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CITEM brings Philippine food sourcing to the digital frontier

CITEM brings Philippine food sourcing to the digital frontier

At the IFEX Digital Expo, food enthusiasts can look forward to a variety of webinars, breakout sessions, networking opportunities, and two new websites for Filipino food promotions

Great news for food enthusiasts (in short, we Filipinos). Look forward to the IFEX Digital Expo, the first online iteration of the Center for International Trade Expositions and Missions’ signature event for the food trade sector. Check out a wide array of food products and ingredients that are uniquely Filipino on September 23-25, 2021, hosted on the online event platform Hopin. 

Everyone that’s involved or interested in Filipino food has a place at the IFEX Digital Expo: from those eager to know the latest innovations in the food industry; curious about specific ingredients, techniques, or even culinary personalities; to food entrepreneurs seeking to build their network and expand their businesses locally and internationally. 

“As we continue and grow our efforts to provide a comprehensive and unique trade show experience for all our stakeholders, we want to make sure that CITEM delivers the best service at every touchpoint whether it be for on-site, hybrid, or fully digital events,” said Pauline Suaco-Juan, Executive Director of CITEM.

CITEM has been moving towards the digitalization of its initiatives to adapt to the dynamic needs of the global food community. Aside from the digital expo, the event will also mark the public launch of the new promotions website, foodphilippines.com and the new lead generation platform, ifexconnect.com

Two new websites for the food community

FOODPhilippines.com, a website synonymous to the banner brand for all of CITEM’s food events and initiatives for the Philippine food sector, will feature stories about Philippine ingredients, flavors, processes and techniques, recipes, heritage, culinary talents and regional specialties. These stories will be developed and promoted to build interest and start conversations about Philippine food products.

Meanwhile, IFEXConnect.com is the agency’s new promotion and lead generation platform for the country’s food export industry. It will house the digital storefronts of top Philippine food manufacturers and suppliers and showcase their product offerings. The platform, available 24/7 year-round, will also allow buyers from all over the world to directly connect with local companies they wish to have business with.

Other features of the platform include a space for digital events that focus on industry insights, best practices, and new market demands, exclusively for registered users.

“IFEXConnect.com is envisioned to be a sourcing platform that features digital storefronts of our food exporters and showcases their top-line products. Ready to serve the global market, IFEXConnect.com also has a business-matching facility to connect our exhibitors with international buyers much easier,” adds Rowena Mendoza, OIC Head of CITEM’s Operations Group for the Food Sector.

Collaborative efforts for Philippine food

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To help exhibitors maximize the potential of IFEXConnect.com, CITEM is also running content improvement programs to assist MSME’s in the production of product photos and brand copies meant to optimize both the user experience and their searchability online. This program started with a pilot batch of 100 MSMEs with top food stylist Chichi Tullao and food photographer Justin de Jesus helping in the production.

For all these efforts, CITEM enlisted the expertise of premier storytellers in the food industry: Joey Ong, advertising veteran and Managing Director/Executive Creative Director of Dojo as Chief Storyteller, and Angelo Comsti, chef, food writer, and author of the bestselling cookbooks, From our Table to Yours and Also Filipino, as Editor-in-Chief of the two platforms.

“CITEM works hand in hand with these food luminaries, along with ODV Creative who offered strategic support for content production and event management, and UM Philippines for web development. We are proud to have built a homegrown website and we look forward to building a community that will let the world savor the best of Philippine food,” added Suaco-Juan.


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