August 2020
Welcome
Welcome to the August 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
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Market News
- Cooking Competition Inspires Delectable Poultry Dishes
- U.S. Poultry Consumer Awareness and Education Program, Vietnam
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Food Service
- Chicken Rice Paradise
- National Sandwich Month
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In The Region
- ASEAN News in Brief
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Industry Trends
- BBQ The Asian Way
- Cook-It-Yourself
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
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Cooking Competition Inspires Delectable Poultry Dishes
The U.S. Poultry Cooking Competition, held on August 8, generated a lot of excitement and interest among young competitors and supporters from the Singapore Hotel and Tourism Education Centre (SHATEC). This year’s participation was limited to eleven final year students due to the ongoing pandemic and social distancing measures. Competing individually, each was tasked with dishing out a main dish featuring U.S. chicken, duck or turkey. Much to the delight of the judges, Chef & Mentor Edmund Toh, USAPEEC ASEAN Director, Margaret Say and SHATEC’s Director for Academic & Student Development, Allan Lowe, the young “culinarians” demonstrated a high standard of cooking skills and creativity. Prior to the competition, they attended a U.S. poultry course as part of the school’s culinary curriculum, where they learned about the quality, nutritional benefits and versatility of U.S. poultry products. The three winning U.S. recipes will be featured as part of a 3-week long poultry promotion menu at the Sapling, a training restaurant run by SHATEC which is open to students, staff, and the public. The competition was a collaborative effort between SHATEC and USAPEEC, with funding from the United Soybean Board.
Final assembly for the judges’ table
Judges Margaret Say and Chef Edmund Toh
The winning dish featuring U.S. Chicken
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U.S. Poultry Consumer Awareness and Education Program, Vietnam
USAPEEC held a virtual Consumer Awareness and Education Program for consumers in Vietnam from June 26 to July 15, 2020. Food consultant and culinary blogger, Ms Helen Trên Thanh Niên and Ms Nhà Có Hai Người, a lifestyle and food influencer, created and shared a total of five U.S. chicken recipes on their respective Facebook pages. The video presentations highlighted the quality and nutritional benefits of U.S. chicken. The facilitators also shared tips and different ways to cook U.S. chicken to suit the local palate. With a combined reach of 1,017,957 followers, the videos succeeded in educating and creating awareness on U.S. poultry, specifically among millennial consumers.
Crispy Fried U.S. Chicken (Image: Helen’s Recipes, FB)
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Chicken Rice Paradise
The ever popular Hainanese Chicken Rice is a dish adapted from early Chinese immigrants from the Hainan province in Southern China. It was originally made with smaller and bonier Wengchang chickens, unlike the plump chickens we use today. The meat was served over rice, coated with a thick layer of oil, and a tray of chili sauce, ginger and a garlic-infused oyster sauce. Over the years and with the Cantonese influence, the recipe evolved to use white cut chickens which are more tender. Today, almost every country in Asia with a history of Chinese immigrants has their own version of chicken rice, and with local ingredients, they’ve created their own unique flavors.
Ayam Penyet with White Rice, Fried Tofu, Tempeh and Sambal Belacan Sauce
(Image: Suerta Harbour Resort)
Smashing with Signature Spices
The famed East Javanese delicacy, Ayam Penyet (smashed chicken) is both a local and an international favorite. Smashed you say? Well, it has to do with the preparation method where the chicken (usually leg quarter) is pressed with a pestle against a mortar to make the meat more tender. The chicken is then fried to golden crispiness, and served with polished white rice, fried tofu and tempeh (fermented soybean cakes). What sets the dish apart is the Sambal Belacan, a spicy chili condiment that accompanies the Ayam Penyet. Made with red chilies, lime juice and shrimp paste, the explosive burst of spiciness, savoriness and sourness of the condiment adds an extra kick.
Singapore’s Hainanese Chicken Rice
(Image: Bali’s Best by ABC)
Beyond Borders
Singapore’s version of the Hainanese Chicken Rice is a triple threat, exuding flavors from poached chicken, soy sauce, and steamed white rice cooked in chicken broth. While the chicken is the star, the meal is not complete without dipping sauces like soy sauce, sesame oil and spicy chili sauce. In Malaysia, food stalls are introducing the concept of serving rice balls along with the chicken instead of the regular bowl. Renewing the interest and love for traditional Chinese cuisine, Hainanese Chicken Rice appeals to both locals and tourists. Roasted chicken is also commonly available as an alternative at most hawker stalls and restaurants.
Khao Man Gai with Soybean Dipping Sauce and Cucumber
(Image: Marion’s Kitchen)
Best Kept Secret
The Thai version, Khao Man Gai is among the most popular street foods in the country. Similar to that of its neighbors, the entrée is served with a lightly seasoned poached chicken, and a bed of rice cooked in chicken broth, with cucumber slices on the side. The secret is in the thick soybean dipping sauce that balances out the richness of the chicken. Giving Khao Man Gai its calm hues and mouthwatering flavors, the dipping sauce is a concoction of fermented yellow soybean paste, chili, ginger, lime juice, soy sauce and rice vinegar. Try the Thai staple with variants of chicken - poached, fried or a mix of both. Usually a bowl of chicken broth, Chinese winter gourd, or chayote soup accompany the dish. Although not known in restaurants outside of Thailand, the dish is a national treasure for the locals.
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National Sandwich Month
All over the world, sandwiches are famous. They can be carried in lunch boxes to schools and offices, picnics, treks and hikes as snacks. Sandwiches can also be eaten as a full meal with appetizers like soup, salad, chips, pickles, etc. The most common type is the club sandwich which originated from New York City. The sandwich comprises bread, sliced or cooked poultry, ham or fried bacon, lettuce, tomato, and mayonnaise. These days we are spoilt for choice, and you can even mix and match your own filling. Vegetarian options offer a number of items such as tomato, lettuce, cucumber, butter and mayonnaise, placed between slices of bread. Non-vegetarians can have their pick from deli meats like chicken or turkey breast, ham, salami, tomato, bacon and lettuce. The other popular type is the open-faced sandwich, layered with meat, mayo, cheese and cucumber. In India, vegetables, along with local spices and condiments are used to enhance the taste of the sandwich.
August is National Sandwich Month, and in its honor, let’s celebrate with some of Asia’s iconic and most cherished adaptations of the Western classic.
A Global Phenomenon
Bánh mì is Vietnam’s answer to the hamburger and sandwich culture. Fusing European and Asian flavors with ingredients like coriander, pickles, chili and fish sauce as well as pâté and short baguettes, it has become a global phenomenon. Specially made for Bánh mì, the baguettes used to make the dish are extra soft and pillowy, complimenting the crunchiness of the fresh and savory pickled vegetables. Crowned by CNN travel as the most authentic taste in Vietnam, Bahn Mi Lanh is a tiny stall that keeps the Vietnamese sandwich traditional, with tender and flavorful homemade pâté of pork liver, baked in a lemongrass and shallot marinade.
Bánh Mì with Pickled Vegetables and Pâté
(Image: Food and Wine)
Roti John with Minced Meat, Egg and Onions
(Image: Miss Tam Chiak)
East Meets West
Before burgers, there was Roti John - the epitome of sandwiches doused in Singapore’s rich history. It involves taking a French loaf, cutting it in half and dropping the white side of the bread into a mixture of beaten egg, minced chicken or beef and chopped onions. Fried top-down until the topping sets, the minced meat is a perfect combination of tenderness and crispiness. This Singapore dish continues to evolve with ongoing flavor tests and experiments to cater to sophisticated palates. From adding extra ingredients like mushrooms, cheese, and a variety of toppings, to substituting the meat with seafood like tuna or crab, Roti John continues to exceed our wildest imaginations.
Just Say Cheese
The Melt Grilled Cheesery in the Philippines is really all about cheese and cheese sandwiches. According to the owners, the right bread and the right cheese is what makes a good grilled cheese sandwich. At the restaurant, you can find a variety of golden-brown grilled cheese sandwiches with gooey melted cheese oozing from the sides. Signature items include the Bacon Mac and Grilled Cheese Sandwich and the Big Buff, loaded with crispy fried chicken breast, coated in smoked butter and buffalo sauce. And if that’s not enough to make you go “ooh and aah,” you have to try the Dulce de Lacheese, a soft and fluffy ice cream sandwich lavishly drizzled with a creamy cheese and chocolate sauce. Need we say more?
Crispy Bacon Mac and Grilled Cheese Sandwich
(Image: Spot Philippines)
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Cambodia
New USD 880 million Siem Reap International Airport under construction
Angkor International Airport Investment (AIAI) began construction on a new airport project in Q1, and is expected to complete in three years. The new airport will be the largest in Cambodia with an area of 700 hectares, located 51km South-East of downtown Siem Reap and 40km from the Angkor Archaeological Park. Chinese-based construction company, Shanxi Mechanisation Construction Group will build two sections of the new airport for USD 42.16 million including the flight area and auxiliary facilities. The airport expects to receive 7 million passengers annually, boosting tourism development in the Siem Reap province, and the country’s economy.
Malaysia
Taco Bell opening in Petaling Jaya
Taco Bell is set to open at Tropicana Gardens Mall in the heart of Petaling Jaya (PJ). The Disruptive Concepts Restaurant Group, an elite team of experienced QSR operators was appointed by Taco Bell to head the franchise. While the opening has yet to be officially announced, hoardings have appeared on a retail space within the mall. Having pulled out of Singapore, Taco Bell recently announced its plans to expand in the Asia-Pacific market, namely in Thailand and the Philippines. Operating the brand in Thailand, Siam Taco is said to be eyeing Cambodia, Laos, Myanmar and Vietnam. In the U.S., the iconic Southern California brand serves made-to-order and customizable tacos, burritos, and other specialties with bold flavors, quality ingredients, and best-in-class customer service in over 7000+ restaurants across 30+ countries.
Philippines
New delivery app caters to premium consumer needs
Pick.A.Roo, a new all-in-one lifestyle delivery app, is making everyday essentials like groceries and medicine, as well as gourmet food served hot from Michelin-star restaurants accessible to urban consumers seeking stress-free and convenient options. The premium lifestyle and contactless mobile platform allows users to order from a growing list of over 300 partner brands and stores, including Central by Landers Supermarket, S&R, Manila Marriott Hotel, Shangri-La at the Fort, Hawker Chan and Tsuta, Wolfgang's Steakhouse, The Parenting Emporium, Mothercare, MedExpress and more. Users will be able to order from any establishment within a 10 km radius at an introductory service fee of P168 (USD 3.44) per delivery.
Singapore
Shake Shack opens third outlet at Liat Towers
Shake Shack launched its new outlet at Liat Towers on August 5. The outlet is the first in Singapore to offer alfresco dining. In total, Shake Shack has three outlets, with the other two at Jewel Changi Airport and Neil Road. The Singapore menu features signature items like the ShackBurger, Shack-Cago Dog, Classic Crinkle-Cut Fries, and frozen custard ice-cream. Five burgers will be offered for a start, including ShackBurger, SmokeShack, ‘Shroom Burger, Shack Stack, and the Hamburger.
TiffinLabs to operate ghost kitchens globally
Singaporean foodtech firm, TiffinLabs is creating an international network of ghost kitchens based in more than 1,000 locations across the U.S., Europe and Asia. The move is designed to take advantage of the rapid global transformation and growth of the online food-delivery market which is expected to more than double to USD 200 billion by 2024. According to a statement from TiffinLabs, the traditional restaurant industry has led to a mismatch between customer demand and the supply of cuisines due to production capabilities. Focusing on creating cuisines linked to consumer needs, the company is reshaping the business model and tapping new growth opportunities. It currently operates nine digital-first restaurant brands in Singapore, including Publico Pastabar and Hureideu, and the soon-to-be-launched Singapore Makan. The startup will leverage its AI-driven kitchen operating and management system to deliver international menus with the potential to reach more than 15 million households. The team also harnesses data analytics to identify changing food and consumer trends while optimizing its supply chains with local smart kitchens.
Digital Cookbook launched for charity
In June, a brand-new digital cookbook was launched to raise funds for Willing Hearts, a volunteer-run soup kitchen serving daily meals to those in need, including low-income families, people with disabilities, the elderly and migrant workers. The Dine In Movement Cookbook, priced at SGD 25 each, features 38 recipes by renowned chefs in Singapore, including Mr. Julien Royer of Asia's best restaurant, Odette. The recipes range from appetizers to desserts and include various cuisines offered by 23 restaurants and bars, including Artichoke, Candlenut, Como Dempsey, Maison Ikkoku, OverEasy and Tippling Club. The book aims to make restaurant-standard dishes accessible to home cooks looking to hone their culinary skills. The team behind the book, including The Dandy Collection, The Lo & Behold Group, and Sunshine Nation Group, is also the creator of The Dine In Movement, an online platform for delivery and takeaway offerings from restaurants and bars in Singapore.
Thailand
CP Foods pilots new supermarket concept
Earlier this month, CP Foods debuted CP Fresh, a new supermarket concept in Pak Chong, Nakhon Ratchasima. The concept mart will support the future expansion of the existing Fresh Mart mini-markets nationwide. CP Fresh, with an investment cost of around USD 970,000 to 1.3 million, will have 500 sqm of space, or five times the size of CP Fresh Mart’s format. It offers chilled items, produce, seasoning, frozen goods and ready meals, and provide cooking services and seating for customers.
Vietnam
Retail sales bounce back
Vietnam retail sales fell just 4% over the first five months of this year, despite a four-week shut down due to the COVID-19 outbreak. Non-essential stores across the country shut down from March to mid-April, with only supermarkets and pharmacies allowed to operate. This did not deter retailers who promptly switched to e-commerce to sell goods online. Following the re-opening of the country in May, retail sales surged 27% from the April figures. Sales of consumer goods accounted for 80.6% of the retail revenue, increasing by 1.2% year on year. Growth sectors included fresh-food products and home appliances.
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BBQ The Asian Way
Barbeque or BBQ is seeing a renewed interest in the culinary scene. Innova Market Insights reports a 19% annual growth globally, with Asia and Europe as the top regions for BBQ flavored launches. Putting their own spin on the trend, Asian grill masters are leaving hamburgers and hotdogs behind, and coming up with new inspirations for marinades, spices and sauces, as well as different styles and techniques for grilling and roasting.
Here are some ideas to inspire your next cook-out.
Chicken Inasal on Bamboo Skewers
(Image: Nolisoli)
Grilled to Thrill
Chicken Inasal is a famous Filipino grilled or barbequed chicken dish. Marinated in coconut vinegar, Calamansi juice, and other spices like lemongrass and ginger, the uniquely refreshing dish is pure love at first bite. Basted in annatto-infused oil before grilling until the tender chicken is well done, the dish draws you in with its appetizing, natural orange color. A picture-perfect moment for your Instagram! By the way, the sour, crispy marinade is pretty addictive. For an authentic Filipino experience, go for the chicken on bamboo skewers, served directly from the grill with a side of rice and a spiced vinegar dip.
Seen Dat is ideal for communal dining
(Image: Pinterest)
Cook & Dine Together
Seen Dat, roughly translated as “seared meat” is a lip-smacking Laotian-style barbecue cooked on a specially designed griddle. The dome-shape griddle allows the edges to be filled with a broth where cuts of meat, noodles and vegetables are seared simultaneously and served on a communal sharing platter. Get your friends and family together and pile on strips of marinated chicken, pork or beef along with choice vegetables like bean sprouts, cabbage, scallions, and mushrooms. A sweet and savory dipping sauce for your mains will add a more intensified taste to your liking.
Roasted Peking Duck with Thin Pancakes and Hoisin Sauce
(Image: What To Cook Today)
A Royal Indulgence
With a 400-year-old history, Peking Duck, originating from Beijing is an Asian fan favorite. Apparently, the dish was served in the royal palaces of China as early as the Yuan Dynasty, when the Mongolians ruled the country. Now, you can easily find Peking Duck on the streets of Southeast Asia. Traditionally roasted in a clay smoker, the duck is first brushed with a concoction of ginger, oil, honey, and rice vinegar. It is then vertically hung and slowly roasted to perfection and cooked until golden brown. For the finale, the crispy and tender meat is served with cucumbers, scallions, buns and thin pancakes. Hot tip – adding hoisin sauce will bring out the tangy, robust flavor of the meat and perk up the dish.
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Cook-It-Yourself
Fancy cooking a meal at home to show off your skills but don’t know where to start? Fret not! Thanks to DIY meal kits from well-known restaurants and food brands, you can turn yourself into an instant gourmet chef. In fact, meal kits are already transforming the F&B industry, offering boxes of pre-packed ingredients - portioned, labeled and delivered right to your doorstep. Each kit comes with a serving for 2 - 6 people. Whether it’s for a family lunch or dinner, you’ll have everything you need to prepare delectable home-cooked meals in under 30 minutes.
VCR Café’s DIY kit with Chipolata Pork Sausages, Bread, Turkey Ham and Sauces
(Image: Lifestyle Asia)
Home Gourmet Pack
Get ready to kick off your home gourmet journey with the DIY meal kit from Malaysia’s VCR café. The kit recreates Big Breakfast, one of the café’s bestselling menu items. The home starter pack contains sourdough loaves, frozen chipolata pork sausages, succulent slices of turkey ham, tomato bean sauce, granola, and sweet strawberry coulis. Complete your meal with a side of scrambled or fried egg to meet your daily protein needs. Available in two versions, the Prime and the Basic meal kits serve parties of three or six, respectively. If the portion is too big, you can always store the unused ingredients in the fridge for another day.
Ramen to Go served hot with Pork Chashu and rich Tonkotsu broth
(Image: The Straits Times)
Ramen in a Box
Straying away from the typical and cliché Western meal kits, popular Japanese ramen kits are becoming a trend in the Philippines. Local franchises like Yummy Tokyo, Mendokoro Ramenba, Yosuke Ramen, and Ramen Nagi are jumping on the bandwagon to serve fresh, rich and hot ramen to customers in the comfort of their homes. Ramen Nagi has launched an instant version of their famous noodles. The Ramen to Go box is freshly packed with ramen, minced pork and Pork Chashu as well as vegetables and the rich and flavorful Tonkotsu broth. The kit also offers garnishes like garlic chips, parmesan cheese and more. For chicken lovers, the Chicken Paitan King dish is a must-try.
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Pre-cooked, vacuum-packed ingredients for a perfect roast
(Image: Summer Hill)
Plate, Wait & Serve
Craving a tasty roast? Check out Summer Hill’s DIY eats. The bistro delivers pre-cooked and vacuum-packed ingredients all around Singapore on demand for the perfect roast meal. With simple and easy-to-follow re-heating instructions, all you have to do is plate, shove it in the oven and wait for the ding! Choose from their popular meal kit selection of Signature Roast Chicken, tender Cape Grim Grass-Fed Ribeye Roast with Porcini Mushroom Sauce or the juicy roasted Kurobuta Pork Collar in Dijon Mustard Sauce. With sides of duck-fat roasted potatoes, spring vegetables and slow-roasted garlic confit, you’ll get stuffed in no time.
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Disclaimer: All opinions and views expressed in the articles published in the newsletter are those of the individual journalists and do not necessarily reflect those of the publisher, the newsletter's sponsors or USA Poultry & Egg Export Council.
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