By Smita Krishnaswamy

THE Singapore Food Manufacturers' Association (SFMA) has used its Lead grant to host trade export missions to key markets over the past three years.

It has staged visits to Melbourne, Tokyo and New York with 30 companies participating. It has also organised six consumer shows in cities such as Tokyo and Bangkok.

The SFMA invites member companies that have not exported previously to join experienced firms on the missions, to get a feel for the export process and make the right contacts.

It has also held two roadshows in Hong Kong, where 10 local companies partnered supermarkets to host food displays. Hong Kong is a popular destination because of its relatively simple import regulations.

Singapore's food exports grew from $4 billion in 2003 to $5.3 billion in 2007, while imports expanded from $2 billion to $3 billion over the same period.

Sales are improving despite the recession, said SFMA president Wong Mong Hong, who cites Singapore's vibrant port and good financial and legal systems as contributing factors.

The SFMA also organises an annual food product concept competition for food science and technology students from polytechnics, Institutes of Technical Education and the National University of Singapore. Students are matched with manufacturers to develop innovative concepts.

This year, 26 teams are participating. The winning manufacturer will get $5,000 to refine its concept.

The SFMA is also looking at new avenues to sell food products in Singapore, such as through tour companies.

SFMA vice-president Jimmy Soh said the association has seen an overwhelming response to the new programmes. 'We are beginning to see companies that have not participated in export exhibitions before taking part. More companies are making use of the grant funds - and that is a positive sign.'

This article was first published in The Straits Times.