How many types of cheeses do you know? …Cheddar, mozzarella, Parmesan, jack, Gorgonzola, provolone or bleu, maybe? Do you know what type of cheese is good for your meal? … soft, firm, hard, semi soft, fresh soft, fresh hard? Now, what type of milk do you want your cheese? Cow’s, goat, sheep, camel or yak? …from what country?
Yes, there are hundreds of cheeses we have yet to know. About 600 more or less, that is known, and from 54 countries that are traded all over the world. How do I know? Well I never did until I started attending the global meet of foodies via the Fancy Food Show -when I first discovered I was meant to hold a ladle, instead of a T-square and ‘technical pen’.
My daughters never understood my enthusiasm in frequenting this semi annual convention of traders of the finest foods and beverages, and they called my attendance as “mommy’s trick or treat” (as I bring home loads of samples – candies, chocolates and stuff). Not until they were of age, I brought them to witness and experience for themselves the euphoric feeling of discovering what else they can behold beyond our own kitchen refrigerator. Sad to say, the show is only for legitimate food businesses owners and their authorized representatives over 18 years of age. Now it is a family trip affair as even my son, also a Chef in Las Vegas, express his disappointment in missing this year’s Moscone Center exhibit in San Francisco last January 20th through 22, 2013. So what benefit does a non member have on this, if attendance has its qualifications? Well one can always visit any of the 1,300 exhibitors’ websites anytime. A virtual tour of all their products can be accessed on line. The best part is you get to discover just about anything seen at the show itself and have the same benefits of information, and probably have more attention when you communicate with them directly when one requests for ‘samples’, but the only difference is that you get to wait for your samples in the mail when you ask for some; unlike those that visit the show premise, an array of samples are all right on the display counters ready for the savoring – at least most of them, if not all. However, when you do ask for samples (on-line), you have to be very “creative” to justify why you deserve being sent some samples if you know my meaning.
I am sure those that have attended the FFS at some point, can easily relate to this ‘feastings’ of samples and discovery of anything and everything used in the food industry, but I share the experience with those who have not. Believe me, even the plain ye ol’ salt - now hold a number of variances. I particularly adore the huge block of salt we can use to grill our raw tenderloin on (not to mention pork poultry, fish and vegetables too!).
I remember our mothers and grandmothers using cookbooks to follow recipes of experts, gourmet cooks and chefs to the last dash of pepper, but in this era, I’d say that the palette now dictates over traditional methods of serving food, strengthened, of course by presentation style and personal preferences. There are just – so much more to discover, than dwell and stagnate on a ‘limited’ and conventional method of feeding the hungry, and the best part is having the knowledge to use ‘short cut’ methods like ready-made sauces and ‘perk-up your dish’ packs. For the busy parents, preparing a home cooked meal is always good, especially when you love to bring out the chef in you, but “Why use the stairs when you can use the elevator?” Grab the ‘short cuts’ and trim the hours of labor!
During last years’ FFS, Specialty Food magazine featured “Foods of the Philippines” showcasing the lumpia as its cover photo and the adobo as an inside story. It was truly a delight finally seeing a couple of booths that featured Pinoy products 2012. But this year’s 2013 show, I was so pleased to see the ‘pili nut’ as a front-liner for the Philippine Trade and Investment Center – Silicon Valley (Philippine Consulate General in San Francico, where delegates from the Bicol region introduced the many uses of the Pinoy’s local nut for the whole world to finally know about. According to Wikipedia, “they are grown as ornamental trees in many areas of the Old World tropics of Indonesia, Malaysia and the Philippines, however, only the latter (Philippines) produces and processes Pili nuts commercially. Production centers are located in the Bicol region, provinces of Sorsogon, Albay, and Camarines Sur, southern Tagalog, and eastern Visaya.” Although I would like to extend my wish to optimize and maximize the FFS booth to have featured more Philippine products likewise worthy of showcase, not only to expand the exportation of one product, but many, equally unique only to the Philippines like the “Barako” coffee which will give our strong Liberica beans the feat. Hopefully next year’s FFS, a bigger booth can be facilitated, inviting more regions from PH for more of its un 'chartered' products.
Going through the North and South gates of the Moscone Center, weaving in and out of hundreds of aisles and lanes of various countries’ food products from sweets to savory, chocolates to olives, baking and cooking necessities, spices and sauces, wines, beers, liquors, liqueur, sparkling and Riesling wines, sodas, juices and flavored waters; packaging materials, label machines, picnic to bar gadgets - the three day convention of chefs and their sous’, foodies, gourmet cooks and restaurateurs, is barely enough to see all of the featured products therein. Watch how chefs ‘flaunt’ demonstration of ‘dishes and dashes’, get a taste of the smoked and cured, (and know the differences). We even witnessed the ‘correct way’ of preparing tea by a ‘Geisha’. More so, if you attend any of the functions, and seminars facilitated by the experts and keynote speakers of the industry; you will not get to see everything even if you spend a mere 5 seconds on each 1,300 booths. Once you have decided to attend the upcoming future show, make sure you plan your route by going through the exhibitors list (on line) and mark your target suppliers so that you will have pursued your purpose in being at the show for your business or at least to learn the many things worthy of discovering to add flavor to your concoctions or add - if not replace your old methods of preparing your ‘brew’.
If there is one venue that will present the current and latest updates and trends in the food industry, this is it. Pardon me if I opine that the food network is but a little peephole on the fence. Believe you, me, even the distinguished Chefs have two more things to learn about new products from the FFS. Why am I lobbying for this event? ...No specific reason, really... except that I wish to share the joys of the passion in concocting to produce delightful new edibles. Now if you are encouraged by this experience in venturing the unexplored food products of the world, check out the Fancy Food Show site. I dare anyone say that they have savored and have cooked with everything there is to get a taste of. Ask our Bicol region popular ‘nut’; so many attendees have never even heard of him ever before; it’s his first time at the show; and our dear ‘pili’ can be a daring challenge to any distinguished chef in any corner of the world to drum up a whole new dining experience!
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