Nasi Goreng Singapore

How can Singapore raise awareness and increase demand of its locally-produced items in overseas markets?

One way is to simplify Singaporean cuisine.

At the Tasty Singapore Conference held at The Arts House today, panelists and participants spoke about the need to translate Singaporean cuisine into something that consumers in the west can readily understand and accept. For example, laksa gravy or satay sauce could be marketed as new types of pasta sauces.

"Timeless Recipes", a cookbook launched today at the Tasty Singapore Conference, is part of the drive by IE Singapore to raise awareness of Singapore-made F&B products and their innovative uses in overseas markets.

The hardcover, glossy cookbook was co-developed by Violet Oon, one of Singapore's culinary icons. The cookbook presents two versions of preparing each recipe - the traditional and the easy-to-prepare. The latter are naturally prepared with products from the Tasty Singapore Brand Ambassadors. Nuggets of alternative recipes for each of these products are scattered throughout the book, alerting readers to the many culinary possibilities of each product.

Speedy Chocolate Mousse

While Singaporeans may find "Timeless Recipes" a handy guide on how to prepare their favourite local dishes with minimal fuss at home, the cookbook aims to reach a wider audience.

Mr Chong Lit Cheong, CEO of IE Singapore explained that the cookbook's aim is "to share with consumers in countries, such as the US and Europe, Singapore's favourite dishes that use products carrying the Tasty Singapore Marque. The book presents our culinary heritage in a creative fashion suited to the four seasons familiar to our friends from the Northern and Southern Hemispheres."

The cookbook will also come in handy for overseas Singaporeans craving for a taste of home. Each recipe indicates the availability of the featured Tasty Singapore Brand Ambassador product in different parts of the world, be it the US, Europe, Canada, Middle East, Australia or Asia.

The launch of "Timeless Recipes" also commemorates Phase Three of the Tasty Singapore brand initiative, which enables the co-branding of products by qualified Singapore-based companies with manufacturing facilities outside of Singapore.

Phase One of the initiative focused on promotion at the industry level, while Phase Two saw the implementation of the enterprise level for Singapore-based companies with manufacturing facilities in Singapore. The Tasty Singapore initiative offers a collective brand identity for Singapore food and beverage companies venturing overseas.

"Our hope is to be able to grow and develop a pool of Singapore-based, internationally oriented companies capable of raising the brands of Singapore food products and services," explained Mr Chong.

"Timeless Recipes"

"The global food marketplace has grown increasingly competitive. Singapore food companies cannot compete on price alone. They need to offer a differentiated product range. . . Tasty Singapore will continue to help local food companies create a distinct yet consistent brand identity for Singapore food - one that will set us apart from others."

There are currently 29 Tasty Singapore Brand Ambassadors, out of the nearly 700 food manufacturing establishments in Singapore, of which more than half cater mainly for the export markets. Last year, total trade generated by this industry was $15.2 billion, with 40.5% made up of exports.

"Timeless Recipes" is available from IE Singapore Resource Centre at Bugis Junction Office Tower Level 7, for $40.