Canada Gets a Flavour of Tasty Singapore

    SINGAPORE, Aug. 14 /CNW/ - Sodexo gets an insight into Singapore's F&B
industry with the recent annual business programme "Tasty Singapore Culinary
Mission", 16-20 June 2008.
    This is the first time that Canada is part of the programme and was
represented by Mr Suman Roy, Executive Chef from Sodexo Canada.
    Says Mr Roy, "Tasty Singapore Culinary Mission as a programme is quite
extensive and a great ambassador for Singapore cuisine, and the food and
beverage Industry of Singapore. This programme led chefs like me and various
food industry professionals to stop and appreciate the vast arena of
Singaporean cuisine."

    The Tasty Singapore Culinary Mission

    Organised by International Enterprise (IE) Singapore, the government
agency promoting overseas growth of Singapore-based enterprises and
international trade, this annual business programme brings together leading
F&B players from the Americas and introduces them to Singapore's diverse food
culture and industry.
    This year's programme brought in 20 delegates from 18 leading food
industry players from US, Canada and Mexico and included top food services
companies such as Sodexo and Food Services of America; retailers Safeway, HEB
and Westpoint; suppliers and distributors Sigma Alimentos and ConAgra Foods;
and food media.
    The key objective of the five-day programme - which included food tours,
hands-on cooking demonstrations and business meetings with local food
companies - is to allow chefs and food retailers from the Americas to get a
first-hand taste of the diversity of Singapore's culinary landscape, the
capabilities of its F&B industry and to provide a platform to build a strong
business network and alliance between both countries.
    Says Mr Roy, "Singapore's food Industry is growing in the right
direction. I was surprised to see the HACCP and food safety certification for
most of the companies. The willingness of the companies to work with us,
chefs, in developing the healthier alternatives, was very impressive. The
fusion and the cuisine is something that attracted me. Singapore cuisine is an
authentically fusion cuisine... the flavours from China, Indonesia, Malaysia
and India melting in one pot is really amazing."

    Growing Canadian-Singapore food ties

    IE Singapore hopes that through such platforms, more of Singaporeans'
famous food such as chilli crabs and prata (a local version of the tortilla)
will find their way to Canada supermarkets' shelves, and cafeterias and
restaurants. Currently, Singapore convenience foods and sauces such as those
from Prima, Tai Hua and Asian Home Gourmet, as well as Yeo's beverages, are
already sold in the Canadian market.
    "Canada is a growing market for Singapore food companies. Last year,
Canada-Singapore food trade grew 25.7% to reach CAD$71.32 million. In
particular, domestic exports increased by more than 20%. Characterised by a
diverse mix of cultural traditions, innovativeness in product development and
dynamism of food influences and tastes, Singapore food products are recognised
by consumers for their quality and safety in food processing and preparation,"
says Mr James Ching, Centre Director of IE Singapore's New York office.
    Mr Roy agrees, "Canada is a melting pot of cultures and cuisines. A
typical Canadian is very accepting to different flavour trends and since
Indian, Chinese, Malaysian and Indonesian food are all quite popular flavours
in Canada, hence a fusion of these should be a great hit!"

    About the Singapore food manufacturing industry

    Some 700 food manufacturing establishments in Singapore are engaged in
various aspects of food production. More than half cater mainly to overseas
markets. In 2007, total trade generated by the industry was CAD$13 billion, up
from CAD$11.3 billion in the previous year. Of this, 40% (or CAD$5.2 billion)
was made up of exports to key markets like Japan, Malaysia, China, and

    Annex 1: Canada-Singapore food trade

    Value (S$ mil)       2006       2007
    Total Trade         76.29      95.92
    Imports             56.87      73.96
    Exports             19.42      21.96
    Re-Exports           4.13       3.48
    Domestic Exports    15.28      18.47


SOURCE: IE SINGAPORE About International Enterprise Singapore International Enterprise (IE) Singapore is an agency under the Ministry of Trade and Industry spearheading the development of Singapore's external economic wing. Our mission is to promote the overseas growth of Singapore-based enterprises and international trade. With a global network in over 30 locations and our "3C" framework of assistance - Connections, Competency, Capital, we offer services to help enterprises export, develop business capabilities, find overseas partners and enter new markets. At the same time, we work to position Singapore as a base for foreign businesses to expand into the region in partnership with Singapore-based companies. Please visit for more information. Note to Editor Please use 'IE Singapore' or 'IE' if an acronym for 'International Enterprise Singapore' is required. In addition, unless otherwise stated, the use of statistics cited in our media releases, website or Statlink, should be attributed to IE Singapore. Issued by IE Singapore and Sodexo Canada

For further information:

For further information: Singapore, Ms Celine Sim, Assistant Manager,
Corporate Communications Group, International Enterprise Singapore, Tel: + 65
6433 4815, Fax : + 65 6337 8136,; United
States, Mr James Ching, Center Director, New York Office, International
Enterprise Singapore, Email; Mr Sunil Sabnani,
Center Director, Los Angeles Office, International Enterprise Singapore, Email

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