Taiwan’s Economic Ministry is working with importers, restaurants, retailers, and e-commerce platforms to promote food products from the country’s diplomatic allies directly to Taiwanese consumers for the first time. The ministry’s International Trade Administration (ITA) launched its “Tasty Alliance” promotion plan in Taipei on Monday, August 10, focusing initially on products from Paraguay, Guatemala, and Belize.

Speaking at the event, Deputy Economic Minister Cynthia Kiang (江文若) said food products from allies have become part of daily life in Taiwan, and the promotion plan aims to build on the momentum of these growing trade ties.

Paraguay’s Ambassador to Taiwan Darío Filártiga Ruiz Díaz, Belize’s Ambassador Katherine Meighan, and Guatemalan Embassy Counsellor Carlos Emilio Matus also attended the launch and delivered remarks highlighting their countries’ food exports to the Taiwanese market.

Paraguayan beef, Belizean lobster, and Guatemalan coffee are among the items promoted in the campaign, which is being executed by the Taiwan External Trade Development Council (TAITRA). Products from Taiwan’s allies will be available at more than 100 stores and restaurants across the nation.

TAITRA Strategic Marketing Department Deputy Executive Director Lin Cheng-ta (林正大) told Rti at the event that previous efforts had largely focused on promoting Taiwan-made products overseas. This is the first time the Economic Ministry has collaborated with Taiwanese importers and distributors to promote allies’ food products in Taiwan, Lin said, adding that the project began after the ministry approached TAITRA in May.

Industry participants in the campaign, including Noble Family Company, Yen & Brothers Enterprise Company and JAK Coffee, could receive subsidies if their import volume meets a certain level, Lin explained.

Guatemalan Embassy Counsellor Carlos Emilio Matus also told Rti that Taiwan had previously helped producers connect with Taiwanese importers through trade fairs.

“This time it’s going to be more into the retail market [...] so Taiwanese people could see where they are, where they can buy them, and why Guatemala is famous for shrimp and coffee and these kinds of things,” the diplomat said.