Australia has been announced as the official partner country for FHA-Food & Beverage (FHA), one of the most “prestigious and largest” international food and hospitality trade shows in the world taking place in Singapore from 8-11 April 2025.
The agreement, signed by Australian Trade and Investment Commission (Austrade) Senior Trade and Investment Commissioner Kirstyn Thomson and Informa Markets in Asia Event Director Janice Lee, offers Australian businesses a significant opportunity.
As the partner country, Australia will lead FHA 2025 with a strong presence through the Australian Pavilion and Hosted Buyer Program, showcasing top Australian brands and products to a global audience.
Renowned as ASEAN’s largest F&B gathering, FHA 2024 attracted over 72,000 visitors from 91 countries, with 1600 exhibitors across 65,000sqm. With similar numbers expected in 2025, Australia will take centre stage at high-profile events, including Australia Day at FHA Theatre, and will feature prominently in the Opening Ceremony and VIP tour, boosting brand visibility. Australian exhibitors will also receive extensive promotion, including targeted marketing and social media, to connect with key buyers.
Austrade Trade and Investment Commissioner Vietnam and Cambodia Christopher Morley emphasised the importance of this partnership: “Austrade are thrilled at our new partnership with FHA organiser Informa. In addition to the increased Australian branding that will be used in the lead up to and during the event; the agreement will see the VIP Buyer Lounge moved closer to the Australian Pavilion and Australian exhibitors able to promote their offerings through the show’s theatre platform – bringing new possibilities for connection to the buyers in attendance. The Austrade global team will continue our global promotion for FHA 2025 to buyers not just in Southeast Asia, but also all other regions, aiming to deliver the highest quality business matching and commercial outcomes for attendees.”
Southeast Asia is one of the fastest-growing markets for Australian agricultural exports. “With population growth, rapid urbanisation, rising incomes, and increasing food security demands, the region’s need for agricultural products is set to rise through to 2040.”
As average wages increase and diets diversify, consumption of meat, seafood, eggs, dairy, and processed foods will continue to grow. “Consumers are also increasingly prioritising health and food safety, driving demand for cleaner, sustainable, and ethically sourced foods—placing Australia in an ideal position to expand its export markets across Asia.
“For Australian companies looking to expand internationally, FHA 2025 is the show to attend in the Asian market. Businesses interested in exhibiting in the Australian Pavilion or attending FHA as a buyer can contact Export Solutions for more information on how to get involved.”