Korean Importer Support > Highlights
Great American Culinary Camp Seoul 2018, September 4, Millennium Hilton Hotel Seoul
Great American Culinary Camp Seoul 2018, co-hosted by ATO Seoul and the Korean Alumni Association of the Culinary Institute of America (KCIA) successfully promoted the value, quality and diversity of American agricultural products to key decision makers of the Korean foodservice industry. A project team of four talented young chefs under KCIA presented an insightful presentation about American restaurant industry trends as well as 16 inspiring recipe ideas that incorporated various American agricultural products donated by 10 MAP cooperator organizations (ABC, CPB, CWC, NWCG, RAC, Sunkist, USAR, USDEC, USMEF, USPGC) and 2 suppliers (ATL Korea, Craft & Culture). In addition, the partner organizations and suppliers presented tabletop product showcase at the event and gained face-to-face contacts with the 170 attendees. An electronic copy of the Culinary Camp Recipe Book containing details of the recipes and products published for the event was made available on ATO Seoul website (www.atoseoul.com) along with cooking videos of the five recipes served at the event for on-line dissemination. An evaluation survey of the activity confirmed that the attendees gained better understanding and positive purchase intention on American products as a result.
Korean Processed Food Buyers Delegation to Fancy Food Show Summer, June 30 – July 2, 2018, New York
ATO Seoul brought a delegation of eleven Korean buyers to the Fancy Food Show Summer 2018, June 30 – July 2. The delegation was composed of buyers from 3 large-scale retail stores and 4 independent import distributors. The activity allowed the buyers to generate face-to-face contacts with a large number of American suppliers of high-value processed food and beverage products on the show floor. In addition, the delegation made fieldtrips to local grocery stores and foodservice outlets during the trip to gain understanding of the food supply chain and product trends in the United States. A follow-up survey revealed that the activity would potentially generate over $500,000 of new sales to American suppliers within the next 12 months.
Great American Craft Beer & Wine Festival Busan @ Busan Int’l Food Fair & Coffee Show 2018, June 23-24
ATO Seoul, in partnership with a group of Korean alcohol beverage import distributors, organized ‘Great American Craft Beer & Wine Festival’ for the first time in the Busan at its International Food Fair & Coffee Show 2018, June 23 – 24. The fourteen partner import distributors exhibited a wide diversity of products from 26 American craft breweries and 21 wineries. In addition, three USDA cooperators (CWC, CMC, USAPEEC) joined the exhibition and promoted their products as matching foods for craft beer and wine. During the two days of exhibition, over 5,000 consumers in Busan visited the activity and gained understanding about the quality, value and diversity of American craft beer and wine through guided tasting and consultation with the exhibitors. The import distributors also gained contacts with key local wholesale and retail buyers during the exhibition. Busan, the second largest city in Korea, has the potential to emerge as a key regional market for high-value American products such as craft beer and wine as young professionals in the region are fast adopting new trends that are taking place in the leading market in Korea, Seoul. ATO Seoul intends to support the import distributors to expand their marketing reach to Busan, which should generate new business opportunities for American craft beer and wine.