"The story of "food" was one of this season's biggest and impressionable personable experiences that, along with the inaugural Asian edition of Madrid Fusion (Part One, Part Two) made this summer truly one enormous giant culinary love fest. With the recently concluded biennial food and drink trade event, IFEX Philippines, making a warm and hearty splash with over 874 local and international corporate participants, and welcoming over 13,000 foreign and local buyers and visitors, it seemed that the sublime ability of food and drink to bring people, from all walks of life together, can't be more palpable than at this particular CITEM organized event. As an APEC Summit parallel activity of the Department of Trade and Industry, IFEX Philippines organized a flurry of festivities: from Summit of Flavors Demonstrations from the likes of Claude Tayag, Boy Logro and Gaita Fores and international chefs Cris Comerford and Hoang Minh Nhat, Katha Food Awards, Regional "Food Trains"; Market Place and "partner cities" along the many opportunities, but one of the more visionary things we looked forward to was Manila Gusto Gallery, a stylish setting created by German florist Detlef Klatt; along with an engaging and eye opening sit down with French food & drink "trendspotter" Eduoard Malbois, both bring a lively, thoughtful and most welcomed sensory note to an otherwise deliciously wonderful event.As founder of trailblazing food and drink design innovators Enivrance, Malbois principal work deals with creating and developing new concepts and communicative ideas with regards to the food and drink industry:" understanding, translating who you are (is what is behind) concept food to create world blockbusters, innovating and creating food modernity". Malbois, an alum of marketing, luxury and advertising companies in many parts of the world as well as frequent visitor to the Philippines in his work in luxury watches market, senses that there is a great potential for our local foods, or what he terms as snackables. With an eye for the next, Malbois describes snackables as a new development from the familiar structured meals we have and are very familiar with: "we are a tasting country, our cooking and eating are very social, now we look for more freedom, its a philosophy that goes beyond the table... we don't break tradition, it's there, we enjoy and bring more pleasure". The notion of "snackables" did not mean eating more junk food but the whole idea of a more personalized lifestyle than something codified and structured in meals, reflecting a turn to more portable and nomadic sense of food and taste is the direction of what Malbois perceives of our very own.Having recently worked with the Brazilian Government in order to create and promote that country's food identity and ingredients, there is a form of change of "image" that is needed, not only for promotions, but to launch into a promising tasty and mental journey, that brings about a new lifestyle and language. "Every country can sign for everything, any country can be big. Each country can say I have an idea, but one needs to clever to create a big basic which are mega drivers... we all have a stake in food and drink citizenship" .We noticed that many notions and ideas in our conversation are design-inspired, which Edouard agrees "the DNA (of our work) is about connections between disciplines, concepts created from the best of disciplines like art, design, fashion, there's a certain energy we need to translate, it teases and stimulates and that's what we do with the food and drink industry, we need to add an element of convergence, along with the chefs, craftsmen, investors, research, customers technology and many others in the industry, Chefs are a critical piece of the puzzle and are centered on the experience game, that is why we need convergence and a sense of the now" Agent Provocateur: Eduoard MalboisFood & Drink innovation agency EnivranceInterestingly, the notions of convergence and use of the ideas of "design", applied to food and drink, are not gratuitous or in the service of trends and "fast" but of a willingness to reflect and think about tomorrow. It's about an openness not only for us to be the "next big thing", but to put a weighed thought on improving on our way of life (not just monetarily), by the way of the table and our experiences around it, sometimes moving beyond it. Returning Manila visitor, German creative and master florist, Detlef Klatt creating the utterly swoon-worthy Manila Gusto Gallery, a wonderful dialogue marrying our country's ingredients and products presented in an utterly stylish and glamourous environment. "I'd like to create an environment like old European Cafes and coffee shop, against all dark and black. Very classic step up. It was challenging but the concept and our story (behind Manila Gusto Gallery) is partly revisiting history, design, fashion, being a colony (the Philippines) is part of the story but we did something different, different from the tropical story, its the usual put in the basket and tropical, it should be classy and very international. We need to tell a story"Apart from the style and look element, Detlef continues to look at the affective and emotive components of the show: "it's not just eating and enjoying food, there is presentation. With presentation, one creates emotions... With a strong look, there is a communication, an effort in styling that makes the feeling come alive." It may seem that the convergence of food and design, as Malbois foresaw, came into play at the recent showing, and what a wonderful setting Detlef created with the chic accessories conversing with some of our most mundane and easily overlooked vegetation, fruit or product that makes one go, oh la la."
MANILA, Philippines - Edouard Malbois, founder and CEO of Enivrance, the world’s first industrial food and drink design agency, is set to share his expertise with local food SMEs at the 10th International Food Exhibition (IFEX) Philippines slated at the SMX Convention Center in Pasay City on May 21 to 24.
A pioneer in the global food design industry, Malbois has worked with major food and beverage brands from Asia, Europe, Africa, and South America. He is creditedas the visionary behind McDonald’s European Food studio, a food innovation lab that played a large part in turning around the restaurant chain’s lackluster European sales in the mid 2000s. More recently, his agency has worked with the Brazilian government to develop and promote the Brazilian food export industry.
Given his knack for trend spotting, Malbois points out that the Philippines would do well to cater to the growing global demand for convenient “snackable” foods that can be enjoyed at any time and place. He attributes this to the fast urban lifestyle that has quickly becoming the norm in most of the world’s developing economies.
On a more fundamental perspective, Malbois says that the Philippines’ strength lies in key mono ingredients such as banana, mango, pineapple, tuna, coconut, cocoa, and coffee.
“The Philippines can be the key knowledge hub of new world business and consumer practices around those mega ingredients,” says Malbois. “Take advantage of your unique natural resources to sign the Made in Philippines snacking model.”
Malbois will focus on European food and beverage trends when he takes the stage at IFEX Philippines 2015 on May 22. Organized by the Center for International Trade Expositions and Missions (CITEM), the export promotions arm of the Department of Trade and Industry (DTI), IFEX Philippines 2015 will feature the latest in food innovation from both local and international exhibitors.
The biennial trade fair will feature over 750 exhibitors from the Asia-Pacific region, and is a major activity in preparation for the ASEAN economic integration and the Philippines’ hosting of the APEC Summit.
For more information, interested parties can visit ifexphilippines.com.