The Western USA Agricultural Trade Association (WUSATA) and Buy California Marketing Agreement (CAGROWN), with the support of USDA Foreign Agriculture Service, have showcased a range selected food products from the state of California in Singapore this month. An industry menu tasting was held at the Four Seasons Hotel hosted by the aforementioned and presented by various California co-operators, and was attended by food and beverage professionals.
Christine Birdsong, undersecretary of the California Department of Food and Agriculture (CDFA), enthused: “Singapore has always been a key Asian market for us as consumers here are savvy, discerning and always on the lookout for new products. California is home to a remarkable range of fruits, nuts, vegetables, grains, dairy products and wines, and more, with regions nicknamed ‘Wine Country and ‘The Salad Bowl of the Nation’. Our bounty is sold around the globe and we are proud to embrace not only quality and quantity in our agriculture produce, but sustainability and innovation as well. These are exciting times for us and we cannot wait for more consumers to know and love all that the Golden State has to offer.”
CAGROWN is all about connecting consumers with the people who grow and produce California grown food. The organisation was formed in 2001 to promote all California grown agricultural products. Through creative marketing, effective storytelling and leveraging of the “California Grown” brand, the organisation reaches millions of consumers each year, encouraging them to look for and buy items grown and produced in the state.
US Trade cooperative representatives, which leads the importation of goods to the country, were also in attendance, such as Caroline Stringer from California Fresh Fruit Association, Elizabeth Carranza from California Blueberry Commission and California Olive Committee, Thomas Wee from California Agricultural Export Council and Raisin Administrative Committee, and Reji Retugal-Onal from California Milk Advisory Board-Philippines.
From now until 27 Jul 2022, consumers may look out for California products such as grapes, nectarines, peaches, plums and raisins in a special Feast on All-American Favourites fair at all FairPrice Finest outlets and select FairPrice Xtra.
Highlights of existing and new-to-market products at the event included the following organisations:
California Milk Advisory Board
An instrumentality of the CDFA, the California Milk Advisory Board exists to spread the word about extraordinary dairy products such as butter, ice cream, yogurt, buttermilk, cream and cheese made with 100% Real California Milk from Real California Dairy families. Cheeses from Point Reyes and Sierra Nevada, were in focus at the event.
California Olive Committee
The California Olive Committee is made up of hundreds of family farms and two multi-generational canneries, who grow and process over 50,000 tons of olives every year. As a state, California produces over 95% of the olives grown in the US. Each olive is treated with the highest level of care, from planting to harvest by some of the finest stewards of the land. There are two varieties — Manzanillo and Sevillano — and they produce olives of varying sizes
California Agriculture Export Council
As dense with nutrition as they are with flavour, Medjool Dates are packed with dietary fibre, potassium, iron and antioxidants. Organically grown in California in a unique microclimate, soft, sandy but incredibly fertile desert soil, Medjool Dates a nutritious snack food. The California Agricultural Export Council (CAEC) is a non-profit organisation that works with California-based agricultural associations to market and promote California food products. California Medjool Dates are a featured product of the organisation.
The California Fresh Fruit Association
The California Fresh Fruit Association (CFFA) is a voluntary, non-profit agricultural trade association that represents California’s fresh fruit industry. CFFA’s membership is comprised of more than 300 members, including growers, shippers and marketers of fresh grapes, blueberries and tree fruit, and it also includes associate members who are indirectly involved with these commodities. Peaches, plums and nectarines were the particular focus of this event.
Raisin Administrative Committee
The Raisin Administrative Committee (RAC) is a non-profit organisation that has its headquarters in Fresno, California, and is led by 47 California Raisin growers, packers and a public member.
The RAC is directly overseen by the United States Department of Agriculture (USDA) and was created in 1949 to collect and distribute weekly delivery and monthly shipment data, publish an annual report on industry statistics and policies, and actively and directly market into 18 foreign nations as well as collaborate with the USDA’s Agricultural Marketing Service.
The RAC maintains offices in Singapore, China (including Hong Kong), Japan, South Korea, Taiwan, the United Kingdom and Mexico. These offices conduct active marketing campaigns on behalf of the California Raisin industry to encourage sales of California Raisins. RAC’s mission is to identify new markets, encourage demand via advertising, sales promotion and public relations. The RAC also distributes the results of health and nutrition research for the benefit of all industrial users and consumers
California Wine Institute
Wine Institute’s California Wine Export Programme is a public-private partnership supported by winery contributions and the US Department of Agriculture. It supports more than 185 California wineries exporting to 142 countries and highlights California as an aspirational location and environmental leader with beautiful landscapes, an iconic lifestyle and great wine and food. Representatives help develop export markets, covering 27 countries and provide support to California wineries. California is the fourth-largest wine-producing region in the world and produces more than 80% of total US wine production and 95% of US wine exports. Established in 1934, Wine Institute is a public policy advocacy group representing more than 1,000 California winery and affiliated business members.
Western United States Agricultural Trade Association
Drawing upon 40 years of experience, WUSATA has developed a wide variety of resources to help international buyers connect with Western US suppliers of food and agriculture products. In-country resources include trade shows, trade missions and access to local representatives. WUSATA also coordinates US-based activities for international buyers to travel to the US to meet one-on-one with suppliers. An established online trade lead programme can help buyers source specific products directly from suppliers