Vičiūnai Group strengthens its position in North America: showcased export flagships at SIAL Canada
Last week, one of the most important food industry exhibitions in North America took place in Montreal, Canada.
SIAL Canada brought together more than 1,000 companies from 44 countries worldwide and over 21,000 food industry professionals from Canada, the United States, and 77 other countries.
This year, the event was held in Montreal - one of North America’s key food industry hubs, renowned for its strong gastronomic culture, dynamic HoReCa sector, and favorable environment for launching and testing new products. The Quebec region also opens up additional opportunities in Francophone markets, making this location particularly strategic for export expansion.
Growing demand for high-quality and convenient solutions in the Canadian Market
Participating in the exhibition for the second time, Vičiūnai Group presented a wide asortiment of products from its VIP factory and highlighted the products most relevant to the Canadian market - salmon, pancakes, surimi products, and gyoza. OKF products were also showcased, targeting both the retail and HoReCa segments.
According to Mindaugas Janaščius, Head of the Canadian Market, several important shifts in consumer behavior are clearly visible in the North American market.
“Consumers are increasingly choosing ready-to-cook and ready-to-eat solutions, while at the same time they do not want to compromise on quality or the feeling of making a conscious choice. Health-consciousness and transparency trends are also becoming stronger, with product composition, raw material origin, and cleaner ingredients becoming critically important. The third direction is ‘accessible premium,’ where consumers seek higher quality at a rational price, valuing the real added value of a product - taste, texture, or convenience,” says M. Janaščius.
According to him, in this context, the company can stand out by offering high value-added solutions based on high-quality raw materials, clear recipes, convenient formats, and a strong balance between price and quality.
“SIAL Canada is becoming an important step not only for presenting products and establishing new business contacts, but also for directly understanding market expectations, pricing logic, and partners’ needs. This allows us to strengthen our position as a reliable international partner and build long-term relationships in the North American market,” says M. Janaščius.
Live tastings became the center of attraction at the stand
An important part of the exhibition was also the live product tastings created at the stand by private chef Kyle Billman - a culinary professional with more than 20 years of experience working across the Ontario and Quebec regions. His culinary style combines North American, French, and Mediterranean cuisine traditions, with special attention to seasonal and local ingredients.
“I’m delighted to be cooking live at SIAL Canada because it is a great opportunity to discover new products and build connections with food industry professionals. Events like this are extremely important for companies because they help them stay up to date with new products, innovations, and changing food trends,” says K. Billman.
The 55 sq. m stand became a space not only for product presentations, but also for building new partnerships and analyzing market needs. Participation in one of the world’s most important food sector exhibitions once again confirmed the company’s strong potential in the North American market and opened up new opportunities for export expansion.