td></td>
</tr>
</tbody>
</table>

12\. The quality of the visitors who attended the show

<table>
<colgroup>
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
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<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 8%" />
<col style="width: 13%" />
</colgroup>
<tbody>
<tr class="odd">
<td colspan="11"><p>Excellent Satisfactory Poor</p>
<p>10 9 8 7 6 5 4 3 2 1</p></td>
</tr>
<tr class="even">
<td>5</td>
<td>7</td>
<td>8</td>
<td>7</td>
<td>2</td>
<td>4</td>
<td>1</td>
<td>1</td>
<td>1</td>
<td>2</td>
<td></td>
</tr>
</tbody>
</table>

13\. What results did you obtain from this event?

  ----------------------------------- ----------------- -----------------
                                      Signed            Pending

  Agent/distributor agreements        3                 14

  Licensee agreements                 0                 2

  Joint venture agreements            1                 3
  ----------------------------------- ----------------- -----------------

14\. Please indicate which of your firm's objectives were met at the
show. (All items may not apply.)

  ----------------------------------- ----------------- -----------------
                                      YES               NO

  Finding a sales representative      12                4

  Finding a licensee                  0                 6

  Finding a joint venture partner     1                 7

  Immediate sales during event        9                 13

  Market exposure                     35                0
  ----------------------------------- ----------------- -----------------

# 

# Suggestions/Improvements

15\. Please provide additional comments, recommendations and/or
suggestions for improvement in show procedures.

-   Put English names of companies on badges of end users, distributors,
    and processors. "Just" business or importer is no good to us. Too
    many students 1^st^ & 2^nd^ day -- should limit until last day.

-   There are a lot of non-business related visitors. Especially after 3
    p.m.

-   Excellent show. MIATCO/USATO staff was outstanding.

-   Double check exhibitor entry information (contact info -- i.e.
    website addresses) in Exhibitor Guide Book.

-   Great show; wonderful assistance in promoting blueberries.

-   It would be good/helpful to provide country regulations in the
    products that we are hoping to export to Korea.

-   Screen visitors better

-   TV documentary -- market tour useful

-   Show should be bigger

-   More internet and copy services for the exhibitors would be helpful

-   Communication - trade only. More set up time (electrical), 2 day sep
    up. Need info on product, cold storage. Organizers not easy to get
    response back and no quotes on cost notification of cash only.
    Credit card payments!

-   Freezer cases needed too many fees. No cold storage plug in fees.
    Deliver chairs -- only two compartments in cabinets for POS
    materials.

-   Very organized

-   Because of Students -- I lost all marketing materials and business
    cards

-   Wireless Network for Internet would be useful

-   Palette of products -- storage problems. Want to sign up for Food
    Show Plus!

-   Calendar of events sign - when you walk in the door. Couldn't set up
    booth until of 1^st^ day noon.

-   Show smaller. Make regional show. Move to COEX.

-   Free buffet for all vendors!

-   Thank you for great support. Excellent.

-   Very satisfied with everything the way it is. Would like some
    buffet.

-   Our sign was wrong and we didn't know who to go to in order fix.
    Registration people were unhelpful. Didn't know who to talk to.
    Since we came with our distributor, we didn't know about the ATO and
    its services.

-   Wireless Internet. Larger trash cans. Lead machines.

-   More security -- there didn't seem to be any. We had a visitor (no
    badge) that was very unruly and had to be told to leave the booth
    with the help of a potential Korean customer. There didn't seem to
    be any checking for badges and too many students were allowed in.

# Company Profile

16\. What is your primary business activity? Please check one of the
following:

+----------------------+-----------------------------------------------+
| Manufacturer         | 13                                            |
+----------------------+-----------------------------------------------+
| Export/Trading       | 14                                            |
| Company              |                                               |
+----------------------+-----------------------------------------------+
| Dis                  | 5                                             |
| tribution/Wholesaler |                                               |
+----------------------+-----------------------------------------------+
| Service              | 1                                             |
+----------------------+-----------------------------------------------+
| Other                | 10                                            |
|                      |                                               |
|                      | (Farm Coop Grain Crops, Council, Commodity    |
|                      | Commission, Partnership, Vertically           |
|                      | Integrated Producer, Importer, Trade          |
|                      | Association)                                  |
+----------------------+-----------------------------------------------+

17\. When you participated in this show, was your firm new to MARKET?
Yes [**16**]{.underline} No **[17]{.underline}**

When you participated in this show, was your firm new to EXPORT? Yes
**[12]{.underline}** No **[24]{.underline}**

18\. Please identify your company size, in terms of annual sales and
employment. Check one.

  ------------- ----- --------------- ----- ------------------------ -----
  Sales               Employees             Ownership                

  under \$1     5     10-50 employees 20    American Indian or       0
  million                                   Alaska Native            

  \$1-10        12    50-100          0     Asian                    5
  million             employees                                      

  \$10-50       6     100-250         2     Black or African         0
  million             employees             American                 

  \$50-250      3     250-500         1     Hispanic or Latino       0
  million             employees                                      

  over \$250    4     over 500        5     Native Hawaiian or Other 0
  million             employees             Islander                 

                                            White                    15
  ------------- ----- --------------- ----- ------------------------ -----

19\. How did you hear about our program?

ATO(4), FAS(4), MIATCO(5), WUSATA(2), SUSTA(2), UNFI(4), N. Dakota
Agriculture, Direct contact, IL Dept of Ag., Exhibitor at Expo West, ID
Dept of Ag, CA Dept of Commerce, Internet, Show Organizer, Kallman with
Fancy Food, State of Alaska, Newspaper, Singapore show from Korean
clients, F&H Show-Vietnam2004.

20\. Are you using the wealth of information available to you on the
FAS/USDA website?

Yes: **[21]{.underline}** No: **[9]{.underline}**

21\. Contact and product information of exhibitors who submitted the
survey form.

  ----------------------- ----------------- -----------------------------
  Company                 Name              Products Exhibited

  Agrisource, Inc.        Fred Zavosh       Sauces

  Albert's Organics       Steve Janedis     Peeled carrots

  ChocoVision             Jeff Carano       Chocolate Tempering Machines

  Dakota Pride            Terry Borstad     Grains, Wheat, Soybeans
  Cooperative                               

  East-West Development   Jiunn-Der Wu      Shelf Stable Cheese, Salsa

  Food Mktg Coop. Of PA   Ron Davis         Jams, Jellies, Organic
                                            Cheese, Wine

  FoodSource Inc.         Syed Hussain      Almond, Walnut

  French Gourmet          Linda Coffman     Croissants, Danish

  Global Food Concepts,   Deborah Mundt     Donuts, Ice Cream
  Inc.                                      

  Han Kang Intertrade     Joyce HWANG       Body Products

  Idaho Potato Commission Bill Syms         Frozen Potato Products

  J&J Corporation, Inc.   Jade In           Sprouting, Tofu & Natto Beans

  Kimmie Corp.            Christine KIM     Cranberry, Blueberry

  Meadowbrook Farms       May May Ng        Pork, Bacon, Sausage

  Misong Enterprise/J&J   Tom Kang          Pretzels & Ice Cream
  Snack                                     

  My Family Farm          Annie Bennett     Organic all natural cookies

  Natural Foods Inc.      Heung Jin YOU     Sport Drink, Snack

  Nature's Finest Foods,  Daniel J. Zedan   Pecans
  Ltd.                                      

  Nature's Place          Min Jae CHO       Tea Tree Shampoo

  North Dakota Mill       Mick Johnson      Flour

  Ocean Beauty                              Pollock Roe

  Ocean States Inc.       Broce Coop/Kevin  Mixed Dry Groceries
                          Hong              

  Ocean States Korea Inc. Chang Yong CHUNG  Hyper-Market Juice

  Omni Pacific Co., Inc.  Brett Roberts     Food & Beverage

  Organic Ingredients     Joseph Stern      Juice Concentrates

  Pacific Sun Olive Oil   Brian Kenny       Cured Pitted Dried Olives

  Perdue Farms            Jay Simpson       Wingster, Turkey Sausage/Ham
  Incorporated                              

  Pet Guard               Zachary Sherman   Organic Products

  Ridgefield Farms        Dave Ellicott     Represented Beef Products

  Sanfaustino             Bill Sipper       Calcium Water

  Simplot                                   Tortillas, Guacamole

  Sugardale Food Service  Avy Konor         Bacon, Pepperoni, Bits

  SUSTA                   Higgins           

  Terra Nostra            Boyd Folkard      Dark Chocolate

  U.S. Dairy Export       Hyun Joo LEE      Cheese, Butter, Ice-Cream
  Council                                   

  US Higbush Blueberry    Deborah Payne     US Highbush Blueberry
  Council                                   

  Wine Team                                 Wine

  Z.A.S. Int'l Inc Korea  Hong Hee LEE      Canned Corn, Fruit Juice,
                                            Chicken Broth

  Z.A.S. Int'l Inc.       Zee Sulyman       
  ----------------------- ----------------- -----------------------------

## Food and Hotel Korea 2005

**U.S. Pavilion Enhancement Survey**

**U.S. Exhibitor Response**

1.  Did your company participate in the Food and Hotel Korea 2004 trade
    exhibition?

> Yes: [**13**]{.underline} No: **[21]{.underline}**

2.  If Yes, how would you characterize the noticeability of the U.S.
    Pavilion this year in comparison to the U.S. Pavilion in previous
    years?

Improved**: [11]{.underline}** No Change: [**1**]{.underline} Poor:
**[1]{.underline}**

3.  If YES, (to question #1), how would you rate the design of the U.S.
    Pavilion in comparison to the 2004 exhibition?

> More Attractive: **[12]{.underline}** Same: **[2]{.underline}** Less
> Attractive: **[1]{.underline}**

4.  How would you rate the design of the U.S. Business and Information
    Center?

> Excellent: **[14]{.underline}** Standard: **[13]{.underline}** Fair:
> **[2]{.underline}**

5.  How Important are the business services of the U.S. Business and
    Information Center as a location for conducting business?

> Very Important: **[28]{.underline}** Not Important:
> **[5]{.underline}**

[Name a specific feature you strongly are in favor of:]{.underline}

-   Making contacts with Korean Buyers

-   Customer Contact

-   Meeting Space (3)

-   Internet access (9)

-   USATO staff availability to answer import questions

-   Overall-general assistance as required

-   Computers (I like the availability -- would be great to have a
    wireless hub to use computers at booth)

-   Printing resource

-   The on hand presence of FAS staff.

-   Overall Venue

-   On site support

-   Phone usage

-   Interpreters-general market knowledge

6.  Do you plan on participating at Food and Hotel Korea 2006?

> Yes: **[22]{.underline}** Maybe: **[5]{.underline}** No:
> **[2]{.underline}**

[Comments]{.underline}:

-   Thank you Ken for your exceptional work.

-   Thank you.

-   Great show. Great staff

-   The fact that it was practical and attractive and not extravagant
    was excellent -- cohesive theme

-   Fascia signs were nice. Look good.

-   Open corners great idea. Coffee-at US B&IC would be nice

-   Sign misspelled our company name.