California Wine Export Program

The Philippines is a robust, dynamic, and growing market for imported foods and beverages
with total imports of consumer-oriented, high-value products exceeding $1 billion annually.
In 2007, U.S. agricultural exports to the Philippines reached a record high of $1.1 billion
representing an increase of 25 percent over the previous year. It is the 13th largest market
for U.S. exports of consumer-oriented agricultural products and is the largest market in
Southeast Asia, with sales of $380.5 million representing a 40 percent growth over 2006.

The United States is the top food and beverage supplier to the Philippines. However,
competition has greatly intensified and has created new challenges for U.S. exporters. Good
sales opportunities exist due to Philippine consumer familiarity with American brands, steady
growth in large-scale modern supermarkets, and an expanding economy. The top U.S.
exports are wheat, soybean & soybean meal, dairy products, feeds, snack foods, processed
fruits & vegetables, and red meats. U.S. exports of consumer-oriented products remain
comparatively strong and are the best prospects for future growth. Other major exports
include breakfast items, meat & poultry, dried fruits & nuts, wine, pet food, fruit & vegetable
juices, and fresh produce.