Saloni Bhatia – New Delhi

This year the Food and Hospitality Exhibition, Bengaluru will see its first ‘Mixology Championship’. The SCS Group is FHW Bengaluru’s ‘Ingredient and Mixology’ partner. Keith Sunderlal, managing director, The SCS Group, said, “As an ingredient partner in culinary and mixology competitions, our objective for the campaign is to expand awareness and knowledge of the availability, versatility and utilisation techniques of US cranberries, California walnuts, USA pears, Washington apples and US pecans in India. Through participation in trade shows, competitions and various engagement activities, the idea is to reach out to the influential trade personnel (i.e. importers/ distributors, food/ beverage manufacturers and processors, bakeries, hotels, restaurants, etc.) and introduce them to the freshness and taste of US premium agricultural products.”

Talking about the plans for the event, he shared, “The ‘Culinary & Mixology Competition with US Premium Agricultural Products’ will be organised as a concurrent special event in association with South India Culinary Association (SICA). This is south India’s biggest culinary contest with star hotel and bakery chefs showcasing their culinary skills. It will be promoted extensively as the ‘Special Event’ in relevant Food & Hospitality World (FHW) collaterals through print, online and social media channels. The contest will be conducted in collaboration with SICA, reputed industry members and USDA representatives. It will feature US cranberries, California walnuts, USA pears, Washington apples, and US pecans as the main ingredients.”

“FHW exhibition brings together key influencers involving trade, budding chefs, bakers, processors, etc and we aim to take the excitement one step higher with various unique engagement activities during the ‘Culinary & Mixology Competition with US Premium Agricultural Products’. Looking at the show’s past success, we are confident that we will be able to strike the right chord with our target audience. The event will be attended by Alyson Segawa, manager, international marketing accounts, Bryant Christine Inc from the US along with some other Indian key representatives,” he added.