Welcome

Welcome to the March issue of the USAPEEC ASEAN Regional Office’s newsletter.

This newsletter seeks to provide readers with useful product and major market information for institutional and consumer users of U.S. poultry. Readers will find in every issue a variety of general market information, program activities as well as useful product information.

This issue, we share several activities that took place in Southeast Asia.

Contents:

• Master class in Myanmar piqued the interest of experienced chefs in Yangon
  
• Master classes in poultry nutrition, food safety and handling are eagerly sought after by Cambodian chefs
  
• Cooking demonstration is the main attraction at the U.S. Fair in local supermarket chain
  
• Singapore consumers are keen to try new products
  
• The importance of breakfast
  
• Salted egg yolk
  
• Meat meets sweets

Additional Market Information Available

We have updated our website to include more information on market reports and export documentation guidelines.

You can visit our ASEAN website at: www.usapeecasean.com

Master class in Myanmar piqued the interest of experienced chefs in Yangon

The master classes organized by USAPEEC on January 10 and 11, 2017 were greeted with enthusiasm and keen interest among 50 experienced chefs in Yangon. Some of the subjects which piqued their interest include the Culinary Artistry and World Association of Chefs’ Hot Cooking Competition Guidelines and Strategies, The World of Food Science, Cooking with U.S. Turkey and By Products prepared in Western and Asian cuisines.

Rey Santella, the U.S. Agricultural Attache from the USDA Yangon Office and Mr. Olivier E Soe Thet, President of Myanmar Chefs Association gave welcoming remarks to the participants. In addition, Ms. Margaret Say, USAPEEC Regional Director provided an overview of the U.S. poultry industry to participants in the master classes.

Margaret Say, USAPEEC ASEAN Regional Director (middle), Olivier E Soe Thet, President of Myanmar Chefs Association (right), Chef Eric Low (behind Margaret Say) and participants

Chef trainer provides detailed instructions during the master class in Yangon, Myanmar

Margaret Say, USAPEEC ASEAN Regional Director (right) provides an overview on the U.S. poultry industry during poultry master class in Yangon

Master classes in poultry nutrition, food safety and handling are eagerly sought after by Cambodian chefs

There is great enthusiasm for training classes in the culinary sector in Cambodia. A one-day master class was organized by USAPEEC Singapore on January 7, 2017 for participants within the food and beverage section in Phnom Penh, Cambodia.

Approximately 34 experienced chefs attended the master class that was conducted by well- known Singaporean chef, Eric Low. Invited guest, Margaret Hsiang, the Economic & Commercial Officer, U.S. Embassy, Phnom Penh gave welcoming remarks to the participants. Subsequently Margaret Say, USAPEEC Regional Director provided an overview of the U.S. poultry industry.

Some of the areas of interest covered in the master class included Culinary Artistry and World Association of Chefs’ Hot Competition Guidelines and Strategies, basic poultry butchery, hygiene and storage, and hot cooking demos in Western and Asian cuisines.

The master class took place at the Academy of Culinary Arts in Phnom Penh and it provided an excellent cross-section of finer points in the culinary sector. Participants had an opportunity to view at close quarters and in detail the step-by-step procedures in Western and Asian hot dishes.

Chef Trainer Eric Low demonstrating new culinary  skills  to Cambodian Chefs

Margaret Hsiang Econ & Commercial Officer, U.S. Embassy, Phnom Penh provides welcoming message to participants in the master class in Phnom Penh, Cambodia

Cooking demonstration is the main attraction at the U.S. Fair in local supermarket chain

During a recent U.S. retail promotion at Isetan supermarkets, Singapore TV celebrity chef, Eric Low provided a brief demonstration on the use of U.S. poultry in local dishes.

The poultry cooking demonstrations attracted sizeable crowds of curious shoppers who were interested to explore new and quick methods for preparing poultry dishes. After the demonstration, shoppers snapped up packets of U.S. poultry parts from the available freezer. Recipes containing details of easy chicken meal preparations were also distributed to shoppers.

The U.S. Food Fair in Isetan supermarkets took place from February 17 to March 2, 2017. It featured a wide range of products including U.S. poultry, beef, pork, potatoes, cheese confectionery, snack foods, alcoholic and non-alcoholic beverages. Besides the poultry cooking demonstrations, there were also other cooking demonstrations using Alaskan seafood, U.S. beef, cheese, and raisins.

Cooking demonstration at Isetan supermarket on February 23, 2017

Shoppers making an inspection before purchase after the poultry cooking demonstration

Happy shopper had U.S. poultry packed in a cooler bag that was given with minimum purchase

Singapore consumers are keen to try new products

Singaporeans have a hefty appetite for consumer-oriented food products. As there are no import duties on food products (except for alcoholic beverages) and no restrictions on consumer foods, Singapore is a very accessible market for major food suppliers. With one of the highest per capita incomes in the world, most Singaporeans tend to place quality over price. Consumers in Singapore are prepared to try new and interesting consumer foods.

Presently, the country imports a wide range of consumer foods including frozen and processed meats and poultry, fresh fruit, vegetables, tree nuts, confectionery, chocolates, and snack foods from major suppliers including the United States, Australia, European Union, New Zealand, Brazil, Thailand, and China. Despite its smaller population size of 5.5 million people, Singapore is the fourth largest market within the ASEAN grouping for U.S. consumer-oriented food products. In 2016, Singapore imported US$444 million of consumer foods from the U.S.

Read more from the Singapore Retail Foods Report below. Retail Foods_Singapore_Singapore_12-15-2016

An gourmet supermarket in Singapore

The importance of breakfast

Breakfast is dubbed as the most important meal of the day. Those who skip breakfast might find themselves facing health issues such as weight gain and lower metabolism rates¹. However, there has been no concrete scientific evidence to support this claim.

Dr. Betts from the University of Bath conducted an experiment where a group of participants consumed breakfast with more than 700 calories and another group only drank water until it was time for lunch². His study revealed those who skipped breakfast ate more for lunch. However, it was insufficient to compensate for the 700 calorie deficit. Furthermore, his results showed that skipping breakfast did not affect fat levels or cause weight gain.

Based on the research conducted by Dr. Betts, those who consumed breakfast only had a minimal increase in metabolism as most individuals expend ten per cent of calories from every meal consumption due to dietary-induced thermogenesis³. However, breakfast became the most important meal of the day through the fear of indigestion, religious moralization, and advertising that reinforced the need for breakfast before starting the day⁴.

In the 1800s, Americans began having a farmer’s breakfast, consisting of egg dishes and cured meat⁵. However, in the late 19th century, the Industrial Revolution shifted labor in factories to offices, where civilians spent most of their time sitting down during the day. This led to raised concerns over indigestion from consuming heavy breakfasts⁶.

Over the years, further research substantiated that consuming a high-protein breakfast has numerous benefits. It reduces hunger hormone levels throughout the day and curbs appetites. It also promotes the production of neurotransmitters dopamine, epinephrine, and norepinephrine⁷. These neurotransmitters boost energy levels and help to keep individuals alert throughout the day⁸.

In Singapore, working professionals in the Central Business District (CBD) can grab an affordable high-protein breakfast in the morning at The Daily Cut⁹, which is a salad-stop that provides delicious healthy protein salads under SGD$10. They customize salad orders to patrons’ preferences. Their most sought after salad consists of a protein, carbohydrate, two supplements, toppings, and dressings. Kraftwich is another popular café that serves healthy breakfast options such as wholegrain sandwiches with smoked duck, smoked chicken, and turkey ham¹⁰.

Over time, it has been discovered that breakfast might not have been the most important meal that supersedes other meal times. However, it is recommended to consume dishes that are protein-rich to keep individuals full and alert throughout the day.

References:
¹ Temple of Thai (2016). What is Thai curry? [online] Available at: http://www.templeofthai.com/cooking/about_thai_curry.php
² Temple of Thai (2016). Staples of Thai Cuisine. [online] Available at: http://www.templeofthai.com/cooking/staple-thai-cuisine.php
³ Calorie Count (2016). Thai Green Curry. [online] Available at: https://www.caloriecount.com/thai-chicken-curry-recipe-r11732
⁴ Calorie Count (2016). Vietnamese Pho. [online] Available at: https://www.caloriecount.com/vietnamese-pho-recipe-r28900
⁵ Viet Street Food (2012). 10 Vietnamese foods we can’t live without. [online] Available at: http://www.vietstreetfood.com/2012/07/10-vietnamese-street-foods-we-cant-live.html
⁶ Lucky Peach (2016). The history of Pho. [online] Available at: http://luckypeach.com/the-history-of-pho-andrea-nguyen/
⁷ CNN Go (2011). World’s 50 Most Delicious Foods. [online] Available at: http://travel.cnn.com/explorations/eat/readers-choice-worlds-50-most-delicious-foods-012321/
⁸ Yes To Travel (2015). Nasi Lemak: The Malaysian National Dish. [online] Available at: http://www.yestotravelblog.com/2015/08/nasi-lemak-malaysian-national-dish.html
⁹ Time Magazine (2016).
¹⁰ Healthy Breakfasts. [online] Available at: http://time.com/4254125/healthy-international-breakfast/

A protein-rich breakfast

Salted egg yolk

Salted egg yolk was one of the biggest food crazes of 2016 in Singapore¹. The golden sauce was originally used in liu sha bao or golden sand bun². Throughout the year, this delicious sauce has been used in a variety of dishes such as waffles and pizza³.

The origin of salted eggs can be traced back to sixth century China, where it was initially known as a peasant’s dish⁴. Salted eggs were traditionally prepared by soaking fresh duck eggs in salt brine for a month. Once the salting process was completed, the yolk hardened and changed its color into a deep orange hue⁵. In traditional Chinese medicine (TCM), consuming salted egg is recommended by physicians to reduce internal heat⁶. Salted egg is also used to treat diarrhea and the oil obtained from the yolk is used for eye care⁷. To date, many chefs and bakers incorporate salted egg yolk to create a unique plethora of dishes.

Fast-food giant McDonald’s came up with the salted egg yolk chicken burger, which was available for a limited time⁸ at their stores. Hana Restaurant launched its renowned flying salted egg skinny udon, where the Japanese noodles appear to be suspended in mid-air. It is best consumed by dipping in the salted egg yolk sauce to enhance flavor⁹. Talay Kata, a Thai Mookata buffet-style restaurant, offers salted egg soup broth to dip with chicken meat¹⁰. The broth is prepared using salted egg, seafood broth, whipping cream and special Thai herbs to create a savory and mild taste¹¹. The Ritz-Carlton hotel serves their mini custard lava with vanilla moon cake that took four months of research before creation¹². The molten filling consists of salted egg yolk, custard, and vanilla to create a distinctive flavor¹³.

However, not all salted egg yolk dishes use genuine salted egg yolk. Authentic salted egg yolk sauce is made by steaming and mashing brined duck yolks to create a mix. The mix is then fried with butter to create the sauce, which will have a savory taste and grainy texture¹⁴.

This process takes more than four hours, which can be time consuming. Many chefs prefer using manufactured salted egg yolk powder to save time and minimize effort¹⁵. However, the powder is made by using chicken eggs instead of duck eggs and it lacks the grainy texture of authentic salted egg yolk sauce¹⁶.

Once a peasant’s dish in China, salted egg yolk dishes are now a popular favorite among the masses in Singapore. With so many unique dishes that can be created when incorporating salted egg yolk as the key ingredient, one wonders what the next salted egg yolk dish will be.

References:
¹ Straits Times. (2016). Chye tow kueh, salted egg yolk and milk tea: Food that grabbed headlines in 2016. [online] Available at: http://www.straitstimes.com/lifestyle/food/chye-tow-kueh-salted-egg-yolk-and-milk-tea-food-that-grabbed-headlines-in-2016
² Food Stuff. (2016). Asia’s Salted Egg Yolk Craze. [online] Available at: http://www.foodstuffsa.co.za/food-trends/food-trends-2016/4599-asia-s-salted-egg-yolk-craze
³ LadyIronChef. (2016). 21 SALTED EGG YOLK DISHES IN SINGAPORE – LIU SHA CROISSANT, FRENCH TOAST & WAFFLES. [online] Available at: http://www.ladyironchef.com/2015/07/singapore-best-salted-egg-yolk-dishes/
⁴ The Middle Ground. (2016). Is the salted egg yolk in your favourite liu sha croissant real? [online] Available at: http://themiddleground.sg/2016/04/03/is-the-salted-egg-yolk-in-your-favourite-liu-sha-croissant-real/ 
⁵ The Middle Ground. (2016). Is the salted egg yolk in your favourite liu sha croissant real? [online] Available at: http://themiddleground.sg/2016/04/03/is-the-salted-egg-yolk-in-your-favourite-liu-sha-croissant-real/ 
⁶  Michelin Guide Singapore. (2016). #HotRightNow: Salted egg yolks. [online] Available at:https://guide.michelin.sg/en/salted-egg-yolks
⁷ Michelin Guide Singapore. (2016). #HotRightNow: Salted egg yolks. [online] Available at:https://guide.michelin.sg/en/salted-egg-yolks
⁸ Straits Times. (2016). Queues form at McDonald's outlets for new salted egg yolk burger, but is it worth the wait? [online] Available at: http://www.straitstimes.com/lifestyle/food/queues-form-at-mcdonalds-outlets-for-new-salted-egg-yolk-burger-but-is-it-worth-the
⁹ Seth Lui. (2016). Hana Japanese Restaurant: Where You’ll Find Magical Flying Soba And Udons. [online] Available at: http://sethlui.com/hana-japanese-restaurant-flying-soba-udon/
¹⁰ DanielFoodDiary. (2016). Talay Kata – Salted Egg Seafood Mookata In Singapore. This Is Real. [online] Available at: http://danielfooddiary.com/2016/10/06/talaykata/  
¹¹ DanielFoodDiary. (2016). Talay Kata – Salted Egg Seafood Mookata In Singapore. This Is Real. [online] Available at: http://danielfooddiary.com/2016/10/06/talaykata/  
¹² Today. (2016). This year’s mooncake selection sees the salted egg yolk craze coming full circle. [online] Available at: http://www.todayonline.com/lifestyle/food/years-mooncake-selection-sees-salted-egg-yolk-craze-coming-full-circle
¹³ Today. (2016). This year’s mooncake selection sees the salted egg yolk craze coming full circle. [online] Available at: http://www.todayonline.com/lifestyle/food/years-mooncake-selection-sees-salted-egg-yolk-craze-coming-full-circle
¹⁴ The Middle Ground. (2016). Is the salted egg yolk in your favourite liu sha croissant real? [online] Available at: http://themiddleground.sg/2016/04/03/is-the-salted-egg-yolk-in-your-favourite-liu-sha-croissant-real/ 
¹⁵ The Peak. (2016). ENOUGH WITH THE OVERDONE SALTED EGG YOLK TREND, ALREADY. [online] Available at: http://thepeakmagazine.com.sg/2016/06/why-salted-egg-on-everything-needs-to-stop-now/  ¹⁶ The Peak. (2016). ENOUGH WITH THE OVERDONE SALTED EGG YOLK TREND, ALREADY. [online] Available at: http://thepeakmagazine.com.sg/2016/06/why-salted-egg-on-everything-needs-to-stop-now/

Salted egg yolk burger

Meat meets sweets

Desserts are usually associated with confectioneries such as cakes, tarts, ice creams, pastries, and puddings¹. The culinary world has transformed mainstream desserts to be unique to entice patrons returning for more delectable creations. Today, chefs from around the world include meat into their desserts.

Bacon and Banana Trifle

Bacon is a popular ingredient in desserts. There are bacon tarts, truffles, candies, and donuts². Heston Blumenthal, owner of The Fat Duck, features bacon as his main ingredient in his desserts³. He created the bacon and banana trifle in November 2016⁴. It consists of caramelized bananas topped with rum-soaked chocolate sponge cake, a layer of salted caramel sauce, chocolate shavings, vanilla custard, smoky bacon-flavored cream, and sprinkles of gold cocoa nibs⁵. This is unlike a typical trifle dessert, which is a traditional English dessert that uses egg custard and sponge cake soaked in fruit and sherry instead⁶. In Singapore, local ice cream parlor Mingle Mangle offers butterscotch bacon ice cream⁷. Burger King in New Zealand added bacon sundae to its Meatatarian Range as well⁸.

Tavuk Gogsu

Tavuk gogsu refers to chicken breast and it is one of the most famous desserts in Turkey⁹. It is a sweet pudding produced by pounding chicken breasts in a pot of milk to dissolve the meat. The mixture is then heated up and poured into metal trays, where it is sliced¹⁰. According to folklore, tavuk gogsu was invented in the Palace of Topkapi. The Sultan requested for something sweet to satisfy his craving but the cooks had only chicken left as an ingredient. This resulted in the creation of this sweet dessert¹¹. It does not contain any hint of chicken flavor and has a creamy texture that melts in the mouth¹².

Foie Gras Banana Split

Foie gras is a French delicacy that is made of a specially fattened duck or goose liver¹³. It is prepared by pan-searing the fresh liver and consumed on its own¹⁴. However, it can be used as an ingredient in ice cream. In California, Chef David Rossi of The Ranch Restaurant and Saloon created foie gras banana split dessert in commemoration of National Sundae Day in November 2016. The foie gras is infused into vanilla ice cream, covered in a chocolate shell and topped with strawberry sauce¹⁵. French restaurant Le Pigeon in Portland serves foie gras profiteroles, which are pastries filled with foie gras flavored ice cream and dusted with foie gras powdered sugar¹⁶.

References:
¹ Wikipedia. (2016). Dessert. [online] Available at: https://en.wikipedia.org/wiki/Dessert
² Brit+Co. (2016). 14 Sweet-and-Salty Christmas Desserts With Bacon. [online] Available at: http://www.brit.co/bacon-christmas-desserts-recipes/ 
³ The Telegraph. (2016). Heston Blumenthal: from brink of bankruptcy to giant of gastronomy.  [online] Available at: http://www.telegraph.co.uk/business/2016/05/21/heston-blumenthal-from-brink-of-bankruptcy-to-giant-of-gastronom/ 
⁴ Metro. (2016). Heston Blumenthal has created a new bacon Christmas dessert and he’s gone too far. [online] Available at: http://metro.co.uk/2016/11/29/heston-blumenthal-has-created-a-new-bacon-christmas-dessert-and-hes-gone-too-far-6287485/ 
⁵ Metro. (2016). Heston Blumenthal has created a new bacon Christmas dessert and he’s gone too far. [online] Available at: http://metro.co.uk/2016/11/29/heston-blumenthal-has-created-a-new-bacon-christmas-dessert-and-hes-gone-too-far-6287485/ 
⁶ What’s Cooking America. (2016). Trifle History. [online] Available at: https://whatscookingamerica.net/History/Cakes/Trifle.htm
⁷ Eatbook. (2016). Mingle Mangle Review: Chilli Crab and Parmesan Cheese Flavored Ice Creams?!  [online] Available at: http://eatbook.sg/mingle-mangle-review/ 
⁸ Trend Hunter. (2016). Burger King New Zealand Added a Bacon Sundae to Its Meatatarian Range. [online] Available at: http://www.trendhunter.com/trends/meatatarian
⁹ Munchies. (2016). This Dessert Made of Chicken is a Turkish Delicacy. [online] Available at: https://munchies.vice.com/en/articles/this-dessert-made-of-chicken-is-a-turkish-delicacy
¹⁰ Munchies. (2016). This Dessert Made of Chicken is a Turkish Delicacy. [online] Available at: https://munchies.vice.com/en/articles/this-dessert-made-of-chicken-is-a-turkish-delicacy
¹¹ Munchies. (2016). This Dessert Made of Chicken is a Turkish Delicacy. [online] Available at: https://munchies.vice.com/en/articles/this-dessert-made-of-chicken-is-a-turkish-delicacy
¹² Munchies. (2016). This Dessert Made of Chicken is a Turkish Delicacy. [online] Available at: https://munchies.vice.com/en/articles/this-dessert-made-of-chicken-is-a-turkish-delicacy
¹³ Gourmet Food Store. (2016). What Is Foie Gras. [online] Available at: https://www.gourmetfoodstore.com/what-is-foie-gras-16323
¹⁴ Gourmet Food Store. (2016). What Is Foie Gras. [online] Available at: https://www.gourmetfoodstore.com/what-is-foie-gras-16323
¹⁵ Independent. (2016). Foie Gras Banana Split: Chef creates offal dessert at California restaurant. [online] Available at: http://www.independent.co.uk/life-style/food-and-drink/foie-gras-banana-split-offal-dessert-california-restaurant-david-rossi-a7411236.html 
¹⁶ Bravo. (2016). Why You Should be Eating Meat for Dessert. [online] Available at: http://www.bravotv.com/blogs/why-you-should-be-eating-meat-for-dessert

Bacon with maple-glazed cupcakes