Welcome

Welcome to the March 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

• Market News
  • Singapore’s Booming Halal Dining Market
  • 30x30 Express Grant to Ramp Up Local Food Production

 

• Food Service
  • Those Amazable Meatballs!
  • Reinventing Your Easter Leftovers

 

• Industry Trends
  • From Farm to Fork: Technology Accelerates Food Safety
  • Drive-In Dining Takes Customers for A Spin

 

• In The Region
  • ASEAN News in Brief

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

Muslim lifestyle and travel consultancy, CrescentRating and global payment technology solutions company Mastercard, released the 58-page report on March 3. CrescentRating focused this study on the local F&B industry as most destinations are likely to concentrate on domestic markets this year, due to the pandemic.

The data was based on input from 500 Muslims, aged 15 to 70, responding to a survey questionnaire, as well as interviews with experts and academics on Halal food. The report also includes findings from studies on Halal food in Singapore, and insights from Halal Trip (CrescentRating’s online travel platform). Almost 78% of the respondents were female.

While 65% of the respondents agree that there is a wide variety of Halal food in Singapore, some feel that Halal options are not readily available in the western and heartland areas. Most are concentrated in clusters along Arab Street and Geylang Serai. About 4 in 10 respondents would like more non-Asian cuisines like French, Mexican, Greek and Spanish offered as Halal fare. About 88% of the respondents said they learn about new Halal food options through social media while diners, aged 25 to 34, tend to share their experiences and opinions on WhatsApp, Facebook and Instagram.

Despite the rise of home-based businesses during the pandemic, less than 5% of the respondents said they buy from them on a weekly basis. Another 27% buy once or twice a month, while almost a quarter have never bought from home-based businesses. Among the concerns listed are inconvenient collection methods, high prices and delivery fees, perceived poor quality and Halal assurance.

30x30 Express Grant to Ramp Up Local Food Production

Singapore is heavily reliant on the world for its food needs, with more than 90% of food currently imported. This makes the country highly vulnerable to fluctuations in global food supply and prices. To safeguard against supply chain disruptions, the government launched its “30 by 30” vision in 2019 for Singapore to produce 30% of its nutritional needs by 2030. Even before the COVID-19 crisis hit, the climate crisis posed a threat to the global food supply, negatively impacting crop yields. However, the demand for food is expected to continue to rise as the affluence of developing countries grows. In times of crises, having a robust local food supply to fall back on, ensures that Singapore has ample food supply stocks to cater to the demands of its population, as was the case with the sudden emergence of the pandemic last year.

In April 2020, the Singapore Food Authority (SFA) moved to ramp up local production. The agency issued an open grant of SGD 30 million under the 30x30 Express Grant scheme. The grant directed local agri-food players and local farms to submit proposals to accelerate the production of eggs, fish and leafy vegetables.

SFA has since increased its budget to SGD 40 million to support successful proposals from nine high-tech farms to increase production capacity, from 6 to 24 months. Among the recipients are vegetable farms ComCrop, Green Harvest, I.F.F.I, LivFresh, Genesis One Tech Farm and VertiVegies, and one egg farm, Chew's Agriculture. The funds will go towards projects such as building additional greenhouses, leveraging technology and automation to reduce manpower, and bringing artificial intelligence to high-tech farms. For example, I.F.F.I will build a mega high-tech indoor vegetable farm using AI to monitor the growth of its leafy greens, along with an advanced environmental control system to ensure optimum yield all year round. The farm will also use an innovative water treatment system to reduce bacteria in the crops and extend the shelf life of its produce.

Many ASEAN countries are relooking their strategy to promote domestic supply in light of evolving global trends. Singapore has a sound policy of building resilience in its food supply and is future ready to meet the growing food demands of its population, improve the efficiency of local food production and delivery, and maximize the benefits of international trade.

Minister for Sustainability and the Environment, Grace Fu checks in to two high-tech farms (Photo: Grace Fu’s FB)

Those Amazable Meatballs!

When we think of meatballs, Italian meatballs and spaghetti come to mind. This dish, however, did not originate in Italy. But Italians can take credit for the original Polpettine (meatballs), made with stale bread and ground meat like turkey and fish. Italian meatballs are traditionally served on their own or with soups, not with spaghetti. The American version emerged from impoverished Italian immigrants, circa early 1900s. As they worked their way up and could afford to buy more meat, their favorite home-style comfort food of meatball size grew too. The addition of spaghetti is also rooted in how easy it was to get spaghetti at the time, the only pasta available to Italians then. And that’s how the Italian-American meatballs with spaghetti came about!

Elsewhere across the world, you can find different variations of these round balls of tender juicy meat. In Persian cuisine, meatballs have been a staple, and here is where the technique of “gilding” (coating or glazing the meatballs) originated. Known as Kofta, they are consumed across the Middle East, with vegetarian versions particularly common in India. The French have their Boulettes and the Spanish have their Albondigas, both of which refer to meatballs in soup. Swedish meatballs call for tender meatballs, hand made from scratch and served with a rich, creamy sauce. China is famed for its Lion’s Head. Traditionally, this casserole dish features oversized pork meatballs and greens, made with pork fat and cooked in a sand clay pot. And who can resist the Vietnamese Pho Bo Vien, a noodle soup with meatballs?

Immersed in a healthy portion of gravy, or served in bubbling hot soup, there are countless ways to prepare meatballs. Previously meatballs were meant for only one thing: the plump, beefy Italian-American variety, served with spaghetti and a dose of thick tomato sauce. Times have changed. Meatballs now come in a range of shapes and sizes, ingredients, applications, and cooking styles. Meatballs are easy to love and simple to make, and you can find loads of recipes online.

Healthy or not?

When you think about healthy snacks, meatballs probably will not top the list. Delicious as they are, meatballs are high in carbohydrates, that make them less appealing to diet-conscious eaters. Traditionally, meatballs are made with ground beef or pork, egg, cheese or milk, breadcrumbs, spices, and other additives like sugar and binding ingredients.

Packaged varieties may be high in sodium. According to the USDA, three Italian-style frozen meatballs contain 160 calories, 12 grams of fat, 8 grams of protein and 4 grams of carbohydrates. Adding sauce, pasta and cheese will only increase your calorie intake!

If you want to enjoy traditional meals minus the high carbs, reduce the portions. Or get creative in the kitchen. There are many ways to make your meatballs healthier without sacrificing flavor. One is to use chicken or turkey instead of beef or pork, to lower the consumption of saturated fats. You can also try meatball recipes that use less bread to cut down on carbohydrates. Rule of thumb: if you go heavy on the meatballs, go light on the spaghetti.

Reinventing Your Easter Leftovers

Easter is a universal celebration for Christians to mark the resurrection of Christ. Easter falls on the first Sunday after the Full Moon date, based on mathematical calculations, that falls on or after March 21. If the Full Moon is on a Sunday, Easter is celebrated on the following Sunday.

There are a few things like Easter eggs, bunnies and chocolates that are common in Easter celebrations. All over the world, the customs are more or less alike: carnivals, egg-exchange, eating, and egg hunts.

In ancient times, staining of chicken eggs in red was the tradition. Modern customs have switched to decorating eggs with chocolate or sharing plastic eggs filled with candy. These eggs are also used in in games like the egg-hunt or egg rolling on Easter mornings.

Egg Cake Pops: You can make your Easter sweeter with these delightful cake-pops. Form the moist bites into egg shapes and skewer through sticks to make lollipops. Take it a step further and decorate the cake pops with frosting, fondant, patterns and sprinkles for that festive flavor.

Easter Bunny Pancakes: Mix flour, eggs and milk in a bowl and whip well. Once the batter is ready, form 3 small oval-shaped pancakes to make bunny arms and feet, and two larger ones for the head and body. Dip the paws into melted chocolate and top off with maple syrup.

Easter Bread: An Italian and Greek traditional dish, this light and airy bread is a great addition to any Easter platter. The yeast dough is paired with large eggs and a little almond extract to make the bread a little sweeter. Use up any leftovers to make a delicious French toast the next morning.

Farm to Fork: Technology Accelerates Food Safety

Contaminated food causes an estimate of 600 million people to fall ill and 420 thousand deaths annually (WHO Report 2020). As consumer concerns over novel viruses and diseases increase, food producers face immense pressure to come clean about the steps they are taking to align with health and food safety guidelines, to prevent the spread of foodborne diseases. A Zebra Technologies’ Food Safety Supply Chain Vision Study showed that seven in ten consumers want to know about the origins of their food, manufacturing process, ingredients being used, food preparation and handling along the entire supply chain.

Trade disruptions and consumer stockpiling in the early phases of the pandemic have forced many food companies to recognize the importance of food safety, quality, storage and delivery if they are to survive in the long-term.

Technology is often seen as a solution to tackle the efficient optimization of the food supply chain and reduce the risk of foodborne illnesses through proper tracking, handing and storage. For instance, labor issues, traceability and food safety concerns are already pushing Asia’s egg industry towards automation and robotics, to enhance safety in a post-pandemic world. Packing and grading operations enable producers to establish customers’ safety and quality assurance protocols.

Drive-In Dining Takes Customers For A Spin

As most countries continue to deal with lockdowns and movement restrictions, drive-in dining is gaining traction in Asia. Food and beverage businesses were hit the hardest as sales fell by 80% due to the pandemic as customers resorted to dining-in, in the comfort of their homes. Not an industry to rest on its laurels, restaurants are looking to novel ways to entice customers.

Padi House at Cyberjaya in Malaysia, which has 10 outlets, uses its parking lot to cater to customers. The concept for this service combines the idea of airline meals and the trend of car-hop dining from back in the day when servers brought the order directly to cars. Prices are kept as low as RM 10 (USD 2.50) and all set meals come with a drink and dessert. Favorites include Beef Yakiniku and Chicken Katsu Bento served with Calrose rice, salad, edamame, tamagoyaki and potato salad priced at RM 20 (USD 4.90), as well as the Scallion Fried Rice with Fried Chicken priced at RM 15 (USD 3.70). Padi House also offers dessert options, like the signature Macadamia Cheesecake, which comes with a free cup of coffee.

In the Philippines, Bamba Bistro launched their drive-in dining service in August last year. They offer drive-in kits that come with special trays, utensils, plates and cups - for passengers to enjoy their meals comfortably in the backseat. Bamba Bistro tops the services off with a Spotify playlist for that full Bamba experience.