What European Importers Really Want

What do European importers really look for when bringing Asian products to the EU?

At Gastvrij Rotterdam in September 2026, we spoke with Asian Food Group, one of Europe’s major Asian food importers, wholesalers and distributors.

With over 80 years of collective industry experience, they shared a perspective we think more Asian producers need to hear.

Three things stood out to us:

1. 1Compliance is a commercial filter. It’s not just about ticking regulatory boxes. If a product can’t meet EU requirements, an importer can’t take the commercial risk.
2. 2Buyer interest ≠ market readiness. Demand matters, but it means little if the product isn’t ready for the specific European market you’re targeting.
3. 3Importers need certainty before they commit. Knowing what to fix, where to enter and what risks remain can be the difference between a product being considered and being rejected.

That’s exactly the gap we’re building CORDA to solve.