Innovative new products and culinary challenges were the hallmarks of last week’s Asian International Exhibition of Food and Drink, known as FHA2002. just-food.com’s roving reporter Bruce Hoggard was there to tell us all about the highpoints.
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Singapore, the tropical island, city-state located at the tip of the Malaysian peninsula is home to close to 4 million people and was the location of the 13th Asian International Exhibition of Food and Drink. Known as FHA2002, this annual event was held from 9-12 April, 2002 and is billed as Asia’s largest and most international food and hospitality event.
Having lived in Singapore in the early 1990’s, I can verify that one of the characteristics of Singaporeans is their love for food. This “love affair” still exists and was very prominent during the show. There were long queues as people waited their turn to sample the numerous goodies available throughout the show. Also, the annual Singapore Food Festival was on at the same time providing people the opportunity to savour a wide range of foods and styles from around the world in restaurants throughout Singapore.
As with last month’s Foodex Japan, the more popular area of the show was once again the hall where the local companies were located. On each day of the show people flocked to this area and it was noticeably more crowded than the other areas.
All six halls, or 65,000m2 of the column-free exhibition space at the Singapore Expo site, were utilised for the show. Halls 3 through 6 were home to FoodAsia while Hall 1 through 4 hosted several different categories including HotelAsia, BakeryAsia ServiceAsia and Hospitality Asia.
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By GlobalDataRepresenting 60 countries, 2,574 companies participated and 81% of these were from overseas. Several seminars provided the latest news and information for the industry. During the show it became clear, given the crowds, that there were more than the 14,759 pre-registered visitors at the show. The final numbers are expected to surpass the organiser’s anticipated number of 35,000 visitors. The show also introduced five new identity labels, including fresh produce and halal food, meant to help visitors better narrow their search for particular products.
A change at this year’s show was the ability to travel to the site on Singapore’s efficient and modern MRT. The show site is just five minutes from Changi Airport and ten minutes from the central business district.
FHA 2002 also marked a transition, as the Salon Culinaire was renamed the FHA Culinary Challenge. Two new categories, the Gourmet Team Challenge and the Dream Team Challenge, were also created. The competition, supported by 18 chef’s associations from around the world, saw the creation of some exceptional works of “food art” and many stunning food sensations.
Two of the winning entries in the “Pastry Showpiece” category included the “Three Old Men” and “The Beautiful World of Tortoises.” As the photos illustrate, both were wonderful works of art and craftsmanship, and exceptional in every detail. In fact, each of the more than 40 entries was a joy to view, for the work and effort put into them.
Letting kids uncork the bubbles too
One of the unique products promoted at the show originates in Spain and is the product of Industrias Espadafor. It is a product Jose Espadafor Llobera, a father of two, takes great pride in. Created partially to fulfil his children’s request for something “fun” for those special occasions, Champin is a sparkling beverage, made from fruit juices (Strawberry, Raspberry and Mulberry) and especially for children.
Bottled in a champagne-style bottle and sealed with gold foil, this non-alcohol beverage allows children to celebrate their birthday parties and other different celebrations, such as Christmas and New Years, “in style.”
Available in several countries in Europe and now entering Asia, having been introduced to Japan in January 2002, the product according to Llobera, “can be purchased in grocery and party stores or wherever children gather to celebrate special occasions and have fun.” The small bottles (20cl) retail in Spain for US$1.00 and the larger (75cl) bottles for US$2.00
Another new and fun product from Industrias Espadafor, first launched in Spain in January 2002, is an alcohol-based, mixed cocktail beverage called “Bambu”. Initially designed for the Spanish market and an“adventurous” crowd looking for a new and refreshing drink, the colourful bottles/labels immediately catch consumers’ attention.
There are three combinations, each with its own special wild beast illustrated on the full bottle labels. The rum-cola combination is portrayed as a gorilla, the gin-tonic takes on the persona of a shark while the vodka-lemon is depicted as a polar bear. And, as the brochure says, “it (the drink) causes an explosion of sensation to tame the wild taste of the jungle.”
Unfortunately, to sample this new product you will have to travel to Spain as it is only available in that market. However, expect it to begin exporting to Europe in the near future followed by Asia and North America as its popularity and demand grows.
The company has also created an interactive web-site, Zona Bambu which can be found by clicking this link. Here individuals can test their skill at 18 different web-based games as well as surf various news, music and search engine web sites. This should prove popular at the local establishments serving Bambu.
Still on the beverage scene and making its trade show debut, was P.X. De Anada, a single vintage dessert wine from Pedro Ximenez, a Spanish winery. This wine was recently awarded the highest score of all wines in Spain during a national competition.
A golden amber colour, with 400 grams of sugar, the grapes are dried in the sun and then aged for six months in barrels. This traditional method produces a strong raisin flavour and aroma with an almost thin syrup-like consistency.
The wine is bottled in a half-sized wine bottle to encourage first time buyers and demonstrate that a little goes a long way. The wine is intended to be sipped in small quantities so the smaller sized bottle also helps keep the product fresh.
The wine can be used as a topping for ice cream, with other desserts or blue cheeses, or used in cooking. At 17% alcohol content, the price is in the range of US$ 6.50 to US$11.00 depending on the country and its respective alcohol related tax rates.
Strong South African presence
There were close to 50 South African companies at the show. One of those companies was Starcape, a fruit topping company owned and operated by Rudolf Gruber, a professional chef originally from Munich Germany. He started the company five years ago and is the current market leader in South Africa’s bakery industry for toppings and fillings. In 2001 the company grew its export market from 0% of sales to close to 30%.
Starcape’s secret of success is that the product is based on fruit instead of sugar. The fruit cake toppings have 25-50% fruit content without pieces, the fruit cake fillings have up to 70% fruit content with whole pieces, while the fruit dessert toppings have up to 60% fruit content. All three products provide an excellent healthy choice to other sugar/syrup based products in the market.
There are 11 flavours and the three products can be used as toppings on ice cream, flavouring for milkshakes, dessert fillings or toppings for waffles and pancakes.
Jelly and yoghurt snacks from Taiwan
One of the thirty-one Taiwanese Companies at the show was Sheng Hsiang Jen Foods, located in Taichung, Taiwan. Famous for its jelly products, the company was displaying two new product line extensions to its New Choice brand. Launched in February the products have met with success in Taiwan and are now being directed at the export market.
The first was Squeez’n’ Bites, a delicious fruit jelly snack available in four natural flavours; strawberry, pineapple, grape and apple. Each of these 30 gram, individual, squeezable, plastic containers also have coconut chunks suspended in the jelly. Peeling back the colourful wrapper, reveals the particular fruit, a gentle squeeze on the plastic container forces the jelly out. This allows the person to bite off the desired amount, with the remainder sliding back into the container to be squeezed again.
The second product was Frugurt, a “yoghurt style” snack in small 35-gram cups. Available in three flavours, the peel-back covers are illustrated with mango, strawberry and mandarin oranges, each depicting the flavour of the particular cup. Of the three flavours only the mandarin has actual orange pieces. The other two have the flavour of the fruit carried within the coconut chunks blended in with the yoghurt.
Both of these products, the Squeez’n’ Bites and the Frugurt, could be used in children’s lunch boxes or as a easy snack.
Challenge for chefs
With the Culinary Challenge being held during the show there were more than 100 chefs at the trade show. Although the majority were competing in the various Culinary Competitions there were chefs delighting people with their skills and flair at company booths as well. Many of the various country pavilions also had chefs preparing an assortment of food with products from the country. Even equipment manufacturers had chefs in their booths preparing food on the equipment and giving samples of the food to the people passing by.
One chef, Colin Capon, was working the British Country pavilion. Colin operates a kitchen studio in East Sussex and has served his specialities to Royalty, Prime Ministers, Sultans and Presidents from around the world.
During one of many demonstrations during the four days of the show, Colin used a British product called Blue Dragon’s Peking Lemon Sauce. This sauce, with a delightful full-bodied lemon flavour, was added to browned chicken, simmered over medium heat and served over a bed of noodles. It proved to be very popular with the predominantly Chinese audience and received many smiles and nods of approval.
A veteran of numerous trade shows, Colin has worked behind the scenes on Gladiators, Pride and Prejudice, Prince and the Pauper and numerous other television shows and films. One of Colin’s most memorable meal preparations was locust and butterflies he prepared for Oliver Reed in Gladiators. This can be seen on the special DVD version of the movie.
Colin’s professional manner, spirited presentations and interaction with the audience and people walking by were definitely a bonus and an added attraction for the British pavilion.
Back to basics – packaging power
A new and very unique item, using breakthrough technology, was launched at the show – a cardboard box. However, this is no ordinary box as it was the TicTob box, a product of Microwave Packaging Pte Ltd of Singapore. Visitors to the Show witnessed culinary history in the making as staff from Microwave Packaging Pte Ltd carried out product demonstrations showing the box in action using frozen foods and foods requiring only warming.
The company created added awareness by including a sample of the TicTob box as part of the media package. It was colourfully illustrated for the Singapore Food Festival and contained directions to the company’s booth in Hall 4.
The box, with a worldwide patent, is actually a microwave safe container designed to keep food moist in the inside while remaining crispy on the outside. The box’s design allows food to be cooked faster than other conventional containers. It regenerates and boosts the heat energy generated by the microwave. Unlike other containers that are open during the reheating process, the TicTob box traps heat because it must be sealed first before it is put into the microwave oven.
Crocodiles on display
And finally, a food from Thailand more accustomed to eating instead of being eaten. Venturetec Marketing Co., based in Bangkok, operates the world’s largest fresh water crocodile (Crocodylus Siamensis) farm. Launched in August 2001 under the brand name Wani-O, Venturetec was the first to commercialise the production and sale of crocodile meat.
The nutritional and medicinal value of crocodile meat is recorded in Chinese history for more than 2,000 years. Its low fat and high protein white meat is not only superior in flavour but is believed to have incredible health-giving and healing properties for both men and women across all ages.
According to Pat Panaram, the company’s Export Executive, regular consumption of crocodile meat is believed to promote physical well-being by improving the body’s immune system. However one thing is certain, if you need to be close to a crocodile the Wani-O version is far more desirable and agreeable than a live one.
By Bruce Hoggard, just-food.com correspondent
just-food.com members interested in seeing the article Bruce filed from Foodex Japan last month should click here.
