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11 July 2024

Kuala Lumpur Convention Centre Committed to Industry-wide Sustainable Consumption through Collaboration with MIFB 2024

#Meet4Impact Workshop
Collaborated sustainability efforts displayed at MIFB 2023

KUALA LUMPUR, 11 July 2024 – The Kuala Lumpur Convention Centre is delighted to announce its expanded collaboration with the Malaysian International Food & Beverage (MIFB) Trade Fair. This furthers the Centre’s aims to advance the adoption of more sustainable practices by the Malaysian business events sector. As part of this effort, the Centre will be signing a Memorandum of Understanding (MOU) with Traders Hotel Kuala Lumpur and Impiana KLCC Hotel to transition towards cage-free eggs by 2028, which is facilitated by MIFB. The signing ceremony will take place during the MIFB opening ceremony on 19 July, held at the Centre.

This joint effort reflects the venue’s and exhibition organiser’s commitment to leading Malaysia’s both the exhibition and food and beverages (F&B) sectors towards a sustainable future. The partnership, originating from the Centre and MIFB’s dedication to advocating sustainable practices, aims to inspire and transform the exhibition sector and its supply chain. MIFB, a leading F&B trade show, serves as the perfect platform to unite the industry towards promoting humane and sustainable consumption.

Hellen Woon, MIFB Event Director, stated, “ I believe leading trade shows like MIFB are the right platforms to bring together the industry in not just promoting green events but also advocating for responsible consumption. Business events should not just be about hosting a successful trade show but also ensuring lasting impact as a key outcome. We are delighted that the Centre, Traders Hotel and Impiana KLCC Hotel are on-board to transition towards cage-free eggs, reflecting our hospitality and events industries’ commitment towards ethical business practices.”

She added, “84% of Malaysians surveyed by the Humane Society International agree that the welfare of farmed animals is important and most prefer to purchase cage-free eggs. The industry players are working to meet consumer demand. This also translates to consumer behaviour in other aspects of life including when they attend business events or dine at restaurants.”

John Burke, General Manager of the Centre, said, “We are thrilled to collaborate with a partner who is passionate and committed towards responsible consumption. Working together is essential for promoting sustainability within our industry and our collaboration with MIFB signifies that Malaysia’s business events sector is on the right track. We encourage all our other hotel and business events partners to join us in this transition, and we hope that more F&B players will also follow suit. We believe increased demand will drive greater supply and contribute to a more sustainable future for all.”

Tune in to The Shift Asia’s upcoming podcast episode on 12 July on YouTube where Hellen and John speak more about this collaboration and mindful consumption.

John together with Dr. Saravanakumar Pillai, Senior Advisor at Humane Society International and other industry experts will also discuss further on “SustainEggability in Food Choices” during MIFB 2024’s Strategic Conference on 19 July at the Kuala Lumpur Convention Centre.

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