October 2021 Welcome
Welcome to the October issue of the USAPEEC ASEAN Regional 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 a variety of general market information, activities as well as useful product information in every issue.
This month's issue:
Contents
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
U.S. Powdered Eggs In Western And Chinese Cuisine
Do you know that U.S. powdered eggs work really well in Western and Chinese cooking? Well, they do and that’s what Chefs Louis Tay and Aaron Tan set out to demonstrate at two masterclasses held at The Ranch Steakhouse on September 16 and 27. Organized by USAPEEC and supported by the Iowa Soybean Association, the chefs created eight recipes highlighting the versatility of U.S. powdered eggs, namely powdered whole egg, powdered egg white and powdered egg yolk in Western and Chinese cuisine. Seventy-one participants representing food and beverage owners, professional chefs and home bakers got to sample western dishes incorporating powdered eggs like Egg White Frittata, Whole Egg En Cocotte Shimeji Mushroom Ragout & Truffle, Egg Yolk Bake Bread with Cheese & Bacon, and Whole Egg Sandwich with Fried Ham & Cheese demonstrated by Chef Louis. Chef Aaron who specializes in Chinese cuisine, prepared Warm Almond Cream with Egg White Peach Collagen, Egg White Seafood Treasure Bag, Pan Fried Beef with Powdered Egg Yolk & Hollandaise Sauce, and Powdered Egg Rolls with Spinach, Chicken Floss & Sirincha Aiou. Participants took away goody bags each filled with recipe brochures, U.S. powdered egg fact sheets and two sample pouches of U.S. powdered whole eggs to experiment with on their own. USAPEEC organised the masterclasses with support from the Iowa Soyabean Association. Chef Louis used U.S. powdered whole egg, egg white and egg yolk in his dishes. Participants were treated to a sampling of the dishes. Chef Aaron showcased four Asian dishes incorporating U.S. powdered eggs. A delectable offering of Asian dishes made with U.S. powdered eggs.
Industry Chefs Share Their Expertise At U.S. Poultry Masterclasses
Ninety-six culinary students from SHATEC Institutes participated in a series of U.S. poultry classes, conducted by industry chefs on September 15, 23 and 29. Chef Low Yong Seng from the Park Royal Hotel (Beach Road), and Chef Eric Low of Lush Epicurean facilitated the first two culinary masterclasses which showcased U.S. turkey, duck and chicken as the main ingredients in local and western cuisine. Chef Cindy Khoo of Hilton and Pastry Chef/Trainer, Val Chean whipped up three delectable pastries, namely Frosty Carrot Gateaux, Sand Breton Chocolate Tarte and Flourless Devil’s Cake using U.S. powdered eggs. Both explained the intricate processes that go into making successful pastries. The students observed the different textures and structures up close and raised a lot of questions, from ingredient ratios, to folding and stirring, to plating and decoration. All four chefs highlighted the benefits of U.S. poultry and eggs such as taste, quality, versatility, safety and shelf life. A point they made was the nutritional benefits of U.S. products, including the fact that the birds are fed on a healthy diet of corn and soybean meal. The masterclasses, organized by USAPEEC and SHATEC, with funding from the United Soybean Board, are part of an expanded curriculum project to elevate the students’ knowledge of raw materials, new ingredients and techniques; and inspire them to experiment with new recipes and innovative technologies in cooking, pastry, and baking. The Art of Cooking and Baking (from top, clockwise): Chefs Low Yong Seng, Eric Low, Val Chean and Cindy Khoo. Margaret Say explained USAPEEC’s role in training and enhancing culinary standards of young chefs. Pastries created with U.S. powdered eggs.
Diwali – Triumph Of Light Over Darkness
Every year, millions of Indians across the world celebrate Diwali, marking one of the biggest and most important holidays of the year. The “Festival of Lights” as it is known, is an auspicious occasion that celebrates the triumph of light over darkness, good over evil, and hope over despair.
The celebrations usually take place on a moonless night in late October or early November (depending on the Hindu calendar) when the sky is at its darkest. Therefore, a big part of the celebration revolves around light. This year, Diwali takes place on November 4.
Though the festival holds the utmost importance in the Hindu calendar, it is also widely celebrated by Jains, Sikhs and Buddhists around the world. Every region in India has its own religious narrative and traditions behind the festival. In Northern India, the occasion commemorates the triumphant return of Lord Rama after his successful battle against the evil king, Ravana. In the South, Diwali honors the victory of Lord Krishna over a demon king called Narakasura, while those in the western part, pay homage to Lord Vishnu. Diwali is typically celebrated over the course of five days:
Rangolis and clay lamps to welcome Goddess Lakshmi to the home. (Photo: Hari Shankar) In India, food is irrevocably entwined with every festival. And, when it comes to Diwali, the first thing that comes to mind is sweets and a whole lot of savory snacks like samosas, potato patties, and Chole Bhature (spiced chickpeas served with puffed bread). The main course usually offers meaty curries and Tikka. Tikka is a dish consisting of pieces of meat or vegetarian alternatives, with its origins tracing back to the Mughal dynasty. It is made by marinating the pieces in spices and yogurt, and cooking them in a tandoor oven.
Ah, but the true stars of the festival are sweetmeats known as 'mithai'. These hold a religious significance and are offered to both gods and guests, and include fudgy blocks of Kaju Barfi and sweetened gram flour balls known as Ladoo. Guests can always look forward to a sumptuous Diwali meal of briyani rice and an assortment of meat and vegetable curries. (Photo: Yan Krukov) Sweet treats like Kaju Barfi and Ladoo just melt in your mouth. Though last year’s festivities were scaled back due to the pandemic, this year, hopes of celebrating the dynamic festival is creating much excitement. In Singapore, along with the annual street light-up, the Little India Shopkeepers and Heritage Association (LISHA) has planned a line-up of online and hybrid activities that will showcase fusion music, food trails, heritage tours, cooking demonstrations, treasure hunts, competitions and popular trishaw rides. The event has already become the talk of the town and has attracted the attention of the Indian community in about 20 other countries. For details, click: https://www.deepavalisg.com/. The annual street light-up in Singapore’s Little India.
Wake Up To An Asian Breakfast
Breakfast for westerners immediately conjures up images of toast, cereal, bacon, eggs, milk and orange juice. For Asians, the opposite is true. In the old days, you would never find items like milk, cheese, butter and yogurt on the breakfast menu. The Asian breakfast is usually savory, with a preference for stronger flavors like preserved eggs, pickles, and spicy oil, to start off the day. Simple noodles and porridge are the order of the day.
Many Asians go out for breakfast, often grabbing a quick bite from street vendors (at very cheap prices!), to eat on their way to work or school. For those heading to the office with time to spare, food courts, smaller cafes and coffee shops open early to serve Asian-style toast, eggs and coffee.
What’s in an Asian breakfast? Plenty! Fried rice with egg is a popular breakfast item for Asians. Chicken Congee – simple comfort food to start off the day. (Photo: The Work Top) Chicken Congee: A simple Chinese comfort food at its best. The congee is a staple in many Asian countries and is simple enough to make at home. It’s just plain rice, boiled with lots of water until the rice breaks down and becomes thick and gooey. You can also use your own choice of meat, such as chicken, pork or fish. The basic condiments are spring onions, ginger, and fried onions. For more seasoning, add sesame oil, light soy sauce, and white pepper.
Dip and eat - Roti Canai or Roti Prata is more than breakfast food. (Photo: Saher Suthriwala) Roti Canai: This is one of the most famous examples in Malaysian-Indian cuisine. Originating from India, it was the Indian Muslims who brought the crispy flat bread over to the region. Over time, the bread has evolved into an even crispier version, and is served with curry at stalls located in both rural and urban Malaysia. In Singapore, Roti Canai, also known as Roti Prata, is a beloved hawker food. You can either eat it plain or choose from variations that include egg, onion, or cheese. There’s also a red bean-flavored prata! By the way, this dish is not just for breakfast. It’s just as popular at lunch and supper time. One can easily whip up Banh Mi with ingredients from the kitchen pantry. (Photo: Epicurious) Banh Mi: The famous Vietnamese sandwich is truly one of the country’s cultural icons. The sandwich or baguette features yolk-dripping fried egg in between two slices of crusty bread (bacon optional). There’s just so much flavor to gain from simple, everyday household ingredients like eggs, vegetables, herbs, hot sauce, mayonnaise, and fish sauce. The combination of fish sauce and mayonnaise, with just the right amount of salt, not only takes the sandwich to another dimension, it also makes for one of the most versatile condiments in any recipe. Pandesal recreations come with unique flavors like mango, cheese and coco jam. (Photo: Kimmy Bakes) Pandesal: This bread roll is popular in practically every Filipino household. Local bakeries, fondly called panaderias and Pandesal vendors riding on bicycles will get you out of bed with the aroma of these delicious bread rolls in the air, as early as 5 am! The plain bread is slightly crunchy on the outside, soft, airy and chewy on the inside. And because it’s not too sweet, the locals like to dunk it in coffee or Champorado - a sweet chocolate rice porridge. These days, you’ll easily find Pandesal with cheese, strawberry, mango, coco jam and peanut butter filling. You will find Moo-ping at every street corner in Thailand. (Photo: Cropped – Cottonbro) Moo-ping: A popular breakfast on-the-go for the local Thai people, Moo-ping is grilled pork skewers, eaten on their own or with steamed sticky rice. You’ll find it anywhere in Bangkok - on pushcarts weaving through the streets and pop-up stands in the morning. The pork is juicy, sweet and salty at the same time, and dipped into the pork sauce that’s left in the bag for the last bite. Breakfast is said to be the most important meal of the day, and across Asia, there is a rich culinary culture surrounding breakfast traditions. The next time you globetrot your way to Asia, be sure to venture out and try some of these unusual and simply delicious morning delights.
Emerging Trends In The Asian Grocery Market
Asian grocery sales are predicted to reach USD4 trillion by 2023. What are the trends fueling this rapid growth?
According to a report by Intelligent Shopper Solutions (ISS), several factors come into play. From using digital technology and social media to influence shoppers, to reimagining store designs to meet the rapidly changing consumer behavior, the Asian grocery market is finding new ways to boost traffic and sales.
While brick and mortar supermarkets in the U.S. and Europe are struggling to adapt to changing consumer habits, the global grocery market is still going strong. International grocery sales are predicted to reach USD10 million over the next four years, and according to analysts, Asia’s booming grocery sector will account for almost 50% of the growth. China, India, Japan, Indonesia and South Korea dominate the Asian market, accounting for 83% of grocery sales and 80% of the total Asian market growth.
Asia is home to some of the world’s fastest-growing economies and the strong prospects for consumption in the region reflect the rising incomes and spending power of the population. Globally, one of every two upper-middle-income and above households is expected to be in Asia, and one of every two transactions to be made by consumers in the region. Today’s grocers are targeting these affluent populations with innovative marketing strategies and reimagined customer experiences.
How can retailers leverage the rising trends to maximize growth? Fresh food and wellness products will feature more prominently in stores to cater to changing shopping habits. (Photo: Anna Shvets) Health and fresh produce: As Asian populations become more affluent and better informed, consumers are increasingly aware of the health benefits of food. Whether it’s buying fresh produce or choosing packaged products with clear health labelling, Asian consumers are willing to pay a premium for healthy food. Asian retailers are offering a range of health-focused products and adapting their marketing strategies to cater to this health-conscious group. Fresh food and wellness ranges will continue to feature more prominently in stores as retailers respond to changing shopping habits. Food safety: Asian retailers are leading the way with food safety and blockchain technology to increase food safety and freshness, unlock supply chain efficiencies, minimize waste, enhance brand reputation, and contribute directly to the bottom line. For example, Walmart China’s traceability system uses blockchain and AI to track the movement of over 50% of all packaged fresh meat, 40% of packaged vegetables, and 12.5% seafood at each stage of the supply chain. As customers become increasingly conscious of the origins of their food, investing in technologies that promote health and safety will build trust with customers and generate brand loyalty. Walmart China’s traceability system tracks product movement at each stage of the supply chain. (Photo: Vechain11) New retailers will have to fully embrace the new era of social shopping. (Photo: shift4Shop) Build partner relationships: With technology at their fingertips, Asian consumers are prepared to look beyond local shores to get what they want. Retailers are partnering with overseas suppliers and tech companies to pool resources across the supply chain and accelerate growth.
Social commerce: Social shopping is transforming the e-Commerce sphere and the way consumers shop online. Retailers who are quick to adapt to new features and platforms and stay relevant to their customers are likely to succeed in social commerce. Asian grocery retailers have more opportunities to reach new customers and boost brand loyalty. With 64% of Asia’s adult population regularly using mainstream social media networks, the fastest-growing retailers are those who have fully embraced the new era of social shopping. Convenience is key: U.S. retailers typically rely on huge, enormous megastores to offer customers every product under one roof. The Asian grocery landscape, however, is dominated by thousands of hypermarkets. These smaller specialty stores may offer less selection, but they provide customers with unrivalled convenience at their doorsteps. Experts predict hypermarkets will be the fastest-growing sales channel in Asia over the next few years.
Culinary Hub For F&B Players To Collaborate and Reduce Costs
Food distribution company, the X-Inc Group has officially launched a culinary hub with kitchen spaces and warehousing to help players in the food and beverage (F&B) industry share resources and reduce overhead costs. The six-storey, 22,000 sqm Xpace building in Pandan Loop serves as the company headquarters and currently houses tenants from the speciality packaged food segment, including Garrett Popcorn and The Ice Cream Cookie & Co.
In addition to food distribution, Xpace provides kitchen space for manufacturing processes, and facilities for ideation and product-testing. Garrett Popcorn used to outsource its warehousing for storage, and a third-party logistics company to move popcorn to their outlets. Xpace now manages the storage and delivery to all the outlets, X-Inc’s Chief Executive Nichol Ng says. X-Inc, established in 2016, is the parent of a group of companies covering businesses from food service and retail, to logistics and property. From a traditional food trading business founded by the Ng family called Ng Chye Mong Marketing, the company has modernised, thanks to Ms Ng and her brother, Nicholas Ng who is the Managing Director.
X-Inc also works with international and local farms to distribute their produce, while helping them pool resources to benefit from economies of scale. Ms Ng says farmers should focus on growing the best produce and ride on X-Inc’s network because of their fleet of trucks, cold storage and warehousing facilities. The company serves more than 4,500 customers, including hotels, restaurants and airlines, providing them with over 7,000 products.
The hub has helped local farms cut costs and simplify processes, even for small businesses. For farms, if there is a small order of vegetables, instead of having to engage a third party to help with logistics, an X-Inc truck can help with the delivery. Local farms collaborating with X-Inc include the Aquaculture Centre of Excellence's (ACE) Eco-Ark fish farm, and vegetable farms, Livfresh and Packet Greens.
As a collaborative space, Xpace allows food companies to cooperate and share experiences, as well as explore joint efforts such as sustainable food products and utensils. Home-grown Jill’s Sausages, one of the tenants, values the collaboration and co-working opportunity as a good learning environment. Its founder, Nicholas Lee, says they can now focus on production and not worry about warehousing and inventory management – an area where they lack sufficient knowledge.
An important aspect of X-Inc's work is how it works with suppliers to help them develop and market their products. The business model is a progressive one, seen as a new way of doing business in food service and retail, and creating new experiences. Xpace provides commercial kitchens and production spaces for ideation and product-testing. (Photo: Xpace) From importing and storage, delivery and distribution, Xpace offers full-fledged solutions across the supply chain. (Photo: Xpace)
Indonesia
IKEA Indonesia debuts new plant-based dishes with local startup IKEA Indonesia just launched four new plant-based dishes as part of its goal to turn 50% of its global restaurants plant-based by 2025. Working in partnership with Green Rebel Foods, a local food tech startup, the new dishes available at the IKEA restaurants across the country include a Plant Ball and Plant-Based Sausage Bun, which are meat-free versions of the iconic Swedish meatballs and hot dogs. The other two Asian-inspired dishes, Plant Balls Teriyaki and the Plant Balls Satay cater to local tastes. The Swedish Plant Ball is not 100 percent plant-based because the gravy and mashed potatoes on the side contain conventional dairy while the other three new dishes are all vegan and meat, dairy, and egg-free.
Malaysia
Hotels raise funds for cancer society with afternoon tea sets In honor of Breast Cancer Awareness Month, three Marriott Bonvoy hotels in Malaysia created themed afternoon tea sets with an exclusive pink beauty kit by Estee Lauder Malaysia. For every purchase of an afternoon tea set from participating hotels, 20% of the proceeds will go to the National Cancer Society Malaysia (NCSM). The campaign runs throughout October. The tea sets include delicate sweet and savory bites, which reflect western techniques and infusion of local flavors and a selection teas and coffees. The bites include Red Dragonfruit Gazpacho with Aloe Vera and Pearl Sago, Flamingo Crust Seabass, and other pink-colored sweet treats like scones and macaroons.
Philippines
Century Pacific launches unMEAT menu at 7-Eleven Century Pacific Food (CNPF) has launched unMEAT, a 100% meat-free menu at 7-Eleven stores. The unMEAT Burger and Burger Steak Rice Meal are all made with 100% plant-based patties. CNPF says the partnership “is a big step forward in providing consumers with convenient access to unMEAT.” 7-Eleven’s initial rollout of unMEAT covers key cities in Metro Manila, as well as Batangas and Pampanga provinces.
Singapore
Local restaurants make the World's 50 Best Restaurants List Singapore's fine-dining French restaurant Odette took the 8th position in this year's World's 50 Best Restaurants List unveiled in Antwerp, Belgium. Odette is the first restaurant in the country to reach the top 10 on the prestigious list. The restaurant also received the Best Restaurant in Asia Award, surpassing Hong Kong's The Chairman. Another Singapore entry - popular barbecue restaurant, Burnt Ends made the list as well, debuting at 34, and No. 14 on the Asia's 50 Best Restaurants list. The annual list, produced by British media company William Reed Business Media, is based on a voting panel comprising international chefs, restaurateurs, gourmands, and food journalists.
Thailand
Nestlé and Betagro launch RTE products Betagro is partnering with Nestlé, to launch chilled and frozen RTE products in Thailand. Betagro sees the opportunity to expand its customer base with quality RTE products. The new offerings marketed under the Maggi brand, are available at Lotus nationwide, and include Braised Cocoa Pork and Braised Chicken and Shiitake Mushroom with Rice. According to the Food Intelligence Center, the RTE food market could reach USD 701.8 million this year, up from USD 640.7 million in 2020.
Son of Saigon brings Vietnamese cuisine to Bangkok Chef and owner Shaun Pham pays homage to his Vietnamese heritage with the launch of Son of Saigon at the Sky Residence in Thonglor, Bangkok. Signatures on the menu include the timeless Bánh Mì (with either grilled pork or chicken), made fresh to order with homemade pate, locally sourced meats, and house mayo on crusty baguettes. Other menu items include Bún Thịt Nướng (noodle bowls with grilled meat) and Bánh Mì Chảo (Vietnamese breakfast with eggs and bread). Vietnamese illustrator Phu Anh Tran takes credit for the colorful murals at the café.
Vietnam
Ready for the 2021 World Travel Awards Vietnam will compete with 15 other rivals for the world’s leading culinary destination title at the 2021 World Travel Awards. Vietnamese cuisine has become popular in the world over the past few years, with international chefs and prestigious food magazines praising several of its national dishes. The other nominees are Australia, China, Colombia, France, India, Italy, Japan, Malaysia, Mauritius, Mexico, Peru, Spain, Thailand and the U.S. The winner will be determined by votes from travellers around the world on the awards website, with the ceremony to be held November 26 in Russia. The World Travel Awards, launched in 1993, acknowledges excellence in the travel and tourism industry, and is the ‘travel industry's equivalent to the Oscars’. Last year, Vietnam was voted Asia’s leading culinary destination.
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