U.S. Pork Spare Ribs Shine in Singapore Magazine of Haute Cuisine

An upcoming issue of Xin Flavours magazine will shine a powerful media light on U.S. pork for the Lunar New Year holiday feasts and on a cooking workshop featuring U.S. pork spare ribs at the InterContinental Hotel Singapore. USMEF’s participation in the workshop was made possible through support from the Pork Checkoff.

Guests enjoy a U.S. spare rib cooking demonstration by chef Martin Yan

The event will be showcased in the March/April issue of Xin Flavours, reaching out to working professionals, homemakers and even professional chefs from Singapore and the surrounding region. The bi-monthly gourmet magazine has a circulation of more than 35,000 in Singapore and 30,000 in Malaysia, as well as additional online features.

World-renowned chef and television host Martin Yan teamed with Singapore’s own celebrity chef Eric Low to present a wide variety of creative dishes for the Chinese Lunar New Year holiday. Two entrées featured U.S. pork spare ribs: spare rib and potato soup and wok-fried spare ribs with Szechuan pepper. Each menu item sponsor was given promotional space at the event, which allowed USMEF to distribute educational pamphlets, fact sheets and recipes explaining the attributes of U.S. pork. Information on retail outlets in Singapore that carry U.S. pork was also distributed.

Chefs Eric Low (left) and Martin Yan help showcase U.S. pork in Singapore

Advance publicity for the event was made available to subscribers of Xin Flavours and GoodFood magazines in both Singapore and Malaysia, which contributed to a strong turnout.

"The guests enjoyed mingling with the chefs following the cooking demonstration and showed a strong interest in U.S. pork,” said Sabrina Yin, USMEF ASEAN director. “But the really great exposure for U.S. pork will come through the Xin Flavours feature article, which we are very excited about.”

Singapore is the second-largest (behind the Philippines) destination for U.S. pork in the ASEAN region. Last year’s pork and pork variety exports to Singapore totaled 8,791 metric tons (19.38 million pounds) valued at $26.3 million.