Singapore presents ‘Best in Asia’ at @Gulfood 2014

Singapore food manufacturers focus on high-quality, innovative products to meet rising demand in the GCC 

Recognising the significant growth potential in the GCC for convenient, nutritious and halal-certified foods, Gulfood 2014 has attracted the strongest presence from Singapore’s food and beverage industry. A record 48 Singapore companies are exhibiting at the Singapore Pavilion this year, with more than half the participants launching new products.

“The increasing popularity of Asian cuisine among consumers and recent implementation of the GCC-Singapore Free Trade Agreement are developments that are set to provide a further boost to Singapore’s F&B industry in this region. Our strengthened presence at Gulfood 2014 reinforces the growth potential Singapore companies recognise in the GCC,” said Mr. Lester Lu, Regional Director in Dubai for International Enterprise (IE) Singapore, the government agency promoting the overseas growth of Singapore-based enterprises and international trade.

With processed foods accounting for more than 50 per cent of the GCC’s local food industry, Singapore companies are well-placed to cater to increasing regional demand in this segment.

“To keep up with intense global competition, Singapore companies are investing heavily in research and development, improved packaging and modern food processing technologies. Coupled with strict industry standards, Singapore companies have been able to develop food products that are more innovative, healthier and that meet Halal standards in the GCC,” said Mr Jimmy Soh, Deputy President of the Singapore Food Manufacturers’ Association (SFMA), organiser of the Singapore Pavilion.

More than 54 new products will be launched at the Singapore Pavilion this year, reflecting the focus by Singapore F&B manufacturers to develop Asian food products targeted at time-pressed, health-conscious GCC consumers.

Prima Taste’s Singapore Chilli Crab LaMian, for example, is an authentic-tasting gourmet noodle dish inspired by Singapore’s national dish. The product uses steamed and air-dried noodles made of high protein wheat flour, and takes less than ten minutes to prepare.

Another premium Singapore food manufacturer, Foodedge Gourmet, has chosen Gulfood as the global launch platform for its new range of calzones and wraps. The company, which provides pre-finished and complete meal products to food service establishments around the world, aims to meet increasing regional demand for products that are ready-to-eat, chilled, processed, preserved or frozen.

High rates of obesity and diabetes in the GCC have also brought into focus the importance of healthy or functional foods. In line with this trend, Thong Siek Food Industry has launched its Dodo brand Fischeon, a fish meatloaf made from sardines and tuna fish. Rich in Omega-3 fatty acids and free of preservatives, trans-fats and sugar, it offers a healthy alternative to traditional meatloaf recipes. Chye Choon Foods has launched its Peacock brand of Basmati Rice Spaghetti to provide a healthier alternative to traditional spaghetti, while Unifood International’s Unisoy brand of non-GMO organic, instant soy milk powder provides a healthy alternative to dairy beverages.

With rising population and income levels in the GCC resulting in Halal food consumption growing at a faster rate, more companies are eyeing further expansion in the region with Halal-certified food products manufactured in Singapore. Jumain Sataysfaction, manufacturer of Singapore Satay, or Singapore-style meat skewers, which recently expanded to the UAE, Qatar and Oman, hopes Gulfood 2014 will help it to penetrate Saudi Arabia next. Ellaziq, which supplies global Muslim markets with high quality Halal-certified processed meats and cold cuts, is keen to strengthen its regional distribution too.

Themed ‘Best in Asia’, the Singapore Pavilion is organised by the Singapore Food Manufacturers’ Association (SFMA) with the support of IE Singapore, and is located in Sheikh Rashid Hall of the Dubai World Trade Centre.

Annex A: Bringing the Singapore culinary experience to Gulfood 2014