Trade Exhibition – Food Ingredients Asia

Positioning Agri-Ingredients for Health-Focused Innovations

To align with the region’s rising consumer interest in health-forward food choices, the U.S. Dairy Export Council entrusted ACA to maximize their impact at Food Ingredients Asia (Fi Asia), one of the region’s premier ingredient exhibitions.

Our goal: showcase U.S. dairy’s functional, nutritional, and innovation potential to R&D leaders, food technologists, and product developers.

Our support included: 

  • Led end-to-end planning and execution of client’s booth and audience engagement strategy. 
  • Crafted messaging aligned with regional health trends, emphasizing dairy proteins, permeate, and whey ingredients. 
  • Embedded storytelling zones within the booth to bring ingredient benefits to life through application-focused displays. 

On-Trend Innovation Prototypes

  • ACA’s Technical team co-developed regionally relevant food concepts for tradeshow sampling to showcase potential of client’s ingredients portfolio.
  • Organized on-site tastings for attendees, delivering a firsthand experience of U.S. dairy functionality in both familiar and novel formats.

Results & Impact

  • Brand Repositioning: Reframed U.S. Dairy as a solution for clean-label, protein-enhanced innovation across traditional and modern applications.
  • Buyer & Business Engagement: Engaged a focused audience of buyers, manufacturers, procurement leads, and formulation specialists. ACA facilitated conversations around customization potential using the client’s ingredients portfolio.

Integrated Communications Strategy

  • Media Relations: Developed a bilingual press release and managed outreach to trade publications to amplify booth presence and product messaging. Also hosted targeted media at the booth to support post-event coverage.
  • Paid Awareness Campaigns: Delivered a digital ad plan with ad web banner placements and custom front-cover content to spotlight U.S. dairy’s value proposition and drive booth traffic.
  • On-Site Messaging Alignment: Developed booth copy and display materials to ensure unified brand storytelling across all audience touchpoints.

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