Sales Director, Richard Burch joined the Great Southern Development Commission’s latest outbound trade mission to Thailand last month, where he represented Howard Park alongside a host of West Australian food and beverage brands.
This trade mission is the most recent effort from the WA Government to help promote the West Australian wine industry to a growing international customer base. It was an unmissable opportunity to meet with local distributors and venues to learn more about their buying habits and appetite for West Australian produce.
The Great Southern Development Commission identified what makes produce from the South West so appealing to the Thai market, most notably the high quality, artisanal heritage, and commitment to sustainability and green initiatives. Noting how “the Thai market values premium quality in both food and beverages.”.
The visit began with a VIP tasting event at the Michelin star Baan Tepa, where Australia’s ambassador to Thailand, international media, Thai influencers, premium retailers and WA producers were treated to a menu of Great Southern and Margaret River produce paired with tastings of premium wines, spirits and beers.
“I was very proud to represent the WA export industry in Thailand and work alongside some amazing WA producers of wagyu beef, abalone, oysters, truffles, spirits and wine. The feedback was very positive and made a very strong impression on the audience. WA produce already has a strong reputation for quality in Thailand and the trip made great strides to building on that reputation.” said Richard.
The next day was a whirlwind of retail visits, which for many was the first opportunity in years to connect with retailers and buyers and gain an insight into the market from those in the know.
“The food and wine scene in Bangkok was a huge surprise. Admittedly, I haven’t been to Bangkok in 20 years but I was blown away with the sophistication of the food and wine scene and the number of top end restaurants with sommeliers, Michelin stars and a brooding culture of fine dining. It was very impressive,” adding that “Thailand is one of the world fastest growing and most sophisticated retail food sectors, with a huge emerging middle class of affluent consumers which enjoy fine food and wine from around the world. This is paired with a rising interest in healthy lifestyles and ‘western’ food and experiences,”.
The visit culminated with a wine and beverage showcase attended by more than 100 trade representatives, and was an opportunity to connect one-on-one with key buyers from across the multiple industries and tell the Howard Park story.
Later this month we have the opportunity to repay in kind, when the Great Southern Development Commission hosts an inbound visit from Thailand.
The next day was a whirlwind of retail visits, which for many was the first opportunity in years to connect with retailers and buyers and gain an insight into the market from those in the know.
“The food and wine scene in Bangkok was a huge surprise. Admittedly, I haven’t been to Bangkok in 20 years but I was blown away with the sophistication of the food and wine scene and the number of top end restaurants with sommeliers, Michelin stars and a brooding culture of fine dining. It was very impressive,” adding that “Thailand is one of the world fastest growing and most sophisticated retail food sectors, with a huge emerging middle class of affluent consumers which enjoy fine food and wine from around the world. This is paired with a rising interest in healthy lifestyles and ‘western’ food and experiences,”.
The visit culminated with a wine and beverage showcase attended by more than 100 trade representatives, and was an opportunity to connect one-on-one with key buyers from across the multiple industries and tell the Howard Park story.
Later this month we have the opportunity to repay in kind, when the Great Southern Development Commission hosts an inbound visit from Thailand.