SINGAPORE, 17 September 2003 - Come November, Perth residents will be able to savour authentic Singapore favourites like Laksa and Hainanese Chicken Rice in a Singapore restaurant. Prima Taste officially signs a licensee today to open its concept restaurants in Western Australia to serve the range of delicious Singapore dishes that Prima Taste is known for.
Prima Taste, renowned for its hassle-free ready-to-cook pastes and premixes for authentic-tasting Singapore dishes, launched its "True Singapore Restaurant" concept in Singapore in June 2000. As part of its globalisation plan, Prima Taste is exporting its ready-to-cook products and opening restaurants in key markets through licence agreements with strategic partners.
Prima Taste restaurant licensees have the right to use the Prima Taste identity and products. Prima Taste will also provide recipes, concept advice, outlet design ideas and menu planning advice to licensees.
In September 2003, licensed Prima Taste restaurants were opened in Jakarta and Manila. Prima Taste restaurants will also be opened in Sydney from October 2003. These restaurants showcase a comprehensive range of Singapore favourites including Hainanese Chicken Rice, Laksa, Singapore Chilli Crab and Singapore Curry using the Prima Taste pastes and premixes.
Perth will be the fourth city outside Singapore to have its own Prima Taste "True Singapore Restaurant".
Jancom Aus Foods Pty Limited has been awarded the licence to open Prima Taste restaurants in Western Australia. "Prima Taste has developed a wide range of delicious easy-to-cook food pastes which authentically represents cuisine from our diverse multiracial origins in Singapore. We believe we can successfully bring this across to Western Australia which shares an equally diverse multi-ethnic mix, not only to showcase the rich and captivating variety of food which we are proud to call our own, but to also launch Singapore onto the map of globally recognized cuisine," said Mr Brian Lee, Director of Jancom Aus Foods Pty Limited.
"We have received very positive feedback from tourists and visitors who have been to our restaurants in Singapore. To introduce our brand of delectable Singapore food globally, we have carefully selected licence partners in several markets to make Prima Taste available to increasingly cosmopolitan tastebuds. We are confident that Prima Taste, offering premium quality and authentic-tasting Singapore favourites, will be well received internationally," said Dr Aun Tan, General Manager of Prima Limited.
SINGAPORE, 28 August 2003 - Visitors to Singapore can now bring a gastronomic piece of this city back home with the Prima Taste premium gift packs.
In response to an initiative by the Singapore Tourism Board (STB), SPRING Singapore and Singapore Food Manufacturers Association, Prima Food Pte Ltd is introducing a premium food gift which makes the perfect Singapore souvenir - full of flavour and representative of the island's heart and soul!
Prima Taste has already attracted a strong following for its premium quality ready-to-cook pastes and premixes for authentic Singapore dishes. The new Prima Taste premium gift pack range offers the popular Laksa, Hainanese Chicken Rice, Singapore Curry and Singapore Chilli Crab in small attractive packs specially created for visitors to Singapore, as well as Singaporeans who wish to present unique gifts to their visiting friends, or when they visit friends overseas.
To infuse an exotic touch of Asia, the premium gift packs are specially packaged in unique, hand-made straw pouches. Reinforcing Singapore as a vibrant and exciting city, renowned Singapore icons such as the Merlion, Esplanade and Raffles Hotel are depicted in the form of colourful illustrations on an attractive outer sleeve. The sleeve also carries interesting descriptions of Singapore's food history and culture, and how her rich mix of cultures has influenced her local cuisine. The product was recently awarded the Singapore Star for packaging design.
"We would like Singapore's very own cuisine to form a part of the visitors' best memories in Singapore. With Prima Taste, visitors can now bring back with them authentic Singapore food and relive those delicious memories back home! Prima Taste pastes and premixes are very easy to prepare in any part of the world. Users need not worry about shopping for the various herbs and spices needed for each dish, as the packs are complete with the essential ingredients and condiments. We have also packed the chilli powder separately so that users can adjust the level of spiciness for some of the dishes," said Ms Alicia Tan, Marketing Manager of Prima Limited.
"When designing the premium gift packs, we wanted an attractive packaging which is practical at the same time for travelling purposes. We use retort pouches packed in a straw pouch. This offers a relatively light-weight pack that is soft yet hardy, and which will not get crushed in your luggage!" added Ms Tan.
The Prima Taste Laksa makes a rich and zesty dish with its fragrant coconut gravy. Also included in the pack are sambal chilli for those who want it spicier, and chopped laksa leaves, a must-have for authentic Laksa.
The Prima Taste Hainanese Chicken Rice is also a must-try as the premix helps create the most irresistible fragrant rice with hints of pandan and ginger flavour. Served with succulent cuts of chicken meat and accompanying condiments like chilli, ginger and dark soya sauce, the dish is very popular among both locals and visitors.
For those who enjoy spicy food, the Prima Taste Singapore Curry is a hot favourite with chunky pieces of chicken and melt-in-your-mouth potatoes soaked in a flavourful curry. A separate sachet of chilli powder is included in the pack for users to add more spice if they wish.
A visit to Singapore is considered incomplete without having tried the Singapore Chilli Crab. This dish features delectable crabs in a piquant tomato base loaded with fresh chilli, garlic and other spices. The Prima Taste pack includes a paste and premix for the gravy, and a separate sachet of chilli powder to make the dish spicier if desired.
The Prima Taste premium gift packs serve between two and seven people (varies from set to set). With all condiments and sauces included, it is extremely quick and easy to whip up a great-tasting meal with the Prima Taste pastes and premixes. In addition, straightforward step-by-step illustrated cooking instructions are also provided in English, Mandarin and Japanese.
The premium gift packs, priced between S$12 and S$15, are now available at the airport, tourist shops and other participating retailers.
SINGAPORE, 30 July 2003 - Prima Taste, the brand synonymous with hassle-free ready-to-cook pastes and premixes for authentic-tasting Singapore cuisine and its chain of restaurants here, is set to take on the global food industry. Part of SGX-listed food giant Prima Limited, the company is poised to expand the Prima Taste business to more than 15 other countries by 2004. These countries include the USA, Canada, Mexico, UK, UAE, New Zealand, Australia, China, South Korea, Japan, Hong Kong, Taiwan, the Philippines, Indonesia, Thailand, Malaysia and Brunei.
"With the success of Prima Taste restaurants and products in Singapore, we are confident that we can globalise Prima Taste and in turn authentic Singapore food. Our aim is to make authentic Singapore cuisine known to the world and reinforce her reputation as a food paradise," said Mr Tony Loke, Executive Director of Prima Food Pte Ltd and Group Corporate Planner of Prima Limited.
"In Singapore, we created the Prima Taste concept restaurant as a showcase for our ready-to-cook pastes and premixes. The success of the Prima Taste restaurants is testimony to the quality of Prima Taste products. This strategy is even more important in our target international markets as these restaurants serve also as a showcase for Singapore food. We will not just be selling Singapore food products; we will be serving Singapore food to the world!" added Mr Loke.
"Created by Prima's R&D food technologists and masterchefs, Prima Taste products have won praises from foodservice professionals, the media as well as consumers. Hence, we are confident that Prima Taste, offering a wide range of premium quality and authentic-tasting Singapore favourites, will be well received internationally."
Furthermore, diminishing international barriers and increasing cultural exchanges have helped "internationalise" consumers' palates bringing about a global food culture that demands variety, high quality and taste. Leveraging this as an ideal business opportunity to further the Prima Taste concept in the international arena, Prima Taste's globalisation initiative aims to showcase, promote and make readily available premium and authentic Singapore cuisine to the world.
"Prima Taste dishes feature the best of our Chinese, Malay, Peranakan and Indian heritage. Consumers wordwide are set to gain a better understanding of Singapore's rich mix of races and cultures," added Mr Loke.
Taste Concept Restaurant
By end August, authentic Singapore dishes will be served in licensed Prima Taste restaurants in Manila, The Philippines, and Jakarta, Indonesia. Consumers there will get to savour a comprehensive range of Singapore favourites like Hainanese Chicken Rice, Laksa, Mee Siam and Singapore Curry using the Prima Taste ready-to-cook pastes and premixes.
"Exporting the concept restaurant, the foodservice packs and the retail packs concurrently to targeted overseas markets is Prima Taste's three-pronged strategy. This allows consumers there to recognise the superb taste quality of Prima Taste products, and experience and appreciate true Singapore cuisine," said Mr Loke.
Apart from Manila and Jakarta, Prima Taste concept restaurants are also set to make waves in other major cities such as Sydney, Australia by the end of the year, as well as Vancouver, Canada, and Perth, Australia, by next year.
The company is currently in discussion with various partners to open Prima Taste restaurants in more markets.
Taste Retail Packs
From the larger foodservice packs, the Prima Group's research and development team, including food technologists and masterchefs, worked together to carefully fine-tune the recipes and preparation procedures to ensure consistent quality and taste.
The first set of retail packs launched comprises the internationally renowned Singapore Chilli Crab, Hainanese Chicken Rice, Laksa and Singapore Curry. Packaged in portions between two and seven (varies from set to set), these packs are ideal for small families or parties. With all the essential ingredients and condiments included and no added preservatives, Prima Taste retail packs are simple to whip up just by following the easy step-by-step instructions provided in English and Mandarin. Furthermore, the pastes and premixes can be stored for up to a year without refrigeration.
"Our Prima Taste products were first introduced to the foodservice industry. Word spread and before long, consumers were asking for the products! After conducting our own feasibility studies, we are pleased to launch the first four retail packs. Eventually the entire range of products will be introduced as retail packs. More importantly, we are very excited that more people will now get to enjoy Prima Taste products at greater convenience since they are now available at major supermarkets," said Mr Loke.
In addition to the Prima Taste pastes and premixes being hassle free and simple to prepare, the dishes can also be tailored to the tastes and needs of different consumers. For example, the Singapore Curry and Singapore Chilli Crab packs include an extra sachet of chilli mix so the user can adjust the level of spiciness.
The packs are also complete with all the essential ingredients and condiments. For example, the Laksa pack comes with not just the paste but also premium coconut, sambal chilli and even laksa leaves, all of which are packed into separate sachets for best quality.
Plans are now underway to launch a second range of retail packs in October this year, which will include Satay, Fried Hokkien Prawn Mee, Nonya Sambal, Mee Siam and Mee Rebus.
As part of the global marketing efforts, the Prima Taste retail and foodservice packs will also be launched in key markets through distributors and licensees. These include the USA, Canada, New Zealand, Australia, Hong Kong, Taiwan, Indonesia and The Philippines by the end of the year, and Mexico, the UK, UAE, China, South Korea, Japan, Thailand, Malaysia and Brunei by 2004.
Line-up of unique recipes by Singapore's elite in Prima-SPRING Singapore Baking Industry Training Centre's 10th anniversary recipe book
Celebrating the 10th anniversary of Singapore's only full-fledged regionally accredited baking school, the recipe book showcases a display of baking expertise compiled with contributions from local personalities, international chefs and staff of BITC.
Comprising over 100 pages of beautifully presented text and colour photographs, this stylish coffee table book features a repertoire of over 40 original recipes ranging from tantalising breads to a mouth-watering variety of cakes and pastries.
of Taste" also features a diverse assortment of recipes from renowned
local politicians and prominent personalities. Penne with smoked tuna
is the creation of Mr Abdullah Tarmugi, Speaker of Parliament & former
Minister for Community Development & Sports while Ms Petrina Kow,
radio deejay, has shared her local favourite recipe of kueh lapis (multi-layered
cake). Ms Jennie Chua, President & Chief Operating Officer of Raffles
International Limited and Ms Claire Chiang, Former Nominated Member of
Parliament & Vice President of Banyan Tree Holdings have contributed
their own recipes of crunchy pistachio cookies and rich and moist butter
The experienced instructors of BITC have also submitted some of their own recipes, including farmers mushroom and onion bread by Principal, Mr Fabian Doh, carotene bread by Advanced Skills Instructor Francis Koh and orange bavarian cream by Assistant Senior Baking Instructor, Glenn Poh.
The recipe book also features exotic and unique items including Eastern-style popovers, flower pot bread, green tea chestnut cake, Aussie kangaroo pie, cranberry orange scones, apricot crumble with cardamon cream and fresh berries.
creates a universal common ground. To celebrate our 10th anniversary,
supportive international associates and local personalities have thoughtfully
contributed their own recipes of breads, cakes and pastries with oriental,
Eurasian, French, German, Italian and American origin. We hope these recipes
will inspire the baker in each of us, whether amateur or veteran, to find
joy in recreating them for family and friends," said Mr Fabian Doh,
Principal of Prima-SPRING Singapore BITC.
five special copies autographed by renowned personalities who have contributed
to it will be auctioned on the Yahoo! Singapore Auctions website.
All proceeds raised will benefit the students cared for by Children-At-Risk Empowerment Association (CARE). Established as a school-based social work programme, CARE reaches out to children and youths at-risk in primary and secondary schools to help them materialise their success stories through life-skills training, counselling, guidance and mentoring. To date, about 3,000 students from more than 12 schools have benefited from CARE's programmes.
Inaugurated in 1993 as a partnership between Prima Limited and SPRING Singapore to spearhead and develop a modern and efficient baking industry in Singapore, Prima-SPRING Singapore BITC has since grown to be regarded by industry leaders as a leading accredited training centre for the baking industry in the region.
Offering professional training programmes that impart hands-on skills and relevant theoretical baking knowledge by highly qualified instructors, Prima-SPRING Singapore BITC plays a major role in the training of both school leavers and workers in Singapore and in the region.
Currently, Prima-SPRING Singapore BITC is the only full-fledged baking school offering a comprehensive host of courses and it boasts 800 students. Out of the 600 Singaporeans, 30% are existing bakers choosing to upgrade their skills due to increasing competition in the industry while 30% are retrenched workers in the Skills Redevelopment Programme (SRP) hoping to find work or to start a career in the baking industry. So far, 200 people have enrolled and graduated from the SRP for baking and have successfully found work in the baking industry.
Prima-SPRING Singapore BITC recently entered into a partnership with the Regency Institute of TAFE, Adelaide to provide a wider scope of training and professional development opportunities. This will give their respective trainees mutual recognition and credit transfer of specific courses and allow the sharing of curriculum between the two institutions in their respective areas of expertise. This partnership is a clear recognition of Prima-SPRING Singapore BITC's high-quality training curriculum and standards abroad.
SINGAPORE, 14 March 2003 - To commemorate the 10th anniversary of the Prima-SPRING Baking Industry Training Centre (BITC), Singapore's only full-fledged baking school has invited a group of top baking chefs and well-known local personalities to come together for a Charity Bake-off on 29 March 2003. In addition to it being a novel celebratory event, the Bake-off will also raise funds for Children-At-Risk Empowerment Association (CARE), a non-profit organisation dedicated to helping at-risk students in primary and secondary schools to materialise their success stories through life-skills training, counselling, guidance and mentoring.
This Charity Bake-off will take place at the Training Centre, making it a one-stop venue for the public to purchase a diverse range of freshly baked continental and local dough-based delights at affordable prices while taking a tour of the school and learning about the courses offered.
To lend support to this worthy cause, spouses of our local politicians, such as Mrs Jennifer Yeo (wife of Brigadier-General (NS) George Yeo), Mdm Jane Ittogi (wife of Mr Tharman Shanmugaratnam), Mrs Cedric Foo and Mrs Ahmad Khalis will be present to lend support to the Bake-off. Their recipes of tantalising brownies, velvety banana cakes and Eastern style popovers will be prepared and sold at the event.
International chefs from Germany, Australia and the US will also join in this melting pot of festivities by baking a lip-smacking assortment of up-market Western breads, cakes and pastries. These include chocolate cherry teacake, sour cream coffee cake with cranberries and pecan topping, wattle seeds shortbread, lillypilly muffins and a range of continental breads.
be baking demonstrations on classic Alsace apple tarts and homemade style
quiches. BITC students and instructors will also pit in and display their
baking talents by preparing all-time favourites like roti prata with zesty
curry, thin-crusted Italian pizza, egg tarts and lao bo bing (crusty Chinese
pastry with winter-melon paste). Volunteers from the Hollandse Club will
also take part to prepare an assortment of baked products to pamper members
of the public with delicious homemade goodness.
On top of the delectable snacks, Prima-SPRING BITC is also launching a commemorative recipe book, A Celebration of Taste, in line with its 10th anniversary. Featuring special recipes by local celebrities and renowned chefs, this beautiful coffee table book will be sold at S$80 each.
The commemorative recipe books will be available for sale at BITC on 29 March. Five special copies autographed by renowned personalities who have contributed to the recipe book will be auctioned on the Yahoo! Singapore Auctions.
Members of the public who wish to own a copy of these limited-edition autographed recipe books can log on to http://sg.auctions.yahoo.com from 29 March to 11 April to vie for a copy. The bidding of these five specially autographed commemorative recipe books will be conducted simultaneously. The top five bidders will be awarded the unique coffee table books, making each book a truly collectable item."While we celebrate BITC's 10th anniversary, we also take joy in doing our part for charity. We sincerely hope that members of the public can do likewise for CARE. As a school, we believe in the value of continuous and lifelong learning and we hope to instil the spirit of learning in our younger generations. CARE's work to keep at-risk students in school is commendable and with the support of our local personalities and international chefs, we hope members of the public will do their part through the Charity bake-off and purchase of the recipe books," urged Mr Fabian Doh, Principal of Prima-SPRING BITC.
All proceeds from the sale of the recipe books and baked products will benefit the students cared for by CARE. Established as a school-based social work programme, CARE reaches out to children and youths at-risk in primary and secondary schools. To date, about 3,000 students from more than 12 schools have benefited from CARE's programmes.
their appreciation towards the public's generosity, a group of students
from CARE will roll up their sleeves and help the master chefs in baking
and selling the scrumptious items.
To be part of the action, BITC will be open to members of the public on 29 March between 12:30 pm and 4 pm. Members of the public who are interested to do their bit for charity and participate in this worthy cause can purchase coupons at $10 or booklets of $100 at BITC and PrimaDeli outlets located at Midpoint PrimaDeli & Upper Thomson. In addition, coupons will also be sold at Prima Taste @ One Fullerton, Prima Taste Restaurant Centrepoint, Prima Taste @ The Atrium, Magnolia's Centrepoint, Teochew City Seafood Restaurant, Noodle Place Restaurant Centrepoint and PFS Food Terrace (Gleneagles Hospital). Coupons will also be readily available at the event venue on the day itself.
Inaugurated in 1993 as a partnership between Prima Limited and SPRING to spearhead and develop a modern and efficient baking industry in Singapore, Prima-SPRING BITC has since grown to be regarded by industry leaders as a leading accredited training centre for the baking industry in the region.
Offering professional training programmes that impart hands-on skills and relevant theoretical baking knowledge by highly qualified instructors, Prima-SPRING BITC plays a major role in the training of both school leavers and workers in Singapore and in the region.
Currently, Prima-SPRING BITC is the only full-fledged baking school offering a comprehensive host of courses and it boasts 800 students. Out of the 600 Singaporeans, 30% are existing bakers choosing to upgrade their skills due to increasing competition in the industry while 30% are retrenched workers in the Skills Redevelopment Programme (SRP) hoping to find work or to start a career in the baking industry. So far, 200 people have enrolled and graduated from the SRP for baking and have successfully found work in the baking industry.
BITC has recently entered into a partnership with the Regency Institute
of TAFE, Adelaide to provide a wider scope of training and professional
development opportunities. This will give their respective trainees mutual
recognition and credit transfer of specific courses and allow the sharing
of curriculum between the two institutions in their respective areas of
expertise. This partnership is a clear recognition of Prima-SPRING BITC's
high-quality training curriculum and standards abroad.