The Tocotrienol Exporter’s Learning Curve at Gulfood Dubai
by Dr Rahim Said
On the second day of the 30th Gulfood Exhibition at the Dubai World Trade Centre, I encountered a humbling yet valuable lesson about the intricacies of international trade: a serious importer from Türkiye approached our Kunak Lipids booth, keen on importing tocotrienols. His first question? The Harmonized System (HS) code for our product.
Now, I must admit — I didn’t know the answer. It was one of those moments that make you pause and think, “How are we exporting without knowing the precise HS code of our own product?”
But instead of fumbling, I did what any responsible exporter would do: I assured him that I would check with our shipping team and get back to him within 24 hours.
This importer wasn’t just casually interested. He had actually visited our booth four times on the first day but never managed to catch us in person.
His company specializes in developing new products for the pet food industry, and he was exploring how tocotrienols might enhance animal growth. While research in Malaysia has primarily focused on tocotrienols’ benefits for humans, cattle, and poultry, studies on their impact on pets are virtually non-existent.
Nonetheless, we explained tocotrienols’ well-documented benefits — antioxidant properties, immune system support, and potential in reducing inflammation.
He wanted more details, and we delivered. Within an hour, we sent him comprehensive information, including the all-important HS code.
His response? He was impressed by how efficiently Malaysian exporters operate.
Lessons for Tocotrienol Exporters
This exchange reinforced several critical lessons for those looking to expand the global footprint of Malaysian tocotrienols:
• Know Your HS Code Like the Back of Your Hand
The HS code is the key to seamless international trade. It determines import duties, regulations, and customs classifications. Having this information readily available avoids any credibility gaps and ensures smooth discussions with potential buyers.
• Pet Nutrition: A Potentially Untapped Market
While our research has focused on human and livestock benefits, the pet food industry presents an emerging opportunity. With premium pet food trends on the rise, tocotrienols could find a niche in high-end formulations aimed at improving animal health. Perhaps it’s time for research institutions in Malaysia to explore this segment.
• Speed and Responsiveness Matter
In the world of B2B trade, time is money. The importer’s appreciation of our quick response highlights the importance of being well-prepared with information and delivering it promptly. A swift, professional reply can make the difference between securing a deal and losing a potential buyer.
• Visibility at Trade Shows is Key
This importer visited our booth multiple times before finally meeting us. This suggests that while our product had piqued his interest, he needed human interaction to make a decision. Trade shows remain vital for face-to-face engagement, reinforcing the importance of having a strong on-ground presence.
As we continue showcasing Malaysia’s tocotrienol innovation, every interaction at Gulfood offers insights into new market opportunities, potential product applications, and the ever-evolving expectations of global buyers.
Day two was a reminder that learning never stops — especially in international trade.
WE