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
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Market News
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Food Service
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Industry Trends
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In The Region
More news and updates available on www.usapeecasean.com
For USDA Country Reports go to Export Assistance under Resources and Library.
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USAPEEC's Trade Reception 2023
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USAPEEC hosted a prestigious trade reception at Marina Bay Sands' Hibiscus Ballroom on September 22, 2023. This gathering brought together an impressive assembly of prominent figures hailing from diverse sectors of the poultry industry. Among the attendees were traders, exporters, importers, accomplished chefs, and seasoned food service professionals. The event was graced by the esteemed presence of Mr. Greg Tyler, the President and CEO of USAPEEC, who was accompanied by Ms. Leah Mulcahy, Director of Global Marketing. The guest list also featured distinguished personalities such as Ms. Karen F. Richards, the Agricultural Attaché from the U.S. Department of Agriculture (USDA), along with consultants representing various nations and key players in the industry, including Maple Leaf Farms, Pilgrim's, AJC International, Globex International and Palmetto Food Service. The overarching purpose of this gathering was twofold: to foster invaluable networking opportunities and to pay homage to two remarkable individuals, Ms. Margaret Say and Ms. Maria Cheong, for their exceptional contributions to the U.S. Poultry and Egg industry.
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USAPEEC's Trade Reception 2023: Fostering Networking Opportunities and Paying Homage to Ms. Margaret Say and Ms. Maria Cheong.
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The Great American Barbecue Festival
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To commemorate the U.S. – Vietnam Comprehensive Strategic Partnership, the United States Department of Agriculture and the U.S. Embassy in Hanoi jointly organized The Great American Barbecue Festival by United Tastes on September 21, 2023. The event featured Vietnamese-American Master Chef Christine Ha and provided a platform for USAPEEC to present U.S. poultry products at their booth. This gathering served as an opportunity to introduce importers, retailers, hoteliers, restaurants, and chefs in Vietnam to a diverse range of American food, beverages, agricultural products, and culture.
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USAPEEC Booth at The Great American Barbecue Festival.
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Consumer Workshop at BRG Retail Chain Hanoi
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A Consumer Workshop was conducted on September 22, 2023, at BRG Retail Chain Hanoi, one of the largest retail chains in Northern Vietnam. The event highlighted the import and distribution of U.S. chicken drumsticks and leg quarters within this retail chain. Local chefs were engaged in preparing dishes with U.S. chicken products at the ready-to-eat food counter situated inside the BRG supermarket. This counter offered consumers the convenience of purchasing ready-to-eat meals for their families. A dedicated section was established for cooked dishes featuring U.S. chicken products, where local chefs provided live demonstrations of their recipes to shoppers and the media.
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Live Demonstration of U.S. Poultry Dishes at BRG Retail Chain Hanoi.
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HUTECH-USAPEEC Culture Cuisine Exchange and Cooking Competition
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The HUTECH-USAPEEC Culture Cuisine Exchange and Cooking Competition featured Master Chef Christine Ha and brought together 400 culinary students along with 12 cooking teams. The competition revolved around the creative use of U.S. chicken products in culinary creations.
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HUTECH-USAPEEC Culture Cuisine Exchange and Cooking Competition with 400 Culinary Students.
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U.S. Dried Eggs Baking Demonstration by Chef Yutaka Yamasaki
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The USA Poultry and Egg Export Council, in collaboration with the American Egg Board, organized a two-day training program in the Philippines on September 28 and 29, 2023, specifically designed for six skilled culinary chefs with a specialization in baking. The training was led by the celebrated Japanese chef, Yutaka Yamasaki, who conducted baking demonstrations. The training encompassed comprehensive sessions focusing on product specifications of U.S. dried eggs, advanced baking techniques, and hands-on practical exercises.
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Baking Demonstration and Hands-On Training using U.S. Dried Egg.
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National Food Showdown in Baguio City
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The USA Poultry and Egg Export Council took part in the annual National Food Showdown in Baguio City, which brought together culinary enthusiasts for a seminar and competition. The seminar, attended by 160 students from various culinary schools, introduced them to US poultry and featured a cooking demonstration by Chef Kalen Chan, highlighting the versatility of US duck and turkey. In the competition, 11 students from different schools showcased their culinary skills by incorporating US duck as the main ingredient along with locally sourced regional elements. Joshua Nacar, a culinary student from the University of Baguio, claimed victory with his dish by combining the flavors of Baguio and the succulent taste of U.S. duck.
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Winning Dish using U.S. Duck.
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Thanksgiving: Classic Roast Turkey for Your Christmas Dinner
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Classic Roast Turkey, the Ultimate Christmas Dish.
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Undoubtedly, the crowning jewel of any Thanksgiving or Christmas celebration is the beloved Roast Turkey. With its golden-brown exterior and succulent, flavorful meat, this classic bird symbolizes the very essence of the holiday season. It serves as the perfect centerpiece for gathering friends and family, sharing cherished moments, and indulging in a festive feast during a joyous lunch or dinner.
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Ingredients:
- 1 Turkey (4kg)
- 120g unsalted butter
- Zest and juice of 1 lemon
- 1 teaspoon of finely chopped fresh thyme leaves
- 1 generous bunch of fresh thyme
- 1 whole lemon, halved
- 1 onion, quartered
- 1 head of garlic, halved
- Salt and pepper for seasoning
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Thaw Turkey safely, either in the refrigerator, cold water or microwave. Tips: www.foodsafety.gov/blog/preparing-your-holiday-turkey-safely
In a small saucepan, melt the unsalted butter. Add the lemon zest, lemon juice, and 1 teaspoon of finely chopped thyme leaves to the melted butter. Set this mixture aside.
Start with the turkey by removing the giblets. Ensure you eliminate any excess fat or residual pinfeathers, and pat the outside of the turkey dry.
Place the prepared turkey in a large roasting pan. Season the inside of the turkey cavity generously with salt and pepper. Stuff the cavity with the bunch of thyme, halved lemon, quartered onion, and garlic.
Brush the outer surface of the turkey with the butter mixture and season it with salt and pepper.
To keep the shape of the turkey, tie the legs together using kitchen string and tuck the wing tips beneath the body of the turkey.
To roast a turkey, set the oven temperature to at least 325°F (163°C). Roast the turkey until it has reached a safe minimum internal temperature of 165°F (74°C). Check by inserting a food thermometer into the center of the stuffing and the thickest part of the breast, thigh, and wing. Refer to this link for the Cooking Times (Depending on the Weight of the turkey and whether it is stuffed): www.fsis.usda.gov/food-safety/safe-food-handling-and-preparation/poultry/turkey-farm-table#20
Transfer the turkey to a cutting board and cover it with aluminum foil, allowing it to rest for 20 minutes.
Finally, carve the succulent turkey and serve it to your delighted guests.
Enjoy your festive feast!
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Pairing Ideas for Your Thanksgiving Turkey Feast
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Accompaniments for your Thanksgiving Turkey.
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When it comes to Thanksgiving, one thing is certain: the star of the show is the beloved roast turkey. But a fantastic turkey dinner isn't just about the bird itself; it's about the delightful array of side dishes and accompaniments that elevate the meal to a true feast. Join us on a delectable journey through some mouthwatering ideas to complement your Thanksgiving turkey and make your holiday feast truly unforgettable.
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Roasted Garlic Mashed Potatoes Simple but exquisitely delicious, these roasted garlic mashed potatoes are the epitome of comfort food. They combine the creaminess of half-and-half with the richness of butter and cream cheese, all brought to life by the robust flavors of roasted garlic. The result is a side dish that not only pairs perfectly with any Thanksgiving turkey but also adds a touch of indulgence to your holiday feast.
Cranberry Sauce No Thanksgiving turkey would be truly complete without its perfect companion: the tangy-sweet cranberry sauce. This delectable sauce can be elevated with a touch of orange juice and maple syrup, infusing it with extra sweetness, while the grated orange rind provides a delightful burst of zest. Not only does it complement your turkey beautifully during the main feast, but it also adds a burst of flavor to those cherished leftover turkey sandwiches.
Bread Stuffing Assembling the quintessential Thanksgiving feast is an art, and a crucial piece of the puzzle is the classic Thanksgiving Stuffing. This stuffing recipe is a masterpiece in itself, featuring a straightforward combination of dried bread cubes, delectable sausage, diced vegetables, and savory chicken broth. It's the quintessential partner for your Thanksgiving turkey, elevating the entire meal with a delightful fusion of traditional flavors. This harmony is achieved through the artful blending of herbs, vegetables, and succulent ground sausage, resulting in a culinary symphony that harmonizes perfectly with your Thanksgiving centerpiece – the turkey.
Green Bean Casserole Green bean casserole, a quintessential American baked dish, has become a cherished companion for Thanksgiving turkey dinners. This delightful creation is crafted from tender green beans, enveloped in creamy mushroom soup, and crowned with a crispy layer of French fried onions. As an iconic side dish, it perfectly complements the rich flavors of roast turkey, adding a delightful contrast and texture to your Thanksgiving feast.
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Discovering Food Recommendations: The TikTok Way
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Food Content Creators: When the Camera Takes the First Bite.
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In today's digital age, the landscape of food recommendations and culinary exploration has drastically transformed, shifting away from traditional editorial sites and print media. Particularly among the younger generation, a new platform has emerged as the preferred source for discovering mouthwatering dining options and hidden culinary gems. This phenomenon revolves around the popular Chinese social media application, TikTok.
TikTok: A World of Bite-Sized Delight
TikTok, known for its captivating short-form videos and easily digestible content, has taken the world by storm. While it offers an array of engaging and entertaining videos, it has also become a treasure trove for food enthusiasts and adventurous eaters. The platform has given rise to a wave of content creators who are dedicated to sharing their gastronomic journeys and food-related insights.
Uncovering Culinary Gems
One of the most exciting aspects of TikTok is the diverse range of content it offers. Whether you're seeking quick recipe tutorials, captivating food vlogs, or mouthwatering restaurant reviews, TikTok has it all. Content creators, both amateur and professional, have harnessed the platform's power to present their followers with the crème de la crème of dining destinations and dishes.
Food Enthusiasts Turned Creators
TikTok has fostered a community of food enthusiasts who have transitioned into content creators. These passionate individuals have made it their mission to unveil the best-kept culinary secrets, uncover hidden gems, and recommend delectable dishes that you might not have encountered otherwise. The beauty of TikTok lies in its democratic nature, enabling anyone with a smartphone and a love for food to become a culinary influencer. From street food vendors in bustling markets to high-end restaurants offering gourmet delights, TikTok provides a virtual passport to gastronomic adventures. So, if you're looking for the hottest food trends, the must-visit eateries, or simply a visual feast of tantalizing dishes, TikTok is the go-to platform for your next food adventure.
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Cambodia
Construction of Big C Hypermarket set to start
Big C, the largest supermarket chain in Southeast Asia, has signed an agreement with the OCIC Group to initiate the construction of a hypermarket in Chroy Changvar Satellite City. The construction phase for the hypermarket, which will provide a diverse range of fresh produce, dry goods, and imported items, is set to commence shortly. The opening of this hypermarket is anticipated within the next 18 to 24 months.
Indonesia
Pizza Hut Launches Halloween-Themed Black Series Menu
In honour of Halloween, Pizza Hut Indonesia has introduced a special limited-time menu featuring dishes with a striking black colour. This unique menu comprises items like the Black Stuffed Pan Pizza Double Cheeseburger, Black Garlicky Bread, Black Spaghetti, Black Lasagna, and the Black Velvet drink. These dishes are created using natural food colouring to achieve their distinctive black appearance. The Black Series menu is accessible at all Pizza Hut outlets in Indonesia for the entire month of October.
Malaysia
The Food Merchant®️, Malaysia’s Gourmet Grocer Introduces The Food Merchant®️ Prelude
The Food Merchant®, Malaysia's premier gourmet grocer has unveiled its exclusive concept store, The Food Merchant® Prelude, located at Pavilion Damansara Heights. The Food Merchant®️ Prelude offers a leisurely experience for discerning shoppers and dedicated food enthusiasts to savour refined flavours. It features a range of offerings, from Michelin Guide-acclaimed Asian and Western delicacies to the understated charm of artisanal bakeries, all exuding an air of understated elegance. Additionally, to commemorate their two-year anniversary, the store presents various promotions and collaborative efforts, including partnerships with Foodpanda to give out vouchers and complimentary gifts.
CP Foods Malaysia Unveils Two New Product Launches
CP Foods Malaysia introduces two delectable offerings, namely Satay Roasted Chicken and Mala Roasted Chicken, inspired by the diverse and savoury flavours of both Malaysia and regional Chinese cuisine. These new products are readily available at leading supermarkets including LOTUS'S, Giant, Aeon, Aeon Big, and Hero. The introduction of Mala Roasted Chicken by CP Foods Malaysia mirrors the surging demand for mala flavour in the Malaysian culinary scene, driven by the rising availability of Muslim-friendly and halal dining establishments serving regional Chinese dishes from China.
Philippines
Uniqlo Coffee's Debut in the Philippines
Uniqlo, the renowned Japanese apparel retailer, is all set to introduce its first-ever café in the Philippines. This signature café will delight patrons with a special blend of locally-sourced, premium coffee beans from Mt. Apo. The café's offerings extend beyond just coffee, as they will present a delectable range of goods and pastries, artfully combining the flavors of the Philippines and Japan.
Singapore
Texas Chicken selling Charcoal Chicken set meal for Halloween
Texas Chicken Singapore is set to introduce an exclusive Halloween-themed flavour, the Halloween Charcoal Chicken. This unique fried chicken features a pitch-black crust achieved through a charcoal infusion, accompanied by a delightful blend of herbs and spices. In addition, it's worth noting that all Texas Chicken outlets throughout Singapore, with the exception of the NEX location, are now operating 24 hours a day, seven days a week.
MasterChef Singapore Season 4’s Winner to Hold a Kopitiam-Inspired Brunch Pop-Up
MasterChef Singapore champion Inderpal Singh and fellow contestant Reuben Wong are joining forces for an exciting brunch pop-up event, scheduled to take place at Drunk Skunk, a bistro located at Boat Quay. This "Uniquely Singaporean Brunch" will be available on October 28-29 and November 4-5, showcasing Singh's and Wong's inventive interpretations of beloved local dishes. The brunch menu highlights delectable items such as Stuffed Chicken Wings, Loaded Roti Jogn-inspired sandwiches, and flavourful biryani bowls.
McDonald’s Ninja Burger Returns
McDonald's has unveiled the return of its beloved Ninja Burger, a popular limited edition offering. This Japanese-inspired delight features a crispy chicken thigh generously coated in sweet Nanban sauce, nestled between a bed of shredded cabbage and crisp cucumbers. The much-anticipated relaunch was officially announced on McDonald's Instagram page, with details indicating the burger's comeback on October 12. To sweeten the deal, McDonald's has also shared a set of hand gestures for customers to replicate when ordering at their outlets, entitling them to a generous 50% discount on the Ninja Burger. To avail this offer, customers simply need to perform the hand signs in the sequence demonstrated in the Instagram post and request, "I want my Ninja Burger!"
Thailand
GrabFood unveils “DINE-IN” service in Thailand
In response to the evolving dining preferences of customers who are increasingly returning to dine-in experiences, GrabFood, a prominent food delivery platform, has introduced a novel offering known as "DINE-IN." Embracing the concept of "The Ultimate Dine-in Experience," this service is meticulously crafted to cater to users who relish dining at restaurants and desire a comprehensive and hassle-free experience. DINE-IN encompasses an array of features, from facilitating restaurant searches and reviews to providing substantial discounts of up to 40% at esteemed dining establishments throughout Bangkok, including those partnered with #GrabThumbsUp. Furthermore, users can take advantage of the convenience of booking Grab rides at discounts of up to 25%. This service is tailored to serve a diverse urban audience, including families, couples, and groups of friends seeking to relish memorable dining moments together.
Vietnam
Genesis BBQ Expands with 11th Store in Vietnam
Genesis BBQ, a popular Korean fried chicken franchise, has opened its 11th store in Vietnam as part of its extensive expansion efforts throughout Southeast Asia. The restaurant is known for its delectable chicken dishes, particularly the fan-favorite Golden Olive Chicken. Alongside these signature offerings, the menu includes a variety of traditional Korean dishes, such as kimchi fried rice and tteokbokki. Since its initial entry into Vietnam in 2007, Genesis BBQ has been aggressively expanding, with two more locations added in Hanoi last July and August.
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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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® USA POULTRY & EGG EXPORT COUNCIL 3 Ang Mo Kio Street 62, #07-05 Link@AMK Singapore 569139 Tel: (65) 65860940 | Email: marcom@usapeecasean.sg
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