The Malaysian Cocoa Board (MCB) is expanding market access for local cocoa and chocolate products through its participation in SIAL ( Salon International de l'Alimentation) Paris 2026.
The initiative supports Malaysia's RM15.5 billion cocoa product export target for 2026.
Held from Oct 17 to 21 at Paris Nord Villepinte, France, the exhibition provided a platform for Malaysian producers to connect with international buyers, expand trade networks and boost the profile of local chocolate brands.
Marking its third participation in the event, MCB brought together six industry participants - Benns Chocolate Factory Sdn Bhd, Chocsvalley Chocolate Sdn Bhd, Francestle Chocolatier Factory Outlet (M) Sdn Bhd, Grusson Wellness Sdn Bhd, K.L. Kris Food Industries Sdn Bhd and Symphony Confection Sdn Bhd.
The participants, comprising cocoa grinders, chocolate manufacturers and entrepreneurs, showcased their products at the 54sq m MYCocoa Pavilion in Hall 5B, Booth N319.
The MCB delegation was led by Market Development and Economy Division director Theodora Sebastian.
INTEGRATED PROMOTION
The MYCocoa Pavilion featured semi-processed cocoa products, including cocoa butter and cocoa powder, alongside premium and functional Malaysian chocolates.
The range highlighted the industry's capacity to supply ingredients to food and beverage manufacturers while offering value-added products for consumer markets.
By bringing the companies together under one pavilion, MCB provided international buyers with a coordinated platform to meet Malaysian producers and explore their offerings.
The arrangement strengthened brand visibility and allowed participants to present their production and supply capabilities directly to prospective customers.
Face-to-face engagement enabled businesses to understand purchasing requirements, obtain market feedback and identify distribution opportunities.
These insights can help them assess product suitability, refine their market strategies and prioritise commercial follow-up.
BUSINESS MATCHING FOR EXPORT OPPORTUNITIES
To boost the commercial value of its participation, MCB also organised Cocoa Business Matching sessions alongside the exhibition.
The sessions connected participating companies with international buyers to explore supply arrangements, distribution opportunities and potential trade partnerships.
The MYCocoa Pavilion also welcomed distributors and other trade visitors interested in Malaysian products and business collaboration.
Through these engagements, participants discussed market requirements and assessed opportunities for commercial partnerships, with the aim of turning initial enquiries into further negotiations and potential export orders.
Follow-up by participating companies would be essential to converting these contacts into lasting business relationships.
Connections established with buyers and distributors could open pathways into European markets and other international destinations, extending the benefits of participation beyond the exhibition.
VISIT BY AMBASSADOR AND MATRADE DELEGATION
The MYCocoa Pavilion welcomed Malaysia's ambassador to France, Datuk Eldeen Husaini Mohd Hashim, and a delegation from the Malaysia External Trade Development Corporation (Matrade) on Oct 18.
During the visit, Theodora introduced the participating companies and chocolate entrepreneurs, highlighting their products and distinctive offerings.
The delegation also sampled Malaysian chocolate brands showcased at the pavilion.
The visit provided an opportunity for participating businesses to engage with Malaysia's diplomatic mission and Matrade, supporting efforts to explore trade opportunities, strengthen business networks and boost the international visibility of the country's cocoa industry.
ACCESS TO GLOBAL MARKETS
Organised biennially by Comexposium, SIAL Paris (Salon International de l'Alimentation) is one of the world's leading food and beverage trade exhibitions.
The 2026 edition was expected to attract 8,000 exhibitors and 295,000 trade visitors, including importers, distributors, wholesalers, retailers and industry players.
The exhibition's international reach allowed Malaysian companies to explore multiple markets through a single platform.
Beyond meeting prospective buyers, participants also gained insights into product developments, industry trends and market requirements to inform their export strategies.
Through coordinated product promotion, business matching and engagement with international stakeholders, MCB aims to strengthen its export market development programme, improve industry competitiveness and expand distribution opportunities for Malaysian cocoa products and chocolate brands.
These efforts support the broader goal of growing Malaysia's cocoa exports and strengthening the industry's presence in international markets.
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