Newstrack

German F&B cos target Indian hotels

Neeti Mehra - Düsseldorf

Axel Wildner Export Manager of CMA

In a bid to penetrate into the Indian gourmand's kitchen, the Central Marketing Agency of German Agricultural industry (CMA) is taking the hospitality route to promote German food and beverage in India.

Revealing this to Express Hospitality at the specialist food fair, the InterMoPro, InterMeat and InterCool held in Düsseldorf recently was Axel Wildner, export manager of CMA and responsible for Asia. "India is an exciting market on the global map for German exporters and is a long-term market for us. Our gradual entry into the country will be done through the hospitality market and through retail," he said.

Showcasing approximately 965 international and German exhibitors, the international trade fair for dairy products, frozen foods and ice cream, as well as meat and processed meat and delicatessen provided a platform for contact between Indian importers and sellers. Knocking on India's doors include industry leaders Krombacher Brauerie (beer), Nesse GMBH (spices and marinades), Allgäuland-Käsereien GmbH (cheese and dairy products), Herres Group (wines and sparkling), PEMA Vollkorn-Spezialitäten (wholegrain breads), Zott GmbH & Co. KG (raw bakery materials, coffee cream/dairy products), HARIBO GmbH & Co. KG GewürzMühle (gummibears) among others.

To cater to the Indian market, CMA is working in conjunction with German farmers and exporters to develop new and specific products on the basis of market research. It also participated at the Indian food trade fair, the World of Foods, organised by Kolnmesse, with its biggest ever delegation of German food manufacturers and exporters to India. The department will step up its efforts by inviting a delegation of importers to German food fairs, including the world's largest food fair held at Cologne - Anuga. The communications and promotions campaign will increase awareness levels and establish partnerships with importers, the tourism and hospitality industry.