S'pore food firms serve up local fare at Dubai fair

LOCAL food manufacturers will be dishing up Singaporean delicacies at a mega trade show in Dubai this week that will feature more than 2,000 companies from over 70 countries.

The Tasty Singapore pavilion at the Gulfood 2007 event will showcase 17 firms and more than 150 products, ranging from sauces and pre-mixes to noodle products and instant beverages with the aim of boosting sales in the Middle East.

Seah's Spices Food Industries, which has previously exhibited at the Dubai show, will feature products such as spices for prawn-flavoured fried chicken and fried crispy prawn.

However, it is not just about taste. The Tasty Singapore initiative also wants to promote the country as a reliable supplier of consistently good quality products.

The food fair strategy is already a winner. This will be Tasty Singapore's second appearance at Gulfood. The 19 participating companies last year secured sales that will reach S$18 million when fully realised.

Mrs Tan Li Lin, a director at IE Singapore, the agency that helped develop the Tasty Singapore brand, said international fairs provide a valuable opportunity 'to promote Singapore's unique cuisines and world-class food manufacturing capabilities to a new market with great potential'.

The food industry is not the only one hoping to penetrate the Middle East market.

The Singapore Exchange and the Abu Dhabi Securities Market in the UAE recently signed a deal to promote cross-border trading and clearing between their markets.

Singapore and the Gulf Cooperation Council countries are also negotiating a free trade agreement.