Voluntary Report - FAS internal use only

**Date:** 11/20/2006

**GAIN Report Number:** VM6070

VM6070

**Vietnam**

**Trade Show Evaluation**

**Food And Hotel Vietnam** **2006**

**TRADE SHOW FINAL EVALUATION REPORT**

**Approved by:**

![](media/image1.wmf)John Wade- US Embassy

#### FAS, US CON

**Prepared by:**

Truong Minh Dao - Ag Specialist

**Report Highlights:**

Held annually for the past three years, Food And Hotel Vietnam (FHV) is
fast becoming the

definitive exhibition offering the food and hospitality industry a
comprehensive range of food

and beverages. FHV 2006 played host of 180 exhibiting companies from
over 20 countries and attracted over 7,000 trade-only visitors from
hotel/resort management, F&B management, caterers, food and drinks
importers and manufacturers. Four U.S. companies and three USDA
coordinators participated in the US Pavilion with reported on-site sales
of \$0.2 million and 12-month expected sales of 2.6 million. A large
range of American products were promoted at the show including beef,
pork, poultry, frozen potato, table-grapes, grape juices, California
oranges condiments, canned foods, food ingredient and flavors.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Hanoi \[VM1\]

\[VM\]

Table of Contents

[I. STATISTICAL SUMMARY 3](#i.-statistical-summary)

[A. Profile of Visitors 3](#a.-profile-of-visitors)

[B. Profile of U.S. Pavilion 3](#b.-profile-of-u.s.-pavilion)

[C. Show Expenses 3](#c.-show-expenses)

[D. Exhibitor Expenses and Revenues
3](#d.-exhibitor-expenses-and-revenues)

[E. Product/Sales Information 3](#e.-productsales-information)

[II. FAS FIELD EVALUATION 4](#ii.-fas-field-evaluation)

[A. Show Objectives: 4](#a.-show-objectives)

[B. Show's Success in Achieving the Objectives:
4](#b.-shows-success-in-achieving-the-objectives)

[C. Show highlights: 5](#c.-show-highlights)

[D. Suggestion for improving future shows:
5](#d.-suggestion-for-improving-future-shows)

# I. STATISTICAL SUMMARY

# A. Profile of Visitors

1\. Total number of show visitors [7,240]{.underline}

2\. Estimated number of "trade-only" visitors 7[,000]{.underline}

Including decision makers from hotel/resort management, food and
beverage management, food catering, food & drink importers and
distributors, supermarkets and food and drink manufacturers.

3\. Estimated number of visitors to U.S. Pavilion [1,500]{.underline}

4\. Number of serious trade contacts made by U.S. companies
[70]{.underline}

# B. Profile of U.S. Pavilion

1\. Size in square meters [99]{.underline}

2\. Number of booths [11]{.underline}

3\. Size of trade lounge in square meters [NA]{.underline}

4\. Number of guests at U.S. trade reception, if held [120]{.underline}

5\. Number of U.S. firms, trade associations, and Departments of
Agriculture

[04]{.underline} U.S. firms

[03]{.underline} Trade associations (U.S. Meat Export Federation, US
Poultry and Egg Export Council, California Table-grapes Commission)

[01 \_]{.underline} USDA

# C. Show Expenses

1\. U.S. Pavilion

> a\. Space Rental \$ [0]{.underline}
>
> b\. Design \$ [0]{.underline}

c\. Construction \$ [0]{.underline}

2\. Public Relations \$ [0]{.underline}

3\. Catalog \$ [0]{.underline}

4\. Reception(s) and Seminar(s) \$ [0]{.underline}

[(Note]{.underline}: In conjunction with the show, FAS, USMEF, USAPEEC
and Washington Apple

Commission jointly organized a US Food Showcase Trade Reception for over
120 trade

contacts on the second day of the show. For FAS, the contributed fund of
\$1,000 was from

AMP/US Food Showcase activity - category number 031200)

5\. Customs Clearance \$ [0]{.underline}

6\. Other \$ [0]{.underline}

7\. Total Expenses (aggregate of items 1-6) \$[0]{.underline}

# D. Exhibitor Expenses and Revenues

**NA**

# E. Product/Sales Information

1\. Number of products test marketed: 22

2\. Products that generated the most buyer interest:

Chicken meat, beef, frozen potatoes, orange, table grapes, table grape
cocktails, snack & dried fruits, salad dressing and mayonnaises, canned
vegetable and fruits.

3\. Total estimated on-site sales \$ [200,000]{.underline}

4\. Total projected 12-month sales resulting from show
[\$2,600,000]{.underline}

# II. FAS FIELD EVALUATION

# A. Show Objectives:

The Food & Hotel Vietnam is the biggest international food show in
Vietnam. Unlike most of the food shows in Vietnam that are for general
public, this show serves "trade-only" business people, researchers and
administrators in the food and hotel sector.

This is the annual fair to be held in Ho Chi Minh City each year since
2004. This is the third time the Singapore Exhibition Services Pte holds
this show in Vietnam and FAS' presence this year marked the third time
USDA has participated in the food fair with the same objectives like
last year: to introduce and expand FAS services to agricultural business
people who would like to source the U.S. products; to gain experiences
in trade shows; and to highlight the American image to local food
business people. The U.S. Pavilion is quite modest this year consisting
3 USDA cooperators (USMEF, USPEEC, CTC) and 4 US companies (Lamb Weston
Inc, Sea & Farm Fresh Import Co. Inc, Cami Flavors & Fragrance Co, Inc.
and USFI). If including cooperators with member companies attendance, US
pavilion had the presence of 12 U.S. companies. The exhibitors at US
pavilion reported that the show met with their goal and most of them
committed to be in the next show in 2007.

1\) Increase trade contacts and promote US food products

> FAS Vietnam organized an USA Pavilion to assist USDA cooperators, U.S.
> companies and their agents in displaying and promoting US food
> products and increasing trade contacts.

2\) Promote new-to-market U.S. products

> The growing HRI in Vietnam is seeking for new food products, but often
> lack the awareness of the product availability and its price level.
>
> 3\) Increase trade/consumer's awareness of high quality and safety of
> US food products especially for chicken meat, beef, potato, table
> grapes, citrus.
>
> 4\) US Food and Drink Showcase:
>
> In conjunction with the show and for the first time, FAS, USMEF,
> USAPEEC and Washington Table Commission successfully worked together
> to organize a US Food Showcase Reception at Duxton Hotel. The event
> was very well received by over 120 trade contacts from F&B industry,
> hospitality industry, food and beverage manufacturers and importers,
> caterers and retailers. Various dishes made from US foods i.e.
> chicken, beef, potato, apple and beverage (cocktails and wine) were
> well displayed, showcased and tasted.

# 

# B. Show's Success in Achieving the Objectives:

The show was a success as all exhibitors were satisfied with the quality
of visitors and visitor traffic. 12-month projected sales have reached
\$2,600,000.

1)  Increase trade contacts:

    -   1,500 visitors visited US pavilion

    -   FAS made 50 new trade contacts.

    -   The exhibitors reported a total of 70 serious new contacts and
        12 contacts might lead to new sales.

2\) Promote new-to-market U.S. products

> Targeting most of the five star hotels in Vietnam, most of the
> supermarkets and food importers, distributors and wholesalers as well
> as Government's food monitoring agencies, FAS organized a 11-booth USA
> Pavilion featuring poultry meat, beef, pork, potato, table grapes,
> oranges and other processed food products.
>
> 3\) Increase trade/consumer's awareness of the high quality and safety
> of US food products.

-   Product tasting activities with local chefs assistance were strongly
    focused on beef and poultry meat.

-   To educate local traders and F&B managers of major hotels and
    restaurants about USDA grading system for US beef and price
    indications based on different cuts. Which cuts of poultry meat and
    beef work best for Vietnam have been highlighted.

4)  USPEEC was the main sponsor for the FHV's Vietnam Culinary Challenge
    2006 organized by Saigon Chef Club. This is the first time FHV
    included this interesting activity in its program. The event
    strongly attracted Media attention. Many prizes from the competition
    showcased US poultry.

# C. Show highlights:

\- FAS Vietnam offered a country briefing and a market tour to all
exhibitors.

\- USAPEEC was the main sponsor of the FHV's Vietnam Culinary Challenge
2006. US poultry were displayed in many prizes.

\- USMEF, USAPEEC and a U.S based company Lamb Weston did strong tasting
activities with assistance from local chefs. CTC and a US based company
Sunkist did strong tasting activities for not only for fresh Citrus and
table grapes but also cocktails.

\- US Food Showcase event was successfully organized through good
cooperation between FAS, USMEF, USAPEEC, Washington Apple Commission and
US food and wine distributors and importers.

# D. Suggestion for improving future shows:

\- Bi-annual event instead of annual show.

\- Provide easier access to the show and more moving service assistance
during booth set-up time.

\- Improve cabs availability at the entrance of the show.

\- Provide more cleaners during the show time.

\- Show entry badges should indicate the type of business and the
contact name in addition to the company name.

**FAS Vietnam is expecting to attract more exhibitors from the U.S. for
the 2007\'s show which is scheduled on October 30-November 01, 2007.**