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September 2003 Prima Taste Licensed Restaurant To Serve Singapore Food in Western Australia
   
August 2003 Prima Taste Introduces Delicious Singapore Cuisine to the World With Its Premium Gift Packs
   
July 2003 Prima Taste Goes Global
   
March 2003 What Do Mrs Yu-Foo Yee Shoon & Dr Jannie Tay Bake?
   
March 2003 Top International Chefs and Local Celebrities Gather To Bake For Charity
   
SEPTEMBER 2003 PRIMA TASTE LICENSED RESTAURANT TO SERVE SINGAPORE FOOD IN WESTERN AUSTRALIA

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.

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AUGUST 2003 PRIMA TASTE INTRODUCES DELICIOUS SINGAPORE CUISINE TO THE WORLD WITH ITS PREMIUM GIFT PACKS

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.

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JULY 2003 PRIMA TASTE GOES GLOBAL
Prima Taste To Be Launched in more than 15 Countries

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.

Prima Taste Concept Restaurant
Riding on the success of the "True Singapore Restaurant" concept with three outlets in Singapore at Centrepoint, One Fullerton and The Atrium @ Orchard, Prima Taste is set to serve Singapore cuisine beyond our shores through the licensing of its Prima 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.

Prima Taste Retail Packs
Prima is pleased to announce the launch of Prima Taste ready-to-cook pastes and premixes in retail packs in Singapore. These are now available in major supermarkets from July 2003, in addition to Prima Taste restaurants and selected PrimaDeli bakeries.

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.

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MARCH 2003 WHAT DO MRS YU-FOO YEE SHOON & DR JANNIE TAY BAKE?

Line-up of unique recipes by Singapore's elite in Prima-SPRING Singapore Baking Industry Training Centre's 10th anniversary recipe book


SINGAPORE, 24 March 2003 - Aromatic homemade scones and delectable open sesame cookies and - these are the recipes contributed by Mrs Yu-Foo Yee Shoon, Mayor of South West Community Development Council and Dr Jannie Tay, Managing Director of The Hour Glass to "A Celebration of Taste", a special commemorative recipe book put together by Prima-SPRING Singapore Baking Industry Training Centre (BITC).

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.

"A Celebration 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 cake respectively.

Internationally acclaimed chefs such as Chef Nicolas Bernarde, Head of Pastry Department, Le Cordon Bleu, has shared his recipe on passion fruit mirror, while Chef Philippe Lecorre from Western United States Agricultural Trade Association (WUSATA) has furnished his recipe on tangy cranberry caps.

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.

"Food 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.

Priced at S$80 each, these beautiful recipe books will be available at BITC's open house cum Charity Bake-off on 29 March from 12:30 pm to 4 pm. Besides purchasing the recipe books, members of the public can buy freshly-baked dough-based delights prepared by some of the skilled personalities featured in the recipe book at affordable prices while taking a tour of the school and learning about BITC's courses.

In addition, five special copies autographed by renowned personalities who have contributed to it will be auctioned on the Yahoo! Singapore Auctions website.

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 7 April to vie for a copy. The bidding of these five specially autographed commemorative recipe books will be conducted simultaneously, starting from $120. The top five bidders will be awarded the unique coffee table books, making each book a truly collectable item.

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.

PRIMA-SPRING SINGAPORE BAKING INDUSTRY TRAINING CENTRE
10TH ANNIVERSARY COMMEMORATIVE RECIPE BOOK
Title:

A Celebration of Taste

 

Description:

124-page glossy coffee table recipe book featuring a compilation of 48 baking recipes from local personalities and international chefs

 

Highlights of local personalities' contributions:

Mr Abdullah Tarmugi, Speaker of Parliament - Penne with Smoked Tuna

 

Mrs Yu-Foo Yee Shoon, Mayor of South West Community Development Council - Homemade Scones

 

Mrs Jennifer Yeo, Chairman, Yeo-Leong & Peh LLC - Brownies

 

Dr Sheryn Mah (wife of Mr Mah Bow Tan, Minister for National Development) - Aunty Klara's Chocolate Cake

 

Mdm Jane Ittogi (wife of Mr Tharman Shanmugaratnam, Senior Minister of State for Trade and Industry & Education) - Mee Hoon Kueh

 

Mrs Cedric Foo (wife of Mr Cedric Foo, Minister of State for Defence) - Speedy Velvet Banana Cake

 

Mrs Mina Wang (wife of Dr Wang Kai Yuen, Member of Parliament) - Banana Bread

 

Mrs Ahmad Khalis (wife of Mr Ahmad Khalis, Member of Parliament) - Eastern-style Popovers

 

Dr Anamah Tan, Vice President, National Council of Social Service - Itsy Bitsy Banana Blop

 

Ms Jennie Chua, President and Chief Operating Officer, Raffles International Limited - Pistachio Cookies

 

Dr Jannie Tay, Managing Director, The Hour Glass - Open Sesame Cookies

 

Ms Claire Chiang, Vice-President, Banyan Tree Holdings - Rich & Moist Butter Cake

 

Dr Della Lee (wife of Dr Lee Seng Gee, Chairman of the Lee Foundation) - Golden Corn Fritters

 

Ms Petrina Kow, ex-Class 95 FM deejay - Kueh Lapis

 

Highlights of local and International chefs:

Chef Steven Ong, pastry chef with Hotel Intercontinental, Singapore - Spring Riveria

 

Chef Andy Foo, pastry chef with Grand Hyatt, Singapore - Strawberry Cheesecake

 

Chef Gerhard Stichlberger, IREKS GmbH - Italian Ciabatta

 

Chef Philippe Lecorre, Western United States Agriculture Trade Association (WUSATA) - Cranberry Caps, Cranberry Orange Scones,Lemon & Almond Torta Kussa

 

Chef Nicolas Bernardé, head of pastry department, Le Cordon Bleu) - Passion Fruit Mirror

 

Price:

S$80 each

 

Availability:

Prima-SPRING Singapore BITC
201 Keppel Road
Level 11, Annexe Block
Singapore 099419


From 31 March, the recipe books will also be available at:

 

1

Midpoint PrimaDeli
220 Orchard Rd
Midpoint Orchard


2

Upper Thomson PrimaDeli
185 Upper Thomson Rd


3

Prima Taste @ One Fullerton
1 Fullerton Road
#01-05 One Fullerton


4

Prima Taste Restaurant Centrepoint
176 Orchard Road
#01-63/64 Centrepoint Shopping Centre


5

Prima Taste @ The Atrium
60B Orchard Road #01-16
The Atrium @ Orchard, Tower 2


6

Teochew City Seafood Restaurant
176 Orchard Road
#05-16 Centrepoint Shopping Centre


7

Noodle Place Restaurant Centrepoint
176 Orchard Road
#01-53/56 Centrepoint Shopping Centre


8

PFS Food Terrace
6A Napier Rd #02-21/22
Gleneagles Hospital


9

Magnolia's (in Times the Bookshop)
176 Orchard Road
#06-01A/B/C Centrepoint


Auction mechanics:

Five limited edition autographed copies to be auctioned on Yahoo! online auction http://sg.auctions.yahoo.com
Click the category "books" under "antiques, art and collectibles".

 

Auction duration:

29 March - 7 April 2003

 

Reserve price:

S$120

 

Payment details:

Cheques made payable to "BITC Charity Fund"

 

Terms & conditions:
  • All bidders must have a Yahoo! account in order to place bids.
  • At the close of the auction, the top five bidders will be awarded the books.
  • The recipe books will be sent after cheque has been cleared.
  • Free delivery only within Singapore. Shipping charges are to be borne by bidder if address is outside Singapore.
  • If winners do not claim their bids within two weeks, the book will be awarded to the next highest bidder.
Organised by:

Prima-SPRING Singapore Baking Industry Training Centre (BITC)

 

In aid of: Children-At-Risk Empowerment, CARE, is 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.

 

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MARCH 2003 TOP INTERNATIONAL CHEFS AND LOCAL CELEBRITIES GATHER TO BAKE FOR CHARITY

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.

There will 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.

The Bake-off is set to entice consumers with more than 20 different kinds of products, priced from $1 onwards.

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.

To express 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.

Prima-SPRING 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.

PRIMA-SPRING BAKING INDUSTRY TRAINING CENTRE
10TH ANNIVERSARY OPEN HOUSE
Date:

Saturday, 29 March 2003

 

Time:

12:30 pm - 4:00 pm

 

Venue:
(free parking)

Prima-SPRING Singapore Baking Industry Training Centre (BITC)
201 Keppel Road
Level 11, Annexe Block
Singapore 099419

 

Admission:

Free

 

Highlight:

Members of the public are invited to support the BITC Charity Bake-off at Singapore's only full-fledged baking school. The open house features a melting pot of unusual freshly baked products made and sold by local personalities and renowned international chefs.

 

Celebrities:   Items:
Mrs Jennifer YeoWife of BG (NS) George YeoMinister for Trade & Industry   Rich aromatic brownies
     
Mrs Cedric FooWife of Mr Cedric Foo Minister of State for Defence   Smooth, velvety banana cake
     
Mrs Ahmad KhalisWife of Mr Ahmad KhalisMember of Parliament from Hong Kah Group Representation Constituency   Exotic Eastern style popovers
     
International chefs    
     
Chef Eric Perez Western United States Agriculture Trade Association (WUSATA), USA   Range of all American bakeries using high fibre fruits and nuts, including sour cream coffee cake with cranberries & pecan toppings, chocolate cherry tea cake, apricot, prune brownies and pecan chocolate chip cookies
     
Chef John SextonAWB Limited, Australia   Assortment of wattle seed shortbread, lillypilly muffins and authentic Aussie pies
     
Chef Gerhard Stichlberger, IREKS GmbH, Germany   Range of ciabatta, focaccia, baguette, multigrain and soft rolls.
     
BITC    
     
Chef Gan You Cheng   Classic thin crusted Italian pizza with various sumptuous toppings
     
Chef Mdm Ng Bei Hun   Succulent egg tarts & crispy lao po bing
     
Students   Roti prata with homemade curry
     
Supporting participants    
     
Ms Christian Kuhl, French baking demonstrator   Famous Alsace apple tarts & tantalising array of French classic cookies
     
Members of Hollandse Club  

Assortment of bakeries

 

Cost of items:

From S$ 1.00 onwards

 

Coupons:

Priced at S$10 per coupon and S$100 per booklet available at the BITC office and the following outlets:

 

1

Midpoint PrimaDeli
220 Orchard Rd
Midpoint Orchard


2

Upper Thomson PrimaDeli
185 Upper Thomson Rd


3

Prima Taste @ One Fullerton
1 Fullerton Road
#01-05 One Fullerton


4

Prima Taste Restaurant Centrepoint
176 Orchard Road
#01-63/64 Centrepoint Shopping Centre


5

Prima Taste @ The Atrium
60B Orchard Road #01-16
The Atrium @ Orchard, Tower 2


6

Teochew City Seafood Restaurant
176 Orchard Road
#05-16 Centrepoint Shopping Centre


7

Noodle Place Restaurant Centrepoint
176 Orchard Road
#01-53/56 Centrepoint Shopping Centre


8

PFS Food Terrace
6A Napier Rd #02-21/22
Gleneagles Hospital


9

Magnolia's (in Times the Bookshop)
176 Orchard Road
#06-01A/B/C Centrepoint


Auction mechanics:

Five limited edition autographed copies to be auctioned on Yahoo! online auction http://sg.auctions.yahoo.com
Click the category "books" under "antiques, art and collectibles".

 

Organised by:

Prima-SPRING Singapore Baking Industry Training Centre (BITC

In aid of: Children-At-Risk Empowerment, CARE, is 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.
Public enquiries:
Ms Jenny Ang / Ms Phyllis Choo
Secretary
Prima-SPRING BITC
Tel: 6277-6800
For media enquiries, please contact Ms Sharon Wan or Shannen Fong of Foreword Communications at 6338-5918.

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