In a world driven by digital ads and algorithmic clicks, showing up in person still creates a distinct kind of connection that algorithms can’t replicate.
For most F&B brands in the Philippines, it wasn’t a viral campaign or celebrity endorsement that changed the game. It was a booth. A handshake. A product demo. A face-to-face conversation that sparked real momentum.
Before every franchise empire or national distributor, there was a simple booth on a busy trade floor—a hopeful team, product in hand, waiting for someone to take a chance on them. For many, that moment happened at WOFEX—the World Food Expo—and it changed everything.
Here’s how WOFEX changed the game for these F&B brands:
Visibility that matters
Being seen is half the battle. For many businesses that have just started, WOFEX put them on the map.
“As a beginner in the baking industry, we needed visibility. WOFEX gave us that. It helped us grow and build connections,” says Ricky Valero of Achievers Food & Bakery Ingredients Corp., an F&B brand that joined WOFEX in 2002.
Jack Chan of Golden Advance Marketing Corp. agrees. “No one knew who we were when we first joined. WOFEX gave us a platform to gain traction as we entered the HORECA space. Some of our first big orders came from people we met on that floor.”
Gilbert Lee of Match Contract Furniture credits WOFEX for helping them stay visible in a competitive industry. “It’s not just about selling products. It’s about helping clients bring their restaurant vision to life. One time, a customer from Baguio came all the way to visit our booth. That kind of loyalty is priceless.”
Building Relationships, Not Just Leads
WOFEX isn’t just about being seen—it’s about connection. Many brands return because they build real partnerships, not just contacts.
Elaine Gatchalian of Dane International says the trade show became a channel for serious engagement. “Our customers consider the event an important source of information and connections. For us, it allowed us to market ourselves effectively.”
She recalls one memorable year: “We were even featured on TV while promoting our company. That kind of visibility changed everything.”
Diya Pessumal of World Class Concepts Corp. adds: “We joined 25 years ago because it was the right venue to gain exposure and build partnerships. We’ve stayed with WOFEX ever since.”
WOFEX reinforces the power of presence
Face-to-face interaction still wins, especially in the food business. For many, these types of events help them re-align themselves with the market, get to know the industry better, and have immediate feedback about their products.
“You can’t replicate the sparkle in someone’s eyes when they try your product and love it,” says Deanna Kao of Canada Beef. “That kind of moment builds trust.”
Dave Appleton of Condor POS Solutions agrees, saying, “Demonstrations made all the difference.” This is something Appleton knows well as their company joined WOFEX in 2015, hoping to help businesses work smarter—and it worked. “People signed up for demos right there,” Appleton says and they’ve been back every year since.
“There’s no shortcut to building credibility in this F&B industry,” says Kevin Tang of Yardstick Coffee. “The decision to invest in a booth isn’t always easy. There’s rental, design, staffing, and inventory. It can feel like a gamble, especially for smaller brands just starting out. But those who’ve done it say the return on courage is real.”
WOFEX creates a community
For many WOFEX attendees, what started as a single booth led to national distribution deals, franchise inquiries, and years of brand-building momentum. The trade show wasn’t just a venue. It was where F&B brands like FERNA launched key products and where Canada Beef connected directly with chefs through live demos and tastings.
For some, it meant reconnecting with old clients. For others, it meant finding their first franchisee or distributor. Mostly, it became a turning point in their journey.
But for Eric Lim of Conlins Coffee, it made them realize they were not alone. “The organizers created a whole coffee area just for us coffee suppliers. Suddenly, we had a home,” he reflects. “It became a space to showcase our strengths, compete fairly, and connect with passionate roasters.”
WOFEX didn’t just bring products into the spotlight. It brought people together—buyers, chefs, suppliers, founders, and future partners. And while marketing trends will continue to evolve, some things stay the same: showing up, sharing your story, and earning trust—one conversation at a time.
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
More WOFEX Stories from Simpol.ph
Visit WOFEX 2025: The Biggest Food and Beverage Trade Show in the Philippines
Success at Trade Shows Starts in the Regions: How WOFEX Brings Business Home
