Great American Culinary Camp Seoul 2017, September 14, Millennium Hilton Hotel

The Great American Culinary Camp Seoul 2017, co-hosted by ATO Seoul and the Korean Alumni Association of the Culinary Institute of America (KCIA) on September 14 at the Millennium Hilton Hotel Seoul, successfully promoted the value, quality and diversity of American agricultural products to key decision makers of the Korean foodservice industry. A project team of five 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 9 U.S. non-profit agricultural trade associations (ABC, CWC, CMC, RAC, Sunkist, USMEF, USDEC, USHBC, USPGC) and 3 Korean suppliers of U.S. products (Global Craft, Joon Trading International, ATL Korea). In addition, the partner organizations and suppliers presented a 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 the 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 intentions on American products as a result..

Korean Food Ingredient Buyers Delegation to IFT Food Expo, June 26-28, 2017

ATO Seoul brought a delegation of four Korean food ingredients buyers to the IFT 2017, June 26-28. The mission members looked for food ingredients for processing and new-to-market food products in U.S. grocery stores. The Korean buyers generated face-to-face contacts with a large number of U.S. suppliers and products on the show floor. They also visited several local grocery stores during the mission. ATO Seoul supported the buyers’ round trip air fares and costs of a rented van for Korean buyers’ market tour. The mission members expanded their understanding about the current market trends as well as networked with contacts in the United States. A follow-up survey estimated that the activity would generate $1.5 million of potential sales within a year from this trip.

Korean Retail Food Buyers Delegation to Summer Fancy Food Show, June 24-30, 2017

ATO Seoul brought a delegation of five Korean retail food buyers to the Summer Fancy Food Show 2017, June 25 – 27. It is notable that the delegation included buyers from three of the top Korean retail store chains: E Mart, Lotte Mart, and Seven Eleven Korea. The CSSF activity allowed the Korean 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, educational fieldtrips to local food markets and food processing facilities provided during the trip expanded the buyers’ understanding about food supply chain as well as current food market trends in the United States. A follow-up survey administered right after the trip indicated that the activity would generate $2 million of potential new sales to American suppliers within the next 12 months.