FHA2012 was Asia's largest food and hospitality trade show, registering a record high of 60,478 trade attendees from 104 countries. It featured 2,696 exhibitors from 68 countries showcasing their products and services across 85,000 square meters of exhibition space. In addition to sourcing, the event included culinary competitions that saw increased participation, as well as a conference program covering various industry topics through key speaker presentations. Feedback from attendees and exhibitors was positive, citing new business connections and the comprehensive experience provided by FHA2012.

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www.foodnhotelasia.com
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POST SHOW REPORT
largest
InternationalFood&
Hospitality Trade Event
Asia’s

2. The Largest and Most Comprehensive
Business Platform for Asia
F H A 2 0 1 2 P O S T S H O W R E P O R T
New benchmarks were set as the 18th edition of Food&HotelAsia (FHA2012) drew to a close on 20 April 2012 at the Singapore Expo.
Touted as Asia’s largest international trade show for the food and hospitality industry, FHA2012 further cemented this position as it
registered a record high of 60,478 trade attendees* converging from 104 countries/regions.
As buyers thronged the exhibition halls to source from the extensive range
of products and services, more than a thousand competitors were eagerly
out-doing each other with their skills and talents at four world-class
competitions which were held alongside. Tucked away from the hustle and
bustle, hundreds of delegates and speakers at the FHA2012 International
Conference were highly engaged in sharing their industry knowledge,
providing insights and discussing industry trends. The series of free
seminars, workshops and networking events also contributed to a fulfilling
and comprehensive experience for all at FHA2012.
54,194
Trade attendees* at FHA2010
60,478
Trade attendees* at
FHA2012
11.6%
FHA2012 in Numbers+
FHA2012 welcomed a total of 48 overseas group
delegations from 13 countries. This is double the number
of groups brought in at the previous edition.
Numerous fringe activities such as the “Grand Cru
Masterclass” by Gryphon Tea Company provided an
avenue for exhibitors and visitors to mingle and foster a
deeper business relationship through knowledge share.
Hundreds of exhibitors such as Dark Dog had chosen
FHA2012 as the platform to launch their new products
and services.
85,000 sqm of exhibition area
2,696 exhibitors from 68 countries/regions
52 group pavilions representing 32 countries/regions
41,904 trade visitors from 100 countries/regions
489 conference speakers and delegates
161 international members of the press
795 chefs competing at FHA2012 Culinary Challenge
* Attendees include trade visitors, exhibiting staff, conference speakers &
delegates, media and the competitors of FHA2012 Culinary Challenge.
+ Figures have been audited and verified by PricewaterhouseCoopers LLP.

3. A Magnet for Buyers from
Asia and Beyond
Oceania 4%
Rest of Asia 21%
Middle East 1%
Europe 3%
Rest of the World 1%
Southeast Asia 70%
(excl. Singapore)
Overseas Visitors Breakdown by Region
Visitors Breakdown by Company Activity
Company’s Main Activity No. of Visitors
Academic / Training Institute 1,784
Airline / Cruise Liner / Rail 551
Bakery / Confectionery Retailer 4,418
Consultancy / Management Service – F&B / Hospitality 3,026
Government Agency / Trade Association 766
Hotel / Resort / Serviced Apartment / Country Club 4,942
Importer / Wholesaler / Distributor – Food & Drinks 6,236
Importer / Wholesaler / Distributor – Hospitality Equipment & Supplies 2,403
Institutional Catering 625
Interior Design / Furnishing 386
IT / Telecommunications 372
Logistics – F&B / Wines 350
Manufacturer – Food & Drinks 3,444
Manufacturer – Hospitality Equipment & Supplies 1,087
Property Development & Management 303
Publication / Media 268
Restaurant / Café / Bar / Fast Food Outlet 7,192
Spa and Wellness / Fitness Centre 174
Specialty Food Retailer 1,015
Supermarket / Hypermarket / Convenience Store / Grocery Store 941
Wine & Spirits Producer / Retailer / Investor 186
Others 1,435
Total 41,904
Visitors Breakdown by Job Function
Job Function No. of Visitors
Academia 1,030
Architect / Interior Designer / Visual Display 576
Consultant 1,756
Corporate Management 8,607
Executive Chef 1,213
F&B / Catering Management 3,696
Finance / Administration 1,964
Food Technologist / Dietician 686
Front Office Management 426
Housekeeping 359
IS / IT Management 277
Media Representative 144
Operations / Maintenance / Production Management 2,617
Chef / Pastry Chef / Baker 5,099
Purchasing 3,012
Quality Control & Assurance / Food Safety / R&D 152
Sales / Marketing / Business Development 8,028
Security Management 68
Sommelier 80
Others 2,114
Total 41,904
“FHA provides a one-stop platform for sourcing. It satisfies all my purchasing
needs. I don't have to visit any other show for the year. I brought our
operation team here and FHA has been a great learning ground for them
in terms of product knowledge. I am also glad to find a new shelving supplier
which is crucial for my warehouse planning.”
Ms Patty Heng, COO, Lucky Market Group, Cambodia
“Our company is into commercial and hotel development. I have just been
to the hospitality halls and there is a huge variety of products, with a lot of
new technology and new concepts. I will follow up with some contacts that
I have made at the show and, hopefully, make some purchases in a month
or so as we have a new project in Bali, Indonesia.”
Mr William Nursalim, General Manager, PT Cahaya Dewata Persada,
Indonesia
“It’s my first visit to FHA. I am glad that I shortened my holiday in Thailand
to visit FHA2012 with invitation from the organiser. FHA is a big show with
well-balanced product segments. I am truly impressed and have made
many good contacts. I will definitely visit again!”
Mr Peter Andrist, CEO, The Ambassador’s Sky Chef, India
FHA continues to be the leading industry event of its kind in Asia
with the ability to attract a large number of quality buyers to the
marketplace. FHA2012 hosted a record 41,904 trade visitors
from 100 countries/regions with more decision makers and
specifiers making their presence at the show. Notably, the number
of overseas visitors increased by 15.4% and made up 41.7%
of the total visitors.
The many live demonstrations by exhibitors proved a hit with visitors and added to the
liveliness and buzz of the entire event.
F H A 2 0 1 2 P O S T S H O W R E P O R T

4. The Gathering of Brands from
Around the World
A total of 2,696 exhibitors from 68 countries/regions
participated within the 5 specialised events of FHA2012
– FoodAsia, HotelAsia, Bakery&Pastry,
HospitalityStyleAsia and HospitalityTechnology, up from
the 2,400 exhibitors and 50 countries/regions seen in
the previous edition. Along with the showcase of 51
group pavilions and hundreds of new product launches,
FHA2012 was no less of a sourcing haven for buyers.
This is also testament to the importance of the Asian
market and the great potential it offers to the exhibitors.
Exhibitors Breakdown by Country/Region
Rest of Asia 24%
Oceania 5%
Singapore 18%
Middle East 12%
North America 6% Rest of South
East Asia 17%
Europe 27%
Rest of the
World 1%
Besides getting the industry talking, FHA2012 has once again generated great media interest. 161 international members of the press
attended the event and provided a comprehensive coverage of the show, fringe events, as well as the exhibitors. Of the 436 media
clippings, 81.2% were published by overseas media which strengthened the international outreach of FHA.
A Well-Covered Marketplace
“Asia is a very important region for UK companies and FHA provides a
fantastic opportunity to not only showcase products but also to network,
learn and educate visitors about the UK’s innovative and diversified range
of offerings.”
Ms Sarah Briones, Project Manager, PS8 Ltd, UK Pavilion Organiser
“We have been with the FHA since the show days at the (then) World Trade
Centre, and we have seen the FHA grow bigger and better every time. Today,
the FHA2012 is a world class show, with visitors from the region and beyond,
and we have benefitted greatly from the exposure the show promotes.
Without a doubt, the FHA is an event not to be missed.”
Ms Christina Lim, Chief Operations Officer, Win Sin Pte Ltd, Singapore
“Being a first time exhibitor at FHA2012 was a fantastic experience! Too
many huge leads to mention and meeting key decision makers from around
the world (not just the Asian region) were valuable. The show exceeded our
expectations and will be instrumental in taking our business to another level.
Loved it, highly recommended.”
Mr Andrew Folos, Director, Veue Innovations, Australia
“FHA was a great opportunity to not only introduce new lines to our
international market but to also meet with our current distributors and
customers throughout South East Asia and Australia.”
Mr Alanna Maldonado, Director of International Sales, Otis McAllister Inc,
USA
It was all smiles
from exhibitors as
deals were made
and business
objectives met.
F H A 2 0 1 2 P O S T S H O W R E P O R T

5. It’s More Than Just Exhibiting
and Sourcing
FHA Culinary Challenge (FCC) has always been Asia’s
premier culinary competition most recognised by chefs
around the region. Consisting of the Individual Challenge,
Gourmet Team Challenge and Dream Team Challenge
at this edition, the highly anticipated competition saw a
38% increase in the number of competitors and over
60% more entries for the Individual Challenge classes!
Winners for these challenges were crowned over three
days of intense cook-offs.
Passion, Talent
-Dedic
ated to Excellence!
The FCC2012 judging panel was made up of renowned chefs
accredited by the World Association of Chefs Societies.
FHA Imperial Challenge made a highly anticipated return this year to
showcase the finest of Chinese cuisine around the region. With the theme
“Healthy Living, Healthy Choices”, the challenge attracted highly-skilled
chefs from nine teams representing China, Hong Kong, Malaysia,
Singapore, South Korea and Taiwan for the coveted championship title.
Hosted by the Speciality Coffee Association of Europe (SCAE)
– Singapore Chapter, the inaugural FHA2012 Barista Challenge
featured 14 top baristas from the region including Australia,
Cambodia, Hong Kong, India, Indonesia, Japan, South Korea,
Malaysia, New Zealand, Philippines, Singapore, Taiwan,
Thailand and Vietnam. There was no let-up in spirit among the
competitors from whom only one emerged as the champion!
To many pastry chefs, this
competition was more than just
winning; it was also about the
experience and the opportunity
to learn from each other to
continually improve oneself.
Asian Pastry Cup 2012 attracted a total of 12 teams comprising
top-notch pastry chefs who represented Australia, China, India,
Indonesia (Bali), Malaysia, New Zealand, the Philippines, Singapore,
Sri Lanka, Taiwan, Thailand and Vietnam. Judged by influential
pastry connoisseurs, the Cup selected top four teams – Australia,
Malaysia, Singapore and New Zealand who would be representing
their country to compete next at the World Pastry Cup 2013 in
Lyon, France.
FHA2012 International Conference
By far its most comprehensive programme ever, FHA2012 International Conference
presented 14 conference tracks covering a wide array of topics relating to the food and
hospitality industry. Delivered by numerous high-level key speakers from prominent
establishments such as Nestle Professional AOA, Horwath HTL, Far East Organization,
InterContinental Hotels Group, Shangri-la Hotel, Saint Pierre, and Fairmont Raffles
Hotels International, the conference programme facilitated insightful sharing of industry
best practices and knowledge that had attendees walking away with many helpful
takeaways and inspiration.
The conference programme includes:
“I benefitted tremendously from the conference and
met with the right people, made the right connections
and got the right information and updates on the
various new developments.”
Mr Ng Hong Leng, Financial Controller,
Amara Singapore
• CEO Insights
• Hospitality Operations & Design
Conference
• Hospitality Technology Conference
• Consumer Trends & Food Technologies
Forum
• Food Safety & Supply Forum
• Wholesome Bakery Masterclass
• Bakery Management towards 2021
F H A 2 0 1 2 P O S T S H O W R E P O R T
Mr Aymon McQuade from
New Zealand was crowned
the Champion of FHA Barista
Challenge 2012.