Canadian agrifood can find opportunity in the Asian market

The diversification of Canada’s trade portfolio is top of mind for most sectors, our own being no exception. Several regions have the potential to become valued, long-lasting customers for Canada’s ingredient and food companies, but there’s one market in particular that has proven to be a significant opportunity for Canada’s value-added agrifood sector: Asia.

I recently attended the Canada-in-Asia Conference in Singapore, where I had the chance to connect with some of our stakeholders and member companies, as well as government representatives and other businesses. It was clear throughout the conference that the Indo-Pacific Region is a high priority for Canada; there’s plenty of opportunity there, particularly for our ingredients and food.

What I took away, however, is that there’s still work to be done before we can fully seize that potential. This starts, in my view, with building better relationships with Asia and better understanding how we can adapt our ingredients and products for their market. We need, essentially, a “translator”—someone who can translate Canada’s ingredients into what the region’s food manufacturers need.

The idea of this translator isn’t new to Protein Industries Canada. As we’ve worked to help our companies grow and reach new markets, we’ve floated the idea and come up with what we believe to be a strong workplan for such a role. It comes down to three key streams:

1. Product validation: Being able to validate the use of Canada’s ingredients in the region.
2. Market development: Presenting the unique selling point of Canada’s ingredients to buyers in the region.
3. Domestic preparedness: Ensuring Canadian companies are ready to pursue the opportunity in the region.

A common element in all three streams—and a theme I heard often during my time at the conference—is a need to understand the market. While there are similarities between North American and Asian consumers, such as a desire for nutritious products that prioritize taste, there are also key differences that need to be taken into account. And we may not know what they all are until we spend some time getting to know the market. But with its population growth, its higher rate of acceptance of plant protein and a desire for food innovation, it’s a market worth pursuing.