Rita Maps Its Global Journey Through World-Class Trade Exhibitions

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In the dynamic and highly competitive landscape of the food and beverage industry, presence at international trade fairs is no longer just an opportunity to showcase products—it is a strategic move to expand markets, foster partnerships, and solidify a brand’s global footprint.

For Rita Food & Drink Co.,Ltd, this strategy has been consistently implemented through a series of reputable trade shows across continents, where the company has marked its place as one of Vietnam’s most forward-looking beverage exporters.

Key takeaways

• Strategic presence: International trade fairs are a core growth lever for Rita—used to expand markets, forge partnerships, and strengthen global brand equity.

• Multi-continent reach: Consistent showcases across Middle East (Gulfood), Europe (Anuga, PLMA Amsterdam/Chicago), China (CIIE, FHC, Chengdu Sugar & Wine, Nanning), ASEAN (Thaifex, Vietnam Foodexpo, Vietfood HCMC), Oceania (Fine Food Australia), and Eastern Europe (Pro Expo Moscow).

• Portfolio breadth: Highlighting fruit juices, coconut water, aloe vera drinks, fruit teas, sparkling beverages, and RTD coffee—tailored to regional tastes.

• OEM/ODM leadership: Strong private-label capabilities (formula, sweetness, flavor, and packaging customization) positioned for retailers and importers.

• Market-specific positioning: Middle East—premium & tropical; China—youthful, healthy, trend-forward; ASEAN—retail network expansion; EU/US—private label compliance and localization; Oceania—preservative-free, eco-minded concepts.

• HoReCa focus: FHC Shanghai and related shows spotlight premium glass-bottled lines fit for hotel/restaurant/café channels.

• Domestic anchor: Vietfood & Vietnam Foodexpo reinforce nationwide distribution and serve as a springboard for export partnerships.

• Demand signals: Rising interest in natural, traceable, healthier beverages validated through sampling, buyer meetings, and live consultations at booths.

• Deal acceleration: Trade fairs enable fast feedback loops, pilot orders, and long-term agreements with retailers and distributors.

• Brand trajectory: From a Vietnamese producer to a global partner, Rita leverages technology investment, quality standards, and tropical fruit expertise to scale internationally.

Showcasing at the World’s Leading Trade Fairs

Gulfood – Dubai, UAE

As one of the world’s largest food and beverage exhibitions, Gulfood in Dubai gathers thousands of companies from over 180 countries. At this global stage, Rita impressed with a wide-ranging portfolio, including fruit juices, coconut water, aloe vera drinks, fruit teas, carbonated beverages, and RTD coffee—highlighting the richness and versatility of Vietnamese beverages in the Middle Eastern market.

Pro Expo – Moscow, Russia

At Pro Expo Moscow, Rita introduced a vibrant selection of tropical fruit juices, including mango, lychee, pineapple, and longan. These products aim to expand distribution networks in Eastern Europe, where there is rising demand for natural, traceable, and high-quality beverages.

Thaifex – Bangkok, Thailand

Participating in Thaifex – Anuga Asia, Rita invested in two exhibition booths: one for its core brand Rita, and the other for its strategic partner, NPV. The event allowed Rita to connect with major retail networks across ASEAN and engage directly with importers from Thailand, Malaysia, Singapore, India, and beyond.

Chengdu Sugar and Wine Expo – Chengdu, China

As one of the largest regional exhibitions in Western China, Rita gained attention through its modern packaging and extensive product range—well-aligned with the tastes of young Chinese consumers seeking healthier and trendier beverage options.

Nanning Expo – Guangxi, China

Nanning Expo served as a platform for Rita to network with partners from both China and Southeast Asia, strengthening its cross-border distribution network and enhancing brand awareness in the Vietnam–China border region.

CIIE – Shanghai, China

 At the China International Import Expo (CIIE), hosted by the Chinese government, Rita not only presented its product lines but also demonstrated its global manufacturing capabilities and flexible tailored to the needs of various international markets.

FHC – Shanghai, China

FHC Shanghai, a leading event for the hospitality industry, provided Rita with the opportunity to showcase premium glass-bottled beverages—ideal for hotel, restaurant, and café sectors across China, Korea, and neighboring markets.

Vietfood & Vietnam Foodexpo – Ho Chi Minh City, Vietnam

 As a Vietnamese brand, Rita continues to prioritize its domestic market—the foundation of its global ambitions. At Vietfood HCM, Rita engaged with nationwide distributors, supermarket chains, agents, and retailers, while also welcoming international importers looking for OEM/ODM partnerships.

Additionally, Rita actively participates in Vietnam Foodexpo, the nation’s premier food trade promotion event organized by the Ministry of Industry and Trade. These exhibitions allow Rita to highlight its manufacturing capacity and export-ready product portfolio to trade delegations from Asia, Europe, and Latin America.

Rita’s product lines consistently attract attention for their continuous innovation, market-specific flavors, and flexible customization options—from formula adjustments to private-label packaging—making Rita a trusted partner in both domestic and international markets.

Fine Food Australia – Sydney, Australia

At Fine Food Australia, Rita introduced preservative-free fruit juices, eco-friendly packaging, and locally adapted flavors to appeal to the Oceania region. It was also an ideal setting for testing organic product concepts with high market potential.

Anuga – Cologne, Germany

Anuga, one of Europe’s largest food and beverage fairs, provided Rita with a platform to promote international manufacturing services and private label solutions. It also served as a gateway for long-term partnerships with distribution chains and retailers from Germany, France, Poland, and Northern Europe.

PLMA – Amsterdam, Netherlands

At PLMA Amsterdam, Rita focused on its flexible OEM/ODM solutions tailored for European supermarket chains. The ability to customize product formulation and packaging to local preferences was a key factor in signing multiple private label manufacturing agreements.

PLMA – Chicago, United States

With the goal of expanding into North America, Rita’s participation at PLMA Chicago highlighted products tailored to American tastes: low sugar, natural ingredients, and minimalist, modern packaging. The event also laid the groundwork for further development in Canada and Latin American markets.

Global Connection – A Journey That Keeps Expanding

Rita’s consistent presence at major international exhibitions reflects a clear vision: to be more than just a beverage manufacturer, but a reliable global partner in the food and beverage industry. The company remains committed to expanding its distribution networks, investing in production technology, and continuously elevating product quality to meet rising global standards.

From a local Vietnamese enterprise, Rita is now gradually building a strong international brand identity, driven by the belief that Vietnamese fruit flavors—when properly standardized and positioned—have the potential to win over consumers anywhere in the world.