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Following the successful kick-off in Vancouver, the Philippine Department of Trade and Industry (DTI) will bring the “Flavours of the Philippines” In-Store Promotion to T&T Supermarket in Pacific Place Mall, Calgary, Alberta from 8 June to 10 June 2018.

“It is very timely to showcase the quality of Filipino brands to celebrate our Filipino heritage in time with Independence Day,” said DTI Senior Trade Commissioner Maria Roseni M. Alvero.

On 8 June 2018, T&T Supermarket will start showcasing Filipino food at the dedicated stalls for Flavours of the Philippines through pallet displays and food tasting stations. It will be followed by a ceremony on 9 June 2018 with the Filipino-Canadian community where attendees will be treated to lively music and a vibrant display of Filipino talent with cultural performances by the Philippine Cultural Center Foundation.

Hon. Consul General Gilberto Asuque is expected to welcome the Filipino-Canadian and mainstream community in Calgary during the event.

The event, considered to be a centerpiece trade and cultural program with the Philippine Consulate General in Calgary and the Department of Tourism in San Francisco, aims to reconnect Filipino-Canadians with the motherland in time for the celebration of the anniversary of Philippine Independence. It also aims to increase the consumer awareness and appreciation for Philippine food products among Canadian consumers.

The weekend-long festivities will also include cooking demonstrations of delicious Filipino dishes and big discounts on popular Filipino products.

“We hope that this event will contribute in raising the popularity of Philippine cuisine along the levels enjoyed by other internationally accepted Asian cuisine, ultimately towards increasing the level of Filipino food exports into Canada,” Alvero added.

“Flavours of the Philippines” at T&T Supermarket is the second of a series of In-Store Promotion events in Canada spearheaded by DTI this year, following an In-Store Promotion at the PriceSmart Supermarket in Richmond, British Columbia.

In 2016, Canada was the 16th export market (out of 213) of Philippine merchandise goods. Processed food including processed fruits and vegetables and processed marine and ethnic foods are among the top commodities for export promotion in the said market.♦

Date of release: 08 June 2018

The Philippine Department of Trade and Industry (DTI), represented by the Trade Section of the Philippine Consulate General in Toronto kicked off the first “Flavours of the Philippines” In-Store Promotion event of the year at PriceSmart Richmond, which ran from April 27 to May 3, 2018.


Flavors of the Philippines at PriceSmart Foods.

The event was made possible with the support and partnership of the Philippine Consulate General in Vancouver, the Philippine Department of Tourism, Philippine Airlines, AFOD Ltd., APO Products Ltd., UNO Foods Inc., Corinthian Distributors Ltd., and PriceSmart Foods.

Hon. Consul General Neil Frank Ferrer welcomed everyone to the opening ceremony on 28 April 2018, with Hon. Teresa Wat, Member of the Legislative Assembly of British Columbia, British Columbia Minister of State for Trade Hon. George Chow, Philippine Airlines Country Manager for the United States and Canada Mr. Allan Coo, and Save On Foods BC General Manager Mr. Paul Cope delivering their remarks.

Consul General Ferrer emphasized that the time is ripe for Filipino food to be recognized and celebrated by the Canadian palate. “Filipinos constitute close to 2% of Canada’s total population, making us a ‘visible minority’ within the country,” Ferrer said. “We would like to see this visibility translate to the shelves of the supermarkets, the menus of restaurants and the tables of Canadian homes.”
PriceSmart Richmond was abuzz with excitement and celebration on the event’s grand opening. Attendees were treated to a vibrant display of Philippine culture, with lively Filipino music and cultural performances, and even a raffle draw, with a lucky winner taking home a roundtrip ticket from Vancouver to Manila via Philippine Airlines.

The festivities continued throughout the week with colorful pallet displays, food tasting stations featuring various Philippine food products, cooking demonstrations of sumptuous Filipino dishes by Mama Sita’s, and big discounts on popular Filipino products, giving PriceSmart shoppers a small taste of the diverse flavours of the Philippines.

“The notion of what is mainstream is changing - Canadian consumers today are culturally diverse and open to a wide variety of food from different cultures,” said Senior Trade Commissioner Maria Roseni Alvero who spearheaded the Project. “It is the perfect time for Filipino food brands to penetrate the mainstream market and for Philippine cuisine to be elevated to the levels enjoyed by other internationally embraced Asian cuisine.”

“Flavours of the Philippines” at PriceSmart is the first of a series of In-Store Promotion events in Canada to be led by DTI this year to promote Filipino brands to Canadian consumers, preceding an In-Store Promotion at T&T Supermarket in Calgary, Alberta on June 8 to 10, 2018.

On the Forum on Trade & Investment Opportunities in the Philippines, co-organized by the Trade Office, Philippine Consulate General-Toronto and the Canadian Chamber of Commerce of the Philippines held on October 23, 2017, at the Ontario Investment and Trade Centre, the Memorandum of Understanding (MOU) between Toon City Academy and Seneca College was signed. The MOU confirms the cooperation between the two institutions which seeks to widen the career opportunities of animators and create possibilities for professional exchange of staff expertise.

 MOU of Toon City and Seneca College
Photo by: Bin Kon Loo, Filipiniana News, Toronto. In photo: (Seated, L-R) Mr. David Agnew, President, Seneca College, Toronto, Ontario, Canada and Mr. Rene de Guzman, VP, Resources Development, Tooncity Academy, Philippines. Witnessing the signing are: (Standing, L-R) Undersecretary for Trade and Investment Promotion Group, Ms. Nora K. Terrado, Department of Trade and Industry, Philippines and The Honourable Minister Michael Chan, Ministry of International Trade, Ontario.

To promote CALABARZON and investments and exports in the region, the Department of Trade and Industry Region 4-A will host the CALABARZON Investment Forum and B2B Meetings with the Canada Inbound Mission Delegates on February 17, 2018 in Lucena City.

The forum is part of the program of activities of the Philippine Chamber of Commerce-Toronto (PCCT) Inbound Trade and Investment Mission to the Philippines, which is an offshoot of the Outbound Trade and Business Mission in Canada organized by the DTI 4-A, in cooperation with the Department of Science and Technology CALABARZON, Philippine Coconut Research and Development Foundation Incorporated, and the local government of Alabat through the support of the DTI-Foreign Trade Services Corps Toronto last November 2017.

Among the investment opportunities presented in the said mission was the Philippine makapuno industry and agribusiness investment promotion in the Alabat island. PCCT has expressed serious interest in the program. Thus, they will be visiting the Philippines on February 10-17, 2018 together with other Canadian-based companies such as iAdverTUBE, Canada Business Connections, Blueprint Canada, Accubooks, Montephil, Inc., Boulevard, G&C Logistics, and the Federation of Filipino Canadian Associations of Quebec to pursue and finalize talks about the joint venture project and explore other business and investment opportunities.

The forum aims to encourage more investments and exports in CALABARZON and to promote local products and services to the North American market, especially in the food and non-food sector, business process outsourcing, custom brokerage, education, construction, and real estate business. The program will include discussions on turning Overseas Filipinos (OFs) to Overseas Filipino Investors (OFIs), technologies on makapuno processing, support program for the Alabat Island Economy, and the signing of the memorandum of agreement.

“We, in DTI, want to improve the economic conditions at the grassroot level targeting farmers and MSM enterprises, increase export of coconut products like makapuno not only to Canada but also to other parts of the world, promote organic production of an indigenous food product, and develop as part of a bigger industry development program,” said DTI CALABARZON Director Marilou Q. Toledo.

Toledo added that they also want to promote Philippine brands in consonance with the 7Ms (mindset change, mastery, mentoring, money, machine, market access, and models of business) of entrepreneurship being advocated by DTI.

The expected attendees will be from the national government agencies, local government units, Chambers of Commerce, micro, small, and medium enterprises, and the CEOs/Managers of Canadian-based companies.♦

The Philippine Department of Trade and Industry is pleased to announce the assignment of Ms. Maria Roseni M. Alvero as Senior Trade Commissioner to Canada.

Ms. Alvero brings a wealth of knowledge, experience and integrity to this position. She has more than thirty years in the service of the Philippine Government, serving in various capacities in the Department of Trade and Industry in the fields of economic research, industry and trade policy, export marketing and investment promotion, and bilateral and multilateral government to government relations.

In pursuance to the commitment of the Philippines to deepen its economic relations with Canada, Senior Trade Commissioner Alvero is spearheading the re-opening of the Philippine Trade and Investment Centre (PTIC) – Toronto. Read more

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