TrendWatch

Columnist: Wendy Chan
Wendy Chan is president of Definity Marketing, a consulting practice and project management firm based in New York; co-founder of Savory Productions, Inc., a production company of food related publications and events; frequent speaker in seminars and conferences; co-author of New Asian Cuisine; and co-producer of the monthly newsletter and food blog. She can be reached at wendy@definity-marketing.com.

Tips to Cope with Economic Hard Times

With the weak economy looming large, sweeping much of the globe and affecting virtually all industries, nervous business owners and marketers need to become even more resourceful and adjust their plans to cope with the real market condition.

Most recent reports seem to suggest the belt-tightening is happening to all segments of the population, and there is an overall downscaling. This resulted in discount stores and quick service restaurants posting some gain (e.g. MacDonald’s posted 5% increase, and Wal-Mart also reported vigorous growth), while premium brands such as Starbucks posted an 8% drop, and Whole Foods Market also suffered a decline. It sure seems the dollar meal deals fit the budget for more people as families scramble to find ways to stretch their limited funds.

One important way to address this current negative sentiment to spending by reviewing the current plan and adapting it so we highlight what becomes more appealing to the worried consumers. Here are some suggestions:

Deals and savings will be particularly attractive. Temporary price cutting would not permanently undercut the value or hurt the brand. It can be an effective tactic to coax consumers not to wait on the purchase. Given that oil price has come down, adjusting prices to provide a bit more savings to the end consumers would be much appreciated. This is an extraordinary time, so it really takes more decisive measures to offset the wave of economic downturn.

Appropriate messaging is important. It would be insensitive to conduct business as usual, running generic ad campaigns that can be interpreted as a lack of understanding of or oblivious to the general economic climate. Inspire consumers about how they can actually save through use of your products, or find new applications which could substitute spending on more expensive alternatives. For instance, there is a tendency for consumers to overuse the amount of some products. A reminder that they do not have to use as much and still get good results will resonate well with the consumers.

Co-promotion can be a good way to stimulate sales. Pairing compatible products, either in terms of in-store promo, gift-with-purchase, purchase-with-purchase, or bundled offer can be other ways to generate additional sales. For examples: rice noodles paired with an appropriate culinary sauce, condensed milk with malt drink mix, or discount on bulgugi seasoning with beef purchase. Work with the retailers who can also use more ways to sustain their business volume.

Value, value, value – a theme for many Asian food products all along, is certainly the overriding all-important proposition. Help translate why your products is of good value in your packaging or shelf-talker. For instance, highlight that a larger “family-size” bottle works out to be lower in unit cost.

Feel good food or cooking can be a welcomed lift or a momentary relief to the overall mood of doom and gloom. Comfort foods can now take on additional meaning, so consider how your products may be an ingredient to create that body and soul warming remedy.

Bright Spots in the Meltdown

In this economic doom and gloom climate that has shrouded our existence, it is refreshing to know that there are bright spots, particularly in the food industry. Food is truly one of the most basic human needs, because regardless of your economic stature we all have to eat to survive.

Asian food, generally mired in a “cheap” image, (many Asian restaurants always make it to the “cheap eats” lists) which has been a gripe of mine, may actually score in this turbulent climate. When more consumers, including the newly-poor, begin to pinch pennies, worrying about their own financial situation, scaling down translates into dining out less often, in less expensive restaurants, and shopping at discount stores, club stores and Asian grocery stores. It is not surprising therefore to see Costco and Wal-Mart doing well. This may be not-so-happy news for gourmet specialty markets and pricey organic food stores. Even Whole Foods Market recently launched a contest for recipes to deliver a $4 per serving meal. This is to make sure they show empathy to their shoppers who are adversely affected by the financial crisis.

A dozen of organic eggs (free range) are sold at my neighborhood organic food market for $4.50 a dozen and a dozen of “regular” large brown eggs for $1.79 at an Asian market in Flushing, Queens. Ideals such as doing the right thing for the environment or supporting local farmers may unfortunately take a backseat for consumers suffering in this economic climate.

Interestingly, being frugal, cost-conscious and credit-adverse - some cultural traits deemed not too cool in the go-go days have actually turned into our survival ticket in these hard times. While no one is spared from this wide-spread meltdown, Asian consumers are probably better equipped to ride this out, thanks to their consistent conservative money-managing and intuitive smart-shopping approach.

If you are an Asian food manufacturer or importer, start thinking how you can capitalize in this overall market condition. Helping consumers find ways to get more for less is truly a welcomed theme across the board. In-home dining will become more popular, as more people are watching their budget. Ingredients that will help spice up their limited culinary skills for the average American could enjoy some good attention. It is a good strategy to stimulate home cooks to venture out into more “exotic” cuisines just by using simple culinary sauces.

Instead of ordering a $18 Shrimp in Garlic and Tomato Sauce from a restaurant, (take out or delivered) you can buy some frozen shrimps from Costco (you don’t need the whole bag, of course), saute with some Lee Kum Kee Garlic and Tomato Sauce, and voila, a fancy dish to brighten up any in-home meal. The total cost, served with steamed rice is under $5 per serving and you save on transportation, taxes and tips too. Another fine example is do-it-yourself dumplings. Buy some Twin Marquis all-natural wraps (wonton skin) and fill with minced shrimps, pork and vegetables, then steam or boil them for a fantastic way to enjoy a satisfying and healthy meal at an affordable cost. I’d serve with some interesting dipping sauce such as chili sauce, or splurge with a bit of XO sauce, to add taste too.

Oodles of Noodles Everywhere

Fast food, or quick service restaurants, as they are called in the trade, is becoming something that’s associated with serving food which is mostly bad for us

Burgers, pizzas, fried chicken, cheese tacos and monster sandwiches are loaded with saturated fat and calories, giving fast food that “bad rep”. Undoubtedly, there is a growing demand for something healthier and less processed, but still fast and affordable.

In case you have not noticed, MacDonald’s has been discreetly putting more PAX units in many markets, offering made-to-order salads, sandwiches and soups. There is a deliberate effort not to make any connection with their famous parent, for fear of tainting PAX’s clean and wholesome image.

It has always been easy to find a variety of traditional noodle shops in Asian enclaves, mostly independently owned and run, offering anything from wonton noodles, Vietnamese pho to Japanese udon bowl and chic cold soba noodles garnished with nori. But outside these ethnic neighborhoods, it was not easy to find a good noodle shop. That has certainly changed. Among the many alternatives for conventional fast food, noodles specialty restaurants are becoming hugely popular.

With pasta such a staple in America, it was odd that noodles fast food restaurant chains have not cropped up sooner. If expansion plan is any indicator, examine this fact: while most other fast food restaurants have slowed their growth plan, Noodles & Co is opening at the rate of roughly three new restaurants a month. Also note the recent success of Arizona-based Nothing But Noodles chain.

When David Chang, a talented second-generation Korean American chef, opened tiny Momofuku Noodle Bar, a unique, ambiguous (is it Japanese, Korean, Chinese, American?) restaurant in the Lower East side of New York City just about 3 years ago, dishing out his own version of gourmet ramen a la minute, something big was ignited. Food critics hailed this concept as refreshing and bold. Accolades were piled onto him. The James Beard Foundation awarded him. Chang became an overnight sensation and now ranks as a culinary heavyweight – opening up Ssam Bar and the buzz-saturated Ko since.

What Chang has done with his first restaurant was he gave the plain noodle joint a new image, transcending a specific culture. It is no longer a quick stop for a cheap bowl of generic noodles in some Asian community, but tasty simple, fresh and well-prepared fancy noodles topped with a variety of gastronomically sophisticated ingredients that is totally 2G. Soon, noodle eating in noodle bars became the “in” thing to do for the trend-setters. Recently, many “authentic” Japanese noodle restaurant brands are trying to establish (and regain perhaps) their foothold on the ramen and soba scene by opening up more specialty restaurants. Ippudo, a leading Japanese restaurant chain famous for their umami-rich soup served with noodles, for instance, is now another hip eatery packed with people in Astor Place.

It would be smart to think about how we can dovetail on such a trend. Consumers are looking for ready-to-eat (prepared) as well as easy-to-prepare noodle dishes. They should deliver on taste and health benefits. In better markets and specialty food stores, there are organic noodles, enriched soba, fancy ramen, and fresh, dry and packaged noodles made from whole wheat, rice and more. It looks like Asian Noodles are stealing the attention from their Italian cousins.

E-commerce for Asian products continues to grow in popularity

Selling online seems old news, as practically everything under the sun is now having an online presence

Somewhere, someone will be selling that special something you’ve been yearning or craving for, only if you care to do some research on your computer. With the spectacular bust of the first generation of online grocery stores, there has been a lot of re-thinking of how best to ship packaged food, produce, meat, fish etc. to folks ordering online. Fresh Direct in New York seems to have succeeded in building a culture of grocery shipped that now some newer condominiums not only have a cold storage, but also put “Fresh Direct Priority Delivery” as a selling point.

There is no way that the brick-and-mortar grocery stores and supermarkets will become obsolete, particularly in suburban neighborhoods. In a car-driving culture and in neighborhoods with spacious homes and ample storage space, giant Sub-zero fridges, superstores and club stores will prevail. Specialty food products – those that are very niche or known and loved by a smaller number of individuals who truly appreciate them, may not have the distribution to get into stores, or become accessible to a wider group of consumers.

For me, it’s that special brand of fish sauce from Thailand, that particular brand of mint jelly from England, the fragrant pandang leaves for Hainan Chicken rice, and that Red label Lipton loose tea leaves generally sold only at some Indian grocery stores that often cost me an exhaustive journey, detouring from my regular shopping destinations.

Therefore, the trend of online shopping for these gourmet and specialty products, including Asian packaged foods and beverages, will become more popular. Of course, shipping things 2500 miles may counter the current trend of going local, but for a cuisine that relies on some unique ingredients that render that special taste, there is simply no replacement.

Recently, Amazon is becoming a real player for selling Asian food products. According to my brother-in-law who keeps a close eye on good online business models by profession, there are some very viable online stores which are truly enabling manufacturers and importers of specialty food products to find their eager end-users. One is www.foodzie.com. Already, there are many Asian online grocery stores and my team made an attempt to list them in our website, New Asian Cuisine, since many chefs regularly call me for information on where to find a certain ingredient.

Fulfillment of online business is quite a different operation altogether than a regular supermarket. Therefore, most major Asian market chains still do not have plans to branch out in that area, to my understanding, except for HMart. For urbanites living in major metropolitan hubs with plenty of stores carrying Asian groceries, these online stores may not be as meaningful. But for someone living far away from a real store, these online stores offer real solutions to home chefs interested in cooking authentic and gourmet Asian cuisine.

Mind over mouth

Even what is perceived as the most bland-tasting food can turn chic upon a smart marketing campaign.

Sacred soy

Soybean has been reported to be used in China for some 5,000 years. It is a legume that has a significant place throughout history in much of Asia. In fact, the five “sacred grains” of China include rice, wheat, barley, millet and soybean. It is used as an ingredient for foods such as tofu, for beverages and for medicinal purposes. It has been an important source of protein, particularly for vegetarians.

Soy becomes tastefully healthy

Soy milk is still a widely popular beverage in much of Asia. It is often part of the morning breakfast menu with soy milk being served hot, savory or sweet. As a fast moving consumer packaged product, soy milk is available in a can or other bottles to fit today’s lifestyle – appealing to both the old and the young. But because of its taste (or after taste, as some declare), acceptance by mainstream American consumers has been tough. However, the sophisticated soy marketing engine unleashed its high octane power, driving its health positioning like none other. When the health craze took off in a big way, so did soymilk and soy products. It quickly became a substitute to dairy for the weight- and health-conscious segment.

As U.S. consumers continue their perpetual search for dietary quick fixes, soy milk has succeeded in being perceived as a “better” choice in some markets. The epic battle between dairy and soy over in which cooler they should be stocked at retail markets is legendary. The biggest driver of soy’s popularity is the marketing board of the world’s leading producer and exporter of soy beans, right here in the U.S., Hain Celestial, a leading brand of healthy food & beverage is pushing soy milk and has a partnership with Yeo's, a leading soy Singapore-based brand. It managed to convert many Americans to change their attitude and behavior, turning them into soybeans and soy products consumers. Edamame is chic. Soy burger is Zen. Soy = vegetarian = health is what prevails.

The power of marketing mind over mouth

What strikes me, however, is how the popularity of food changes much like fashion. It is not so much about what is in the mouth, but more about what is in the mind. Just two decades ago it would have been near impossible to sell dairy products to most Chinese in China. It was not a part of their diet and many were considered lactose intolerant. But that culture changed with mass media campaigns - TV commercials, billboard advertising, celebrity endorsement and clever promotion of milk – so much so that milk is now in vogue over there. So one can sometimes see milk served by the glass at restaurants paired with dinner dishes. I believe it is largely the allure of the West, with milk becoming yet another symbol of wealth and prosperity, just like owning a car or drinking wine. Back here in America it was hard to believe that bland tofu would be given such high regards, too. With marketing, tofu is readily embraced by the yoga-practicing set.

The lesson learned here is that it may appear tough to sell certain Asian specialty products to those who did not grow up with them, but that can be corrected with proper marketing. Remember it is not just what people taste in their mouth, but what they perceive in their minds. So do not approach this market the same way as back in Asia. Try to see the product from a Westerner’s eye.

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Look before you Leap: examining saturation in product markets

The good news is that the U.S. market is enthusiastically embracing cuisine and packaged foods, but the bad news is that with more demand comes more supply. Make sure you know your market before launching yet another flavorful sesame oil.

Many manufacturers or importers of Asian condiments and culinary ingredients seem to ride on the optimism that there is an insatiable appetite for cooking sauces, culinary pastes and seasonings that help to deliver the unique “Asian” taste in food. In the old days, when immigrants were desperate for something that provided that authentic flavor and comfort of home cooking, the idea of “import it and it would sell” held true. It was not uncommon to see Asian immigrants settling in smaller towns and crossing state lines on weekends just to shop for Asian groceries.

Saturation is nobody’s friend

But take a quick look at the explosive number of Asian markets today, and check out any category and you will see the clutter of brands, sizes and types found on store shelves. There is a saturation of most product categories in the ethnic market. Growth now has to come from much better marketing techniques. Some have learned that crossing over to the mainstream market, or even to other market segments – such as the Hispanic and Caribbean markets – can reap rewards.

Take your time to market, do your research!

The intelligent way to bring a product to market without too much costly trial and error is to invest in some due diligence. One should first assess the market size, sales volume, market share, trends, consumer preferences and then determine from where your share of the market should come. We need to really understand the competition and how consumers perceive and use the product. Then one can apply other more sophisticated marketing techniques such as branding, positioning, packaging and creative applications.

Generally, smaller importers and distributors do not have access to National Consumer Survey data, InfoScan Reviews and Information (IRI), or enough resources to conduct reliable surveys themselves. Therefore they often fail to recognize the importance and value of market studies. Thankfully, there exist syndicated studies which have been meticulously prepared and professionally executed. These studies are done periodically, (usually annually), with multiple reliable sources and insights and marketing recommendations. And the good news is that these are available for a small price.

To marketing professionals, these studies are some of the most fundamental and essential tools. For example, the Cooking Sauces and Marinades – US report published by a leading consumer research firm is like a godsend. There is a wide range of market reports available covering fast moving consumer goods from beverages to snacks. It offers very good analysis on how this $3.3 billion market is faring, and covers specifically Asian and Hispanic sauces as well. Bigger players routinely purchase these reports, so they naturally have an upper hand. If you can get such a report, at least you know what your competition knows. Isn’t that sweet?

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The Globalization of Kimchi

Why the relatively unknown Korean ingredient could offer a jump in sales for the creative specialty-food store marketer

If you have not tried Korean food, you may not realize how kimchi plays a vital role in their cuisine. Long before the pro-biotic craze that is sweeping the U.S. these days, there was kimchi, a humble fermented vegetable dish that started as a preservation of food to survive the harsh winter months in Korea. The method of using salt and some fermenting agents (typically shrimps or some seafood) plus plenty of ginger, onion, garlic, scallions and chives, has turned out to be an awesome way to produce very flavorful fermented vegetables which are also great for the body. Scientists have since found that kimchi is loaded with vitamins, calcium and dietary fiber to help boost immunity and improve health.

Koreans have been consuming kimchi practically every meal for centuries. In spite of modernization, this traditional cultural food has not been marginalized. Instead, it is becoming even more popular and globally accepted. Many homes even have a dedicated kimchi refrigerator to properly store a variety of kimchi (radish, cabbage, etc.) at an optimal temperature of 32 degrees Farenheit.

Those who know kimchi may have in their minds the quintessential red chili pepper commonly served with every Korean meal. But hot peppers were not introduced to the Koreans until the 17th century. And there are some white kimchi for people who may not like spicy taste.

While kimchi is available in a mind boggling array of varieties in a Korean supermarket (and there are many well-run large chains these days, including H Mart which operates in 12 states coast to coast), mainstream markets including Whole Foods have started carrying some Korean kimchi as a staple.

Beyond enjoying kimchi straight from the container, it is often used as an ingredient by American consumers. When top chefs like Jean Georges Vongerichten proclaims his fondness for this dish, when Cedric Tovar of the Waldorf Astoria makes his own kimchi in his kitchen, when David Chang of Ko (and Momofuku fame) teases his guests with freshly made brussel sprouts kimchi, and when Mark Bittman shares his own kimchi recipe in the New York Times, you know this trend is on its rapid rise.

For mainstream retailers and specialty food store buyers, this is a wake-up call. One simple iconic dish that is versatile can spurn a host of cooking ideas. It promotes sales of many other ingredients. All it takes is a little additional inspiration and encouragement for home chefs to try making their own kimchi scallion pancake, kimchi fried rice, kimchi salads and sandwiches or even kimchi burgers (which just might puzzle Koreans in Korea). Perhaps kimchi is that “secret ingredient” to further excite savvy foodies.

The evolution of food culture often involves blending and borrowing from others, then adopting and adapting into something uniquely our own. Would you like to try Oyster au Gratin with kimchi or Kimchi Quesadillas? Email me and I’ll give you the recipes.

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The Renaissance of Home Grown Food

The trend toward locally-grown food creates an opportunity for manufacturers, importers and chefs.

About a decade ago, a new immigrant family from China bought and moved into a multi-million dollar beautifully-landscaped five-bedroom home in exclusive San Marino, California. They soon replaced some of the lush but thorny rose bushes with vines of gourds and long string beans. The crop was not only flourishing in the backyard, but also in the sun-drenched front yard. It caused quite a stir -- some were curious, others were furious. This is one community well-known for its rigid written rules for owners, with the city manager joking that if you have to ask whether you can do something, the answer is likely a “no.” Apparently, there was no rule against growing food in the front yard. It just has to be well-maintained. But the idea that you grow something for your kitchen table in the front yard was so culturally shocking that it became fodder for gossips and debate.

Fast forward a decade and now growing your own food is considered hip, smart and a source of pride. Fueled by the environmentally conscious individuals who want to do their share to minimize their carbon footprint, this trend is small but getting traction. In fact, the New American Oxford Dictionary selected “locavore” as its word of the year in 2007. Locavores are individuals who advocate eating local, so as to minimize the impact on the environment of long distance food.

Across the country, many more ordinary citizens are joining in the movement, buying from local farmers through green markets, and even urbanites have found ways to cultivate in spite of the lack of space or land. Suddenly, growing your own food in your backyard, front yard, in wooden boxes in terraces or someone else’s yard, becomes fashionable. You now can have a vegetable garden installed for a fee by experts. Alternatively, you can also have a co-op community garden, or even one in a remote area, with other people compensated to look after your garden.

In many home and garden shops, including Home Depot, you will occasionally find Japanese eggplants, sugar peas, bird chilies and cilantro in 4-inch pots. For those who wish to grow more exotic Asian vegetables, you may actually purchase seeds from Asian supermarkets. The typical cost for a pack of seeds is only .99 cents, and it comes with directions in English.

Imagine you now can include a garden that grows exotic produce, such as Garland Chrysanthemum commonly used in Chinese hotpots, Luffa (a slender angled gourd), Fuzzy Gourd (Mo Gua), and more. The joy of harvesting your own food is also indescribable.

This trend of eating local is likely to continue. Some manufacturers have been looking at this closely and trying to determine what this would mean for them in the long run. With fuel costs rising and with shipping and trucking expenses jumping, there is a real need to re-evaluate the whole supply chain.

If you are an importer, I suggest focusing on items that are not locally available. There will always be a place for international foods. For makers of condiments, you may consider domestic production. If you are a manufacturer, you may want to capitalize on this trend by co-packing gourmet soups, sauces, and even prepared dishes made with fresh, organically grown local ingredients by local chefs. More and more consumers will understand the significance of sustainability and the price to pay for a better future. Already some are adding a few free roaming happy chickens to the backyard for eggs. I found out that day-old chicks can even be ordered online (and shipped to your front door)!

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Eating Asian on Campus 101

Campus dining and the quality of food offered is becoming yet another way for colleges to compete for top students. Manufacturers take heed: the opportunities for you to work with university dining programs are endless, and with a proven ROI.

New dining programs to reflect the diversity of today’s cuisines

As college students start loading their parents’ SUV with all the back-to-college essentials including the small refrigerators and microwave ovens for dorm room meals, something else is happening in dining halls across many campuses throughout the country.

More and more colleges seem to be rehabilitating their meal plans. And rehabbing does not mean just adding a burrito, spring rolls or a salad to the menu board, or serving Starbucks coffee with soymilk, but actually altering their approach in how to feed students healthfully. Some are bringing in nutritiously balanced and well-prepared foods while others are pricing healthy foods cheaper than the unhealthier options to better shape eating habits. Several colleges even brag about their gourmet, Asian and exotic cuisines.

Invest in student health

There are many reasons behind this phenomenon. First, more school administrators understand the connection between the foods they serve to students during these 4 years and long term health impact. Gone are the days when the “Freshman 15” (putting on 15 pounds in your first year of college) was expected and accepted, or when food choices were resoundingly similar to what’s offered at fast food restaurant chains.

Students demand diversity of options

Second, more colleges are using amenities and menus as selling points to attract better students. Indeed, besides picking apart the school’s academic curriculum, parents and students now pay more attention to the overall quality of (college) life. They demand more food selection to accommodate this generation that is so used to individual dietary preference as part of their identity. Vegan? Vegetarian? Kosher? Low-fat? Non-fat? Low-sugar? Nuts free? Dairy Free? Wheat Free? The dizzying list goes on.

Better for the environment

Third, there is a genuine interest across campuses to look at what’s in the cafeteria as part of the whole solution to the growing environmental and ecological issues. Students themselves are taking an active role in choosing purveyors and using local growers. Some students even experiment with growing local by running experimental organic farms right on or near campus grounds. Perspective students will also look at how to reduce, reuse and recycle. After all, these students have been indoctrinated by the 3 R’s since kindergarten and others are responding to Gore’s call to arms to fight global warming as well. Finally, more students are also taking control of their health and diet, taking yoga and taichi along with eating baby arugula salad.

One example: Mongolian beef in Illinois

Chef Jet Tila caught up with me recently, telling me that he was just wrapping up in Illinois doing consulting work for a top University. I soon learned that he was helping to set up Mongolian beef service in their dining hall. How cool and how refreshing!

Remember, too, this is the Top Chef- and Food Network-watching generation, a well-traveled and savvy class of foodies-in-training. Many have already baked and cooked at home for fun and recreation, so you may be surprised that among the many things they pack they have recipe books, electric rice cookers and soy sauce.

Manufacturers can lock them in when they’re young

Manufacturers take heed. This is your immediate opportunity, through selling your products to food management companies that serve campuses, hospitals, stadiums and who increasingly looking to add more Asian flavors to their repertoire. It is also a chance to invest in the future. Research tells us that people tend to stay with the brands that they used while growing up. If these young adults have grown comfortable with chicken satay, kimchi fried rice, bibimbab and pho, they will be much more likely to enjoy such international cuisines when eating out, and also try preparing some at home whenever they have a chance. That there is your ROI.

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The Gourmet Egg

That simple, brown farmer’s egg is only the beginning of what is available to consumers these days in Asian and specialty markets.

Eggs have always been an essential ingredient for breakfast, baking, making noodles, wraps and numerous other basic foods. However, in past years the sale of eggs was adversely affected due to heightened awareness of the health effects of cholesterol in our diet. But wait! More cholesterol-watching consumers are now giving eggs a second look.

Nutrient-rich eggs are undisputedly an excellent source of quality protein and other essential vitamin and minerals. They are also affordable. Up until a few years ago, eggs were mere commodities, usually sold in generic cartons based on the color of the shell (brown or white) and size (medium, large, extra large). There was hardly any other way used to describe an egg. Then, Leghorn eggs were once considered luxury.

The new generation of eggs is now branded to meet the different demands of health-conscious, eco-sensitive or animal-rights advocating consumers. Eggs are not just eggs anymore. We now have those with lower or no cholesterol, organic, and free range. We see ready-to-pour forms - just whites, whites with a little yolk, and even pre-shelled hard boiled ready-to-eat or -serve eggs in re-sealable bags for the time-pressed modern on-the-go consumers. To find the old-fashioned eggs, you have to head to your local green market or beg the vendors of small organic farms for some. A dozen of these fresh, tiny (naturally smaller) precious eggs laid by happy hens I recently bought from the Stone Barns Center for Food and Agriculture (Pocantico Hills, Westchester, NY) cost me $6!

In a typical Asian supermarket, you will find a much greater array of eggs on sale. In the fresh eggs department you will typically also find quail eggs, a delicacy for fine dining restaurants and on the menu of many Japanese restaurants, and you will likely find fresh duck eggs for the gourmands too.

What is perhaps most intriguing to non-Asian shoppers are those preserved varieties, such as the traditional “thousand year old eggs”, the black translucent egg with a dark runny yolk, now new and improved to be rid of lead and the “bad stuff”, salted duck eggs – raw and pre-cooked, and now, tah dah - cutting edge new-age eggs.

Responding to this advancing consumer interest in enhanced or fortified foods, there are now some ready-to-eat (or snack) eggs (patent-pending) from Korea available in a dizzying array of interesting flavors – smoked, smoked with ginseng, mushrooms, baked with loess etc. (www.eggfarms.co.kr – Korean language website only – but worth seeing the images).

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Generic Brand, House Brand, or New Brand?

Big retailers are competing with house brands, but for the rest of us, what’s the answer?

The fight over market share for major fast moving consumer goods used to involve heavy advertising and promotion of brand names. The trend had always been to throw money at brand awareness and loyalty. It was assumed that consumers are programmed to buy products from brands they know and trust. The bigger the brand, the better. More advertising meant more sales. Those days are over.

Big brands no longer earn automatic trust and acceptance, and they no longer compete only with other brands on the shelves but also with the very retailers that put them on the shelves (Whole Foods or Hannafords Nature’s Place brands). Many established household brands face re-evaluation as consumers are looking harder at the content label and price tag, reaching out to niche brands or alternatives to fit their lifestyle, health standards and even moral stance.

In the past, generic brands, house brands, or “private labels” were generally looked upon as inferior. But these days, consumers are more educated, and recognize that frequently the manufacturer of the private label brand is the same maker of the name brand they used to cherish. When you can’t feel the difference, why pay the difference, as one advertiser touts as a slogan.

Costco has its Kirkland brand for years, and Target is expanding its successful Archer Farms store brand to many more product categories – from essentials such as milk, juice, cereals to frozen foods, nuts and snacks. Supermarket giant, Safeway, has launched “O” Organics, and “Eating Right” that look, feel and even behave like national brands. Their products are no longer the first generation plain Jane store brands that were dull with no “personality”. Consumers consider themselves smart and chic in saving money. In the Asian sector the younger generation is even drawn to a lifestyle “brand” called “Muji”, (in Japanese this means “no name quality brand”) that originally was a store brand of Seiyu Group and is now a globally popular brand, with its own boutique and stores.

This trend is interesting and worth noting. Many retailers have the might, power and the will to create their own brands. The types of products folded into the store brand family are increasing. This strategy is now quickly spreading to more specialty products as well. Therefore, in advising my Asian food & beverage clients eager to grow their business in the U.S., I often urge that they look at all the options. Should you devote a lot of money to build a consumer brand which takes time and technique, find a distributor, pay slotting fees in order to get a chance to have a sliver of the (mainstream) market, or should you look at the possibility of manufacturing products for retailers’ store brands, perhaps for lower profit margin but with much higher volume and steady sales? What I notice is that the need and pride to see your own brand on the shelf is often what hampers a sound decision.

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Dumplings: food for all occasions

A delicious morsel of food. A perfectly balanced bite. A tasty sensation. A hearty appetizer. A meal. That is what a dumpling means to many people.

Most cultures have some sort of dumplings – some savory, some sweet, some big, some small, some steamed, some in soup, fried in pot or simply cooked in boiling water. By definition dumplings are morsels of tasty fillings encased by some form of dough. They are variations of essentially the same type of food, prepared differently and are called different names. You will find pierogi in Eastern Europe, ravioli or gnocchi in Italy, gyoza in Japan, mandu in Korea, and classic Chinese dumplings everywhere in and outside China. Even among Chinese dumplings you can sometimes be confused by the different names, as there are soup dumplings served at restaurants (just see how long their line is at every Ding Tai Fung restaurant around the world), wontons that often pair with noodles, jiaozi, guotie or potstickers and don’t forget those sweet ones made with a glutinous rice dough using fillings such as red bean paste or sesame paste.

Dumplings can easily be one of the most popular comfort foods, particularly among Asian. Manufacturers of frozen dumplings now have perfected the making and packaging of dumplings to the point that they become a ready meal for the time-stressed consumer looking for a healthy alternative.

If you have not visited an Asian market, such as H Mart, Ranch 99, or Hong Kong supermarket, you should make a trip down their freezer isle. It is mind-boggling how many types and brands of dumplings are being sold.

What is interesting to note as a trend, is that wrappers and fillings now come in greater varieties, and sizes are scaled from tiny to huge to suit different occasions and needs. The overall health trend also drives some brands to produce healthy versions – such as using all natural ingredients, choice and lean cut of meat and whole grains.

A leading Chinese dumpling manufacturer based in Brooklyn, New York - Twin Marquis, with best selling brands such as Chef One and Tang’s Natural - has expanded their state-of-the-art USDA facilities (ISO 22000 certified) to include viewing stations for visitors and fans. It is truly interesting to see how sheets of dough being fed into the machine are automatically filled and turned into dumplings, which subsequently are steamed, then chilled for packaging and freezing. They are now selling to so many top restaurants, caterers and retailers that they churn out 400,000+ a day. In fact, Chef One dumplings now are served alongside hot dogs and classic stadium foods at the Brooklyn Cyclones stadium. I can see their factory turning into a popular Jelly Belly-like tourist attraction some time in the future.

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Don’t ignore the vegetarians & vegans – it’s a rising trend

It is easy to forget that vegetarianism is not exactly a Western trend or recent phenomenon. We just notice the omnipresence of zealous advocates, using a variety of tactics to convert meat-eaters to switch their source of protein. In many parts of Asia, Buddhism and Hinduism have been practiced for a long time and many followers have always been on a strict plant-based diet.

Vegetarians are people who refrain from eating any animal protein, but eggs and dairy products are exclusions. These are lacto-ovo vegetarians. Vegans, on the other hand, are strict vegetarians who do not consume any animal products of any kind, including honey, gelatin, eggs, dairy or other animal by-products. These individuals are often driven by love of animals. Others are switching away from meat-eating as a means to fight global warming, citing resources needed to generate meat production as bad for the ozone or not eco-friendly. Still others object to the use of antibiotics in livestock farming and aquaculture and choose to steer clear from meat.

While the majority of Americans are not giving up their red meat and potatoes any time soon, we can expect that more consumers will put vegetarian cuisine on their rotation. Even prix fixe tasting dinners often come with substitutes for vegans or vegetarians these days.

Many Asian food and beverage products are valued by mainstream consumers because of their non-meat yet highly nutritious content and taste. Soy-based products, such as tofu, processed soy-based ingredients and processed foods, are increasingly appealing to the general market.

Interestingly, “mock meat” is the pride of top Asian vegetarian chefs, such as those working for the famous Gongdelin restaurant, based in Shanghai. They cook fantastic dishes with fake beef and faux fish, even veggie kidney and meat-free “meatballs” that sound, look and even taste like – ah - meat. While this may seem confusing to Westerners, it is legitimately a distinguished cuisine appreciated by discerning food lovers that include carnivores.

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How to package your goods in today’s health-conscious market

With rising skepticism regarding the ingredients and manufacturing of packaged goods, an honest and forthright packaging for your product will increase sales.

Many consumers are becoming wary about what is in packaged goods these days. Recent health safety issues with produce and meat are enough to make anyone think hard about what they are ingesting. Processed foods have been the subject of attack by health experts, doctors and nutritionists for some time now. Such reputation is really the result of the past, when processed foods used to rely on a long list of ingredients to help preserve, stabilize, and produce the desired taste, texture, color and mouth-feel of tasty foods. It was not uncommon therefore, to see excessive fat, salt and sugar content along with a long list of additives on the label of packages, jars and bottles.

Not long ago, MSG was portrayed as the notorious evil flavor enhancer. While the myths about MSG have been debunked, its stigma remains. Therefore many products, particularly Asian foods, tout “NO MSG” as a selling point. With the growing health concern, artificial coloring met with similar fate.

Manufacturers have responded to the health trend by re-formulating their products, cleaning and trimming down and substituting many ingredients with natural ones. Improved manufacturing techniques and packaging also extend shelf life without depending on preservatives.

But we now have a much longer list of suspicious items that more people are trying to avoid – and they include dairy, eggs, wheat, and nuts. When scientists discovered more diseases or symptoms traced to the possibility of a certain food source, consumers became diligent in reading the label. What is NOT in the jar, pack or bottle is truly the big story for many products these days. Those manufacturers that understand this trend, and succeed in producing fine end products that deliver on taste and flavor without using any of these “unwanted” stuff, will stand to reap handsomely. Retailers are on a mission to stock these products, (to replace those with questionable ingredients) and discerning food lovers are eager to discover them as well.

Currently, some manufacturers are even avoiding items such as animal products (to satisfy vegans and vegetarians), and emphasize the fact that the products are void of genetically modified ingredients. Some go all the way to use organically grown ingredients, but this often pushes the price point too high to be accepted. Some also choose to be kosher certified as some sort of quality assurance.

Kudos to the WORLDFOODS brand now carried in many fine markets including Whole Foods Market and Cost Plus World Market. It is a brilliant example of how to get a line of products right, to satisfy the demands of today’s consumers.

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Tea for health

The healthy components of tea
As consumers become more health-conscious, the popularity of tea in America is growing. Tea’s health benefits are well reported: antioxidants, lower cholesterol and improved heart health. The newest flavors of teas are now frequently fortified by healthy ingredients such as pomegranate, blueberries and gojiberries. The fact that more upscale restaurants include Chinese or Japanese teas on their beverage menu, and that such teas are frequently served with beautiful pots and stylish cups helps make tea consumption more fashionable and on-trend.

Your market: Asians vs. non-Asians
Asians prefer hot tea prepared from loose tea leaves or tea bags. The Cantonese term “yum cha”, literally meaning “drink tea” actually refers to enjoying a meal of dim sum over hot tea. In many Asian supermarkets you will find a huge variety in the tea section, including those with specific health benefits – from losing weight, treating diabetes to curing headaches. Some are pre-mixes such as instant milk tea, or sweetened tea-coffee combo.

Where is the tea market going?
Aging baby-boomers are increasingly willing to pay for health-promoting products, so they drive the demand for higher quality teas, organic teas, white tea, flowering tea and herbal tea. Expect to see more stylish tea bags (including some with high quality loose teas) sold as a lifestyle product. There will be more specialty tea shops and tea bars, where people appreciate the finer points of premium tea prepared from high grade leaves in Zen-like environments. This explains why Bird Pick Tea just opened, increasing the number of tea houses in less than a mile radius in hip Old Town Pasadena, California, to three.

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Restaurants offer new trend: Asian fusion for an American palate

Some restaurants are leading the trend in Asian fusion cuisine. Their chefs understand the importance of adapting to customer demands.

It is important to refrain from judging the restaurants mentioned below on how authentic their food is, but to respect them as good indicators of what flavors and cuisine will sell to the general population. Like fashion designers, they define what is in vogue. Through these tastemakers’ efforts, American consumers will soon feel comfortable enough to experiment with Vietnamese, Thai, Malaysian, Singaporean, Indian and Indonesian fare at home - with a little help of course. Therefore, expect more demand for SE Asian dipping sauces, marinades, ready-to-cook pastes and culinary sauces, including nouc mam, laksa curry, rendang and even tikka masala stir fry paste.

When super-chef Wolfgang Puck introduced an Asian fusion restaurant in D.C. named Source, he boldly touted hoisin sauce as the marinade for his ribs. On his current menu are interesting creations like crispy sea bass with Thai chili sauce and roast suckling pig with plum-fig chutney.

Another bellwether restaurant to watch is the Cheesecake Factory’s latest Asian-themed restaurant, Rock Sugar. As a leading restaurant operator in the nation, their new venture is the end result of three years of research, studies and analysis. Rock Sugar’s executive chef, Mohan Ismail, is of Singaporean heritage. The restaurant is located at the Century City Mall, Los Angeles. It’s menu is an eclectic mix of pan-Asian dishes with a decidedly SE Asian bias, layering familiar dishes such as green curry with some novel flavors such as pungent chicken tikka and spicy sambal eggplant.

New York rising star chef Zak Pelaccio repackages and re-purposes SE Asian food in hip settings – first with Fatty Crab then his latest Chop Suey.