Sunrise Ins - A Successful Exhibition at Anuga Cologne, Germany 2023

Anuga, the world’s largest trade fair for food and beverages, over the course of five days was the place-to-be for the industry. There was strong participation boasting around 140,000 trade visitors from 200 countries and around 7900 exhibitors from 118 countries. The share of foreign exhibitors was 94% and at 80% there was a record share of foreign visitors.

As one of the exhibitors from Vietnam, Sunrise Ins brings to the Anuga fair high-quality Vietnamese agricultural products that the company is producing and exporting. These include world-famous rice products such as ST25 rice, Japonica Rice, HomMali rice, KDM rice, Jasmine Rice,... In addition to rice, rice products and other products that receive a lot of attention at the fair include rice paper, vermicelli, pho, dried coconut, cashew nuts, dried fruit, pepper, cinnamon,...All of these products are in the product line of the Golden Calf brand - a brand founded by Sunrise Ins. GOLDEN CALF was established with the mission of providing global customers with delicious, fragrant rice that is good for health. health along with high quality Vietnamese agricultural products. At this time, we eagerly look forward to the opportunity to expand our network of exclusive distributors into new territories.

This year, Anuga primarily focused on the ‘Sustainable Growth’ theme and responsible use of resources. Realizing the influence of the Anuga international fair on the food industry, Sunrise Ins became an exhibitor at the fair, to create opportunities to expose industry reforms, from the optimisation of the supply chains through to fair food production, while meeting existing and potential customers of the business.

Overall, those from the trade and foodservice sector attended the leading global trade fair in Cologne. In Anuga, Sunrise has signed strategic cooperation and exclusive distribution contracts with a number of major partners and food retailers, which is the basis for Sunrise to invest in developing raw material areas and investing for farmers. . The highest number of visitors from European countries was recorded from the United Kingdom, Italy, the Netherlands, Spain and Türkiye. Outside Europe, the countries best represented include Brazil, China, Japan, South Korea and the United States. These are the customers that Sunrise Ins is cooperating with and hopes to connect with more in the future.

At Sunrise Ins' booth, what attracts visitors is not only the quality of the products but also the unique Vietnamese appearance of the booth. Girls in Vietnamese red ao dai introduce Vietnamese agricultural products, making a strong impression on international tourists, creating an intersection between traditional and modern features of Vietnamese people in the period of economic reform.