The success at trade shows isn’t measured by foot traffic alone. It’s in the connections built that matter most. The quiet deals between exhibitors, the moment a wide-eyed entrepreneur finally sees the bigger picture and realizes they can be part of it—these are the real wins at these events.
That’s the kind of momentum the World Food Expo (WOFEX) builds. Now in its 25th year, WOFEX has become the country’s most influential food trade show series, creating business ecosystems that go beyond Metro Manila. But what sets it apart from all the other expos and events for the F&B sector? Is it the scale? No. It’s the values that underpin it.
WOFEX is where knowledge becomes opportunity
For many Filipino entrepreneurs, especially those outside NCR, starting a business begins with research, but access is often limited. This is where WOFEX changes the game. Attending a trade show becomes a crash course in what’s possible.
At WOFEX Cebu 2024, a business owner from Bohol made the trip by boat to attend the event. “I couldn’t afford to keep flying to Manila to look for suppliers,” he shared. “Here, I could see the machines, taste the samples, talk to people—without being overwhelmed by the big city.”
This kind of accessibility matters. Especially for regions that often feel left out of national conversations.
In recent years, WOFEX has expanded beyond the capital, piloting shows in cities like Cebu, Davao, Iloilo, and even Zamboanga—recognizing the growing entrepreneurial energy in the regions. In Iloilo, a single booth led to long-term distribution deals. In Davao, buyers committed to a big sale on the spot. These stories prove that the growth can start far from the country’s capital if only more opportunities came to their turf.
As one local distributor put it, “It’s a nod to the provinces. Like they’re saying, ‘we see you, and you’re now ready to play with the big ones.’”
WOFEX and other trade shows thrive on networking
The trade floor is never just about vendor-client interactions. WOFEX has evolved into an ecosystem where suppliers, manufacturers, franchise groups, packaging innovators, and service providers don’t just sell—they often become each other’s customers.
“There’s this dynamic feeling inside the halls,” shared one exhibitor from Pampanga.
You’re not just showcasing what you do. You’re looking around, finding collaborations you didn’t know you needed.”
Golden Advance Marketing Corporation knows this well. When they joined WOFEX in 2015, they were new to the food service space—transitioning from office furniture into hospitality supplies.
“No one knew us,” recalls founder Jack Chan. “But WOFEX gave us a way in. Every city has its charm—every show brings new people, new possibilities.” He adds, “Meeting customers face-to-face in their hometowns gives us real feedback—and strong word-of-mouth.”
Mark Yu of General Heat Corporation had a similar experience.
“We joined WOFEX Davao and were amazed by the attention,” he says. “That single event helped us activate several dealer partnerships in Mindanao.”
For Ricky Valero of Achievers Food & Bakery Ingredients, visibility turns into action. “These aren’t cold leads but people who saw us, talked to us, and tried our equipment. That makes all the difference.”
Here are pieces of advice from long-time WOFEX exhibitors to make the most of your visit:
Veterans of WOFEX—some of whom have joined since 2000—agree on a few timeless tips:
- Have a clear value proposition. Whether you’re selling coffee equipment or franchising frozen siomai, make sure visitors instantly understand what makes you different
- Engage. Don’t wait. Exhibitors who stand behind their booths waiting to be approached lose out. The best ones initiate conversation, offer demos, and invite curiosity.
- Stay after the event. Some of the best networking happens during teardown, over dinner, or while helping each other wrap up displays.
WOFEX is a launchpad for starting your F&B journey
Not every visitor can close a deal, but most leave with something just as valuable: clarity and direction.
For aspiring entrepreneurs, seeing products in action, speaking directly with founders, or comparing suppliers side by side can solidify a vague idea into a real plan. One food truck owner from Iloilo shared, “After WOFEX, I didn’t just dream about expansion—I knew who to call, what I needed, and what it would cost.”
Even students, freelancers, and aspiring chefs find unexpected value. From barista competitions to WOFEX University sessions, the event invites curiosity at every level.
Trade shows like WOFEX work best when participants arrive with a mindset of exploration, not just transaction. Whether you’re an exhibitor or a guest, success comes from asking questions, building relationships, and understanding your place in the bigger picture.
For WOFEX Founder Joel Pascual, the heart of this event has always been about creating possibilities:
“Do your best, and God takes care of the rest,” he says.
And that’s more than just a mantra—it’s a mindset that has powered WOFEX through 25 years of grit, growth, and game-changing connections.
WOFEX Philippines 2025 runs August 6 to 9 at the World Trade Center and SMX Convention Center Manila. Shuttle services are available between venues. Register now at www.wofex.com
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Visit WOFEX 2025: The Biggest Food and Beverage Trade Show in the Philippines
Start Small, Show Up Big: Here’s How WOFEX Changed These F&B Brands
