Malaysia just completed its third straight year of participation at the Summer Fancy Food show in New York City which was held from June 29th - July 1st. Malaysia Pavilion, coordinated by the Malaysia External Trade Development Corporation (MATRADE) had eight Malaysian food and beverage companies that exhibited products ranging from ready-to-eat meals to health beverages and from snacks and sauces to frozen food and food ingredients. Despite a weak US economy and falling value of US dollar which makes food and beverages imports more expensive and competitive, the Malaysia pavilion attracted interest from US major retailers and distributors such as Hormel, DPI, Trader's Joe, Kroger Supermarkets, Trade Fair Supermarkets and Atalanta Corporation. MCM Corporation, one of the largest Malaysian food and beverage distributors also met with the Malaysian exhibitors. By the close of the show, Malaysian exhibitors reported immediate sales of RM132,000 and potential sales of over RM6 million.

The delicious and unique range of food that reflects the diverse cultures in Malaysian society - Malay, Chinese and Indian - have been growing in popularity and gaining more acceptance in the US market. Asian food used to mean "Chinese and Japanese" food to US consumers. Now, their palates are expanding. Thai, Korean and Indian food are mainstream and other regional Asian flavors including Malaysian are gaining in popularity. As Wan Latiff, the Malaysian Trade Commissioner at MATRADE New York puts it, "Malaysian food manufacturers should take every opportunity to introduce their products to serve the growing appetite of the Americans towards Asian ethnic food". Wan Latiff added that Malaysian companies however must be creative to come-up with new products and differentiate them from those of competitors by not compromising in terms of quality, food safety standards and packaging. "The recent import restriction of Malaysian seafood into the EU is an excellent reminder of why Malaysian manufacturers, particularly of products that are consumed by users, must always put priority on quality and food standards", added Wan Latiff.

Malaysia's food exports to the US were up 16.5 per cent in 2007, which outpaced the seven percent growth of overall global food imports in the US market. According to US government statistics, as of April 2008, overall Malaysian food imports to the US increased 23%. American consumers are actively looking for the exotic flavors that make ethnic food so enticing. Since they do not have the time or the ability to cook an authentic Asian meal, ready-to-eat (RTE) microwavable containers is the best option. American consumers are also looking for alternatives to standard sodas and juices, wanting exciting new flavors and healthy, organic choices compared to high-fructose drinks. Innovative flavors, lower carbonation, natural organic flavorings and extracts are the new trends for the market. There is also rising demand for Halal food as Islam is one of the fastest-growing religions in the US. "The US Halal market represented by more than 6 million Muslims, and worth for US$16 billion provides an opportunity for Malaysian Halal food manufacturers", said Wan Latiff.