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PACK A SINGAPOREAN FEAST ON YOUR NEXT OVERSEAS TRIP
Visitors
to Singapore will soon be able to bring home a taste of Singapore --
literally. Developed
under the Singapore Premium Food Gift programme, an
innovative series of top quality food products, specially
designed to tempt visitors, gives a new spin to the souvenir market. For this pilot phase, seven local favourites -- from barbecued pork, pork floss, chicken rice mix, and crispy Pulau Ubin prawn snacks -- are showcased. These premium food products use choice ingredients, are developed with advanced technology and attractively packaged. The four manufacturers in the Singapore Premium Food Gift Programme are Addpower Ventures, Bee Cheng Hiang Foodstuff, Food Marketing Services and Sin Hwa Dee Foodstuff Industries. PSB initiated the concept, and worked with STB and the local food manufacturers to find ways of reaching the tourist market. The project aims to fulfill a previously unmet demand for food gifts in the souvenir market. Mr Lee Suan Hiang, PSB’s Chief Executive, said: “This initiative is in line with PSB’s twin strategies to help local food manufacturers – firstly, for domestic market-oriented companies to upgrade their capabilities to reach export quality standards and secondly, to further build up the capabilities of our food exporters and move into higher-value products to increase their export markets.” STB provided support under the Tourism Development Assistance Scheme, for the packaging of the food items to suit the travelling public. The STB saw potential in the project as another way to reinforce Singapore’s epicurean paradise reputation. Mr Yeo Khee Leng, STB’s Chief Executive said: “Singapore is renowned as a gourmet paradise—it is only a matter of time before we package the Singaporean dining experience into a take-home souvenir. The food gifts will be popular with visitors who want to take a taste of Singapore home with them and Singaporeans travelling overseas as gifts for friends and relatives. We hope to see the food gifts develop into state gifts for visiting Ministers and dignitaries.” The food gifts will be priced from S$15 – S$85. Locals and visitors can purchase the food gifts at DFS at Millennia Walk and Changi Airport (Terminal Two) and selected NTUC outlets -- Liberty Supermarket, Marina Square, Jurong Point, Tampines and Terminal One. PSB and STB will review the response to the pilot phase and develop more Singapore food gifts if the response is good. PSB commissioned Temasek Polytechnic to conduct a survey in 1999 on the potential of the tourist food gift market. From the survey of 1000 respondents, it was revealed that Asian visitors are more likely to buy food gifts and are willing to double their food gift spending from S$25 to S$50 (Please see below for more). Profile
of Participating Food Manufacturers Addpower
Ventures –
Addpower Ventures is Singapore’s most technologically-advanced
prawn farm. The farm sits on a 20-hectare sea-front in idyllic Pulau
Ubin and has been in the business for more than 10 years.
It uses the latest high-tech culturing technologies for
enhanced crop yields. Addpower Ventures supplies tiger prawns and
white prawns for local and export markets. Bee Cheng Hiang – Since the 1930’s, the name Bee Cheng Hiang has been synonymous with barbecued sweet meat (bak kwa) and fluffy pork floss. Today, there are 19 retail outlets all over Singapore. In recent years, Bee Cheng Hiang has expanded beyond Singapore and business has flourished in Asia including Malaysia, Hong Kong, China, Indonesia and the Philippines. Food Marketing Services – Since 1988, Food Marketing Services has been processing premium and eclectic seafood such as abalone. Today, as a household name, it takes pride in passing on the heritage of Chinese cuisine through these food gifts for visitors and locals alike. Sin
Hwa Dee –
Sin Hwa Dee’s mission is to bring Singaporean flavours to the
world with their Chicken Rice and Black Pepper Sauce offerings.
Establishing itself as a soya sauce producer in the 1970s, the company
has since diversified into a wide variety of premium sauces. Its
worldwide clientele include major airlines, leading fast food chains,
prestigious hotels and restaurants. About
the food gifts Abalone - The history of this prized exotic shellfish is steeped in the age-old heritage of authentic Chinese cuisine. Brought to the region by Admiral Cheng Ho in the 1400s, abalone is best enjoyed in thin slices served up during special occasions like birthdays, anniversaries and the Lunar New Year. Bak Kwa – Thin slices of pork marinated according to an age-old recipe and then barbecued to crisp perfection is what gives Bee Cheng Hiang’s bak kwa its distinctive aromatic taste. The reddish colour of the pork is considered a symbol of prosperity to the Chinese community and is perfect when savoured on its own or between two slices of bread! Black Pepper Sauce – Black Pepper Sauce is used to prepare one of Singapore’s hottest signature dishes – Black Pepper Crab! Blended with the freshest garlic, ginger, chives and traditional Asian spices, Sin Hwa Dee’s black pepper sauce is sure to spice up the palette of even the most seasoned gourmet. Chicken Rice Mix – Locals and visitors alike often wonder how to prepare this tasty and mouth-watering dish at home. Now thanks to Sin Hwa Dee’s authentic Chicken Rice Mix, preparing succulent, first-class chicken rice complete with authentic chilli garlic sauce, black soya sauce and chicken flavoured rice is absolutely no hassle at all. Crispy Pulau Ubin Prawns – These crispy prawn crackers are prepared from the finest and freshest prawns. When complemented with Sambal Chilli and curry spices, these crackers make a unique Singaporean snack that has been enjoyed by locals for many decades. Pork
Floss – Pork floss is minced pork
marinated and roasted to a fluffy golden brown cottony texture through
a time-tested method. Generally sweet, it has a melt-in-your-mouth
texture and is best enjoyed with bread over a cup of tea or coffee. Findings
of survey conducted by Temasek Polytechnic Background PSB
commissioned the Temasek Polytechnic in late 1999 to conduct a survey
on the potential of the tourist food gift market.
The survey was conducted over a two-month period with a sample
size of 1,000 respondents. The final report was completed in May 2000.
The objective of the study - Identify potential food gift items. - Understand visitors' perception of the food gifts in Singapore. - Find out the attributes of the food products that tourists prefer to buy. Where the respondents are from - Japan - 2.9% - Taiwan - 11% - People’s Republic of China - 21.6% - Hongkong - 17.5% - South Korea - 2.5% - Asean countries - 28.9% -
Others
- 15.6% Purpose of visits - Holiday - 63.7% - Business - 22.5% - Studies - 4.5% - Work - 7.4% - Others - 1.7% Age Group of respondents - 20 yrs and below - 7.5% - 21 - 30 yrs - 18.4% - 31 - 40 yrs - 32.2% - 41 - 50 yrs - 24.3% -
51
and above - 17.6% Findings of survey - The survey revealed that most tourists expect to find and buy the food gifts at entry/exit points, dedicated food gift stores, tourist outlets and shops at tourist attractions. - The most popular food gifts are sauces, specialty snacks, specialty local jams, preserves and processed meats. - Tropical fruits (dried or fresh) are very popular with visitors from non-tropical countries. - Herb gifts are popular with China and Taiwan visitors. - Respondents are generally willing to spend up to S$50 on food gifts (current average expenditure on food gifts is S$25). -
Attributes
visitors look for when buying food gifts:
-Unique
to Singapore. -Originates
from Singapore -Good
quality -Better
taste -Competitive pricing
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