MALAYSIA KITCHEN USA SPICES UP THE 60TH SUMMER FANCY FOOD SHOW IN NEW YORK FROM JUNE 29 – JULY 1Tuesday, June 17th 2014 @ 2:55 PM
Noted as one of the top three trending flavors of 2014, Malaysian food and beverage products are heating up the marketplace with Malaysia’s first-ever Food Ambassador to the U.S., Christina Arokiasamy
From June 29 – July 1, 2014, Malaysia Kitchen USA, a project under The Malaysian External Trade Development Corporation (MATRADE), will showcase and demonstrate over 25 specialty Malaysian food and beverage products over three days at the 60th Summer Fancy Food Show in New York. Recently appointed Malaysian Food Ambassador, Christina Arokiasamy—a renowned chef, author, and spice expert—is spearheading the Malaysia Kitchen Program, working to promote the accessibility and convenience of the country’s cuisine and products to the U.S. With consumer demand for Southeast Asian ingredients and easy-to-prepare meals growing, the popularity of Malaysian cuisine in the U.S. is quickly escalating. Over the past two years, the Asian grocery category experienced a 10.2 percent dollar sales increase. Mintel reports a 27 percent increase in Asian grocery sales from 2008 to 2013 in the U.S. The National Restaurant Association also spotlighted Malaysian cuisine as one of its top three trending flavors in the U.S. for 2014. Leading Malaysian F&B manufacturers will exhibit their products at 10 booths comprising the country’s Malaysian Pavilion (Booth 5413 in North Hall) including:
§ Lingham’s Sauce – chili sauces (Ginger, Sriracha, Hot Sauce) with over 100 years of tradition dating back to 1908
§ Brahim’s – producers of authentic Malaysian curry pates and sauces such as Rendang, Peanut Sauce, Coconut Curry Sauce, Hoisin Chicken and Nonya Curry Sauce
§ Organic Kitchen Noodle – Beet Root, Spinach, and Cold Fruit Noodles
§ Malay Taste – versatile Malaysian Laksa paste originating from the Peranakan culture dating back to the 15th century spice trade flavors
§ Boh Teas – Born on the steep jungle slopes of the Cameron Highlands, the country’s first highland tea gardens feature high quality blends including Earl Grey with Tangerine, Seri Songket Lychee Rose, and Teh Tarik Cameronian
§ VIAS – ready to use aromatics such as ground Lemongrass, Galangal, Ginger, Garlic, Torch Ginger, Chilies and Shallot Puree for the quick and easy cooking with layers of flavors.
§ SHARIFAH’S – authentic Malaysian Rice Pilaf kit’s
§ S & P Santan – producers of fine tropical coconut milk and coconut cream products
At the Summer Fancy Food Show, Arokiasamy will be the featured chef at the Malaysia Kitchen Booth under the Malaysian External Trade Development Corporation (MATRADE)’s Malaysian Pavilion (Booth 5413 in North Hall). Over the show’s three days, she will demonstrate the use and versatility of a variety of all-natural Malaysian products that are both authentic and modern takes on traditional Malaysian fare including:
§ Sloppy Joe Rendang (featuring Brahim’s Rendang Sauce)
§ Spinach Mee Goreng with Sambal Tumis (featuring Organic Kitchen Noodles’ Spinach Noodles)
§ Easy Grilled Prawns and Baked Salmon with Laksa Paste (featuring Malay Taste’s Laksa Paste)
§ Ginger Chili Fries (featuring Lingham’s Ginger Chili Sauce)
§ Roti Kaya (featuring Raya Malaysia Malaysian Griddle Breads)
“The curiosity behind Malaysian ingredients remains untapped in the U.S. market” says Arokiasamy. “By introducing our Malaysian food and beverage products that are all-natural, value-driven, easy-to-make, and authentic in taste, American families can access and enjoy flavorful, healthy choices from packet to plate in the convenience of their own homes.”
Many of these products are new to the U.S., and will available in over 400 national stores such as Whole Foods and Cost Plus World Market. These products cater to the needs of the time-savvy home cook with easy preparation methods.
The epicenter of the world’s first spice trade, Malaysia’s culinary heritage is grounded in the culmination of Malay, Indian, Chinese, and Nonya cultures. In addition to traditional Southeast Asian ingredients and spices such as turmeric, cumin, coriander, cardamom, and chilies, Malaysian cooking infuses dishes with galangal, lemongrass, tamarind, curry, and ginger to create a more complex and memorable flavor palate.
Arokiasamy will be available for on-site interviews and provide information on the featured Malaysian food & beverage products. Malaysia Kitchen USA, is the key to providing the US with authentic Malaysian products and cultural cooking.
About Christina Arokiasamy
Christina Arokiasamy, born and raised in Malaysia, is a spice expert from a family of five generations of spice merchants. She brings with her world class culinary expertise as an ex-Chef of various Four Seasons Resorts throughout Southeast Asia. Christina’s cookbook The Spice Merchant’s Daughter was listed as top ten cookbooks in the USA by NPR in 2008. Her book is part recollection of that time in her childhood when the spices of Southeast Asia dominated her life and partly a cookbook that takes readers for a tour of those flavors. She currently lives in the Pacific Northwest with her family. In October 2013, Christina was appointed as the first-ever Malaysian Food Ambassador to the U.S., and official spokesperson of Malaysia Kitchen USA, a program under Malaysian External Trade Development Corporation (MATRADE).
About Malaysia Kitchen USA
Malaysia Kitchen USA, a program under Malaysian External Trade Development Corporation (MATRADE), is the gateway to making Malaysian products and cuisine accessible to everyone by providing information and all-natural food products that come straight from the source. For more information about the Malaysia Kitchen Program USA, visit the website at http://malaysiakitchen.us.
About Malaysian External Trade Development Corporation (MATRADE)
The Malaysian External Trade Development Corporation’s (MATRADE) mission to promote Malaysia’s export has enabled many local companies to carve new frontiers in global markets. Today as we continue to put the spotlight on capable Malaysian companies on the international stage, we are helping make the phrase ‘Made-In-Malaysia’ synonymous with excellence, reliability and trustworthiness.