KUALA LUMPUR: The Malaysia External Trade Development Corporation (Matrade) is targeting RM400 million in sales from Malaysia's participation in SIAL Paris 2026, as it seeks to expand the country's food and beverage exports into Europe and other international markets.
The trade promotion agency is leading 43 Malaysian companies at the five-day exhibition, which runs from Oct 17 to 21 at Paris-Nord Villepinte, France.
SIAL Paris is the world's largest biennial food innovation and trade exhibition.
The Malaysian delegation is showcasing a range of products, including spices, sauces, beverages, frozen food, snacks, confectionery and food ingredients, to international buyers, distributors, retailers and food service operators.
According to Matrade, the participation would help Malaysian companies secure new business opportunities and establish partnerships with overseas buyers, including through original equipment manufacturing and private-label arrangements.
The initiative also aims to strengthen Malaysia's position as a food manufacturing and sourcing partner, supported by its manufacturing capabilities, product innovation and expertise in halal products.
France remains an important market for Malaysian exporters, with bilateral trade reaching RM17.78 billion in 2025.
Trade momentum has continued this year, with Malaysia's exports to France rising 82.3 per cent to RM6.85 billion in the first eight months of 2026, compared with RM3.76 billion in the same period last year.
Malaysia's processed food exports to France also grew 81.6 per cent to RM220.6 million during the period, supported by products such as cocoa, processed seafood, prepared cereals and sugar confectionery.
Matrade said its participation at SIAL Paris builds on buyer engagement initiatives at the Malaysia International Halal Showcase 2026, which attracted 29 European buyers and generated RM1.41 billion in sales.
At SIAL Paris, the agency will arrange business-matching sessions to connect Malaysian exporters with buyers based on their product requirements, certification, packaging and supply capacity.
It will also provide market information, buyer introductions and follow-up assistance after the exhibition to help turn business enquiries into sales.
Representatives from the Entrepreneur and Cooperatives Development Ministry, the Federal Agricultural Marketing Authority, Majlis Amanah Rakyat and the Selangor state government will also be participating.
© New Straits Times Press (M) Bhd