The 2nd International Food and Agriculture Exhibition, FoodAg 2024, concluded on a high note, marking a significant milestone for Pakistan’s agro-food industry.
Over three days, the Karachi Expo Centre buzzed with activity as more than 800 buyers from 75 countries explored the offerings of 330 exhibitors showcasing over 500 premium products. The event proved to be a commercial triumph, with business deals exceeding US$1.2 billion, reinforcing Pakistan’s growing influence in the global agro-food market, according to the official statement by the Commerce Ministry.
Record-breaking participation and deals
FoodAg 2024 attracted a diverse array of international buyers, with the largest delegation hailing from China, comprising over 150 representatives. This year’s exhibition featured a strong focus on B2B networking, providing dedicated opportunities for foreign buyers and Pakistani exhibitors to connect. These efforts paid off as 7,000 B2B meetings were held, leading to the signing of 36 Memorandums of Understanding (MoUs) across various sectors, including rice, processed food, seafood, kinnow, potatoes, lentils, and mangoes. Notably, US$35 million worth of export contracts were signed between Pakistani and Chinese companies in the seafood sector alone.
Investments and partnerships were also key highlights of the event. Companies from China, Malaysia, Egypt, Kazakhstan, and several other countries expressed strong interest in Pakistan’s agricultural potential, with significant MoUs signed for investment in dairy, potato seeds, beverages, and more.
FoodAg 2024 key facts
- Almost 800 delegates and 350 Pakistani companies took part in the exhibition showcasing 500 premium products.
- Around 650 foreign buyers from more than 75 countries participated.
- US$1.2 billion business deals finalized and 36 MoUs signed.
Promoting Quality Exports
To further solidify international relationships and promote the quality of Pakistani exports, TDAP organized factory visits for foreign delegates. These visits allowed buyers to witness the standards and processes involved in Pakistan’s production and export sectors. Delegations from Malaysia, Egypt, Tajikistan, and Japan toured various facilities, including the Fish Harbour in Karachi, Rehmate Shereen, Tata Foods, and KK Rice Mill. These firsthand experiences facilitated the finalization of several export orders and strengthened confidence in Pakistan’s agro-food industry.
Global Cuisine Show: A culinary celebration
Adding a flavorful twist to the business-centric event, the Global Cuisine Show, organized by TDAP, brought together culinary artists from around the world. Using Pakistani ingredients, these chefs created exquisite dishes that showcased the rich diversity of the country’s produce. The event drew the attention of prominent media personalities and food influencers, including Hubert Sepidnam, known as Mr. Taster, and British presenter and filmmaker Nadir. The presence of local entertainment figures such as Waseem Badami and Behroz Sabzwari added to the event’s vibrant atmosphere.
Pak-China and Pak-Africa conferences: Strengthening trade ties
On the sidelines of the exhibition, the Pak-China Agri Investment Conference and the Pak-Africa Investment Conference were held, focusing on bolstering trade and investment links. The Pak-China conference, opened by Pakistan’s Ambassador to China, Mr. Khalil Hashmi, facilitated discussions on cooperation in aquaculture, meat, processed food, and other agricultural sectors. The conference underscored the importance of deepening bilateral trade relations and exploring new avenues for collaboration.
Similarly, the Pak-Africa Investment Conference, chaired by Ambassador Naeem Khan, provided a platform for interactive discussions between Pakistani and African businesses. The conference highlighted the vast potential for trade and investment in agriculture, encouraging foreign delegates to consider investments in corporate farming, fisheries, and value-added food sectors.
Productive dialogues and future collaborations
The Federal Minister of Commerce held a series of productive meetings with delegations from Sri Lanka, Vietnam, Belgium, Egypt, Qatar, and other countries. These discussions focused on expanding bilateral trade, particularly in halal products, agricultural exports, and trade infrastructure. All parties expressed optimism about future collaborations, with concrete steps planned to strengthen economic ties and explore new opportunities.
Regulatory engagement and standards improvement
Regulatory authorities from 13 countries engaged in detailed discussions with their Pakistani counterparts to address SPS (Sanitary and Phytosanitary) and quarantine issues. The event provided visibility to Pakistan’s regulatory bodies, such as the Department of Plant Protection and the Pakistan Halal Authority, highlighting ongoing efforts to improve safety standards and facilitate smoother international trade.
As FoodAg 2024 came to a close, TDAP Chief Executive Zubair Motiwalla expressed confidence that the US$1.2 billion in estimated export orders would significantly contribute to achieving the export targets set by the Prime Minister during the event’s inauguration.
He also announced plans for the FoodAg Manufacturing event in December in Lahore, which aims to further enhance value addition and mechanized farming in Pakistan. Motiwalla emphasized that the recent growth in the agriculture sector is paving the way for the next green revolution in the country, positioning Pakistan as a key player in the global agro-food industry.