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A SUSTA Generic Program
Steak-eze and Delta Pride were just a few of the U.S. Companies that directly benefited from their involvement in the Go Southern USA promotional activities conducted at the Trader's Hotel in Singapore this past October. The ten-day foodservice promotion was designed to increase awareness of southern U.S. ingredients and to foster exports. The events, sponsored by SUSTA and the Oklahoma Department of Agriculture, centered around five unique southern dishes that were served in the hotel's trader's café. Dustin Crenshaw, an award-winning Oklahoma City chef, designed the following dishes that incorporated flavors and ingredients of the SUSTA region: Southwest Quesadillas, Bijou Crawfish Cakes, Plantation Tenderloin, Outer Banks Stew, and Key West Shrimp.
During the promotion, which was widely promoted in the Singapore Straits Times, Chef Crenshaw conducted two cooking classes that featured SUSTA products. Local expatriate consumers, chefs and restaurant operators from local restaurants and U.S. franchises, such as Hard Rock Café, attended the cooking classes. The dishes featured southern ingredients including pickles, pumpkins, chipotle peppers, and Vidalia onions. In addition, Advance Food Company supplied Steak-eze, a foodservice 'breakaway' steak product used in Philly steak sandwiches, and in this case, Southwest Quesadillas.
To further promote the event, ten journalists from leading English and Chinese newspapers and magazines attended a special media tasting. After sampling the food, three journalists publicized the event in their columns during the promotion. A trade reception was also held. Approximately 75 members from the Singapore foodservice trade, including chefs, importers and food and beverage executives attended the reception. Amerifoods representative Marie Lee, who attended the function, has discussed importing Delta Pride catfish to Singapore.
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