Industry Experts

All Asia Food News seeks out the change agents and rising stars of the Asian food & beverage industry. Whether they are a chef in a restaurant, leading a multi-million dollar enterprise, authoring a cutting-edge book or introducing a new product, they all have insights to share on their best business practices. Please read on and enjoy our experts!

 

Chef Danhi

All Asia Food News interviews Chef Danhi, a renowned chef who spent the fall traveling Southeast Asia to celebrate the completion of his recent book, Southeast Asian Flavors - Adventures in Cooking the Foods of Thailand, Vietnam, Malaysia, and Singapore (Mortar & Press 2008). Chef Danhi discusses the seeds for the book and explains how his travels inspire his cooking and love of Southeast Asian food.

Note: Readers get a 15% discount off of Chef Danhi's book. Order Southeast Asian Flavors directly at www.southeastasianflavors.com and get a signed copy with a FREE set of Thai Chopsticks in a silk holster. Enter Promo Code "seaf15"

AAFN: Can you talk about your culinary background – how did you get involved in the world of Asian food?

CD: When I began in the culinary field almost 25 years ago, I had no idea about the cuisines and cultures of Asia, then while attending a cooking course right after high school, I met my Malaysian-born wife, Estrellita.  She took me to Malaysia and I was immediately hooked on all things Asian.  Shortly thereafter, I attended the Culinary Institute of America in Hyde Park, New York to get my first degree, and as my classmates will attest to, I was already focused on learning all I could about the culinary identity of this region of the world. The next twenty years I was cooking in restaurants, teaching at culinary schools and writing about food, I traveled extensively to document how over half the world eats.

AAFN: Are you traveling now to promote your book, Southeast Asian Flavors?

CD: I am on a one month culinary adventure right now traveling through Vietnam, Singapore, Malaysia and Thailand to celebrate the completion of publishing of my first book (Mortar & Press, October 2008) and to film a culinary documentary on these cultures that live within the pages of the book and is showcased on southeastasianflavors.com.  This website includes videos of the people, additional recipes and many more photos (I did all of the photography, over 700 photos, in the book myself).

AAFN: Can you talk about the concepts behind the book and what motivated you to write it?

CD: My mission in my career is to teach the world what makes the cuisines of Southeast Asia unique and how to create the authentic flavors in their own kitchens. I does not matter if they are a chef with decades of cooking experience or a cook that wants to begin to taste the flavors and smell the aromas in their home. I am an educator at heart and through my consulting business, Chef Danhi and Co. based in Los Angeles, we work with restaurant chains, professional associations, food manufacturers and educational organizations. I can only be in so many places at once and and the book was a step to reach a larger audience.  Naturally, the internet and TV are the next two venues that Mortar & Press, my food media company, will begin to expand into.

AAFN: Why is it important for you to travel to the places you talk about and feature? What takeaways do you get from your travel experiences?

CD: So much of authentic Southeast Asian flavors come from the context of the cuisine, it is not only the ingredients and what the cook creates with them.  Experiencing the food in its place of origin gives me insight into the soul of the food.  In addition, I am a photographer and the more than seven hundred photos in the book were snapped by mysel,f so the book is really a peek into these cultures through my eyes. I come back from each and every adventure discovering new dishes I had not tried before. I also meet new folks that allow me an intimate acquaintance with the  places, the people and the food.

AAFN: What makes the flavors of Southeast Asia unique?

CD: These countries (Thailand, Vietnam, Malaysia & Singapore) are food cultures, not dissimilar to some of the countries of Europe. Life revolves around the table, whether it be in their home, at a roadside stall, within a large hawker center or at an upscale restaurant. Family, friends and colleagues gather to eat, drink and share this time together. I believe another factor that makes them  so special is that every level of the socio-economic strata considers food an important part of who they are.

AAFN: What are your favorite Southeast Asian flavors or culinary elements?

CD: Authentic flavors are developed over thousands of years, its really about the culmination of the location’s indigenous bounty, historical influences and what happens in the kitchen. The cooks of Southeast Asia have a plethora of aromatics to draw upon. For example almost every variety of citrus came from Asia, and it is maximized within their cooking.  The intensely aromatic kaffir lime plant itself is an arsenal of flavor. In Thailand alone, it is essential in Thai curry pastes, the whole leaves infuse hot and sour soups. Take those same whole leaves and deep fry them to deepen the flavor and add a welcome crunchy garnish for the salads of northeast Thailand such as Laarb.  Pull out the center vein and finely shredded leaves to perfume spicy fish cakes. The Vietnamese are masters at layering of flavors and textures – the herbal pantry is staggering as is the quantities they are consumed as salads and soup garnishes. In this last trip to Ari, my sous chef realized how in Vietnam the chilies are often served on the side so you can choose your heat level where in Thailand the chilies were more often more of an integral part of the dish itself.  

AAFN: Talk about your collaboration with Lee Kum Kee on the Asian Sauce DVD - what's LKK's specialty and how did you combine forces on this product?

CD: Lee Kum Kee and Chef Danhi & Co have been partnering on Asian culinary education for more than three years now.  It still amazes me how Lee Kum Kee actually invented oyster sauce and now is the leader of this category of sauce that is used across the globe. It may have begun in China, yet many kitchens across Asia rely on it for its umami wallop.  I travel around the country teaching about the history, manufacturing, and uses of Asian sauces for LKK. The DVD was a way to reach a larger audience and provide a resource for culinary school students and professional chefs alike.

AAFN: You've given talks on the importance of produce in Chinese and Vietnamese cultures - what is its significance as a trend?

CD: The Chinese immigration really laid the foundation for the cuisines of Asia to follow.  As a cuisine enters into a new land, it is first adapted to the local consumers' taste. A majority of the earlier Chinese food, especially that which was marketing to mainstream consumers, was altered significantly. However, the American population has come a long way since the first major influx for the Gold Rush in the mid 1800’s.  In the 1930’s some of their foodstuff was able to be imported, ingredients like oyster sauce were already being brought into San Francisco. The 1970’s, Chinese food exploded and became mainstream within the context of a recently founded food culture. Now Americans are much more aware, not necessarily accustomed to, but have seen, read, or traveled to some part of Asia and hence are ready for more authentic food. Vietnamese cuisine has been imported in a more authentic form and the demand for the ingredient(s) to support the genuine flavor profile(s) requires new varieties of herbs and vegetables. This impacts the entire food chain, from farmer to table.

Chef Danhi is an expert in the cuisines of Southeast Asia, specializing in Malaysia, Singapore, Thailand and Vietnam. His food writing and photography have been published in over a dozen publications and has authored the Asian sections in the CIA’s New Professional Chef and On Cooking Textbooks. A graduate of the CIA and former Executive Chef of the CSCA, Chef Danhi now leads Chef Danhi & Co. in Los Angeles, they consult with educational organizations, food manufacturers, restaurant chains and professional associations. Chef Danhi also leads culinary immersion tours for food professionals that seek a better understanding of the cuisines and cultures of Southeast Asia. Check out southeastasianflavors.com and chefdanhi.com  for more information such as recipes, videos and photos!

Robyn Eckhardt

On traveling and writing about Asian food and culinary traditions

All Asia Food News sits down with Robyn Eckhardt, a food writer who travels throughout Asia featuring the latest culinary trends and cultural delicacies. Eckhardt lives in Kuala Lumpur and is the food editor for Time Out Kuala Lumpur. She is also working on a cultural cookbook guide for Southeast Asia.

AAFN: Where have you traveled in Asia and how did you begin writing about Asian cuisine?

RE: I've lived in Hong Kong, China, Thailand, Vietnam and now Malaysia and have traveled in almost every other Asian country except East Timor. In the last seven years, since I moved to Thailand, all of my travels have been in Southeast Asia. I've been writing about Asian cuisine informally since I first lived in China in 1984. About four years ago, I abandoned a dissertation on Chinese rural politics to pursue a field I've been passionate about for at least a couple decades: Asian cuisine and culinary traditions.

AAFN: What makes you passionate about Asian cuisine?

RE: The fact that in so many Asian countries food is, literally, everywhere.  Exploring the street food scene wherever I travel is an obsession and it's so easy to do in most of Asia. I love that in Asia you can find something wonderful to eat almost anywhere, at any time of the day.

Asian food markets, especially traditional wet markets, are another obsession. If you're curious about a cuisine then going to the local market first thing in the morning is the best way to orient yourself in terms of ingredients and even local specialties because most markets have stalls selling prepared foods, many of which you won't find in any restaurant.

In Asia, it's still possible to find people cooking dishes and making, often by hand, ingredients as they have done for decades, even centuries. I can drive ninety minutes from my home in very urban Kuala Lumpur to a small Malay village and watch palm sugar being made by hand, then return to KL for dinner at a 60+-year-old Chinese Malaysian restaurant where the entire kitchen is fueled by wood.  I can go to the Philippines, Thailand, Cambodia, Indonesia, or any country in the region and track down similarly interesting culinary traditions.

I'm also fascinated by the way in which cuisines in the region cross borders. The more traveling, eating and cooking I do, the more I'm convinced that, culinarily speaking, reference to national boundaries has limited use here, at least in Southeast Asia.

AAFN: What emerging trends have you seen emerging from the Asian food and beverage industry?

RE: I have to admit that I spend so much time focusing on culinary traditions that I'm probably not as 'up' on emerging trends as I should be. But some are just so huge you can't miss them. For instance, in places like Singapore and Bangkok, more sophistication at the upper end of the restaurant scale, with local chefs doing interesting things with Western techniques and ingredients.

In major cities around Southeast Asia, at least, there is a growing market for eateries (chains or otherwise), that specialize in traditional street food dishes. In other words, locals aren't completely abandoning their homegrown favorites for KFC and McDonald's, but they prefer to eat them in KFC and McDonald's-like settings.

In Malaysia, Western-style sweets are very big. Cupcakes, donuts, pastries that haven't been changed to suit local palates are all the rage. As are Western-style cafes and delis in which to enjoy them. There is definately a growing market for convenience foods: packaged mixes and premade sauces and such. It's inevitable, really, as women continue to enter the work force in growing numbers. I don't see quite as much concern about 'healthy eating' here, yet, as you find in the U.S.

AAFN: What do you think Americans look for in Asian food and why?

RE: Depends on the American, I suppose. Some seek a challenge to the taste buds, exciting (and maybe, at first, off-putting) new flavors. Fish sauce would certainly have fallen into that category ten years ago, but now something a sort of super-fermented fish sauce from Thailand (budu in Malaysia, prahok in Cambodia) might fall into that category. I suppose you could call this sort of person a culinary adventurist.

Many Americans are looking to some Asian cuisines as a healthy eating alternative, as a way to be able to eat well and interestingly without a lot of fat and other no-nos. Vietnamese food falls into this category, featuring lots of vegetables and zingy herbs. Many foods are boiled or steamed, there's not a lot of deep-frying, it tastes fresh. I always leave Vietnam feeling somewhat virtuous even though I've eaten pretty much non-stop since I arrived.

Americans who've traveled to Asia and enjoyed eating there are increasingly looking for 'authenticity' in the Asian food they eat back home, dishes that taste true to the country or region they're from. It's only natural. We all want to relive a great trip once we're back home, whether it be by viewing photos or relishing tastes we’ve enjoyed abroad. This is a great development, because it means that the Asian food available in the U.S. is just going to get better and better as more Americans travel in the region. When I came back from China in 1985, I found what was being served at Chinese restaurants in the U.S. such a disappointment. Now you've got Chinese restaurants that specialize in regional cuisines and some of them are doing a really fantastic job. and they've got the patronage to support their efforts. That can only be seen as a step in the right direction.

AAFN: What are the differences in food (specific example) that you've noted in different regions of Asia?

RE:  It's hard to generalize. Rice is a major part of the diet almost everywhere, except in some sago-growing regions of the Philippines and Indonesia and Malaysia. There are large Chinese populations in almost every country outside of China except Japan, and their influences on local cuisines are numerous. So wonton mee (egg vermicelli in soup with boiled wonton) is really as popular a dish in Malaysia as it is in Guangzhou. Thanks to the Chinese too, noodles are everywhere.

Fish and shrimp sauces and pastes - they are an important part of Southeast Asian cuisines, but not so much in China and sweets/desserts seem to me much 'sweeter' in Southeast Asian countries than in China, Japan, and Korea, and are eaten throughout the day.

I'd also suggest that many of the cuisines of Southeast Asia show stronger foreign influences than those of North Asia. Spanish influences in Philippine cuisine (a little-known fact: in the Philippines locally grown cacao, which was introduced by the Spanish centuries ago, is made into the most delicious drinking chocolate this side of Barcelona), Dutch in Indonesian, Portuguese in Malaysian and even, a bit in Thai. You certainly don't find that, or at least as much of it, in China, Japan, or Korea.

AAFN: What is your most recent project or what are you working on now?

RE: I'm the food editor at Time Out Kuala Lumpur and contribute regularly to a couple other publications, so I'm always working on various articles. I'm also working on a book on Southeast Asian markets with my photographer husband, David Hagerman. It will be a combination travelogue-cultural anthropology-guide-cookbook, richly illustrated with plenty of practical information for food-focused travelers heading to the region.I suspect there are many travelers out there who, like us, hit the local food market as soon as we touchdown in a new place. Southeast Asia boasts some of the very best, most fascinating markets in the world, but they can be a bit overwhelming if you're a newbie. We hope the book will make these places of culinary and cultural interest more accessible to travelers.

 

Andrea Nguyen, founder of the Asian Culinary Forum

On the rise of Asian food and the idea behind the Asian Culinary Forum

The Asian Culinary Forum is a San Francisco-based non-profit dedicated to providing public education programs on Asian food culture. Nguyen, a writer and cooking teacher based in Santa Cruz, California, talks to All Asia Food News about starting the Asian Culinary Forum and promoting the Asian food trend. Nguyen founded Vietworldkitchen.com, a site devoted to the food and culture of Vietnam, her native country. Nguyen's debut cookbook, Into the Vietnamese Kitchen: Treasured Foodways, Modern Flavors, is the first comprehensive cookbook devoted to Vietnamese food in the English language. Her next book on Asian dumplings is due out in 2009.

AAFN: How did the idea for the Asian Culinary Forum begin?

AN: Asian food and cooking is incredibly popular these days, yet there are not enough opportunities for people to get in depth knowledge on the ingredients, techniques, history, and trends that drive the cuisines of Asia. The American public can name different kinds of bread and coffee but what about types of rice and tea?

Fellow food writer Thy Tran and I had lunch in 2007 and began discussing the need for public education programs on Asian food. Many food professionals have identified the need for deeper understanding of Asian food culture, but we’ve committed to filling the void. We facilitate opportunities for the public to meet and chat with industry professionals. We encourage people to taste, talk about and explore Asian food.

AAFN: Why did you choose San Francisco as the location?

AN: San Francisco has one of the largest Asian populations in the U.S. and there is much history and pride here. It’s a vibrant culinary scene – from innovative chefs and restaurants to farm-fresh products and curious Asian food enthusiasts – the Bay Area has it all. San Francisco is the perfect place for the Asian Culinary Forum to call home.

AANF: Is there a theme to this year's Forum? If so what is it and why?

AN: “Asian Food Beyond Borders” is the theme of this year’s Forum. What is Asia? Who defines it? How do we know it and what do we not know? Asian food is mysterious to many people and ACF demystifies Asian cuisines without compromising their integrity. We’re an educational nonprofit, and we ask people to explore the obvious and then delve a bit further.

AAFN: What are the emerging trends in the Asian culinary industry? What direction do you see these trends heading in the future?

AN: There are better ingredients available now more than ever at U.S. markets. Chefs and home cooks have access to a greater array of ingredients and they’re interested in learning how to use them for Asian food and in other cuisines too. Asia is humongous and there are regional differences too. We’re just scratching the surface with Cantonese, Sichuan and Hunan with regard to Chinese food. The bright flavors of Southern Indian fare are gaining popularity too. Southeast Asian food is not just Thai, but Vietnamese, Singaporean and much more.

AAFN: What is your background in the Asian culinary industry?

AN: I’m completely self-taught and have been a cooking and cookbook geek since I was a kid. I cooked professionally in the early 1990s in Los Angeles (at City Restaurant), but I have a strong background in education and wanted to meld research, writing, teaching and food into one full-time career, which I’ve had for about ten years.

AAFN: Do you have plans to expand the Forum?

AN: We’ve already been asked to take the Forum to other cities. This is our first year and we’re an all-volunteer effort. Our current focus is setting the foundation in San Francisco. A weekend like this takes a tremendous amount of on-the-ground energy. In the future, perhaps we’ll do small events in other cities but it’s really a matter of funding.

AAFN: Do you have a sense for how the Asian food and beverage market is faring in the U.S.?

AN: We don’t track exact numbers but without doubt, factors such as travel, business, and politics are heightening public interest in Asian food and beverages. The Beijing Olympics focused world attention on Asia. On the culinary landscape, cookbooks, magazines, newspapers, and blogs are demystifying the myriad cuisines of Asia. People have a greater sense of culinary adventure now more than ever. Asian cooking offers a wealth of health and wellness benefits, and wines pair with well with the foods of Asia. People want to explore and learn more.

AAFN: How do you market the Forum and what has your attendance been (projected for this year as well)? Who attends?

AN: This is our first year. We estimate about 1,000 registrations for our October weekend events and activities. We’re drawing folks who are food professionals (chefs, writers, producers and distributors), media, cooks, as well as those who just want to enjoy and celebrate Asian food. The point of our programs is to draw a broad audience so people can meet and exchange ideas. For food industry people, this is a great opportunity to make terrific connections.

Merchants at the San Francisco Ferry Building will be showcasing Asian ingredients and items during the entire weekend. On average, there are 50,000 people at the Ferry Building each weekend. We aim to put Asian food at the forefront of the public’s palate between October 10th and 12th!

Nutritionist Karen Diggs

On teaching the health properties and benefits of Asian food

All Asia Food News sits down with Karen Diggs, a holistic nutritionist specializing in Asian food and the founder of San Francisco-based Be Nourished, a nutrition consultation & therapeutic chef service. Diggs is also a participant in the upcoming Asian Culinary Forum in San Francisco.

AAFN: How did you get into Asian cuisine and nutrition?

KD: You could say I was born into it!  My family came from the Yunnan province in China and I was born in Hong Kong.  My mother didn’t really know how to cook, but we had an aunt who lived with us who prepared everything from scratch.  My family loved food!  My fondest memory of early childhood was of my family gathered around a table of beautifully cooked dishes and eating! As for nutrition, I returned to school in 2004 and obtained certification in holistic nutrition.  In these troubled times, I really believe that our first priority should be healing ourselves and the planet by making healthy choices through what we eat.  The most profound connection with nature is through the food we eat!

AAFN: What is your specialty/area of focus in the world of Asian cuisine?

KD: I’m a therapeutic chef who understands the healing power of foods, including many Asian ingredients. My specialty is using Asian products not only for their taste profile, but also for their potential in making a dish therapeutic as well as delicious

AAFN: Talk about your role at the Asian Culinary Forum – what is your talk focusing on?

KD:  I am not giving a talk, but will create a table of bitter foods, a taste component which is misunderstood and much under-appreciated. I will approach this from a historical/biological/Asian perspective and weave in the health benefits provided when bitterness becomes a part of life.  After all, we cannot truly appreciate the sweet without the bitter.

It is fascinating to me that America leads the world in terms of diabetes, a disease of too much sugar in the blood, and that most people in the U.S. shun the taste of bitterness in their food.  Everything has to be sweet, and yet, as a nation, we need the most Prozac and eat tons of sugar! Perhaps a little bitterness will help to bring us back to balance!

AAFN: How does healthy eating play a role in shaping today’s Asian food?

KD: Healthy eating has always been a part of Asian food & culture.

AAFN: What are your favorite techniques/methods for making healthy Asian food?

KD: Using only the freshest organic ingredients whenever possible.  For me, it is not so much the technique, but the energy and love with which I prepare the food.  Cooking with a sense of respect and appreciation for farmers and for nature is really important for me. 
On a more practical level, I like to steam and do quick sautés, but the core of well prepared food is in the handling of the raw materials and how you cut the ingredients to suit the “ambiance” of the dish. Cutting vegetables and meats into their proper sizes in respect to the dish has a tremendous effect on the taste!

AAFN: Can you explain your therapeutic chef service?

KD: At the moment, I teach nutrition and therapeutic cooking, and I also have clients for nutritional consultations. As a therapeutic chef, I choose the healthiest ingredients (no GMO’s, minimally processed items, organic, and local whenever possible).  When I cook for clients, I keep in mind any health issues they have and incorporate ingredients that will facilitate their own healing potential.

For example, if I am cooking for a client who has diabetes, I will cut out all sugars.  I also use only complex carbohydrates, good quality fats, and 100% pastured meats & poultry.  I will also include herbs & spices which will balance blood sugar and stimulate circulation.

AAFN: What are your favorite Asian herbs and spices and why?

KD: I love to use cilantro, not only because of its flavor, but because it can actually help to chelate heavy metals from the body.  Ginger, of course is great for digestion and circulation.  Turmeric is also one of my favorites because of its wonderful color and its ability to purify the blood and calm inflammation. The list is endless because the healing properties of food are boundless. Plants are much smarter than we are! 

AAFN: Is there a movement happening with health/nutrition and Asian food? If so, what is happening and why?

KD: Asian cuisine has always been about health, but I think that the influence of corporate food giants has negatively influenced the quality of Asian food (just as it has Western foods). The true movement is really towards a sustainable way of farming and respect for farmers and where food comes from.

The Slow Food movement and the current worldwide momentum to band GMO and globalization should also become an intrinsic factor for any chef involved in Asian cooking. Vandana Shiva, the environmental activist, has also had a tremendous influence on how I view health and cookin

Master Chef Sabri

On Asian cuisine’s global influence and the tricks to preparing an Asian meal for 5,000

All Asia Food interviews Master Chef Sabri, whose experience in the food & beverage industry spans over 25 years and many continents. Sabri's innovation in Asian cuisine has gained him the honor of winning many culinary awards, including Best Chef of the Year in 2002. In recent years, Sabri has hosted a culinary documentary show in Malaysia, and has been a culinary judge and a mentor to young aspiring chefs.

AAFN: Can you talk about your background and experience as a chef?

CS: I come from a family of chefs. My family has operated restaurants in Malaysia since 1980. I learned how to cook in 1982 from my late grandfather and my mother. In 1985, I continued my studies under a great chef from the University in Malaysia. In 1988, I did a kitchen apprenticeship at the Hilton Group. I now have 25 years of experience as a chef  in the food & beverage industry, specializing in contemporary Asian cuisine and ice carving. I'm also a member of the Association of Malaysian Chefs and very active in culinary competitions. I represented Malaysia as a judge, expert and trainer in an international culinary event called the World Skill Competition in St. Gallen, Switzerland. I also participated in the Culinary World Cup in Luxembourg, the International Culinary Competition in Vienna, Austria, the Singapore Culinary Salon, and the Asian Skill Competitions in Jakarta, Indonesia, Hanoi, Vietnam and Brunei.

AAFN:  What are the rising trends in the Asian food and beverage market?

CS:  The Asian food and beverage business has increased worldwide in the last 5 years, with a lot of modern and trendy new Asian restaurants now open across the globe. Every restaurant is set up with a different design and a different plate presentation. Many restaurant menus serve Asian fusion cuisine, which combines a taste of Asian with a bit of a western touch.

AAFN: What are consumers looking for now in Asian cuisine? How do you prepare food according to those tastes?

CS: Consumers are looking for a creative menu, quality food, good presentation, value for their money and healthy cuisine. I like to serve Asian fusion cuisine which combines elements of Thai, Indonesian and Malaysian culinary elements, served in a modern way. For Thai elements, I add kaffir leaf and lemongrass, for Indonesian elements, I add galangar and coconut gravy and for Malaysian elements, I add curry powder, ginger and garlic.

AAFN: As a chef with experience in the restaurant and hotel industries, how do you prepare your food differently for larger audiences?

CS: Most of the menu contains spicy food. For example, I prepare braised chicken with a spicy tomato sauce, beef curry with potato, sweet and sour fish, stir-fried vegetables. If the food is catered for 3,000 – 5,000 people, with a proper plan and organized kitchen crew, we need at least two days to prepare the menu. For the basic braised chili paste, curry paste and sweet and sour sauce, these pastes and sauces can be prepare in advance and cooked on a slow fire without seasoning for 3 hours, then stored and chilled in a walk-in refrigerator. Potatoes can be peeled early and soaked in the water, while vegetables can be cut early and kept in proper containers. If a function begins at 8.00pm, we would only start to cook the braised chicken and beef curry at 4 pm. Vegetables and fried fish are prepared at least half an hour before serving the food. But the key element is that as a professional chef, you need to organize in the proper way.

AAFN: What are the elements of Malaysian and Southeast Asian cuisine? Does fusion play a role in food in that region?  

CS: The recipes are very similar. The basic ingredients used in both cuisines are: ginger, garlic, shallots and chili. These cuisines use more spicy foods and the recipes involve combinations of curry powder, star anise, cardamom, nutmeg, cinnamon and cumin. These elements will create a different taste, color and presentation. A fusion menu plays a very important role especially in Malaysian cuisine, because in Malaysia we have many different ethnicities such as: Malay, Chinese, Indian, Punjabi, etc. all in one country. This diversity therefore enables Malaysian food to reflect a fusion of flavors.

AAFN: What is your favorite culinary technique or skill when preparing Asian food?

CS: My favorite culinary technique for Asian food is stir-fry. My favorite preparation styles are: stewing, braising, panfrying and grilling. The reason that I like the stir-fry method best is that it captures the aroma from the food.

AAFN: Are there any interesting or unique elements in Asian food?

CS: Absolutely yes. Each Asian cuisine has its own uniquene properties. We use a lot of herbs and spices, so when mixed together, everyone in the world can enjoy the cuisine. For instance, Asian foods are the combination of sour, sweet and spicy. Asian food is marked by healthy practice in preparing the cuisine, which can be seen through the use of ginger, garlic and also through the vibrant colors used.

AAFN: You’ve worked internationally – what areas of the world do you see as having an affinity for Asian cuisine?

CS: Asian cuisine has truly become global. Asian cuisine now has been introduced by Asian people who moved to Europe and other countries around the world. From that movement, the world began to recognize Asian cuisine. Asian food has come to be served in a way that accomodates the culture  and traditions of the country it’s found in, while still maintaining its own signature flavor and presentation

AAFN: You’re a master in ice and vegetable carving -- do ice and vegetable carving have Asian origins?

CS: Yes. When we enter the competition in Sapporo, Japan we always get the gold medal because of the artistic value and tradition. 

Saul Gitlin : Vice President, Kang & Lee Advertising

On marketing to the rising influential Asian-American consumer

All Asia Food News interviews Saul Gitlin, Vice President of Kang & Lee Advertising, the #1 Asian-American marketing company in the U.S. Gitlin shares his knowledge on consumer trends and the rising influence of Asian-Americans in the food and beverage industry.

AAFN: How did Kang & Lee become the #1 Asian-American marketing company in the U.S.? How does Kang & Lee stay competitive in the industry and what unique business principals does the company follow to ensure its success?

SG: Kang & Lee became the #1 agency in the Asian American market due to a variety of factors. First, we were the earliest pioneer of Asian marketing going back to our founding in 1985. As new categories and brands seek to enter this market, they often first turn to the oldest and most experienced agencies. This has given us a preferential position in garnering the attention of new clients. However, being the oldest agency itself is not enough. We also maintain our leadership through our commitment to data analysis and research, both of which enable our agency to maintain our competitive edge as the leading strategists in our field. Also, our creative product is second-to-none in our industry which has also underscored our leadership. All this has allowed us to attract first-movers within new categories in the market which, in turn, enables us to maintain our leading position.

In terms of staying competitive, we rely on superior data analysis, insight, and creative to maintain our competitive edge. This all stems from our fundamental commitment to being a marketing partner for our clients - not merely an agency that executes advertising. This is our fundamental principal which guides how K&L behaves with clients. It is also what distinguishes us from other agencies in our industry.

AAFN: What are the up-and-coming trends within the Asian American consumer marketplace? Specifically, do you see any rising trends in the Asian American food and beverage industry?

SG: There are several key trends which are spurring growth in Asian marketing in the US. First, the dramatic growth of the Asian population. Asian Americans already numbered almost 12 million as of Census 2000 and the population has grown another 29% in the first 6 years of this decade. This has attracted the attention of major marketers. Secondly, Asians continue to exhibit one of the most attractive demographic profiles of ANY consumer group - with the highest median household income, the highest level of educational attainment, and very strong rates of entrepreneurial activity. Again, this is very attractive for marketers. Finally, the rapid growth and sophistication of the Asian media landscape has caused marketers to sit up and take notice of these channels which directly reach the Asian consumer. Today, there are almost 1000 Asian in-language and in-culture media outlets that serve the news and entertainment needs of the top-6 Asian subgroups (Chinese, Indian, Filipino, Vietnamese, Korean, and Japanese).

In terms of food and beverage trends in the Asian market, the most noteworthy development is the dramatic rise of Asian food retail/supermarket chains in the country. These retail networks offer marketers in the F&B categories natural channels to engage in brand building an promotional efforts. Examples are Ranch '99 for Chinese, H-Mart for Koreans, and others. Asians consume a wide variety of U.S. and imported food and beverage items, but most marketers in these categories still do not distinctly target Asians. The field is wide open, and there are many subcategories that still are leaving enormous value on the table: e.g. Soft drinks, meat and vegetables, cooking oils, pastas, cereals, and confections, just to name a few.

AAFN: What marketing/advertising strategies do Asian American consumers respond most effectively to and why?

SG: Based on the recent-immigrant character of the Asian American population, combined with the growing Asian media landscape, it is abundantly clear that in-language and in-culture communications strategies are the most effective in reaching the largest number of Asian consumers. For food and beverage, promotional marketing including couponing and in-store demos and trials are an excellent way to stimulate market response.

AAFN: How influential is the Asian American consumer in the emerging U.S. and world market? How does that influence shape the market?

SG: The Asian consumer has emerged as an increasingly influential consumer - with total annual Asian- American purchasing power now surpassing $429 billion, and with Asians comprising large portion of key regional markets in the U.S.  For example, in California, our single largest state market, Asians now constitute 12% of the entire state population. In the food and beverage arena, we are also seeing Asian food preferences impacting the broader food preferences of non-Asians in the U.S., both in terms of the increasing adoption of Asian food preparation methods as being more fresh and "healthy" as well as the actual adoption of Asian food items by non-Asians. The expanding interest in Asian food for at-home consumption is evidenced by rapidly growing ethnic-food aisles in major mainstream supermarket chains, while the growth and sophistication of out-of-home Asian cuisine is proof if increasing interest and demand.

AAFN: What geographic areas are most effective for targeting Asian American consumers?

SG: The beauty of the Asian-American market for marketers is that it is highly geographically concentrated. Three states - California, NY, and Texas account for 52% of all Asians in the U.S. Second tier states including NJ, Illinois, Hawaii. Massachusetts, and several others bring the sum to 70+%, and tier 3 states add another 20%. Marketers that want to reach the majority of Asians in the U.S., however, do not need to target then across the country. Programs running in about 10 states can deliver to the majority of Asian-Americans. Even just targeting the top 3 states delivers to over half of the entire U.S. Asian population.

AAFN: Are there any specific food and beverage companies that do well with Asian Americans and why?
SG: Some food and beverage companies that would do well with Asians:
-Marketers of carbonated sodas including colas, orange sodas, lemon/lime sodas
-Marketers of cooking oils, spices, condiments
-Marketers of packaged/canned foods such as lunch meats, pastas, cookies, confections
-Fresh produce marketers

AAFN: Kang & Lee President, Cynthia Park, said "We remain as committed as ever to bringing Asian consumers to the attention of corporate America, and to ushering new categories and brands into this exciting marketplace." What are these new categories and brands she refers to?

SG: In her quote, Cynthia Park was referring to a broad range of marketers within which many brands should be taking a closer look at the Asian-American market. These do not include only consumer packaged good (including food) but also non-prescription pharmaceuticals, household products, and most other products found in supermarkets. Other categories that should be looking at this market include: travel/leisure marketers, computer hardware/software marketers, luxury goods (fine food/spirits, apparel, accessories), to name a few.

Chef Ming Tsai: Owner, Blue Ginger

On his restaurant, his TV show and on the nuances of Asian cuisine

All Asia Food sits down with Chef Ming Tsai, owner of Blue Ginger restaurant and host/executive producer of the TV show "Simply Ming." Chef Tsai talks about his Asian heritage, favorite culinary traditions and staying successful in the contemporary ethnic culinary marketplace.

AAFN: How did you get the idea for the East-West theme on your cooking show? What makes that idea successful?

CMT: It's how I've always cooked - it's how I was brought up. My mom definitely made traditional Chinese dishes, but she also made Chinese dishes influenced by other cultures. One of my favorite foods growing up was her "Chinese Spaghetti" which was basically a traditional Italian meat sauce with a touch of hoisin, served over spaghetti. When I first realized this could be a viable way of cooking in restaurants was during my time at Natacha in France. The first East-West creation I made for customers was a traditional butter sauce with Chinese fermented black beans added to it. The chef liked it and served it, and that's when it hit me that this was how I wanted to cook. My mentor, Ken Hom, is the person who encouraged me to keep at it and believe that East-West cooking was not a fad but a real way of cooking and eating and he was right. I think the notion of East-West cuisine is successful for a couple reasons. One, almost everybody already eats East-West -- they may not realize it or think of it that way, but really, if you look at the average restaurant menu, there's a ton of Asian influence and Asian ingredients being used. The second reason I think East-West is so popular is that it's an exciting way to eat -- there's the play of textures, temperatures, sour, salty, spicy, sweet...When done right, East-West cuisine is tasty and never boring.

AAFN: How do you keep fresh and new culinary ideas circulating on your menu?

CMT: We always have a certain percentage of our menu at Blue Ginger dedicated to the classics -- the sake-miso marinated butterfish, the garlic-black pepper lobster, mom's shrimp. But there is also a good percentage that changes every few weeks. I travel a lot, so I get inspired through that and I also read a lot and experiment in the kitchen. I also have a fantastic staff who bring great ideas to the table and we'll work them out together to create a dish for the menu.

AAFN: What do you see as future trends for Asian food and for your restaurant, Blue Ginger?

CMT: I recently expanded Blue Ginger to create three private dining rooms and a huge casual lounge serviced by a separate menu of Asian tapas. I really think small plates, especially for something as full-flavored as Asian cuisine, are here to stay. There is a need to have great, casual, healthy, Asian fast food. At the lounge, I've tried to create a menu that's sharing-friendly and wallet-friendly. Everyone is trying to stretch their dollar nowadays. I'm pleased to be able to offer the Blue Ginger experience for people who want to just drop in and get a quick dinner for 10 bucks each.

AAFN: What do you think your diners are looking for when they come to your restaurant?

CMT: I think they are looking for great food and great service. They're looking for an experience. There are definitely the people who come in because I'm on TV, and I know they want to see me and have me sign an autograph, things like that, but, and I really do believe this is 100% true -- the TV show gets people into the restaurant, but what keeps people coming back to the restaurant are the food and the service. The TV show gives you one shot; it gets bodies into the space, but you've got to keep them coming back, and that's not going to happen if the food isn't good, or if the service is terrible.

AAFN: What's the most challenging aspect of being in the Asian food industry? The most challenging?

CMT: That's a tough one. I can't say it's ever been especially challenging. I've been welcomed with open arms by the food community and diners in general. Maybe just educating people on certain dishes they may not be familiar with, or re-educating people on dishes they think they know, like fried rice. So many people are used to getting fried rice that's brown and a little greasy and sometimes that's exactly what you're craving, but really, fried rice should still be white and fluffy in texture. The soy sauce is added with a very light touch at the end of cooking -- you just get a hint of it to elevate the flavors of the fried rice.

AAFN: What were your favorite dishes growing up? What did you learn from your parents culinary tactics?

CMT: I loved any dumpling, whether it was my mom's pork and shrimp pot stickers or hsien bing. As for my parents' culinary tactics, my mom always followed recipes exactly, and my dad was much more of an experimenter in the kitchen. The only place I ever saw them fight was in the kitchen, they both had definite ideas about food and they both have great palates. So I like to think that I got a little bit of both; I have respect for great recipes and formulas, but I'm also big on experimenting, too. That's how you learn. And they taught me "Waste not, want not." We used everything, which not only gave me respect for ingredients, but also taught me about ingenuity in the kitchen.

AAFN: Are there traditional elements or components of Asian cuisine that you think will remain strong over time?

CMT: I think people will always want to eat food that is bold in flavor, with a contrast of textures and temperatures and that is inherently healthy -- all those are hallmarks of Asian cuisine.

AAFN: What do you think has made Blue Ginger and your other culinary endeavors so successful over the years?

CMT: I really think it's the people who work at Blue Ginger and who I've worked with throughout the years. My dad once told me, it's not what your boss thinks of you, it's what your peers and the people you work with think, because they are the people who will not only help you but also support you in times of need. Many of my key managers at Blue Ginger have been with me for over 8 years, which is unusual in the restaurant industry.

For more information on Chef Tsai's TV show "Simply Ming" visit: ming.com/simplyming/

For more information on Chef Tsai's restaurant, Blue Ginger, visit: www.ming.com/blueginger/

*Photo of Chef Tsai courtesy of Dari Michele Photography

Author Wendy Chan

On the exploding Asian food industry in the U.S. and how best to market to the American consumer

All Asia Food News talks with chef, author and business entrepreneur, Wendy Chan about her expertise in the Asian food marketplace, how to best deliver a product, and growing trends and challenges in the Asian food industry. Chan also discusses her new book with Grace Niwa, "New Asian Cuisine: Fabulous Recipes from Celebrity Chefs".

CN: Can you tell us a little about yourself and your background in Asian food?

WC: I started working in the advertising industry in Hong Kong, managing many leading packaged goods brands of food, dairy products, chocolate, juices, beverages, cooking oil etc. When I moved to Los Angeles, I found myself assigned to work on developing and launching new packaged frozen foods. I have always enjoyed food (and travel), including cooking and eating, to a point that I invested in a bakery/restaurant in Los Angeles, starting it virtually from scratch. From not knowing what a proof box was, I quickly learned all aspects of the industry, which gave me great first-hand knowledge. I sold the bakery/restaurant when my family relocated to New York. As a marketing consultant, I am particularly passionate about applying my fast-moving consumer goods experience, my branding strategy know-how, and consumer insights to help emerging brands and Asian products to succeed in the U.S. market.

I was also recruited by Diversified Communications to help launch All Asia Food Expo in New York, and soon it launched in Los Angeles as well. Now it has evolved to become part of the Cultural Food Show.

CN: What was the inspiration behind your book, "New Asian Cuisine: Fabulous Recipes From Celebrity Chefs"?

WC: There were a couple of drivers for this project. The USDA generated a lot of hoopla about the new food pyramid, advising people on what to eat and how much to eat, neglecting the host of wonderful ingredients from Asia. That's why we have an Asian food pyramid in the book, listing ingredients that fall into those groups according to the pyramid. I was hoping to ask the many chefs I know to share recipes about some of their favorite dishes, and see if we could apply the health guidelines to readers. But this is definitely not a book for dieters and calorie-counters.

Another major reason was that my partner, Grace Niwa, and I felt that many Asian chefs were not given enough credit or exposure as mainstream chefs. Without educating more consumers about Asian cuisine, it would be tough for Asian ingredients to get accepted, and we're tired of Asian food's image as cheap take-out. So we hoped to build a platform to draw attention to Asian cuisine and chefs, create more opportunities to educate food-lovers about Asian food and ingredients on a broader scale.

Since the book published, we have built a website www.newasiancuisine.com with valuable resources such as an Asian market directory for all 50 states, introduced a monthly newsletter and a weekly blog www.newasiancuisine.wordpress.com, and continuously produce events such as the Asian Food Series which we co-present with The Asia Society. With strategic partners, we also provide video-recipes, so more people can acquire basic culinary skills. Home economics classes are now virtually removed from schools these days, giving scarce resources only to sports, music and technology, leaving a whole generation of Americans clueless about cooking.

CN: Does the book target professional chefs, Asian home-cooks or experimental cooks in mainstream America?

WC: This book serves anyone who's interested in cooking or eating Asian and Asian-influenced dishes. While the tone is more consumer-oriented, many professional chefs love to borrow ideas and experiment with recipes found in the book. Then we know there are some who just love reading the book, using it as a guide about restaurants or learn more about the cuisine. We deliberately chose a paperback format, so it's easy for people using it as a guide, or bring it along when shopping for ingredients. You may notice that we even have a "passport" section, so people can use as a journal for their food adventures.

CN: Are the celebrity chefs you work with from all over the states?

WC: This little project started with a humble goal of collecting recipes from about 30 chefs. When the outreach efforts started and more chefs got wind of this, we got contributions from around the country and internationally from England, Germany, Thailand and Hong Kong. Asian and non-Asian chefs who love preparing Asian dishes were included. It probably struck an emotional cord among chefs. We virtually had to force a cut-off date, after 100 chefs participated. That's why our book is one of the best values around – 300 pages with full color photos, printed in the U.S. for only $14.95.

CN: How do you explain the explosive growth of the Asian food industry in the U.S.?

WC: When I first came to America in the early 80's, there were only two half-decent markets selling Asian grocery in Southern California. Now there are probably two supermarkets in every major intersection in the San Gabriel Valley. This growth is fundamentally driven by several factors, including the increased number of Asian immigrants living in the U.S. Many of them also chose to be in food importing, retail or the restaurant business. The fact that there are more Chinese restaurants than all the MacDonald's, Burger Kings and KFC's combined – over 40,000 in North America, is another reason why Asian food is everywhere. With increased competition, many food manufacturers and importers realize that they have to move beyond serving just immigrant populations for real and sustainable growth. So we are seeing more cross-over products, modified or re-purposed to suit the palate of second generation acculturated immigrants as well as non-Asian, and distributed by more conventional channels. Now even Amazon.com carries Asian food products.

I must also credit the popularity of food shows, such as Ming Tsai's "Simply Ming", reality shows like "Top Chef", travel shows like Anthony Bourdain's "No Reservations" and the variety of programs on the Food Network that both entertain and educate viewers. Now, many of the more obscure ingredients, techniques and dishes seem less strange. With more foreign travel, Americans have also become increasingly adventurous about eating foreign food, including sushi, pad Thai and Vietnamese pho. In fact, knowing how to order from an ethnic restaurant is reflective of one's class, education and social standing. We call that attribute "world-wise". Americans are teased internationally as mono-lingual. Knowing how to eat something from a different culture is perhaps the next best thing to redeem ourselves.

CN: What are the challenges facing not only chefs of Asian food but also of manufacturers of Asian food products?

WC: There are many challenges, particularly for overseas companies who lack an understanding of the size of the market (there are 50 states with some larger than their country in Asia), the supply chain and the significance of proper labeling and packaging. Something that sells well in China, for instance, will not automatically sell in America, even to Chinese Americans living here. Our palates change over time, even ingredients are different, and the taste that we're used to back in our homeland will taste different after living here for some time.

Many overseas brands realize that they could not find a distributor initially, as the retail market is all about moving volume at high speed. Major store buyers usually do not buy directly from overseas, so they need to first find an agent, importer and distributor. From a marketing standpoint, I see it as more critical to assess the marketability of the product itself. Perception is also important to evaluate. Without the same frame of reference, value and experience, a product often means something totally different to an American consumer. Manufacturers and marketers of these products must try to remove themselves from being hung up about "authenticity", and the way the product should be consumed. Sesame oil may be used as a marinade in Asia, but Americans see it as a salad dressing. The nutritional label is also a key challenge because in America you need to disclose what you have in that jar. Consumers are becoming more conscious about natural ingredients and country of origin.

CN: Tip: Know your market – the U.S. consumer is different. Can you elaborate on this?

WC: Unless your goal is just to move a small quantity through the ethnic channels, applying proper marketing is critical. I really urge manufacturers to study the market carefully, know your target, your competition, and fully evaluate your product and your brand (sometimes the name is a negative, and some phonetic translations can be ridiculous sounding). I often opt for conducting focus group studies and taste tests. Then make sure you package it well, so it speaks to the local consumers and is attractive to shoppers. Saving money on these important things often leads to costly mistakes and failure.

If you try to sell to the mainstream market, do not dwell on large bottles and family-size pack that Asians prefer due to the value proposition. We are here to convert non-users to become users. Most non-users prefer to try first, and they also do not consume as frequently as their Asian counterparts. Selling a 32-ounce bottle of garlic chili sauce may seem a good value to an Asian housewife who uses it for practically every meal, but a deterrent to a non-Asian consumer who hates to see it taking up valuable refrigerator space.

Another trend to note is how the whole green movement is trickling down fast, as more major retailers such as Costco, Target and Wal-Mart, under pressure, will demand manufacturers to think green as well, including reducing packaging. I believe that we're going to see more legislative changes as environmental issues come to the forefront. So if you're a manufacturer it would be advisable for you to anticipate that if you are in the development stage, it may make sense for you to consider domestic production and co-packing.

CN: Asian food is often targeted as unhealthy, what is your response to that assumption?

WC: There are a lot of conflicting messages out there, but time and again through surveys, American consumers seem to associate Asian food products with health. It is frankly absurd to make a sweeping generalization like Asian food is healthy or unhealthy, as there are so many variables, cuisines, cooking methods, portion sizes, etc. Many Asian ingredients do have health connotations, such as tofu, mushrooms, ginger and soy. So there are consumers looking for Asian products for health reasons. On the other hand, highly processed packaged food products with long list of suspicious ingredients and chemicals will face more challenges. A good rule of thumb is: the shorter the ingredients list the better, as it's less likely to be loaded with junk and preservatives.

In food service we see a lot of condemnation about the high sodium and fat content or the presence of MSG (its alleged harm to humans has long been debunked but stigma remains) in Asian food served in restaurants. No matter the cuisine, sensible eating of a balanced diet and paying attention to portion size is the key to staying healthy.

CN: Looking 5 years down the road, where do you see Asian food in mainstream America?

WC: Already there are many mainstream Asian-originated products and ingredients, a clear sign that this trend will continue. It's a function of our society becoming more global. Consumers travel more, so there will be a stronger demand for ethnic ingredients and products. Note how baby bok choy, lotus root slices, maitaki mushrooms and hoisin sauce are now making their way to haute cuisines served in Michelin-starred fine dining restaurants. I remember how my guests were wowed by a ginger flavored tofu panacotta with pineapple pearls and baby cilantro dessert created by French Chef Cedric Tovar from Peacock Alley at the Waldorf Astoria. Some actually told me that experience completely changed their view of tofu and Asian food.

I believe there will be more Asian-inspired products and Asian influenced dishes, but the most commercially successful ones are those specially-engineered to fit the taste preferences of the American palate, using real Asian ingredients but with a look and feel that satisfies mainstream western values. Remember, fortune cookies and even the ubiquitous white Chinese take-out boxes are actually American inventions. Jennifer 8 Lee, author of Fortune Cookie Chronicles shared that a company tried to sell fortune cookies back to China and failed – after trying for four years. It's just too much of an American product and concept for the Chinese!

As a marketing professional, I encourage the exploration of new and wonderful products. I focus on analyzing the marketability of any product, and developing an effective strategy for my clients to become successful. I provide analysis and a realistic look, helping clients decide what project to back and which to bail. As a food-loving consumer, however, I hope we'd still have access to the large array of interesting niche imported products and "weird" ingredients brought in by undaunted enterprising immigrants. This diversity is what makes America great!

For more information on New Asian Cuisine, or to contact Wendy Chan, visit: www.newasiancuisine.com.

 

Korean Chef Rachel Yang

On her restaurant, Joule, and the misconceptions of Korean cuisine

AAFN: Please tell us a little bit about yourself

RY: I was born in Seoul, Korea. With a large extended famiy (my mom had 7 brothers and sisters, and my dad 4), food has been always at the center of every gathering. I have always been a painter, which I miss dearly nowdays. So creating something beautiful and using all my senses artistically have been the foundation to what I get to do when I am cooking now.

AAFN: Your and your husband are the co-owners and co-chefs or Joule in Seattle, can you tell us the inspiration behind establishing Joule and the inspiration behind your menu?

RY: For any cook, opening a restaurant is a life long dream. My husband and I have always talked about opening a restaurant together, and still can't believe that we have done it! We wanted to have a restaurant where we both wanted to and could afford to eat. The food has to be fun and interesting, yet simple enough that you can eat it everyday. The flavor should be exploding in your mouth with the balance of all senses: sweet, salty, and tangy. We have pickles and kimchi we pair with grilled fish or meat. We complement earthy mushroom in the lasagna with equally strong Blue D'auvergn cheese. The spicy beef soup gets the depth of flavor from the fish sauce and the salted shrimp, and so on.

AAFN: As a spokesperson for Korean cuisine, what are the common misunderstandings that Americans have of Korean, and on a larger scale, Asian food?

RY: For a lot of Americans, Korean food still remains as avery ethnic and special occasion food. It has a lot to do with the lack of education and advertising on how friendly and great Korean food is. There are very few American Korean chefs in the U.S. who can relay this information to Americans.

AAFN: What is your favorite Korean dish?

RY: My all time favorite Korean dish is soft tofu hot pot. They are called soon dooboo. The nuttiness and the softness of the tofu and the spicy broth just makes an amazing combination of flavor. It always warms you up on the cold rainy days in Seattle.

AAFN: What are you working on now?

RY: We are constantly working on new items to put on the menu. And everyone is asking for Korean pancakes to be on the menu, so we try to have something with an interesting twist.

Finally, as a renown chef and culinary expert, what are some of the trends you've seen driving the Asian food & beverage market? Where do you see this industry going in the next 5-10 years?

There is no doubt that the Asian food and beverage market will continue to grow. I am hoping to see it become more diverse in what it offers. More regional specific foods, upscale Vietnamese and street Korean food can really make the dining scene interesting.

To contact Rachel Yang, email info@joulerestaurant.com, or visit Joule Restaurant.

Shashi Sanamvenkata, Executive Chef

On introducing Indian cuisine to Continental Airlines, and the challenges of cooking for hundreds of customers at one time

AAFN: Please tell us a little bit about yourself and how you ended up at Continental

SS: I am a native of India; Born and raised in Hyderabad, India.  I started cooking at the age of 12 yrs (when mom was not well – then I used to cook for our family of  6).  I found cookingfood is like art – how a painter creates art work with combination of colors – similarly it is a fusion of ingredients to create a dish - and cooking was always my passion and I have seen that as an art which I wanted to make my future.

I received my bachelor’s degree in economics from Osmania University, and then subsequently enrolled at the Institute of Hotel Management and Catering Tech­nology, in Hyderabad, India, where I received my chef certification. Since then, my career as chef has spanned in restaurants, hotels and airline catering industries.  I aspired to explore the rest of the world in the hospitality industry.  I started  at the Holiday Inn in Sultanate of Oman, then accepted a position with Oman Airas a junior chef and made my way up in In-flight catering industry.  I took my next career step by moving to New Zealand towork for Air New Zealand for a few years. After 5 years as an Executive chef in LSG Skychefs I was transferred to Los Angeles, USA. With almost a decade of employment with LSGSky chefs andover two decades of experience in International catering in Asia, Pacific, Middle East, and North American regions, Iaccepted theposition of Executive ChefforConti­nental Airlines in early 2006 which is a growing Airline in theUSA and abroad and also has their own catering facilities.

AAFN:  Please describe your work as Executive Chef at Continental Airlines

SS: My work as Executive Chef with Continental Airlines in Houston, TX, consists of:

• Managing daily production requirements, quality and culinary ownership for average 35,000 meals per day
• Training associates on cooking and plating all classes of airline meals,
• Managing and training teams on Food Safety, Flight Attendant Comments, and Quality
• Menu development and presentation for other customer airlines, designing defined budget menus with local products.
• Working with other catering partners in USA for menu development for other airline customers accounts
• Planning, organizing and coordinating start-up of new customer menus.
• Producing written recipes and specifications for International Airlines customers
• And many other duties!

AAFN: For those in the industry catering to large groups, what are the tricks of the trade that make it easier to serve large quantities of dishes at the same time?

SS: Good planning, suitable menu design and teamwork with timely execution are the most important things in order to prepare and serve large quantities of dishes.

AAFN:  How has Indian food been accepted by mainstream America? What do you see as the future of Indian cuisine here in the U.S.?

SS: In mainstream America Indian food is not as popular as in the UK since most Americans are not aware of Indian food and the culture. However due to the increase in Indian migration to America and recent business relations with India; there has been a growing awareness ofIndian food. Most of the Indian restaurants and food grocery stores serve mainly Indian and Asian communities.

AAFN: In your years as an international chef, what trends have you noticed in Indian or Asian cuisine?

SS: Indian food in the United States is usuallyperceivedas atype of curry dish - whereas Indian cuisine has a huge variety of preparations authenticto different regions with local favorites.  Over the last decade Asian and Indian cuisines are becoming quite popular in many countries. Ready-to-heat and -serve frozen meals are available in all popular grocery stores.  In general, Indian food is not fused as much as Asian food.

AAFN: Does organic or kosher play a role in your dishes?

SS: Yes, it is always good to prepare food with organic produce and meats. However getting the right consistency is always a challenge. Organic foods are healthier and tastier than Non-organic foods. Kosher products are not used in Indian food.

AAFN: Do you have a favorite dish?

SS: Butter Chicken is my favorite dish.  It is also known as Murgh Makhaniwith Indian Bread.  Here is my recipe, enjoy!

Murgh Makhni : Chicken Makhni Butter Chicken
Marinated Chicken pieces baked in oven (clay pot or BBQ) and cooked in rich gravy made of tomatoes, chillies, ginger, garlic and spices, finished with cream, butter and dry fenugreek leaves

Ingredients

16oz Diced Boneless& skin less chicken

Marinade

• 3oz Yogurt
• .25oz Garam masala
• .10oz Lime juice
• .10oz Red food color
• .25oz Turmeric
• .5oz Ginger & garlic paste.
• Salt to taste

Sauce

• 4oz Onions
• 8oz Tomatoes
• 4oz Tomato paste
• .25oz Green chilies
• .10oz Garam masala (whole)
• 2oz Ginger & garlic paste.
• 6oz Butter
• Salt to taste
• .10oz Dry fenugreek leaves
• 6oz Heavy cream
• .25oz Cilantro chopped

Method

• Mix together all marinade ingredients with chicken pieces – refrigerate for 4 to 6 hrs.
• BBQ on char coal OR bake in 375 degrees Fahrenheit pre heated oven for 15 minutes
• Boil all Sauce ingredients until very soft. Let it cool down and make a smooth paste in blender.
• Mix cooked chicken pieces and sauce and boil for few minutes, add cream, reduce and finish with fenugreek leaf powder, Optional garnish with cilantro & cream serve with Indian bread.

Thank you Chef Shashi!!