Welcome

Welcome to the November 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
  • Culinary Students Learn to Master New Techniques
  • Chef Trainees Battle for Top Prizes at Cooking Contest

 

• Food Service
  • Spirit of Thanksgiving
  • Queen of Tarts

 

• Industry Trends
  • Staycations are the New Vacations
  • Top 2021 Trends for the F&B Industry

 

• 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

Culinary Students Learn to Master New Techniques

As part of a collaborative series with SHATEC and the Disciples Escoffier International (DEI), Singapore Delegation, USAPEEC held two poultry masterclasses on October 21, 2020. DEI is a premier gastronomic society promoting French cuisine traditions while SHATEC is Asia’s premier culinary and hospitality institute.

Award-winning Chef Neo Jun Hao demonstrated two of his innovative poultry dishes, namely Ballotine of U.S. Poultry and Duxelle-stuffed U.S. Chicken Breast with Lemongrass Cream Sauce. Throughout the demonstration, he espoused the benefits of cooking with U.S. poultry such as quality, wholesome nutrition and versatility, as well as the different cooking methods that could be used. The second demonstration by Chef Edmond Toh took students through a step-by-step cooking process for Roasted U.S. Duck Breast with French-style Beans Cassoulet. This session incorporated a live dialogue with USAPEEC’s Margaret Say, filmed as part of the Tête-à-Tête Episodes, a DEI Asia Pacific initiative. The 28 SHATEC culinary students, who attended the masterclasses, were thrilled to learn about the different cooking techniques, new ingredients, and how to create and cook perfect recipes.

Chef Trainees Battle for Top Prizes at Cooking Contest

Ten teams comprising 32 chef trainees participated in a USA Poultry and Potato Cooking Contest held September 25, 2020 at the A Au Culinary School in Ho Chi Minh City (HCMC). The A Au Vocational Guidance Corporation organized the contest in collaboration with USA Poultry & Egg Export Council and USA Potatoes. The emphasis here was on promoting new uses and applications for U.S. chicken and potatoes. The top three winners who were judged on their planning and creative skills took home prizes worth a total of VND5 million (US$218). As part of the event, renowned Chef Norbert Ehrbar shared his culinary expertise and knowledge on good practice guidelines to ensure food safety and hygiene from storage to preparation, cooking, and food service. Chef Ehrbar also demonstrated three recipes: U.S. Chicken Thigh in Lemon Butter Sauce with U.S. Crinkle Cut Potatoes, U.S. Chicken Cooked in Tomato Vegetable Sauce with U.S. Hash Brown Potato Crown, and Honey-Guava Glazed Fried U.S. Chicken Drumsticks and U.S. Potato Wedges.

Spirit of Thanksgiving

Every year, Americans living in the United States and around the world celebrate Thanksgiving on the fourth Thursday of November. It’s a special holiday that kicks off the festive season at the end of the year. Thanksgiving is all about spending time with family and being thankful. It’s a time to reflect and feel gratitude for the abundance of blessings we have in our lives.

While most families still follow traditions dating back to the first Thanksgiving, others have gone on to create their own traditions to mark the special day. One tradition that remains in the U.S. is the Turkey Pardon. Each year at Thanksgiving, the president of the United States receives a gift of two live turkeys. At a special White House ceremony, the president traditionally "pardons" the National Thanksgiving Turkeys so that they can live on a farm.

Traditional foods are a large part of Thanksgiving celebrations. Many households involve the entire family in the food preparation. The centerpiece of the Thanksgiving feasting table is the turkey, complete with stuffing, gravy, sweet potatoes, cornbread, mashed potatoes, and cranberry sauce. Pie is usually the dessert of choice with popular flavors like pumpkin, pecan, sweet potato, and apple.

Here's wishing everyone a very Happy Thanksgiving and lots of good eats!

Queen of Tarts

The story behind the creation of the egg tart can be traced back to Portugal where it’s known as Pastéis de Nata. With its distinctive caramelized, creme brulee-like topping, it is one of the country’s beloved desserts, thanks to Portuguese monks living in France who spent a lot of time learning all about French pastry. Subsequently, through travel and exploration, this delicious treat made its way to Guangzhou, and then to Hong Kong which became a British colony, circa 1840.

During this period, eating establishments and tea restaurants started to pop up in Hong Kong. Most were serving Chinese delicacies adapted from colonial dishes like milk tea, French toast and egg tarts. Today, you can find different variations of this traditional tart all across Asia.

While die-hard fans still swear by the traditional egg custard filling, evoking feelings of nostalgia, new flavors, designs and textures of the tart shells have also made their way to our curious palates and hearts. Who’s up for tea and tarts?

Staycations are the New Vacations

Amidst cancelled travel plans, lockdowns and social restrictions, staycations seem to be the only way for people to break away from the humdrum at home. From luxurious to small boutique hotels offering attractive deals and promotions, staycations are becoming an up-and-coming trend in Asia.

Dreaming of lazing by the hotel pool, sipping cocktails and eating snacks? How about some in-room dining experience? If you’ve got a travel itch that can’t be scratched, check out these foodie-inspired staycations that will put you in vacay mood in no time!

Breakfast in bed sounds great until you realize that you’ll have to get out of bed to make it! Here’s the good news. When you book the Good Room for your staycation at Hotel G Singapore, it comes complete with a takeaway feast from 25 Degrees, a sophisticated American burger & liquor bar. While enjoying a late checkout, you can order up to two burgers with options like Buttermilk Fried Chicken, Veggie and a range of beef burgers, and one side dish from the burger joint, all while lounging in your bed.

For architectural, cultural and historical superfans, check out The Blue Mansion’s eighteen themed rooms in Penang for some neo-classic splendors. To complete the ambiance, the fine-dining Indigo restaurant, inspired by Cheong Fatt Tze (well-known Chinese businessman and politician), offers East meets West fusion meals like House-Smoked Duck with Melon, Pan-Roasted Lemon Masala Sea Bass and Chargrilled Asparagus with Smoked Egg. If you prefer to dine under the open sky, get a taste of the Curried Chicken Florentine, Chicken Meatballs in Red Sauce and Duck Leg Confit with Spiced Duck Jus at The Courtyard.

Vietnamese residents can unwind at the New World Saigon Hotel in Ho Chi Minh City for a personalized getaway. The exclusive package offers a relaxing escape with breakfast for two adults, late check-out, as well as gym and swimming pool access. Guests can create a tailor-made holiday perfect for themselves with a choice of either a Private Chauffeur Limousine Service, the Foodie’s Choice Package with USD21.00 F&B credit or the Mini-Bar Package with complimentary beer, soft drinks, coffee and tea. Delight in a variety of fresh handmade baked pastries such as the irresistible Tiramisu and Peach Danishes at the Whisper Patisserie bakery.

Top 2021 Trends for the F&B industry

Clean labels, human/animal welfare, supply chain transparency, plant-powered nutrition and sustainable sourcing are top of mind for consumers, and companies that embrace transparency quickly and drive it throughout their organizations stand to benefit the most.

Plant-based alternatives

Propelled by sustainability and animal welfare concerns, lab-grown foods have the potential to disrupt the industry by mainstreaming the use of new technologies. The Innova Consumer Survey 2020 indicated that the top 4 reasons for considering plant-based alternatives were health, diet variety, sustainability and taste.

Rise of personalized nutrition

Personalized nutrition will be in the spotlight in 2021 as consumers look for food and beverage options that align positively with their unique lifestyles, beliefs and needs. A tailored approach to eating, technological breakthroughs, new product launches, and exciting sensorial experiences will provide the opportunity for customized lifestyles, and drive food and beverage consumption.

New omnichannel eating

With the overlapping of foodservice and retail, consumers are spoilt for choice - they can eat what they want, when and where they want it. Convenience, richer experiences and accessible indulgence will take over traditional hospitality. As a result of COVID-19, more consumers are spending time at home and honing their culinary skills. Increased home cooking is boosting convenient meal and gourmet kits/starters and sophisticated ingredients, resulting in new food experiences. Restaurant-brand products are a convenient way to recreate the ambience and flavors at home.

Immunity and health

Immune health has become a priority since the beginning of the pandemic – something that consumers will never take for granted again. According to the Innova Consumer Survey 2020, 60% of consumers are increasingly looking for food and beverage products that support their immune health, with one in three reporting that their concerns about immune health increased this year. Immunity-boosting ingredients will play a significant role in the coming years, while research and the role of microbiome and personalized nutrition in strengthening immunity will accelerate.

Better transparency, immunity and technology

Other entries in the Top 10 Trends include Nutrition Hacking; Mood: The Next Occasion; Product Mash-ups; When Trends Collide; Modern Nostalgia; and the Age of the Influencers. (Source: Innova Market Insights)