Avocado Chef Training Classes In Export Markets

Transcription

Avocado Chef Training Classes In Export
Markets
Rose Young
Team Strategy Concept Sdn Bhd
Project Number: AV11024
AV11024
This report is published by Horticulture Australia Ltd to pass
on information concerning horticultural research and
development undertaken for the avocado industry.
The research contained in this report was funded by
Horticulture Australia Ltd with the financial support of the
avocado industry.
All expressions of opinion are not to be regarded as
expressing the opinion of Horticulture Australia Ltd or any
authority of the Australian Government.
The Company and the Australian Government accept no
responsibility for any of the opinions or the accuracy of the
information contained in this report and readers should rely
upon their own enquiries in making decisions concerning their
own interests.
ISBN 0 7341 2960 2
Published and distributed by:
Horticulture Australia Ltd
Level 7
179 Elizabeth Street
Sydney NSW 2000
Telephone: (02) 8295 2300
Fax:
(02) 8295 2399
© Copyright 2012
Final Report
for Avocado Food service R& D Project in Malaysia, Singapore and Hong Kong 2012
Submitted by:
Rose Yong
Team Strategy Concept Sdn Bhd
28-1 Jalan Radin Anum, Sri Petaling,
57000 Kuala Lumpur
Telephone: + 603 9057 3733 Facsimile: + 6 03 9057 3723
Date submitted: 29 August 2012
Total : 96 pages including cover
1
Final Report for Avocado Food service Project in Malaysia, Singapore and Hong Kong 2012
A R&D project for the Australian Avocado industry was carried out by Team Strategy Concept Sdn
Bhd in Malaysia, Singapore and Hong Kong from 15 February to 20 June 2012. The project partners
were HAL, Avocado Australia and DEEDI (under the Global Market Initiatives).
Summary
Following on from the success of the industry’s food service strategy in the domestic market, the
aim now is to replicate this program in potential export markets such as Hong Kong, Singapore and
Malaysia to further develop these markets. A series of ‘Australian Avocados ‘ Masterclass for
Foodservice chefs and purchasers were carried out in the three markets to better educate the food
service industry about Australian avocado versatility, seasons, types, handling and purchasing.
Food service purchasers/importers from potential establishments were also invited to support and
attend the masterclasses as they are influential when it comes to sourcing products for chefs.
Avocados are mainly used in cold and side dishes, predominantly in Western cuisine. To increase
the awareness and utilization of Avocados in Asia, it was recommended to introduce the use of
Avocados in Asian and Chinese cuisine. Hence, the masterclasses focus on the introduction of
Avocados recipes for Asian and Chinese cuisine.
Prior to the masterclasses, a total of nine interesting recipes were created. These nine Avocado
recipes in Malay, Indian and Chinese style were created by an Executive Chef in Malaysia. He
explored and found the proper techniques of utilizing the Avocados in hot Chinese, Indian and
Malay cooking. These recipes are featured in the new master book translated into Malay and
Chinese language.
Innovative chefs from the three respective markets were engaged to conduct the master classes
demonstrating three recipes to participants invited from ‘star’ hotels and independent restaurants
that include Chinese restaurants. The program commenced from February 2011 with initial
activities focused on developing appropriate educational collateral handed out at the master
classes which commenced in May 2012.
KEY OBJECTIVES
Educate chefs and purchasers about Australian avocado seasonality, varieties, storage, handling and
cooking possibilities in order to:



Get avocados on the menu
Encourage multiple and creative usage of avocados
Increasing volume usage of avocados
2

Encourage usage of avocado year round (target dishes)
KEY MESSAGES




Consumers love avocados
Avocados are a versatile, healthy and sophisticated ingredient
Avocados can be practical and suitable for multi-ethnic (target) dishes and desserts
Avocados add to the bottom line
Background
As per the export statistics1, Singapore drove volume growth with 39% increase or almost 200 MT
higher whereas Malaysia lifted up to 72%. There were almost 50,000 MT avocados imported to Asia
in 2010, which shows the potential this market has and the opportunity for Australian avocados:
Whilst looking at the other southern hemisphere competitors, it is evident that Chile has started making
inroads to Hong Kong and South Africa to Singapore which is Australia’s stronghold:
1
th
Export Market Intelligence Report, 10 November 2011, Wayne Prowse at Fresh Intelligence Consulting
3
Chile - Exports
080440 Avocados
Quantity KG
Country
TOTAL AVOCADOS
-
Jul 06-Jun 07
164,255,770
Jul 07-Jun 08
116,279,610
Jul 08-Jun 09
75,838,067
Jul 09-Jun 10
195,011,515
Jul 10-Jun 11
87,948,453
United States
Netherlands
Argentina
United Kingdom
Spain
France
Sweden
Hong Kong
Japan
Belgium
all other
118,063,299
14,564,270
2,760,951
7,136,205
12,519,129
3,445,671
2,131,920
1,617,141
165,908
1,851,276
85,746,026
11,136,878
2,893,163
7,149,884
6,899,409
418,957
763,504
41,216
397,768
43,200
789,605
56,239,101
6,845,819
2,530,377
4,237,510
2,973,337
1,002,048
1,219,351
60,032
224,000
232,320
274,172
134,377,518
24,381,023
6,255,137
8,076,432
11,077,792
6,291,473
1,985,788
102,144
1,674,666
20,016
769,526
54,749,930
15,497,598
6,477,378
4,191,993
3,322,366
1,621,788
830,096
339,046
333,984
175,359
408,915
Total Avocados ex Chile
164,255,770
116,279,610
75,838,067
Source of data: Servicio Nacional de Aduana, Fresh Intelligence Analysis
195,011,515
87,948,453
South Africa - Exports
080440 Avocados
Quantity KG
Country
TOTAL AVOCADOS
-
-EU 27-MIDDLE EAST 15Hong Kong
Singapore
Malaysia
United States
Zambia
Mauritius
Mozambique
all other
Total South Africa Exports
KG Jul 06-Jun 07KG Jul 07-Jun 08KG Jul 08-Jun 09KG Jul 09-Jun 10KG Jul 10-Jun 11
42,501,469
46,372,436
61,770,867
35,783,627
48,611,689
42,194,319
103,006
104,742
9,504
11,113
0
485
23,688
6,973
47,639
42,501,469
45,813,895
328,319
130,400
0
38,095
0
508
11,376
7,983
41,860
46,372,436
61,166,564
291,519
174,240
0
75,060
0
2,640
17,554
14,192
29,098
61,770,867
34,965,241
445,403
119,092
57,024
104,649
0
5,378
15,669
11,037
60,134
35,783,627
47,336,607
525,119
239,262
188,994
149,094
115,298
24,802
12,381
8,514
11,618
48,611,689
Source of data: South African Revenue Service, Fresh Intelligence Analysis
Therefore, to ensure that the Australian avocado industry continues to maintain their share in the Asian
markets, targeting key influencers such as chefs, would help the industry in ultimately lifting overall
consumption and demand. The foodservice industry in general needs educating. This has meant that, in
the past, avocados have been under the menu radar with chefs.
4
Targeting the first layer of the foodservice industry - restaurants, star chefs in Malaysia, Singapore
and Hong Kong, would also provide the industry with opportunities to create awareness and
penetrate into other sections of the food service such as banqueting, buffet and bistro that serve a
menu of multi-ethnic dishes. The program helped to create a foundation for influencing Asian chefs
to think and use Avocado in multi-ethnic cuisines. However, an effort to educate them needs to be
on a continuous basis so as to make a lasting and impactful influence on the chefs. Adding to that
there’s need for considerations to expand the influence into the culinary schools educating the
young chefs on Australian Avocado’s versatility and utilization in multi-ethnic cuisines for next
year’s workshops. The culinary schools in these three countries are aggressive in churning out
young chefs for the fast growing food service and catering industry. Apart from local students,
these culinary schools attract students from countries like Vietnam, Myanmar China and Africa.
1. Beverage and Dessert Sector
In countries like Malaysia and Singapore, the beverage and dessert sector is quite untapped and
this sector also offers the Australian avocado industry the potential to infuse avocados into healthy
beverages, local sweet dessert soups and desserts. The food and beverage sector in these markets
particularly, in Malaysia are vibrant, trendy and extremely competitive, as there are now fresh
concept of beverage and dessert shops and cafes sprouting in all major shopping areas and suburbs.
The Beverage Manager and chefs here are not fully aware of the versatility of Avocado products
mixing in to beverage and desserts. Adding to that, this idea has not been well used and explored
in these countries.
Hence, Malaysia was the trial market for introducing new beverage and dessert ideas. The
workshop provided opportunities for the beverage manager and pastry chefs to think about
avocados and its usage for beverage and dessert ideas. Their feedback has helped in planning
future workshops in Singapore and Hong Kong next year.
On the other hand, some of the Chinese master chefs from medium to high end Chinese
restaurants in Malaysia are constantly exploring “new” products (Avocado is new to Chinese
Restaurants) to develop new and healthy dishes and desserts. The desserts in the menu of these
Chinese restaurants are very limited in variety and avocados will present opportunities for the chefs
to use them in sweet dessert soup and Chinese desserts, including hot cooking dishes.
The strategy is to test the beverage and dessert market first, by obtaining participants’ feedback
from the first beverage and dessert workshop in Malaysia. Furthermore, this is to gauge the chefs’
interest and recipe ideas in all things avocado for the planning of next year’s workshops effectively
in Singapore and Hong Kong.
5
2. Restaurants
Not only are there many different types of restaurants that are in fashion such as the Japanese
buffet and Italian. There are also those that cater to the tourist market such as the Middle Eastern
restaurants in Malaysia catering to Middle Eastern tourists who swarm into Malaysia each year
from June to September. The restaurants in these countries are multi-faceted as they cater to an
extremely multi-ethnic market and therefore, the menus in most restaurants are influenced by
Chinese, Malay and Indian cultures.
Avocados are not only unique in their size but also in quality, spoilage and price, which vary in
relatively short periods of time. It is a lesser known product in Asia and is predominantly used
mainly in Western and Japanese (sushi) cuisines. This is mostly due to lack of exposure and
awareness on the product, its availability, and perceived culinary inflexibility. Food service needs
training and education. Educating the food service chefs and purchasers about Australian avocado
versatility, seasons, types, handling, purchasing and application through a series of interactive chef
training masterclasses will help in building the chef’s awareness, confidence in using Australian
avocados.
Asian chefs are very competitive and are always hungry for new and innovative recipe ideas.
Showcasing the versatility of avocados will encourage them to explore and experiment with this
product and use it in various multi-ethnic cuisines such as Chinese, Malay and Indian.
DEEDI under the Global Marketing Initiatives program, complimented this program by running
various supply chain training sessions in the same export markets: Hong Kong, Singapore and
Malaysia. These retailer training sessions were a continuation of the program carried out in 2010.
In addition to the retailer educational programs, there was research carried out by DEEDI amongst
foodservice chefs, providers, wholesalers and retailers. The information gained assisted in further
refining the foodservice program.
Method
Australian Avocados embarked on a strategic foodservice program in Malaysia, Singapore and Hong
Kong through a series of interactive chefs training workshops/masterclasses in May 2012.
Depending on the results and feedback from this initial phase, the second phase in July 2012, of
looked to reinforce awareness, and product usage in the key foodservice sectors identified.
February 2012- June 2012
The food service strategy from January 2012 to June 2012 was to focus on creating awareness and
interest in avocado usage in multi-ethnic Asian cuisine through a series of workshop training
masterclasses for Asian chefs and purchasers in Malaysia, Hong Kong and Singapore.
6
The basic format of the workshop sessions :
1. Introduction to avocados
To provide an introductory into the history, world usage, types and global production of the
fruit. Nutritional benefits will also be addressed with key content from the chef training
manual (master book). The sessions were conducted in Mandarin for Chinese chefs.
2. Tasting avocados
In every session, there was a tasting session, i.e. an avocado tasting plate as a sensory
exercise featuring raw, salted, sugared, flash fried avocados were offered to participants.
This helped in educating the chefs’ palate to be familiar with the avocado taste and texture
so they know how to blend avocado with other possible ingredients.
3. Cooking and beverage demonstrations:
a. Culinary - a cooking demonstration of three multi-ethnic recipes utilizing avocados
will be held. There was also sampling of the dishes at the end of the session.
b. For the beverage workshop in Malaysia, there were beverage concoction and sweet
dessert demonstration followed by sampling at the end of the session.
Each workshop training session in three of the countries was tailored for each foodservice segment
to maximize informative and usage effect –the first segment was targeting multi-ethnic cuisine for
star hotels, bistro, café and restaurants and the second segment was looking at Chinese chefs from
Chinese restaurants in ‘star’ hotels and independent Chinese restaurants. It was critical to base on
segment -specific requirements and the potential in the avocado utilisation and application within
that particular segment as the delivery language, the recipe ideas and application were different.
Proposed workshops/ masterclasses
Country
Malaysia
Proposed
workshop
dates
Target
audience
15-5-2012
17-5-2012
16-5-2012
Chefs,
Culinary
lecturers &
purchasers
Chinese
chefs
Foodservice
Segment
Bistro, Café
and
restaurants
Chinese
restaurant
s in 5 star
Beverage
masters
and
culinary
lecturers
All
beverage
outlets and
Singapore
May
22-5-2012 24-5-2012
Hong Kong
30-5-2012
29-5-2012
Chefs,
Culinary
lecturers &
purchasers
Chinese
chefs
Chefs,
Culinary
lecturers &
purchasers
Chinese
chefs
Bistro,
Café and
restaurant
Chinese
restaurant
s in 5 star
Bistro,
Café and
restaurant
Chinese
restaurant
s in 5 star
7
Number of
participants
targeted
Workshop
language
delivery
Resources
in 5 star
hotels
hotels and
standalone
outlets
restaurant
s including
ethnic
restaurant
s
s in 5 star
hotels
hotels and
standalone
outlets
s in 5 star
hotels
hotels and
standalone
outlets
40-50
20-30
30-35
40-50
20-30
35-45
20-30
English
Chinese
English
English
Chinese
English
Chinese
Avocado
Manual,
Product
knowledge
bag, knife
and leaflets
for staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
Avocado
Manual,
Product
knowledge
bag, knife
and
leaflets for
staff
.
Database Development: A comprehensive and current database of the target audience across all
sectors and locations is integral to facilitating the chef training sessions.
Creative Publicity
Creative publicity was arranged in all three countries targeting magazines, newspaper and social
media such as food bloggers. The media was invited to attend the workshops to learn and to taste
experience avocado and to interview the Chef trainer. The publicity angle and strategy was to
reinforce the key messages and objectives of the workshops.
Expected Outcomes
- Achieve at least 80% positive feedback on the workshop sessions from participants who attend
the workshop sessions
- 7 market development activities in 3 key markets
- Minimum 250 chefs and purchasers gained knowledge and ideas for avocado utilization and
application in 3 key markets
- expand influence on product awareness and usage in Chinese cuisine sector with 9 new recipes for
Chinese chefs.
- Achieve at least 6 articles in the media in the form of news-clippings and/ or recipes features
and/or bloggers’ review.
8
Workshop feedback and outcome
The success of the training workshops has been evaluated through findings and comments from
participants at each of the food service workshops. Team Strategy Concept developed a
questionnaire and used it to gauge the success and finding of the training sessions, with the
possibility of an increase in avocado awareness, knowledge and usage, as well as follow-up contact
with workshop participants and qualitative feedback from participants and host chefs.
An industry and/or HAL representative was also provided with the opportunity to assess the
workshops in person.
Industry Adoption
The outcomes of the program’s key objectives were gauged through survey from customers
through importers. There has been continuous relationship fostering with the industry during the
sessions and in the weeks following the food service training program. The industry has been
referring to the survey results collated from the training sessions, with the likelihood of increase
usage, as well as follow up contact and qualitative research.
9
Final Report
The program provided the industry with opportunities to create awareness and penetrate into
other sections of the food service such as banqueting, buffet and bistro that serve a menu of multiethnic dishes including penetrating into the Chinese restaurants segment, a vibrant segment eager
to explore new products for new recipes and dessert ideas.
The chefs training workshops were known as Australian Avocado Masterclass to leverage on the
star chefs’ reputation and creativity in conducting the sessions.
There were two masterclasses in each of the three markets with a total of seven masterclasses held
in the three markets.
There were two main focuses – one focusing on multi-ethnic cuisines like ‘Asian’ cuisine and the
second masterclass is for Chinese chefs in Chinese cuisine. The seventh workshop in Malaysia was
an exploratory R&D workshop targeting the beverage and dessert sector. Malaysia was identified
as a trial market to run this workshop session to gauge this segment needs for new practical recipe
ideas for beverage and desserts mainly because Malaysia is a truly multi-ethnic country and its
beverage and desserts are diverse due to the different cultures. The aim is not only obtain
feedback from F&B managers and chefs on the practicality and versatility of incorporating avocado
into beverage and desserts it allows the participants to explore the concept of incorporating
Avocado into desserts and beverage. This info will be useful to plan similar workshops in Hong Kong
and Singapore, next year.
The format of the masterclass began with an introduction to the product, its benefits and tips for
handling and storage, and how to prepare avocado correctly. A power point presentation in
English and Chinese language was specially developed by Team Strategy Concept for the Star chefs
to present to the participants, which ensures consistent information and key messages delivered in
all three markets.
The presentation was followed by a sensorial tasting of avocado with cut avocado in its natural
form, avocado served with sugar, avocado with salt and avocado with honey. Majority of the chefs
prefer the avocados with salt – this is a finding for chefs to apply avocados to hot cooking
possibilities.
10
Sensorial tasting of Avocado in two of the
sessions in Malaysia
Sensorial tasting of Avocado in Singapore
Sensorial tasting of Avocado in Hong Kong
Then, a cooking demonstration was carried out to prompt utilization ideas and finally a sampling of
the demonstrated dishes.
11
All participants were requested to complete a feedback form comprising of questions to gauge their
feedback on the masterclass in relation to the content delivery, current usage and interest in
exploring the product for their menu and for multi-ethnic cuisine.
The feedback form was translated into Mandarin for the Chinese speaking masterclasses in all three
countries. The completed feedback forms’ results were then collated into the survey findings.
The participants invited to the workshops were mainly Executive chefs, Executive sous chefs, chefs,
and purchasing managers from ‘star’ hotels and restaurants. Executive Chefs and Executive Sous
Chefs who could not attend the session had asked their assistants to attend. In some sessions in
Malaysia and Hong Kong, there were culinary schools’ lecturers and final year culinary students
attended.
Each and every participant received a product knowledge bag consisting of the Master book printed
in three language with nine new Asian recipes, copies of ‘Australian Avocados for Foodservice’
leaflets, three pieces of avocado as samples and a very good quality ‘Giesser branded’ knife to
encourage them to explore the avocado samples when they are back to their kitchen/home and as
a token of appreciation for their attendance and interaction in experiencing the taste of Australian
Avocado in the masterclass.
12
Nine new Asian recipes were developed and added to the masterbook in all three languages. The
recipes were translated and printed in English, traditional Chinese and Malay language.
Sear Chicken roulade with Avocado Raita
kachumber Salad and Papadium
Lamb with Avocado, Chick peas and Lentil
curry
Confit Boston Lobster With Oriental
Avocado salad and Oriental dressing
Avocado with Aloo Gobi
Avocado Spring Roll
‘Avocado Kueh Pie Tee’
13
Avocado Corn Cream Soup with Escallop
Avocado Chap
Avocado Apple Mirror
14
Depending on the participants, they were provided with copies of
the brochures for them to share the Avocado information with
their kitchen staff
Development of Creative Collateral

Chef Training Manual: The primary educational material of the chef training class is the
Australian Avocados – Fresh Avocados Masterbook. The manual developed for use within
the domestic market was translated into traditional Chinese and Malay language. To keep
the manual current and relevant, nine new local Asian avocado recipes were added to the
manual. These recipes are also suitable to the local Australian foodservice market and some
of the recipes will also be suitable for consumers.
They were distributed to chefs and foodservice purchasers during the training sessions as it
was the primary educational material.

Avocado Informational Leaflet : An educational leaflet containing information on the right
way to ripen, handling, peeling, storage and shelf life and nutrition for foodservice staff
reference. This leaflet was developed and copies of this leaflet were distributed to chefs at
the workshops for them to share the info in the leaflet with their kitchen and service staff.
This leaflet was translated into Chinese for the Chinese kitchen and service staff reference.
The rationale for this leaflet is to ensure that even the front of house staff and kitchen help,
receive product information and have a reference point should customers require any
information on the product. This will also serve to set the foundation for activities to be
carried out from July 2012 to June 2013.
15

Invitations: for the training workshops, an invitation card was developed for all three
markets in English and Chinese version and they were distributed to the target audience in
all three markets. Below is a sample of the invitation cards.
Printed invitation for Hong Kong

Invitation card for Hong Kong,
Malaysia and Singapore were also
developed in pdf file for invitation
by emailing. The invitation by email
version included the location map of
the masterclass venue.
Product Knowledge bag: The product knowledge bag’s primary function is as a means to
help the key messages presented in the training session to have lasting cut through. Every
branded gift bag was printed with ‘Australian Avocado for all cuisines’ contained the
Australian Avocados Food Service Masterbook as well as three avocados for the attendee to
experimental usage following the workshop sessions. The gift bag included a professional
chef knife, engraved with the Australian Avocados logo. The knife did not only act as an
incentive to participation, but the branding also acted as a constant reminder of the
program’s key messages when it matters most – in the kitchen.
16
17
Findings from the feedback forms collated from the Masterclass training sessions in Malaysia,
Singapore and Hong Kong
A total of 7 masterclass sessions were conducted in May 2012 targeting the first layer of the
foodservice industry - chefs in Malaysia, Singapore and Hong Kong.
Malaysia
In Malaysia, the first two masterclass on 15 and 16 May on ‘Australian Avocados in Asian cuisine
and Australian Avocado dessert and beverage were conducted by star chef Mohd Noor. His
experience with 5 star banqueting in cold and hot cooking in multi-ethnic and Western cuisine was
showcased in his demonstration of three interesting Asian recipes and another three delicious
dessert recipes during the ‘Beverage & Dessert’ session. All the recipes were very well presented.
The third masterclass on 17 May 2012 was conducted by Lam Hock Hin, the Executive Chinese Chef
of Chyna Restaurant, Hilton Kuala Lumpur. He has demonstrated three recipes utilizing Avocados in
cold and hot Chinese cuisine. The masterclass was conducted in Mandarin.
Activities
Masterclass No. 1 – Malaysia
Star chef name
Chef’s profile
Masterclass date
Masterclass time
Masterclass venue
Recipes demonstrated and
Recipes featured
Number of participants
Media attended
: Chef Mohd Noor
: Mohd Noor is an upcoming young Garde Manger chef from the Kuala
Lumpur Convention Centre who won the ‘Chef of Year’ award in the
ever popular 2011 Salon Culinaire competition in Malaysia. He has
won many Gourmet team competitions.
: 16 May 2012
: 2.30 – 5.00 pm
: Beyond Culinary Studio
: 1. Sear chicken roulade with avocado raita kachumber salad and
papadum
: 2. “Avocado kueh pie-tee” Avocado and tomato cubes
3. Avocado Cha
: Australian Avocados in Asian Cuisine
: 41 (achieved the number of participants targeted at 40-50)
: 7 journalists and their photographers attended the first masterclass.
Please see the news clippings in press publicity section of this report.
i.
ii.
iii.
iv.
v.
vi.
vii.
The Star News paper
MIDI Malay magazine
Mingguan Wanita
Pure Glutton
CC Food Travel
Jom makan and Air Asia 360 magazine
The Insider online paper
18
Avocado ‘Kueh Pie Tee’
Chef Mohd Noor presented the
seared Chicken and Avocado Raita
salad in an interesting and new
presentation as a canapé for parties.
19
Survey findings
The survey findings showed that the key messages of this program have been delivered and
achieved.
1st masterclass held on 15 May 2012 in Malaysia
Survey findings from 41 participants who attended the Avocado Masterclass, was conducted by
Star chef, Mohd Noor on ‘Avocados in Asian cuisine’.
1.
Are avocados part of your menu at
present?
70%
60%
50%
40%
30%
20%
10%
0%
Yes
No
2. If yes, in what types of dishes are they used?
-
67% of chefs attended used avocados in cold dishes
39% utilised avocados in lunch, entrees, mains and desserts
11% used avocados in warm dishes and seasonally
3. If not, why?
100% of the chefs found limited use with avocados and 40% were not familiar
enough with avocados.
20
4.
How likely are you to include
avocados in future menus?
36%
34%
32%
30%
Highly Not likely
unlikely
1
2
Just as
likely
More
likely
Highly
likely
3
4
5
2
5. How useful did you find the avocados masterclass?
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not at all Less useful
usefull
1
2
Quite
useful
Useful
Extremely
useful
3
4
5
6. What aspect of the masterclass did you find most valuable?
-
96% of the chefs in the masterclass found the collateral most valuable
57% valued the new recipe ideas
43% of the chefs found deeper understanding of avocado possibilities and
techniques valuable
32% thought avocado buying, storage and handling tips are equally valuable
21
7. Are you likely to use the provided collateral in your workplace?
60%
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
8. What were your views on avocados prior to the masterclass?
Participants who attended the masterclass said :



they were not familiar with avocados. They think there is limited use in Asian cuisine and in
cooking as an ingredient.
They did know avocados are nutritious and is good for the skin.
They have been using avocados in preparing mainly cold dishes but thought nothing much
can be done with avocados.
9. Have these changed? If so, how?






They now find that avocados can be applicable to more usage and recipes
Open up borders on the usefulness of avocados in the industry
Can be used in hot cooking and many other cuisine other than western cuisine
Very good session to learn more than what they expected from an avaocado and the
information was well informed. Recipes demonstrated can be applicable to more usage and
recipes.
New Asian recipe ideas on avocados are something new to learn and start practising.
Avocados help to balance nutrition of dishes.
10. Do you have any suggestions that could improve future avocado masterclasses
or the collateral?



To extend the program to consumers learning how to use avocados and to conduct
promotion for the future generation of end-users and consumers.
To introduce a diet program for avocado.
More research to be conducted on the usage and application for avocados.
22
Masterclass No. 2 - Malaysia
Star chef name
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
: Chef Mohd Noor
: 16 May 2012
: 2.30 – 5.00 pm
: Beyond Culinary Studio Theatre
: 1) Avocado custard cream
: 2) Avocado jack punch
: 3) Avocado cendol
: Australian Avocados in Beverage and Dessert
: 39 pax (exceeded the number of participants targeted at 30-35)
Rose Yong answered some queries from
the participants about the avocados.
Our star chef engaged with the
participants well by asking the chef
participants to try cutting and preparing
an avocado.
Chef Mohd Noor giving tips to the
participants on how to make full use of
avocado.
Two local celebrity chefs – Florence Tan
and Siti attended the masterclass to learn
about Avocados in dessert and beverages.
23
Participants got a chance to pipe the
Avocado custard tartlets.
Avocado custard cream tarts
Survey findings from the 39 participants who attended the Avocado Masterclass conducted by
Star chef Mohd Noor on ‘Avocados for dessert and beverage’.
1.
Are avocados part of your
menu at present?
80%
60%
40%
20%
0%
Yes
No
-
61% used avocados in desserts
43% used avocados in cold dishes
35% used in entrees
26% used in breakfast
3. If not, why?
-
46% said avocados had few recipe ideas and are not familiar enough with avocados
31% said avocados are expensive
24
4.
40%
30%
20%
10%
0%
Highly
unlikely
Not likely
Just as
likely
More likely
Highly
likely
1
2
3
4
5
5.
How useful did you find the
avocados masterclass?
50%
40%
30%
20%
10%
0%
usefull
1
2
Quite
useful
Useful
Extremely
useful
3
4
5
-
100% of the participants found the collateral extremely valuable
81% valued new recipe ideas
50% found that deeper understanding of avocado possibilities and avocado buying,
storage & handling was valuable
39% thought the techniques were valuable
25
7.
Are you likely to use the provided
collateral in your workplace?
80%
60%
40%
20%
0%
Yes
Maybe
No
Participants who attended the masterclass said:



They thought avocados have limited usage, not versatile and not delicious
They think the fruit is expensive
They know avocado is nutritious but doesn’t taste good







The participants said:
The master class has widen their knowledge on the usage of avocados
Majority of them though the session was informative and it was a great experience to taste
the natural taste of the fruit
The session was something different and can get a lot of ideas and knowledge on avocados
They need more ideas on how to utilize the avocados
Get to know that avocado is a very healthy food for many occasions
The fruit quality was excellent and tasted creamy
The fruit is awesome and is healthy and need more exposure in different types of cuisines
10. Do you have any suggestions that could improve future avocado masterclasses or the
collateral?






Suggested cooking demonstrations in supermarkets
To carry out promotion to put avocado in menu in Asian cuisine
To provide more recipes
A masterclass with small group of participants is ideal
To provide hands-on session on utilising the avocado in hot cooking
To promote the utilization of avocado in new cooking method
26
Masterclass No. 3 – Malaysia
Star chef name
Chef’s profile
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
Media attended
: Lam Hock Hin
: Chef Lam is the Executive Chinese Chef of Chyna Restaurant, Hilton
Kuala Lumpur. He is a well-respected Chinese chef in Malaysia who
has conducted numerous workshops for Chinese chefs including few
sessions for the Hilton group of hotels in the South-east Asian
countries. Chef Lam has also conducted promotions in China.
: 17 May 2012
: 2.30 – 5.00 pm
: Beyond Culinary Studio Theatre
: 1) Chilled salmon roll with avocado and grilled cheese
: 2) Wok-fried avocado and slice lamb with sweet-soy sauce
: 3) Avocado mousse
: Australian Avocados in Chinese Cuisine
: 24 pax (achieved the number of participants targeted at 20-30 pax)
: Oriental Cuisine Magazine – please see the news clipping in the press
publicity section of this report.
27
Chef Lam presented a simple and quick way of
preparing Salmon rolls with Avocado to the
amazement of the chefs . The dish was very
healthy and tasty. Received good comments
from the participants.
Chef Lam demonstrated a quick stir fry of lamb
with avocado. Avocado was added at the end
when the lamb was cooked. He was pleasantly
surprised on how versatile avocado is in
Chinese cuisine.
Survey findings from 24 participants who attended the Australian Avocado Masterclass
conducted by Star Chef Lam Hock Hin on 17 May 2012 in Malaysia. The workshop was conducted
in Mandarin.
1.
Are avocados part of your
menu at present?
100%
50%
0%
Yes
No
28
-
42% utilised avocados in desserts and entrees
11% used avocados in breakfast, lunch and mains
3. If not, why?
-
80% were not familiar enough with avocados
40% of the chefs found few recipe ideas and limited use with avocados
4.
50%
40%
30%
20%
10%
0%
Highly
unlikely
1
Not likely Just as likely More likely Highly likely
2
3
4
5
5.
60%
50%
40%
30%
20%
10%
0%
usefull
1
2
Quite
useful
Useful
Extremely
useful
3
4
5
29
-
58% found that deeper understanding of avocado possibilities and avocado buying,
storage & handling valuable
46% thought the techniques in the cooking demonstration were appreciated
7.
60%
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
Did not
answer this
question
The participants thought :
 Avocados can only be used in dessert only but they are not familiar with it.
 They are good for salad and desserts but too expensive in market.
 To get more knowledge on avocado
 Very good to include in menus
 Avocado is nutritious, healthy
-
Can be used in different cuisines and they learnt the different ways of cooking the
avocados
Share with more people on the goodness of the fruit
Use more as entrees and mains and can be used in hot cooking ‘gastronomic’
Avocados can be used in desserts as well
Avocado can make Chinese cuisine more tasty, especially in the stir fry lamb with
avocado
Avocado is healthy with lots of nutrients and can help to create healthy menus
30
10. Do you have any suggestions that could improve future avocado masterclasses
or the collateral?
-
Conduct more master classes
Compile all recipes and produce a recipe book for avocado
Cooking road show for avocados
Trial avocado in other cuisines such as ‘lemang avocado’, a traditional Malay recipe of
plain glutinous rice smoked in a bamboo.
Masterclass No. 4 – Singapore
Star chef name
Chef’s Profile
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
: Chef Eric Neo
: Eric Neo is the Executive Chef of the InterContinental Hotel,
Singapore
: 22 May 2012
: 2.30 – 5.00 pm
: InterContinental Singapore
: Seafood avocado dumpling with garlic aioli
: Stir fry chicken & avocado
: Avocado mousse with gula melaka
: 36 pax (Expected number of participants targeted is 40-45 pax)
In all seven masterclasses, all avocado
samples were ordered from two major
exporters of Australian avocados in all three
markets. They were packed in trays of three
avocados for the participants to take home.
Avocado for foodservice leaflets were
displayed in the rooms to enable the chef
participants to read the information whilst
waiting for the masterclass to begin.
31
Chef Eric Neo spoke about how he tried and
trialed the avocados for Asian cuisine.
Participants sampling the avocado dishes,
demonstrated by Chef Eric Neo.
conducted by star chef Eric Neo on 22 May 2012 in English language.
1.
Are avocados part of your menu
at present?
80%
60%
40%
20%
0%
Yes
No
32
-
48% utilised avocados in entrees
22% used avocados in breakfast, lunch and mains
3. If not, why?
-
57% of the chefs found few recipe ideas with avocados
29% found that avocados have limited use and are not familiar with them
4.
40%
35%
30%
25%
20%
15%
10%
5%
0%
Highly
unlikely
1
2
3
4
5
5.
How useful did you find the avocados
masterclass?
50%
40%
30%
20%
10%
0%
Not at all
usefull
1
Less useful Quite useful
2
3
Useful
Extremely
useful
4
5
33
-
70% found that deeper understanding of avocado is acceptable
43% avocado buying, storage & handling and presenter (Star Chef) most valuable
20% think techniques are useful to know
7.
60%
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
Did not
answer this
question
-
Avocados are mostly used in sushi roll California or salad with prawn and in in drinks,
cold dishes and desserts
To see more new ideas on avocado recipes
To gain more understanding on avocado.
-
Can be used in hot cooking and many other cuisines other than western cuisine
The salt can enhance the flavour of the avocado compared to honey
Many people has misperception that avocado by nature is buttery & is high in
cholesterol but it is actually very healthy
Can consider to use it in breakfast
Very meaningful and well presented. Would be useful to have the principal of an
avocado farm to give more details
34
collateral?
-
Create a dish which uses avocado without other elements to increase the flavour of
avocado
Include a clip of the process of growing avocado to the exporting stage
Information such as how to be more efficient when preparing for large group of people
and also tips to prevent from oxidation
The demo don’t really shows the natural taste as it uses other ingredients to enhance
them
It is perfect but can explain more details about avocados
Masterclass No. 5 – Singapore
Star chef name
Chef’s profile
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
: Chef Pung Lu Tin
: Chef Pung is the Director of the F&B Division of the Gim Tim
group of restaurants. They run a few seafood restaurants
including catering for mass events. Chef Pung is influential in the
Chinese Chef community. He is the advisor to the Chinese
Cuisine Chefs Association in Singapore.
: 24 May 2012
: 2.30 – 5.00 pm
: InterContinental Singapore
: Crispy roll with fish fillet and avocado
: Deep-fried prawn with avocado cream sauce
: Avocado smoothies
: 41 pax (Exceeded the number of participants targeted at 20-30)
Chef Pung demonstrated the correct method
of cutting and preparing an avocado in the
masterclass.
35
Chef Pung gave many tips on application for
avocado in Chinese cuisine.
Chinese chefs completing their feedback
forms prior to collecting their knowledge
bags. The chefs were impressed with the
masterclass. They said the session gave them
ideas to substitute pumpkin with avocado.
Chinese chefs from InterContinental Hotel
participated in the masterclass by Chef Pung.
Some Chefs said they had used the avocado
before in hot cooking 10 years ago when
there was avocado promotion. Then the
supplies were affected and they took out
avocado from their menu.
36
Survey findings from 41 participants who attended the Australian Avocado Masterclass on 24
May 2012 in Singapore. This masterclass was conducted in Chinese for Chinese chefs.
1.
present?
80%
60%
40%
20%
0%
Yes
No
-
20% used avocados in entrees and mains
3. If not, why?
-
69% said they are not familiar enough with avocados
19% thought that avocados have few recipe ideas and limited use
15% had concerns on the storage and handling
4.
50%
40%
30%
20%
10%
0%
Highly
unlikely
Not likely
Just as
likely
More likely
Highly
likely
1
2
3
4
5
37
5.
masterclass?
50%
40%
30%
20%
10%
0%
Not at all
usefull
1
2
3
Useful
Extremely
useful
4
5
-
46% found deeper understanding of avocado possibilities extremely valuable
39% thought that new recipe ideas were most valuable
20% said hearing ideas from others in their industry is valuable
18% said techniques is important
7.
60%
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
Did not
answer this
question
-
Thought that avocados are only used in desserts and starters, mainly Western cuisine
38
-
Not familiar with avocado
Nutritious
To get more information on avocado from this workshop
Little knowledge and treat avocado only as a normal fruit
-
Can be used in hot cooking and cold cooking
Many ways of cooking using avocados
Use avocado in Chinese cooking
To be used as part of a dish
Know the right way to choose ripe avocados
collateral?
-
More cooking demo for the general consumers
More masterclasses for chefs
Explore more possibilities to use avocado as a cooking ingredient
More in-depth information such as the health benefits
Do more promotions in restaurants
A tour to the avocado farm to explore and learn about avocados
Masterclass No. 6 – Hong Kong
Star chef name
Chef’s profile
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
Media attended
: Chef Calvin Tsoi
: Chef Calvin is the Consultant Chef to Lee Kum Kee Sauce, the most
famous Chinese sauce ingredients in the Chinese cuisine industry
in South-east Asia, China, Hong Kong and Taiwan. Chef Calvin is
very talented as he carry out R&D for Lee Kum Kee in the
exploration of Chinese cuisine recipes for Lee Kum Kee products.
He has also conducted lessons in Chinese cuisine for culinary
schools in China.
: 29 May 2012
: 2.30 – 5.00 pm
: Chef Eddy Studio
:1) Avocado and scallop sushi 牛油果煎帶子紫菜飯團
: 2) Avocado ‘ma la’ tofu 牛油果麻婆豆腐
: 3) Coral trout fish with avocado 牛油果薄腩肉片卷星班
: 4) Avocado smoothies with bitter gourd and celery 牛油果苦
瓜西芹蜜特
: 45pax (Exceeded the number of participants targeted for 20-30)
: Apple Daily Newspaper – Please see news clipping in press publicity
section.
39
Rose Yong was the emcee to welcome the participants. She introduced Ms Angela To, Trade
Commissioner, Queensland Government, who is based in Hong Kong and Chef Calvin Tsoi, the
Star Chef of the masterclass. She also welcomed guests from the Australian Avocado industry
and Austrade trade officer.
Chinese chef participants eagerly waiting for the
commencement of the Avocado for Chinese
cuisine masterclass by Chef Calvin Tsoi.
First recipe demonstrated ‘Seared scallop with
avocado and sushi rice’
40
Participants sampling the seared scallop and
avocado.
Avocado and coral trout fish rolled in pork slices
ready for steaming. When the pork is cooked,
the dish is served with soya sauce to the delight
of the participants. It was very innovative and
tasty. The chefs liked this recipe very much.
Final year chef students from a famous culinary
school enjoyed the masterclass very much.
They said they learnt very good tips on
Avocado and didn’t think avocado is suitable
for Chinese cuisine until they attended this
session.
Sampling session of demonstrated dishes by
the participants.
41
conducted by star chef Calvin Tsoi on 29 May 2012 in Hong Kong Chinese for Chinese chefs.
1.
present?
80%
60%
40%
20%
0%
Yes
No
-
39% used avocados in entrees and mains
17% used avocados in warm dishes
10% used avocados in desserts mainly for lunch and seasonally
3. If not, why?
-
31% said they are not familiar enough with avocados and have few recipe ideas
15% said there were unsuccessful attempt to use avocados in their dishes
15% said they have never used Avocado before
4.
50%
40%
30%
20%
10%
0%
Highly Not likely
unlikely
1
2
Just as
likely
More
likely
Highly
likely
3
4
5
42
5.
100%
80%
60%
40%
20%
0%
useful
1
2
Quite
useful
Useful
Extremely
useful
3
4
5
-
28% found techniques and new recipe ideas extremely valuable
25% said deeper understanding of avocado possibilities, avocado buying, storage &
handling tips are most valuable
14% found that the presenter (Star Chef) is valuable including the collateral
7.
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
-
Knowing that avocado can do many cooking style
No much available and not easy to cook
No knowledge on avocado
Just a type of fruit and it’s a nutritious fruit
43
-
Nutritious fruit (3)
Can only use it in entrée and for vegetarian and mainly Western dish
Limited in cooking use and could only use as a side dish
Avocado is not healthy
Nice, healthy, good for summer. Easy to handle
-
Taste very good as the taste is unique
Very high in nutrition
Avocado can be used in a variety of cooking methods and cuisines
Knowing now that the avocados can also be used in Chinese cuisine
It can add meat to avocado as new idea in recipes
Will do more recipe trials with avocados
Before, I don’t think avocado can match with Chinese food. This course makes me come
to know that Chinese food with avocado is also a good idea.
Avocado used as side dish is very tasty
collateral?
-
Provide more avocado dessert recipes
Do more cooking varieties when demonstrating
Carry out more of this type of masterclass and demonstrate more recipes
Do more promotions and cooking demonstrations
Do good already
Add more promotions on avocado goodness
Promotion avocados in the internet
Masterclass No. 7 – Hong Kong
Star chef name
Chef’s profile
Masterclass date
Masterclass time
Masterclass venue
sampled
Recipes featured
: Chef Eddy Leung
:
: 30 May 2012
: 2.30 – 5.00 pm
: Chef Eddy Studio
: Avocado & seafood pastillas
: Roasted char siew spring chicken with avocado & tomato
salad
: Honey glazed pumpkin with crispy avocado
: 22pax (expected number of participants targeted was 35 to 45)
44
Participants enjoying the sensorial tasting
as they have never tried avocado with
salt, sugar and honey. They like the
avocado with salt. They said the salt
brings up the flavour of the avocado.
Chef Eddy Leung in action, explaining how he created the recipes using avocados. According to him,
the avocado is very versatile as the taste is quite neutral.
Chef Eddy Leung explains how he dried the avocado slices into chips in an electric drier to create
the dessert recipe. He cooked pumpkin and avocado in honey and served with sugared avocado
chips. This recipe was very interesting. According to him this recipe is very healthy.
45
Daryl Boardman explaining the avocado information to participants from an airline catering in Hong
Kong. Chef Eddy giving some tips on how to prepare the avocado recipes to Susan and Jennie from
the Australian Avocado Export Company.
conducted by Star chef Eddy Leung on 30 May 2012 in Hong Kong. This session was conducted in
English.
1.
present?
100%
80%
60%
40%
20%
0%
Yes
No
-
68% have used avocados in their cold dishes
36% said they used avocados in lunch menus
32% used avocados in mains and summer dishes
46
3. If not, why?
All participants are currently using avocados.
4.
50%
40%
30%
20%
10%
0%
Highly
unlikely
1
2
3
4
5
5.
masterclass?
50%
40%
30%
20%
10%
0%
Not at all
usefull
1
2
3
Useful
Extremely
useful
4
5
-
77% of the participants thought that new recipe ideas is extremely valuable
36% found the presenter (Star Chef) and deeper understanding of avocado possibilities
most valuable
27% found avocado buying, storage & handling tips valuable
15% found the techniques and collateral valuable
47
7.
60%
50%
40%
30%
20%
10%
0%
Yes
Maybe
No
Did not
answer this
question
-
Expensive but taste good
The avocado is really short life and get spoil very soon
Mainly used in cold dishes
-
Before the masterclass, avocado is mainly used in cold dishes. However the masterclass
shows that avocado can use in other cuisines.
Its versatility as a fruit is demonstrated
Yes, after talking to Mr Daryl Boardman
Yes, using in Chinese cuisine
Applicable for different menus
Learnt new cooking ideas
collateral?
-
I think its superb and covers everything
Participants to participate in the cooking with guest chef
More new Avocado recipes
48
Press Publicity
Team Strategy Concept Sdn Bdn (TSC) prepared a press kit consisting of a press release, star chef
profile, Australian Avocado Masterbook, Avocado leaflets for foodservice, a knife, avocado samples
and a knowledge bag. They were distributed to the journalists and photographers who attended
the masterclasses. TSC follow-up with the media who could not attend the masterclass with a
press kit and a press release.
Prior to the masterclasses in all three countries, an invitation card and note to editor were sent to
all potential and relevant media in all three countries.
As a result of the media publicity, six news clippings (one appearing in August issue of MIDI) were
achieved. In Hong Kong, there was a news clipping as a result of a press interview and another
article on avocado was published. In Singapore, although the note to editor and masterclass
invitation were sent to all the media in the newspapers and magazines, there was no journalist in
attendance. Total value of publicity is approximately RM135,000 (approximately A$42,150).
Note to Editor
Press Release
49
News clippings
Malaysia - The Star Newspaper, 25 June 2012
The Star Newspaper is largest major national tabloid newspaper in Malaysia with sections in
current news, world news, Star 2 comprising of lifestyle stories, sports, metro pages featuring
stories in the metro areas in Kuala Lumpur, entertainment, education and classifieds. This daily
newspaper is sold at RM1.50 per copy and on weekends, it is sold at RM2.00 per copy.
It has a readership of 1,024,000 and circulation of 286,409 Star has online Star as well so stories
featured are available for viewing on-line.
Demographic of their readers include working professionals from all races of Chinese, Malay,
Indian and expatriates.
We had successfully invited their reporter and photographer to attend the Australian Avocado
Masterclass No. 1 session on May 15, 2012. On June 25, 2012, an article on Australian Avocado
was featured in the Section 2 of Star Newspaper. The article is 1 ½ pages spread and has an
advertising value of approximately RM50,000 (approximately A$16,000).
50
Article continued into the next page…
51
Malaysia - The Malaysian Insider - myfoodinsider.com, 31 May 2012
The Malaysian Insider is an online news site with a readership of approximately 20,000. They
feature food articles and business news. Our article appeared on May 31, 2012. The reporter, Eu
Hooi Khaw reported that the Avocado article garnered 90 likes which was the highest ranking
amongst all food products stories that appeared in the Malaysia Insider.
52
Malaysia - MIDI Women’s Magazine, 15 June 2012
Midi is a Malay lifestyle magazine for ladies above 40 years old. This is women’s preferred No. 1
magazine in Malaysia. It is a monthly magazine sold at the news agent and bookstores at RM4.20
per copy.
It has a readership of approximately 180,000 and with a circulation of approximately 45,000.
Demographic of readers are female readers aged above 40 years old who are constantly looking
for new ideas on cooking, fashion, lifestyle and trends. The readers are normally trendsetters of
modern women with family.
Four pages of the Australian avocado recipes and a write-up was featured in the magazine,
Lifestyle and Recipe section on June 15, 2012 with an advertising value of approximately RM20,000
(approx. A$6,250). There will be two more Avocado recipe features in August, Hari Raya issue.
53
Malaysia - Oriental Cuisine Magazine, July 2012
‘Oriental Cuisine Magazine’ is a Chinese culinary magazine with bilingual recipes in Chinese and
English language. They feature new ideas, trends and recipes on dessert and beverage. It has a
readership of 75,000 and a circulation of 30,000. This magazine is distributed and sold in Malaysia
and Singapore at RM12.00 and S$6.50 respectively. Oriental Cuisine magazine is a subsidiary of
the Nanyang major Chinese national newspaper in Malaysia.
Its demographic of readers are majority women from 30 years onwards who prefers a modern
home with trendy cooking equipment cooking tasty and healthy food for their families.
A 10 page write up on Avocado was featured in the July 2012 issue. The spread consisted of
information on Australian Avocado and 8 Avocado recipes – two recipes were from the star chef’s
demonstration for Chinese chefs and the rest of the six recipes were taken from the Avocado
masterbook. The advertising value of the Australian Avocado write is RM50,000 (S$16,000).
54
Malaysia – Pure Glutton blog, 31 May 2012
This website blog has a value of RM11,890.33 and it has daily page view of more than 200 hits.
The blogs is about tasting and reviewing of new food and recipes. The article on Australian
Avocado following our publicity drive was featured on 31 May 2012.
Article continued into next page…
55
Hong Kong – Apple Daily Newspaper, 14 June 2012
Apple Daily Newspaper is the 2nd best-selling newspaper in Hong Kong. They have a sister
publication with the same name in Taiwan. The publication started its distribution in 1995 in Hong
Kong and in 2003 in Taiwan.
The broadsheet newspaper is owned by Next Media and is delivered in Hong Kong Cantonese
language and in Taiwan, it is in traditional Chinese. It does not have any figures supporting the
readership and circulation but claimed to be the second best-selling newspaper with largest
circulation in Hong Kong. The newspaper features local and international news, sports,
entertainment, Technology, Travel and culinary.
The article below talked about the different methods of cooking avocado. They mentioned that
Avocado coffee is popular in Indonesia.
56
57
Apple Daily, 26 June 2012
This article highlighted an interview with Adriano Brescia on Australian Avocados.
58
Hong Kong – Metro Daily, 28 June 2012
Metro Daily is the world’s largest international newspaper recognised by the Guinness World of
Record. The tabloid newspaper started in 2002 owned by the Metro International. The daily
newspaper is distributed to over 100 major cities in 20 countries including Asia, Europe, North and
South America. The readership of this paper is 725,000 per day and circulation is 420,000 copies
per day.
75% of the readers are between 18-49 years old and the gender is 50%-50%. The readers’
demographic group is affluent and well educated. The newspaper covers local and international
news, finance, sports, entertainment and so on.
The newspaper introduced Avocado with new recipes in the article. They featured restaurants
promoting Avocados with new recipes.
59
Database of Masterclass participants in Malaysia, Singapore and Hong Kong
Total number of participants achieved in all three countries is 251 (Expected a total of
250 participants in three countries).
Australian Avocados in Asian Cuisine Masterclass – Malaysia (41 pax)
15th May 2012
No.
Company
Name
Position
1
Berjaya University College
Kerley Bong
Culinary Lecturer
2
Billy Ng
Culinary Lecturer
3
Nursyirin Mohd Said
Culinary Student
4
May Yuen
Culinary Student
5
Siti Arfah
Culinary Student
6
Mohd Faiz
Culinary Student
7
Yeoh Tze Sien
Culinary Student
8
Kybopha Sanya
Culinary Student
9
Chen Wan Sing
Culinary Student
10
Nguyen Phong Vu
Culinary Student
11
Best Western Premier
Haznizam Hamzah
Chef de Cuisine
12
Liew Shan Lin
Sous Chef
13
Carcosa Seri Negara
Muhd Shahrizal
Assistant Chef
14
Chef Teddy Kitchen
Chef Teddy
Director
15
Chef Teddy Kitchen
Elaine Tan
Manager
16
Concorde Hotel
Karyamin
Sous Chef
17
Concorde Hotel
Zulkefle
Chef de Cuisine
18
CC Food Travel
Mei
Food writer
19
Grand Bluewave Hotel Shah Alam
Chef Muit
Chef de Cuisine
20
Grand Lexis Port Dickson
Chef Goh Thong Lee
Executive Chef
21
Karang Kraf
Siti Arfah Binti Abdul
Assistant Editor
22
Karang Kraf (Mingguan Wanita)
Julie Roshma
Journalist
23
Karang Kraf
Halim Wahid
Photographer
24
KDU University College
Norhalis
Assistant Lecturer
25
Las Carretas
Chef Victor Siow
Chef & Restaurant owner
26
Las Carretas
Chef Joey
Chef de Cuisine
27
Las Carretas
Chef de Cuisine
28
Legend College
29
Legend College
Chef Ayub
Mohammad Arieffudin Bin
Abdul Khalid
Alif Aiman
30
Legend College
Nor Azman
Culinary Student
31
Legend College
Lim Yee Yong
Culinary Student
32
Legend College
Ling Soon-En
Culinary Student
33
Malaysian Insider
Eu Hooi Khaw
Food journalist
34
Mines Wellness Hotel
Chef Alex Ye
Sous Chef
35
Pure Glutton
Chris Wan
Food journalist
36
Simplot
Chef Balan
Chef Consultant
37
The Ship Restaurant
Ms Jinny
Marketing Manager
38
The Ship Restaurant
Li Hong
Assistant Manager
39
The Star Newspaper
Majorie Chiew
Journalist
40
The Star Newspaper
Brian Moh
Photographer
41
YTL
Lucas Liao
Lecturer
Culinary Lecturer
Culinary Student
60
Australian Avocados in Dessert & Beverage Masterclass – Malaysia (39 pax)
16th May 2012
No.
Company
Name
Position
1
Azrah's Home of Culinary Arts
Chef Azrah
Celebrity Chef
2
Malaysian Chefs Association
Chef Ricky Ng
Head of R & D
3
D'italiane Kitchen
Mr Saw
General Manager
4
D'italiane Kitchen
Sherly
Restaurant Manager
5
Euro-Atlantic
Vivian Sam
Assistant Manager
6
Euro-Atlantic
Anthony Lok
Senior Executive
7
Export Plus
Stephen Smith
Export Manager
8
Euro-Atlantic
Wilson Low
Manager
9
Euro-Atlantic
Suhaidah Ahmad
Sales Executive
10
Euro-Atlantic
Neoh Mervyn
Sales Executive
11
GBA Corporation Sdn Bhd
Chef Calvin Chan
Business Development Chef
12
Holiday Inn
Jenny Foo
Purchasing Manager
13
Holiday Inn
Mr Ng
Assistant Manager
14
Holiday Inn
Mr Ronny
Purchasing Executive
15
Home Economy
Ann Rosario
Chef
16
17
Home Economy
Jaya Grocer Supermarket
Florence Tan
Machay Hai
Celebrity Chef
Buyer
18
Arie
Produce Assistant
19
Nur Zawang
Produce staff
20
Tina Lee
Produce Manager
21
Siti Nor Faizah
Produce
22
Juliana
Produce
23
Marche
Erman
Head Chef
24
Marche
Masriani
Assistant Chef
25
Marche
Payang Umi
Assistant Restaurant Manager
26
Marche
Marzuki
Sous Chef
27
Mines Wellness Hotel
Chef Alex Ye
Sous Chef
28
Montes
John
Head Chef
29
Montes
Ms Chin
Restaurant Manager
30
Palace of Golden Horses Hotel
Chef Mohd Salsabil
Chef de Cuisine
31
Palace of Golden Horses Hotel
Chef Muhamad Nasri
Chef de Cuisine
32
Renaissance Hotel Kuala Lumpur
Ar Jay Imbungon
Sous Chef
33
Chaoy Chee Onn
Chef de Cuisine
34
Khor Ban Keon
Assistant Chef
35
Secret Recipe
Chelsea
Purchasing Manager
36
Secret Recipe
Penny
Assistant Manager
37
Cititel Mid Valley
Ardawati
Chef
38
Crowne Plaza
Zulkefli
Chef de Partie
39
Crowne Plaza
Ahmad Tharmiza
Chef de Partie
61
Australian Avocados in Chinese Cuisine Masterclass – Malaysia (24 pax)
17th May 2012
No.
Company
Name
Position
1
Muhammad Hafiz Jamhuri
Sous Chef
2
Iskandar Zarratas bin Zulkiffli
Sous Chef
3
Khaw Siong Sim
Executive Sous Chef
4
Edmond Goo Yee Ming
Sous Chef
5
Yap Hon Wooi
Chef de Cuisine
6
Yeap Thiam Aik
Chef de Cuisine
7
Sam Saimon B.
Sous Chef
8
Lim Hann Nee
Sous Chef
9
Arini Tusoo
Sous Chef
10
Bobby Melvin
Sous Chef
11
D'italiane Kitchen
Machos
Chef
12
InterContinental Hotel Kuala Lumpur
Wong Lian You
Head Chef
13
Lo Tian Sion
Sous Chef
14
Wong Kong Loong
Chef
15
Lee Soon Fatt
Chef
16
Hun Keng Kung
Chef
17
Chang Kian Boon
Chef
18
Nanyang Press Holdings
Kelly Then Jia Ling
Sales Executive
19
Nanyang Press Holdings,
Lawrence Chong
Journalist
20
Sime Darby Convention Centre
Lim Wai Keong
Executive Chef
21
Asian Kitchen
Chan Choo Kean
Chinese Executive Chef
22
Asian Kitchen
Wilson Low
Restaurant Executive
23
Shangri-la Hotel KL
Tan Kim Weng
Chinese Executive Chef
24
Ritz Carlton KL
Lai Jin Hong
First Wok Chef
Australian Avocados in Asian Cuisine Masterclass – Singapore (37 pax)
22nd May 2012
No.
Company
Name
Position
1
Carlton Hotel
Doreen Quek
Purchasing Manager
2
Carlton Hotel
Raymond Wong
Director of Food & Beverage
3
Carlton Hotel
Lee Hwee Yaw
Executive Chef
4
Daniel's Kitchen
Daniel Koh
Senior Vice President
5
Daniel's Kitchen
Elaine
Marketing Manager
6
Fairprice Supermarket
Foo Tze Liang
Purchasing Manager
7
Mr Tan
Assistant Manager
8
Ms Alice Lee
Sales Executive
9
Grandcopthorne Waterfront
David Toh
Head Chef
62
10
Madeline Tan
Chef de Cuisine
11
Vanness Tan
Assistant Manager
12
ITE
Eric Lim
Lecturer
13
ITE
Darren
Assistant Lecturer
14
ITE
Kok Wai
Chef
15
Mandarin Orchard
William Tan
Director of Food & Beverage
16
Mandarin Orchard
Shigeru Akashi
Head of Culinary Consulting
Services
17
Marina Bay Sands
Paran
Chef
18
Oasia Hotel
Calvin
Chef de Cuisine
19
Oasia Hotel
Maxwell
Head Chef
20
Oasia Hotel
Winnie
Sous Chef
21
Oasia Hotel
Phoenix
Assistant Purchasing Manager
22
Pan Pacific Boulevard
Lim Eng Hoe
Head Chef
23
Pan Pacific Boulevard
Norazilina
Sous Chef
24
Pan Pacific Hotel
Andy Oh
Executive Chef
25
Pan Pacific Hotel
Lisa
Sous Chef
26
Pan Pacific Hotel
Ramlan Ahmad
Sous Chef
27
Resort World Sentosa
Eric Tan
Executive Chef
28
Resort World Sentosa
Leo Kee Meng
Executive Sous Chef
29
Royal Plaza On Scott
Abraham Tan
Executive Chef
30
Elvis Ng
Sous Chef
31
Choo Eng Tat
Executive Pastry Chef
32
Shatec
Calicia Jasmine Lim
Business Consultant
33
Shatec
Tommie Chee
Host Mentor
34
Shatec
Vincent
Mentor
35
Suntec City Convention Centre
Alfred Lee
Executive Chef
36
Traders Hotel
Roslan bin Abbas
Chef de Cuisine
37
Traders Hotel
Negi Rajendra
Indian Chef
Australian Avocados in Chinese cuisine Masterclass – Singapore (41 pax)
24th May 2012
No.
Company
Name
Position
1
Bee Heong Palace
Goh Eng Gee
Head Chef
2
Bee Heong Palace
Goh Siok Bee
Chef
3
Boon Lay Raja Restaurant Pte Ltd
Ng Seng Tio
Executive Chef
4
Boon Tong Kee
Liau Fut Sang
Head Chef
5
Boon Tong Kee
Seet Kai Fatt
Chef
6
Furama Riverfront
Rayyan Boh
Chef de Cuisine
63
7
Griffith University
Robin Roberts
Lecturer
8
Intercom
Cheong Kei Choon
Head Chef
9
Intercom
Ong Teng Chye
Chef
10
InterContinental Hotel
Chef Chan
Chef de Cuisine
11
Chef Alvin
Assistant Chef
12
Chef Ng
Sous Chef
13
Jing Long Seafood Restaurant
Steven Liow
Restaurant Manager
14
Lian Xin
Wong Yu Sheng
Executive Chef
15
Long Beach
Chong Wui Choong
Executive Chef
16
Marina Mandarin
Patrick Ooi
Executive Sous Chef
17
Marina Mandarin
Lim Chih Teck
Chef de Cuisine
18
Peach Blossom, Marina Mandarin
Chan Shun Wong
Executive Chef
19
Putien
Derek Chua
Sous Chef
20
Putien
Tang Tian Hua
Chef
21
Putien
Li Gong Ba
Executive Chef
22
Putien
Cheung Ting Ming
Chef de Cuisine
23
Putien
Cao Yong
Chef
24
Putien
Wong Peng Fei
Chef
25
Queensland Government
Victoria Jones
26
Society of Chinese Cuisine Chefs
Chee Kwai Yian
Chinese Chef
27
Wu Hai Feng
Chinese Chef
28
Wong Li Han
Sous Chef
29
Ng Lip Kah
Chinese Chef
30
Wang Wei
Chinese Chef
31
Cheah Kok Lai
Chinese Chef
32
Robert Lin
Chinese Chef
33
Li Lung
Chef
34
Society of Chinese Cuisine Chefs/ Geylang
Serai Culinary Club
Loo Tiong Bin
Director of F&B
35
Swatow Restaurant Pte Ltd
Wong Man Cho
Executive Chef
36
The American Club
Cheng Siau Kun
Chef
37
Yu Cuisine, Marina Bay Sands
Kong Siew Chye
Chef de Cuisine
38
Yu Cuisine, Marina Bay Sands
Tan Foo
Chinese Chef
39
Yummy Tasty Pte Ltd
Gao Yu Feng
Chinese Chef
40
Chia Sin Koon
Chef
41
Chong Che Hean
Head Chef
64
Australian Avocados in Chinese cuisine Masterclass Hong Kong (41 pax)
29th May 2012
No.
Company
Name
Position
1
Apple Daily Limited
Joyce Au Yeung
Journalist
2
Australian Trade Commission
Frances Cheung
Business Development Manager
3
Avocado Export Company Pty Ltd
Daryl Boardman
Director
4
Sally Boardman
Assistant Director
5
Jenny
6
Cathay Pacific
Louis Pang
Production Chef
7
Cucina Hong Kong
Hong Kong Food Science and Technology
Association Ltd.
Chung Kei Au Yeung
Chef de Cuisine - Chinese
Minda Chiang
Food Quality Officer
9
Intercontinental Grand Stanford HK
Chef Leung Fai Hung
Executive Chinese Chef
10
Lee Kum Kee (Hong Kong) Ltd.
Alvin M.K. Ling
Assistant Sales Manager
11
Mandy S.M. Lai
Sales Supervisor
12
Eric Y.T. Wong
Sales Supervisor
13
Mr Lee
14
L' Hotel Island South
Sidney Chan
Executive Chef
15
Lo Pui Chun, Ronald
Chef
16
Hsu Hui Ping
Chef
17
L' Hotel Nina at Convention Centre
Chef KK Wu
Executive Chef - Chinese Cuisine
18
Luk Kwok hotel - Canton Room
William Ma
Executive Chef - Chinese Cuisine
19
Maxim's Caterers ltd.
Alan Chow
Assistant Manager - Fresh Foods
20
Leo Tse
Officer
21
Ng Cheuk Lun
Officer
22
Angela To
Trade Commissioner
23
Mandy Shing
Trade Officer
24
Shatin Hyatt
何振雄 Ho Chun Hung
Chef de Cuisine - Banquet
25
The Ritz-Carlton Hong Kong
Wong Chun Yee
Sous Chef - Gardemanger
26
Tinenin Company Limited
Hospitality Industry Training and Development
Centre
Centre
Centre
Centre
Centre
Centre
Centre
Yves S.Y. Liu
Managing Director
Chan Po Yan, Yanny 陳寶欣
Culinary Student
8
27
28
29
30
31
32
33
Cheng Hang Yee, Agnes 鄭
倖而
Chiu Hok Yin, Raymond 趙
學彥
Fung Man Ching, Mandy 馮
雯靜
Ho Yim Hung, Yvonne 何艷
紅
Culinary Student
Culinary Student
Culinary Student
Culinary Student
Lam Jason, Jason 林梓軒
Culinary Student
Lau Tsz Sun, Anson 劉梓燊
Culinary Student
65
34
35
36
37
38
39
40
41
Centre
Centre
Centre
Centre
Centre
Centre
Centre
Leung Siu Hei, Anson 梁紹
熹
Wing Kee Trading
Culinary Student
Ma Man Wai, Ann 馬文惠
Seeto Yuk Fong, Ada 司徒
玉芳
Culinary Student
So Wai Kin, Ken 蘇偉健
Culinary Student
Wong Tsz Hong, Billy 黃子
康
Culinary Student
Mak Yin Shan
Culinary Student
Keith Leung
Instructor (Food & Beverage)
Julian Chow
Assistant General Manager
Culinary Student
Australian Avocados in Asian Cuisine Masterclass - Hong Kong (28 pax)
30th May 2012
No.
Company
Name
Position
1
Daryl Boardman
Director
2
Sally Boardman
Assistant Director
3
Jenny
4
Café Deco Group
Hsu King Yik
Chef de Cuisine
5
Café Deco Group
Chung Loi Hi, Kenny
Head Chef
6
Café Deco Group
Zero Yu
Chef
7
Gate Gourmet (Airline catering)
Joel Crompton
Executive Chef
8
HKCEC
Chef Wan Kwok Fai
Head Chef
9
HKCEC
Chef Ho Man Yan
Sous Chef
10
Intercontinental Grandstanford HK
Jun Li
Chef de Cuisine
11
Intercontinental Grandstanford HK
William Lam
Executive Sous Chef
12
Island Shangri-La Hotel Hong Kong
Ho Kwok Cheung, Frank
Service Manager - F&B Kitchen
13
Sidney Chan
Executive Chef
14
Chum
Chef
15
Pui Wong
Sous Chef
16
Sheraton Hong Kong Hotel & Towers
Yeung Chi Man, Ricky
Executive Sous Chef
17
Sheraton Hong Kong Hotel & Towers
Cho Hau Kam, Peter
Sous Chef
18
The Park lane, Hong Kong
Brian Leung
Chef de Cuisine
19
The Park lane, Hong Kong
Heinz - Jorg Funhoff
Executive Sous Chef
20
Cathay Pacific
Louis Pang
Production Chef
21
Gate Gourmet
Wong Kwai Chuen
Sous Chef (Hot Kitchen)
22
Gate Gourmet
Billy Chui
Sous Chef (Hot Kitchen)
23
Gate Gourmet
Bamrah Singh
24
Luk Kwok Hotel
Eddie Mak
Indian Cuisine Head Chef
Executive Chef - Western
Cuisine
25
Luk Kwok Hotel
Ma Wing Tak
Chef
26
Luk Kwok Hotel
Wilson Leong
Chef
27
Queensland Government Trade
Mandy
Trade Officer
28
Queensland Government Trade
Adriano Brescia
Trade & Investment Officer
66
Power Point Presentation on Australian Avocado
A power point presentation on Australian Avocado was developed by Team Strategy Concept Sdn
Bhd for the Star Chefs to present in the Masterclass in all three countries. For the Chinese Cuisine
masterclass, the power point was translated into Mandarin for use in the three countries. This is to
ensure that the information and messages on Australian Avocado delivered by all the star chefs
were accurate and consistent in all three countries.
67
Star Chefs’ Profile and their Australian Avocado recipes specially created and
demonstrated in the masterclass in Malaysia, Singapore and Hong Kong.
All-star chefs were required to present the Australian Avocado power point, demonstrate how to
prepare and cut an avocado correctly, share their experience with avocado whilst they created and
tested their recipes prior to the masterclass, prepare the sampling plate of avocado with sugar, salt
in the sensorial tasting, including demonstrating the avocado recipes in the masterclass.
Malaysia (15, 16 & 17 May 2012) :
1. Mohamad Noor bin Musa Profile
i) Recipes for Asian Cuisine
ii) Recipes for Beverage & Dessert
2. Lam Hock Hin Profile
i) Recipes for Chinese Cuisine
Singapore (22 & 24 May 2012) :
1. Eric Neo Profile
2. Pung Lu Tin Profile
Hong Kong (29 & 30 May 2012) :
1. Calvin Tsoi Profile
2. Eddy Leung Profile
68
Malaysia - Avocado Star Chef Profile
Mohamad Noor Bin Musa
Having started his career in culinary arts at a very young age, Chef Mohamad Noor Bin Musa is
currently the Garde Manger Chef of a leading centre of Excellence catering to the mass since 2007.
His keenness to increase his skills and gain valuable experience over the culinary years has
brilliantly improved his expertise to design dishes creatively with refined presentation to large top
notch banqueting events and occasions for the crème de la crème.
Chef Mohammad culminates his 13 years of experience and culinary skills during his early days
when he was Senior Chef De Partie at The Le Méridien Kuala Lumpur from 2004 to 2006 and Senior
Chef De Partie of Palace of Golden Horses Hotel for more than 3 years.
He attended a month course in ‘Culinary Art – Basic cooking’ at the Le Cordon Bleu Institute in
Malaysia in 2002. With all these achievements, Chef Mohamad Noor aspires to mentor upcoming
chefs to win accolades for the country.
Chef Mohamad Noor’s recognition in the foodservice industry being the winner of 2009 ‘Plated
Appetizer Display’ in the year of 2009 and Gold Medallist winner in Team Challenge. He has
participated in the Malaysia National Team to IKA Germany in 2005 and to Food Hotel Asia,
Singapore in 2007 where the team won the silver award in both competitions.
His greatest achievement was winning the ‘Chef of the Year’ at the 2011 Culinaire Malaysia is
testimonial of his refined culinary and presentation skills and expertise second to none.
Recipes by Star Chef
- Sear Chicken Roulade with Avocado Raita Kachumber Salad and Papadum
- “Avocado Kueh Pie-Tee” Avocado and Tomato Cubes with Shrimp filled in Savoury Chef
Hat
- Avocado Cha
ii) Recipes for Beverage & Dessert
- Avocado Custard Cream
- Avocado Jack Punch
- Avocado Cendol
69
Recipes for Asian Cuisine
Sear Chicken Roulade With Avocado Raita Kachumber Salad and Papadum
Sear chicken salad
Ingredients:
150 g
200 g
10 g
10 g
20 g
5g
5g
Chicken thigh skin
Chicken thigh meat
Fine salt
Walnuts
Dried mango, thinly sliced
Pink Peppercorns, finely milled
Fresh Tarragon, chopped
Method:
1. Trimmed the chicken thigh and set aside. Save trimming and blend to a fine farce in a food
blender.
2. In a bowl, add chicken farce, walnuts, mango, chopped tarragon and season with salt and
peppercorn. Gently fold everything until well mixed.
3. Spread out a piece of chicken skin on a flat surface. Spoon some of the blended chicken
ingredients onto the skin and roll it into a roulade. Wrap the roulade tightly with cling wrap and
follow with aluminium foil.
4. Poach roulades in simmering water for 20 minutes.
5. Discard plastic wrap and foil. Heat oil and sear chicken until golden brown.
Avocado raita
Ingredients:
50 g
20 g
10 g
10 g
5g
Avocado, cubed
Tomato, cubed
Onion, cubed
Yoghurt natural
Coriander, chopped
Salt and pepper to taste
Method:
1. Mix all the vegetables and follow by plain yoghurt.
2. Season with salt and pepper to taste.
3. Serve together with chicken roulade and poppadum (Indian crackers).
70
“Avocado Kueh Pie-Tee” Avocado and Tomato Cubes with Shrimp filled in Savoury Chef Hat
Ingredients:
50 g
100 g
50 g
10 g
10 g
50 g
10 g
5g
10 pcs
Avocado
Shrimp filled, chopped
Tomato, cubed
Onion, cubed
Long beans, sliced
Fish stock
Egg yolk
Corn oil
Pie tee hat
Salt and pepper to taste
Garnishes:
3g
Black caviar
Fresh dill
Method:
1. Heat oil in a pot over medium-high heat. Add onion and sauté till fragrant and lightly brownish
colour.
2. Add carrot, long beans, shrimp followed by fish stock.
3. Pull the pan off the heat and return pot to the heat, reduce until almost dry.
4. Lastly, add tomato, avocado, egg yolk and cook until heated through then season with salt and
pepper.
5. Add cooked ingredients in pie tee hats and garnish with black caviar and fresh dill. Ready to
serve.
71
Avocado Cha
Sago
Ingredients:
200 g Small sago
150 g Pandan flavour big sago
150 g Rose flavour big sago
Rose syrup
Pandan leaves
Method:
1. Boil small sago until crystallized and clean
the sago in cold water, keep aside.
2. Steam big sago with pandan leaves and rose syrup until cooked. Clean sago and keep aside.
To prepare Avocado cream
Ingredients:
10 nos.
2.5 litre
1 litre
350 g
20 g
Fresh Avocados
Water
Coconut milk
Sugar
Salt
Method:
1. Blend fresh avocado with water and add in other ingredients, blend once again until all
ingredients are well mixed.
2. To assemble, place small sago in the centre of the bowl and pour in the avocado cream.
3. Place some flavoured big sago on the avocado cream and serve chill.
72
Recipes for Beverage & Dessert
Avocado Custard Cream
Ingredients:
20
4
1.5
450
113
375
225
10
nos
nos
ltr
g
g
ml
g
nos
Tart shell (sweet)
Fresh Australian Avocado
Fresh milk
Sugar
(A) Boil Warm
Butter
Fresh milk
Corn flour
(B) Cold Mix
Egg york
Method:
1.
2.
3.
4.
5.
6.
7.
8.
Boil ingredients A in slow fire.
Combine ingredients B in a bowl and mix until well combined.
Mix ingredients A & B in slow fire until boiled.
Continue to cook until the liquid thickened.
Rest for five minutes in room temperature.
Use piping bag to switch the custard cream into tartlet shell.
Garnish with avocado or any fruits.
Keep chilled and ready to serve.
Avocado Jack Punch
Ingredients:
400
1
5
100
100
100
200
g
ltr
nos
g
g
g
g
Condense milk
Fresh milk
Fresh jackfruit, chopped
Sea coconut, chopped
Fresh Australian Avocado, chopped
Ice cube
Method:
1.
2.
3.
4.
Blend avocado together with condense milk and fresh milk.
Add in ice and blend for two second as a base.
Mix all the chopped ingredients in the blended liquid base.
Whisk all together and ready to serve.
73
Avocado Cendol
Ingredients:
300
600
60
40
50
100
g
ml
g
g
g
g
Fresh milk
Palm sugar “Gula Melaka”
Castor sugar
Cendol (Pandanus flavoured jelly)
Crushed ice
Method:
1. Melt palm sugar and castor sugar in a pot over a pan of water to avoid direct heat.
2. Blend Avocado with half portion of fresh milk. Set aside.
3. Pour melted sugar syrup in a glass, slowly pour blended Avocado on top of melted sugar then
add in balance of fresh milk to make a layer look.
4. Spoon in cendol jelly.
5. Finally topped with crushed ice and serve.
74
Malaysia - Avocado Star Chef Profile
Lam Hock Hin
Hilton Kuala Lumpur’s Executive Chinese Chef Lam Hock Hin is a much respected industry veteran
whose culinary career spans Malaysia and China.
Having chalked up a wealth of experience following 24 years in the hospitality business, it should
come as no surprise that Lam was declared the inaugural Winner of the Malaysia International
Gourmet Festival’s Chef Congeniality Award and has led his Chynna restaurant team to awardwinning heights.
The talented chef acquired his culinary skills through several working stints in Singapore between
1987 and 1993. Upon his return to Malaysia a year later, Lam briefly ran his own business before he
entered the hotel industry in 1995.
Some of the four and five-star properties he has worked for include the Allson Klana Resort Hotel in
Seremban, Negeri Sembilan, Palace of the Golden Horses and the former Hilton Hotel in Seremban.
Prior to his current position, Lam was the Executive Chinese Chef of the Hilton Hotel, Beijing, China.
- Wok Fried Avocado and Sliced Lamb with Sweet Soy Sauce
- Chilled Salmon Roll with Avocado and Grilled Cheese
- Avocado Mousse
75
Recipes for Chinese Cuisine
Wok-fried Avocado and Sliced Lamb with Sweet Soy Sauce, Serves: 6
Sweet soy sauce ingredients:
3
1
2
2
200
250
700
350
600
0.5
1/2
pcs
pc
pcs
pcs
g
g
g
g
g
g
tbsp
Clove
Cinnamon stick
Cao Guo
Star aniseed
Black vinegar
White vinegar
Sugar
Soy sauce
Water
Red edible-color
Black soy sauce
Ingredient A
Method:
1. Bring water to boil, add in Ingredient A and continue to boil for 15 minutes.
2. Add in the remaining ingredients, boil for another 30 minutes.
3. Stir in red edible color and black soy sauce. Remove from fire and set aside.
Ingredients:
150 g
Fresh Australian Lamb rump (sliced)
100 g
Fresh Australian Avocado (cubed)
2
nos
Dried chilies (cut into small pieces)
Salt
Sugar
Soy sauce
Sesame oil
to marinate
Pepper
Chicken stock
HK flour
Method:
1. Marinate lamb rump with salt, sugar, soy sauce, sesame oil, pepper, chicken
powder and HK flour.
2. Sear marinated lamb rump in a wok until turned brown. Remove from fire.
3. Blanch avocado with hot water for few seconds.
4. Fry dried chilies until turned black, add in cooked lamb rump.
5. Add sweet soy sauce and lastly add in cubed avocados and toss thoroughly.
6. Ready to serve. .
76
Chilled Salmon Roll with Avocado and Grilled Cheese
Ingredients:
1
300
6
no
g
pcs
Fresh Australian Avocado (sliced)
Chilled salmon (sliced)
Cheese parmesan (sliced)
Coarse sugar to taste
Method:
1. Thinly slice salmon and place it on cling wrap.
2. Place a piece of sliced parmesan cheese on the knife and use a torch gun to burn until it turned
brown and quickly place it on top of the salmon.
3. Place a slice of avocado on the cheese and sprinkle some coarse sugar on it.
4. Roll salmon up with cling wrap and chill for 20 minutes.
5. Ready to serve.
Serves: 6
77
Avocado Mousse
Ingredient A:
5
nos
1.5
litre Water
200 g
Honey
(Blend avocado with water until smooth and add in honey)
Ingredient B:
600 g
Vanilla ice cream (half melt)
Ingredient C:
20
g
Gelatin powder
150 g
Water
(Stir gelatin until it melts)
Ingredient D:
200 g
625 g
Water
12
g
Gelatin
(Cook until it melts)
Method:
1. Mix well Ingredient A and Ingredient B, followed by Ingredient C until all well mixed and pour
into a glass.
2. Pour Ingredient D on top of well mixed Avocado mousse.
3. Chill for 4 hours to set gelatin before ready to serve.
Serves: 20
78
Singapore - Avocado Star Chef Profile
Eric Neo
Eric Neo was appointed Executive Chef at InterContinental Singapore in October 2011. In his role at
InterContinental Singapore, Chef Eric will oversee all culinary operations and menus for Olive Tree
(all-day dining and international buffet restaurant), Aroma (bakery), Man Fu Yuan (signature
Cantonese restaurant), Lobby Lounge, Victoria Bar, and Aqua Pool Bar as well as the banqueting
department.
Having started out as a chef at the age of 16, Chef Eric brings with him over seventeen years of
culinary and catering experience across varied cuisines including Cantonese, Western, Peranakan
and Malay, as well as local delights.
He rose through the ranks to become Head Chef of international buffet restaurant Aquamarine in
Marina Mandarin Hotel before being promoted to the hotel’s Executive Sous Chef in 2006. He
joined Crowne Plaza Changi Airport as Executive Chef in 2008, where he was an integral part of the
preopening team responsible for developing menus and implementing operational procedures for
the hotel’s food and beverage outlets including food preparation, quality control, timely deliveries,
and satisfactory customer service.
Chef Eric’s culinary style leans towards the contemporary style of cooking, combining fresh
ingredients and cooking them with minimal fuss, to showcase wholesome and delicious food whilst
retaining the integrity of the ingredients. Olive Tree, the hotel’s all-day dining restaurant will
provide a showcase for Chef Eric’s culinary skills, offering his signature dishes like Pan Seared Cod
with Truffle Tomato Salsa, Asparagus Risotto with charred King Prawn, the well-loved local
favourite Hokkien Mee and Ayam Panggang.
Chef Eric’s experience and skills go beyond the specialised area of culinary creativity; he also
focuses on team work while demonstrating management ability to lead his crew with great
confidence and patience. He believes in delivering a result driven kitchen team through the
facilitation of extensive group and one-on-one training, achieving world-class standards of quality
and continuity across the board.
His expertise and culinary skills as both chef and leader have earned him extensive recognition in
the industry. Among other accolades, he was most recently team manager of the culinary team
representing Singapore at the Pattaya City Culinary Challenge 2011, leading the team to win the
gold medal. He was also one of two elected Singapore representatives for the Tiger Brands World
Cooks Tour for Hunger in Johannesburg, Cape Town, and Durban, South Africa in 2003, at which he
79
received a commendation for outstanding service. He also appears regularly as a guest chef or
judge on popular television food programmes such as “Sizzling Wok” on Channel 8 in 2009 and
“Feast Fight” on Channel 5 this year, amongst many others.
Eric also plays an active role in the industry. Currently he serves a management role in the
prestigious Singapore Chefs Association, and Member of Chaine Des Rotisseurs. “Chef Eric’s
exceptional culinary skills combined with strong management and highly-effective operational skills,
promises to be a great asset to the culinary team at InterContinental Singapore” says General
Manager Tash Tobias. “Being a well-known food personality in Singapore, we hope to leverage on
his status to raise the profile of our restaurants. His wide culinary repertoire, including his strength
in local cuisine coupled with our unique InterContinental insider knowledge, will ensure that we
continue to offer authentic local touches in our restaurants to create something that is truly unique
and absolutely delicious.
- Stir Fry Chicken and Avocado
- Seafood Avocado Dumpling
- Avocado Mousse with Gula Melaka
Stir Fry Chicken & Avocado
Ingredients:
2
nos
100 ml
2
tbsp
1
tbsp
1
clove
4
tbsp
4
pcs
200
100
g
g
Fresh Australian Avocado (chunked)
Chicken broth
Soy sauce
Cornstarch
Garlic (minced)
Vegetable oil
Skinless and boneless
Chicken breast halves (sliced)
Green peas
Shiitake mushrooms (sliced)
Method:
1. Heat oil in a wok or large skillet over medium-high fire and fry garlic till fragrant.
2. Add in chicken and fry for a few minutes.
3. Add in sliced Shiitake mushrooms, green peas and chicken broth and simmer for a few minutes.
4. Then add in chunked avocados and season with soy sauce.
5. Add cornstarch to thicken the gravy and served warm.
80
Seafood Avocado Dumpling
Ingredients:
2
200
200
50
1
1
nos
g
g
ml
pkt
Seasoning
2
tsp
1
tsp
1
tsp
Salmon (diced)
Scallop (diced)
Whipping Cream
Spring roll skin (M size)
Egg
Fine Salt
Sugar
Ground pepper
Method:
1. Season salmon and scallop with salt, sugar and pepper.
2. Mix well mashed avocados together with whipping cream then add in salmon and scallop.
3. Take a spring roll skin and spread 2 teaspoon of well mixed seafood avocado mash and fold
into triangle and seal with egg wash.
4. Put some egg wash at one end of the folded spring roll skin and stick to the other end to create
a nice dumpling shape.
5. Deep fry dumpling till golden brown and ready to serve.
Avocado Mousse with Gula Melaka
Ingredients:
8
1
20
100
50
nos
no
g
g
g
Young Thai Coconut
Sugar
Espresso Coffee
Method:
1.
2.
3.
4.
Peel and pit the avocado and puree with sugar and coconut water.
Scoop out coconut flesh and chop finely. Set aside for use later.
Melt palm sugar and mix with espresso coffee to prepare the dessert syrup.
Prepare a nice small shooter/dessert glass and fill the avocado mousse in the glass topped with
syrup and a teaspoon of finely chopped coconut flesh.
5. Chill in refrigerator before ready to serve.
81
Singapore - Avocado Star Chef Profile
Pung Lu Tin
Chef Pung Lu Tin, Director, F&B Division of The Seafood International Market & Restaurant derives
satisfaction from creating new recipes that excite diners while enhancing their appetite and health.
He has more than 30 year of experience as a Chinese Cuisine Chef in various hotels and restaurants.
As a Chef who has successfully led numerous teams in culinary competitions of the prestigious
World Championship, his is now a familiar figure, sitting on a panel of judges in many culinary
events.
As advisor for Society of Chinese Cuisine Chefs and Culinary consultant for Restaurant Association
Singapore to chefs at the Singapore Culinary Institute, he is dedicated to the development of
Singapore Chinese Cuisine. It is something that he is particularly proud of the effervescent him
constantly seeks to inspire his peers to create new recipes that improve the standard of Chinese
Cuisine.
He was the leader of the Singapore Famous Chefs Fraternity, had received the Singapore Media
Corp Gourmet Hunt Honour Award (Best Chef) 2004, Hon President Award of Les Amis D’Escoffies
Society and China Golden Chef Award in 2005 and The International Master Chef of Chinese Cuisine
Award of World Association of Chinese Cuisine in 2006. Vice President of The International
Exchange Association of Renowned Chinese Cuisine Chefs 2009.
Despite the many awards and achievements, Chef Pung maintains a simple approach to food. The
recipes featured here are typical of his “straightforward” style, simple and healthful that suit the
local taste but with a distinctive aroma.
i) Recipes for Chinese Cuisine (refer to Page 16 - 18)
- Crispy Roll with Fish Fillet and Avocado
- Deep-fried Prawn with Avocado Cream Sauce
- Avocado Smoothies
82
Crispy Roll with Fish Fillet and Avocado
Ingredients :
6
80g
1pc
50g
1tbsp
fish fillet
bean curd sheet
crispy batter flour
corn flour
Method:
1. Peel and cut avocado into 4 slices. Set aside.
2. Cut fish fillet into 4 pieces, each about 0.5 cm, make a opening at the centre of each
fish fillet and set aside.
3. Rinse bean curd sheet, soak until softened, remove and drain. Set aside.
4. Add water and crispy batter flour and mix well.
5. Place sliced avocado inside the fish fillet’s opening. Coat withi crisply batter, wrap up
with bean curd sheet.
6. Coat bean curb sheet roll with corn flour, deep-fry until golden brown. Remove and
drain. Cut into halves and serve.
83
Deep-Fried Prawn with Avocado Cream Sauce
Ingredients:
400 g
30 g
20 g
2 tbsp
Prawn de-shell
Fresh Australian Avocado, diced
Mixed fruits, diced
Corn flour
Marinade:
¼ tsp
½ tsp
1 tsp
1
Salt
Sugar
Sesame oil
Egg
Pepper to taste
Deep-Fried Prawn with Avocado
Cream Sauce
Seasoning :
100g
100g
250g
6pcs
1tbsp
¼ tea
½ tsp
5g
Butter
Evaporate milk
Curry leaves
Sugar
Salt
Chicken powder
Cheese
A little chilli padi
Method :
1. Wash and devein the prawn, cut thin slice from the back, add in marinade and marinate for
30 minute.
2. Coat prawn with corn flour, deep-fry with high heat till golden prawn or cook, dish out and
drain.
3. Heat butter in wok, add curry leaves fry till fragrant, add avocado paste, milk,
chilli, salt, chicken powder, sugar and cheese and stir well.
4. Add in prawn and stir well, dish out on plate, garnish with diced avocado and fruits. Ready
to serve.
84
Avocado Smoothies
Ingredients:
2
100 ml Sugar syrup
100 ml Whipped cream
2 ml Coconut cream
500g Shaved ice
Method:
1. Peel and cut avocado and set aside.
2. Add in all ingredients and blend till smooth.
3. Keep blended avocado in refrigerator, pour into bowl or glass when serve and add in
white fungus, harsma or bird nest.
85
Hong Kong - Avocado Star Chef Profile
Calvin Tsoi Chuk Ku
Being as a Culinary Chef for over 20-years, Calvin has been working in various positions in the food
service industry for over 16 years with great experience in restaurants, clubs, catering companies,
food manufacturing company and as a private chef.
Since 2006, he was appointed as the Culinary Consultant for Lee Kum Kee and during this tenure, he
works closely with Lee Kum Kee’s Sales and Marketing functions across the globe supported by
Research and Development projects.
He has a few notable achievements in recent years such as the culinary development of Truffle XO,
the culinary and operation support of the “Mobile Kitchen” organized by the Lee Kum Kee China,
the establishment of the Lee Kum Kee Culinary Center, as well as product trainings and
demonstrations for global food service and retail industry in Netherlands, UK, Mainland China,
Korea, Taiwan, Malaysia and Philippines..
He has great enthusiasm and passion in uplifting the professional standards in the foodservice
industry and has been proactively supporting young chef training programs in China. Since 2005,
Chef Calvin was appointed by the Tourism College of Zhejiang, Faculty of Hotel Management as the
visiting Lecturer sharing his technical experiences in the area of strategic planning and operation
management.
Calvin also has years of experience in organizing state level banqueting for various governments’
officials such as Mr Peng Chong, Secretary-General of the former Vice Chairman of the National
People’s Congress，People Republic of China, President of Zhejiang University, Director of Zhejiang
Tourism Bureau and Mr Chris Patten, Former Hong Kong Governor.
With his enthusiasm and contributions to the food trade, he was awarded as the International
Famous Chef for Chinese Cuisine by the World Association of Chinese Cuisine (WACC) in China in
2006. This award further helped him to build his passion in servicing and contributing to the food
service industry to the next professional horizon.
His string of professional qualifications include Food Hygiene Certificate for Hygiene Managers in
School of Continuing and Professional Education of the City University of Hong Kong in 2006, a
Certificate in Hotel Cooking (Western Style) in the Haking Wong Technical Institute in 1997 and a
Certificate in Food Preparation for the Hotel & Catering Industry in the Haking Wong Technical
Institute in 1996.
86
- Coral Trout Fish with Avocado
- Avocado Served with Scallop and Seaweed Rice Ball
- Avocado Mapo Tofu
- Avocado and Mango Served with Sago
牛油果薄腩肉片卷星班(四人用)
料:
牛油果
薄腩肉片
星斑
青蔥
薑絲
芫荽
2個
16 片
1000 克
16 克
16 克
8克
醬料:
面醬
豉油
糖
麻油
水
生粉
3 湯匙
2 湯匙
2 湯匙
2 湯匙
4 湯匙
2 湯匙
做法:
1. 牛油果去皮去核一開八(2 個 16 片)上適量生粉走油後留用,星班肉切件(每件 60
克)和腩肉片加入混和醬料中醃 1 小時
2. 用腩肉片卷班件牛油果片後,美觀地.放至碟上大火蒸至熟後加上青蔥/薑絲,燒熱油淋在魚
上加些芫荽
87
牛油果煎帶子紫菜飯團(一人用) Seaweed rice balls served with avocado and pan-seared scallop
料:
牛油果
大帶子
紫菜
味罧半湯匙
半個
1粒
1 大片
做法 :
1. 用薑 2 克/蔥白 2 克切碎加入生抽半湯匙/玫瑰露酒半茶匙/糖 1 茶匙/醃 2 小時
2. 飯團做法;用日本米煲好飯 100 克加 1/4 牛油果粒/味罧/半片紫菜碎混和壓成圓形留用.
3. 把 1/4 牛油果上些生粉炸,帶子先大火煎香兩面轉小火煎至七成熟同時把飯團也煎香,先把
飯團放至碟上加帶子/牛油果美觀地上碟
4. 食用時伴上半茶匙青芥/半湯匙沙律醬混和作汁食用.
Ingredients:
½ no
Avocado
1 no
Scallop, large size
1 sheetDried seaweed, large piece
½ tbsp
Miso paste
Marinade:
2 gm
2 gm
½ tbsp
½ tsp
1 tsp
Ginger
Onion stalk
Light soya sauce
Rose wine
Sugar
Rice balls:
100 gm
Ready cooked Japanese rice
Method:
1. Marinate avocado with the marination ingredients for 2 hours.
2. Mix well the rice with ¼ of the avocado, miso paste, ½ sheet of dried seaweed and
make small balls of rice.
3. Coat ¼ no. avocado with tapioca flour and deep-fry it. Pan-sear scallop both sides in
88
high heat and lower to low heat until medium well. Meanwhile, sear the rice balls till
fragrant.
4. Set rice balls on a plate and accompany with scallop and avocado.
5. Ready to serve with well mixed ½ tsp wasabi and ½ tbsp salad sauce as a dipping
sauce.
牛油果麻婆豆腐(四人用) Avocado ‘ma la’ tofu
牛油果
牛肉碎
豆腐切大粒
蒜頭粒
薑粒
青蔥
切大粒 1 個
200 克
120 克
5克
5克
10 克
醬料 :
蠔油
麻辣火鍋湯料
麻油
上湯
豆板醬
糖
1 湯匙
1 湯料
半湯匙
500ml
半湯匙
半湯匙
做法 :
1. 炒香牛肉碎蒜頭薑後加入醬料炒香後,加入牛油果豆腐粒後慢火炆至濃後上碟加上蔥花
Serve 4
Ingredients
1 no
200 gm
120 gm
5 gm
5 gm
10 gm
Avocado, cut cubes
Minced beef meat
Tofu, cut cubes
Garlic
Ginger, cut dice
Spring onion
Sauce:
1 tbsp
Oyster sauce
89
1
½ tbsp
500 ml
½ tbsp
½ tbsp
‘Ma la’ steamboat stock
Sesame oil
Chicken stock
‘Tau pan’ sauce
Sugar
Method:
1. Stir-fry minced beef with garlic, ginger and sauce ingredients till fragrant.
2. Add in avocado and tofu cubes to braise over low heat until thicken.
3. Ready to serve with sprinkled spring onion on top.
牛油果芒果西米布甸
牛油果
芒果
烚好西米
蛋
糖
2個
2個
320 克
4只
60 克
做法:
1. 牛油果/芒果起肉用攪伴機分别攪溶,恰好西米,蛋分開黃/白
2. 芒果溶加 20 克糖蛋黃西米混和放至焗盆後加上, 蛋白加 40 克糖打起伴入牛油果溶,在
170c 焗 8-10 人分鐘
90
Hong Kong - Avocado Star Chef Profile
Eddy Leung
Chef Eddy Leung has over 23 years of culinary working experiences, practicing in various famous 5* star
hotels in Hong Kong such as the Swire Hotels, The Ritz-Carlton, the Gaddis at the Peninsula Hotel, Grand
Hyatt Hotel and The Harbour Plaza Hotel.
Chef Eddy active involvement in many international culinary competitions around the globe, to hone his
culinary skills cum gained valuable experiences had won him many medals of difference colors. Furthermore,
Chef Eddy has also won a lot of awards such as the Hong Kong Food Festival Culinary Award, The American
Culinary Classic Award and the FHA International Salon Culinaire Award.
His involvement and knowledge of competitions has resulted him, being invited to many international
culinary competitions such as the MLA Black Box Culinary Challenge, FHA and Hong Kong Culinary Classic as
an International Judge. Chef Eddy was also previously in the Panel of Judges for Battle of the Chefs and
Penang Chefs Challenge in Malaysia.
Chef Eddy was also actively involved in organizing culinary competition such as Hong Kong International
Culinary Classic, whereby he was in charge of hot cooking section.
Besides taking part in international culinary competitions, he was also Star in different international TV
Channels for demonstration, such as TVB, Cable TV, AFC, Far East TV and Malaysia TV.
With the gained knowledge’s and skills, Chef Eddy also venture into Culinary Consultation and has many
projects in China and Hong Kong.
- Avocado and Seafood Pastillas
- Roasted Char Siu Spring Chicken with Avocado & Tomato Salad
- Honey Glazed Pumpkin with Crispy Avocado
91
Avocado & Seafood Pastillas
Ingredients:
10
50
2
100
100
100
20
20
20
20
3
100
100
20
sheets
g
nos
g
g
g
g
g
ml
g
pcs
g
g
g
FILO pastry
Unsalted butter
Australian Avocado
Onion
Eggplant
Mushroom
Red bell pepper
Zucchini
Olive oil
Garlic
Hokkaido scallop
Shrimp
Crab meat
Black bean & garlic sauce
Method:
1. Stir fry all the seafood and vegetables with olive oil and season with salt & pepper.
2. Cut the avocado in dice and mix with the stuffing.
3. Melt the butter and roll out the FILO pastry on a dry surface. Use a small knife to cut out 20
circles, (15 cm) and 20 small circles (6cm). Using a small saucer & ramekin as a mould to make
the pie.
4. To make each pie, brush a large pastry circle with the melted butter, and plate it in ramekin
mould and then top it with the filling.
5. Fold the edges of the pastry inward and brush with ice melted butter, then seal the folded side
with a small pastry.
6. Pan fry the pies with butter till golden brown.
92
Roasted Char Siu Spring Chicken with Avocado & Tomato Salad
Ingredients:
1
50
2
1
1
pc
g
pcs
pc
pc
French spring chicken
Marinated Char Siu sauce
Fresh thyme
Rosemary
Garlic finger
Tomato salad:
1
no
Peeled tomato
1
no
Australian Avocado
2
nos
Basil
30
ml
Extra virgin olive oil
10
g
Balsamic vinegar
1
pc
Mozzarella cheese
Method:
1. Marinate the spring chicken with char siu sauce, thyme, garlic and rosemary. Roast it in the
oven at 160 ᵒC for 14 minutes.
2. Cut the tomato and avocado into wedges, cut the cheese in cubes, mix olive oil, basil and
balsamic vinegar, season with salt and pepper.
3. Toss avocado, tomato & cheese with balsamic dressing, place the char siu spring chicken on top
of salad.
Honey glazed pumpkin with crispy avocado
93
Crispy Avocado:
Ingredients:
1
600
20
50
2
5
20
10
no
g
g
g
tsp
g
ml
g
Australian Avocado
Pumpkin
Butter
Ginger shreds
Sake
Salt
Honey
Soya sauce
Lime and orange zest to garnish
Method:
1. Peel and cut the pumpkin into segments, melt the butter, add pumpkin, 1/2 of ginger, 1 tsp
sake and water, and mix well.
2. Cover and simmer for 3 mins, then reduce heat to medium, and simmer until the sauce has
evaporated. Set aside to cool.
3. Mix honey, soya sauce, ginger and sake in a pan over medium heat for 2 minutes, put the sauce
over the pumpkin and toss well.
4. Cut the avocado in thin slices, put on a tray, place in a dehydrator in 60"c to air dried the
avocado for 5 hours till crispy.
5. Arrange the crispy avocado on a plate with pumpkin, and sprinkle the sesame seeds on top of
avocado and pumpkin.
Recommendation
The masterclass program, which introduced avocados for Asian and Chinese dishes, was very well
received by the chefs in all three countries. They received tips from star chefs on when is the right
timing and technique to use avocado in hot cooking.
Majority of the chefs requested for more recipes for avocado in Asian and Chinese cuisine. The
masterclass received feedback from the Head Chinese Chef of InterContinental Hotel, Kuala Lumpur
that the masterclass was very useful for his chefs as they learnt new recipe ideas from the
masterclass and was very happy that his kitchen staffs were able to apply the ideas to their banquet
event after the learning experience.
To keep the momentum of the program and to progress further in the awareness program and to
encourage more usage of the product, it would be appropriate to run food service avocado culinary
competitions for professional and culinary student level selectively in three of the countries. In
addition, to continue running the masterclasses providing more recipes. The masterclass is of
94
professional level that includes cuisines from Asian recipes such as Malay, Indian and Chinese. This
program will help to push more ideas, innovation, creativity and utilization of avocados in Asia.
From the recipes developed in the competition, to develop a recipe book containing these recipes
or to add on the competition recipes to the masterbook for distribution to chefs in the Asian and
Australian region.
- end of report -
95

Avocado Chef Training Classes In Export Markets

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