Foodservice Collaboration

A Culinary Showcase Driving Market Momentum in Southeast Asia

Our collaboration with several U.S. agri-councils at the World Gourmet Summit brought key agri-ingredient exports including rice and cheese into the spotlight through culinary innovation, media engagement, and trade activation – positioning them as a high-quality, versatile choice for chefs and distributors across the region.

Chef Collaborations & Menu Innovation

  • Co-created signature dishes with top WGS chefs featuring clients’ agri-ingredients.
  • Organized culinary competitions, allowing student chefs to innovate and showcase creative dishes and the ingredients’ versatility in fine dining formats.

Event & Media Activations

  • Agri-ingredients featured in chef masterclasses, culinary demos, and print and online media coverage.
  • High-profile moments including celebrity chef appearances by MasterChef U.S. winner Chef Shaun O’Neale and judge Chef Vindex Tengker.

Multi-Channel Engagement

  • Supported with offline and digital promotion across trade networks and consumer channels.
  • Helped reposition agri-ingredients as a premium, creative ingredient in Southeast Asian kitchens.

Outcomes

  • Over 900 F&B professionals engaged across WGS events.
  • Sparked trade momentum – one of the key ingredient exports to SEA rose 34% in early 2019.

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