The group was the first to arrive among 80 foreign procurement missions expected at this year's Consumer Goods Procurement Fair.

The group's members, without exception, are confident that the trip will be constructive as the

pre-fair meetings have yielded some promising leads, Mr Wu says. 'Each [firm] has already clinched at least one trade agreement.'

Mr Wu would not disclose the name of South Water Market's Chinese partner. But he says the Chicago firm believes the durians will be popular in their home market as an alternative to snacks such as potato chips.

He says it is obvious that Chinese companies are capable of producing consumer goods of an international standard and it is a pity they have not yet gained much attention.

The fair, however, will go a long way to remedy the situation as word of mouth among foreign buyers will attract more international companies next year.

'Shenzhen is well placed to host trade fairs, especially as the volumes running through the ports here make it an ideal distribution centre,' he says.

Mr Wu's words were echoed by Paola Ramos, trade service manager of the Texas and Mexico procurement group attending this year's fair.

'Shenzhen's development into one of the top cities in China within a decade has proved its potential [for international business],' she says.

Ms Ramos became involved after the Shenzhen Business Retail Association held a series of promotions in the Texan city of El Paso, the Mexican city of Juarez, and in southern New Mexico last month. These prompted 14 companies to form the Texas and Mexico procurement group.

'Our goal is to source new business opportunities, products and services with Chinese companies,' Ms Ramos says.

'We hope this will also lead to joint ventures.'

She says there is much her group can learn from their Shenzhen counterparts, such as new management ideas. The visit also gives members a chance to really think about new business opportunities, like hosting trade fairs of their own.

However, she regrets that the promotion of the trade fair started when it did, saying she hopes it will start earlier next year so that more companies will know about it and be able to come.

Not all of the procurement groups attending this year's fair are foreigners.

Many domestic retail companies have also expressed interest. One of these is the Causeway Mall group, one of the largest shopping mall chains in the country, with plans to list on the Hong Kong stock exchange next year.

'This is the third year we are attending the procurement fair,' says Chen Zhi, the group's chairman. 'In the past two years, we have met at least 1,000 production and trade companies, and about 100 have become our suppliers.'

The Causeway group is taking up nine exhibition stands with an investment of more than 250,000 yuan.

Mr Chen says the investment is worth it as attending the Shenzhen fair is a good way for his company to become more internationally orientated.

'We'd like to close the gap between us and world-famous brands such as Wal-Mart and OBI,' he says, adding that this is not an unrealistic dream as a mainland company with good relations in Hong Kong has significant strengths.

China Resources Vanguard, a supermarket chain whose CRC brand is well known in Hong Kong, is sending a large contingent including at least 100 marketing staff, according to PR manager Helen Yaojuan Du.

Ms Du says the company's aim is to improve its image among domestic suppliers and international competitors.