FoodEx - It’s quiet. It’s organised. It’s coordinated
by Medi Jones-Jackson
In 1964 my father, then in the Merchant Navy, found himself stationed in Tokyo. Exactly 60 years later I find myself on a 15-hour flight travelling more than halfway across the world – destination Tokyo! I cannot help but wonder how different the city will be from the one he encountered over half a century ago.
The hotel looks over the Rainbow bridge and the Sumida River as it reaches Tokyo Bay busting with boats ladened with cargo. Thankfully ourselves and our cargo (PGI Welsh Lamb) had also reached their destination safely.
The HCC team consisted of Laura Pickup, Gareth Evans and myself – with Patrick Orchard from Kepak making up the group. The objective of our visit would be joining the Wales International Pavilion at FoodEx Japan – the largest tradeshow in Asia – promoting PGI Welsh Lamb. Over 4 days the show welcomed over 73,789 visitors to the halls bringing together 2,500 leading food and beverage companies, from more than 60 countries & regions.
But before the show started – the first task was trying to outwit and beat the onset of jetlag – which I believe was achieved by our visit and climb up Tokyo Tower standing at an impressive 333m and the worlds tallest freestanding tower. We timed our visit well - by accident mainly – which allowed us to enjoy the Tokyo sunset and see the snowy peak of Mount Fuji in the far distance. It is a sight to behold.
Onto the show…
6 companies exhibited on the Wales International stand including Calon Wen, Mydflower, Castle Dairies, Ty Nant, Glamorgan Brewery and ourselves, PGI Welsh Lamb. Wales has such a rich, diverse, and impressive story to tell when it comes to Food and Drink. For a small nation we well and truly pack a hefty punch and I take pride in not only representing Welsh Lamb but also being on stands representing Team Wales.
In my HCC role as Events Executive I look after all the logistics of organsising as well as attending tradeshows to ensure all goes well. From booking stands to travel, from design to the unbridled joy of Risk Assessments – I always joke that I sweat the small stuff, so my colleagues don’t have to. Taking in the meat delivery on set up day is always a sweet relief I will admit. We always ensure that our display shows off the lamb to perfection.
Tradeshows and exhibitions such as FoodEx Japan are a different nature of event beast – they take an enormous amount of organisation but the pay-off is huge. Exhibitions provide a great opportunity to connect with other companies, meet new buyers and strengthen existing linkages, mix with the industry - all important elements to aid the growth of a business. What’s also of importance for us in HCC is the opportunity and space to promote the PGI Welsh Lamb brand.
The show itself is impressive – set up day is like no other set up day I’ve had in all the tradeshows I’ve worked on in HCC or the others over a 20 year stint in marketing and event management. Set up days are hectic, noisy, chaotic and a cloud of cacophony. Wherever you are in the world, set up days are messy and you inevitably think “this show is never going to get ready before opening”. But that is not the Tokyo way. It’s quiet, deafeningly quiet. It’s organised. It’s coordinated. Tradeshows in Europe take note!
Over 4 days we meet with business ranging from foodservice to restaurants – it’s a busy show and it’s obvious that there is an appetite for Welsh Lamb here.
Other activities
On Wednesday night the HCC team were invited to join the Four Nation reception at the UK Embassy. We pass the impressive and imposing National Diet building on our way as well as the Imperial Palace before arriving at the gorgeous Georgian building that is home to the UK government out here.
The Four Nation reception, brings together all the food and drink representatives from the UK nations in both a celebration of the array of product we have on offer but crucially an excellent opportunity to network with businesses from across Japan.
In the centre of the room lies a huge table with a map of the UK covered in all the different products and their provenance. Wales very much holds its own amongst the four nations.
Welsh lamb is of course on the menu – and within a few days of the team landing back in the UK we hear from the Embassy that a restaurant chain present at the event has been in touch requesting more information about the lamb and getting supply to Japan. It is moments like this that make you realise the importance of representing Welsh Lamb through a personal presence – and of course getting people to taste our excellent product.
On our last evening we had the pleasure of going out for dinner in the centre of Tokyo with Welsh Government overseas representative Yoko Kobori. For over a decade, Yoko has worked tirelessly representing Welsh business and trade interests in Japan. She has selected a restaurant in the middle of the hustle and bustle of Shibuya – the neon and electric lights are something to behold and it feels as if we are stuck in the Sophie Coppola film ‘Lost in Translation’. Yoko takes charge of ordering the food and Takoyaki are fast becoming a firm favourite of mine. I wonder if anywhere in Aberystwyth sells them?
Our time in Tokyo draws to a close and all too soon the taxi arrives to take us back to Haneda airport and a 15 hour flight home. As well as a productive show we also take back the memories of Tokyo itself – crossing the infamous Shibuya Crossing, seeing the burgeoning cherry blossoms (FoodEx takes place 2 weeks before the full bloom ☹). More important than the memories and experiences we take back are all the leads and contacts to further establish Welsh Lamb in the Japanese market.
The city may have changed drastically since my father was here in ’64 – but at its core are the Japanese people who remain as polite and accommodating as ever. Dad was here before the advent of karaoke but even I doubt he could sing a Lady Gaga song half as well as I do.
