MASTERMIND PR

CNIEL, the French Dairy Association, hosted la Crème de la Crème workshop in Dubai where foodies gathered to learn all about French Cream. The attendees were treated to a fantastic cooking demonstration by two French Chefs: Chef Ludovic Audaux from The Westin Mina Seyahi Dubai, and French Chef Valentin Neraudeau, who demonstrated different ways of cooking with the exquisite dairy products and revealed some of the secrets behind the popularity of French pastries. 

Literally meaning ‘cream of the cream’ the French expression designates above all the very best that can be done, this is how Christophe Spotti, Director External Markets – CNIEL prefers to introduce the wide spectrum of France’s ‘best of creams’. Cream, in all of its forms, is one of the key ingredients in French cuisine, bringing flavor and a soft consistency to dishes and accompanying sauces. With a more intense aroma, French creams add value to pastry making, and produce greater and firmer volume than others when whipped. 

“The latest trade figures show that importation of French cream soared by 13% in value in the United Arab Emirates last year,” reveals Spotti. 

French cream is also pure white in colour, compared to milkier-coloured rivals, making its UHT whipping cream and crème fraîche (soured double cream) perfect for white-coloured desserts such as mousse and ice-cream. Low-fat French cream has also been developed for soups and sauces, adapting to modern dietary trends for ‘lighter’ cuisine – although cream is, in fact, the least fatty and calorific of all fats. A truth that is not widely appreciated according to Spotti who reminds us that cream, whether single or double, contains two to three times less fat than oil or butter. “Today the trend with cream is based on a tendency to lighten recipes, while still maintaining a full-bodied, clean sense of indulgence,” explains Spotti.

A booklet, which covers an intensive understanding of French Creams, was also introduced by CNIEL and will soon be distributed to Chefs and cooking schools across the United Arab Emirates. It includes useful facts as well as detailed information about the French cream products. The latest trends of the culinary world will also be reflected in the booklet thanks to the exclusive recipes from top French Pastry Chefs including a baba from Pierre Hermé and renowned French pastries including short cake, éclair, Millefeuille among others.

Reflecting on the variety of the French culture and climates that abounds in mountains, prairies, and cows, French cream is produced from Lyon to Isigny.  Each year, the country produces more than 360,000 tons of cream in various categories that you can discover in the French Cream Glossary. 

Apéritif à la française, a warm and friendly celebration where people who appreciate French art de vivre and those curious to learn more about it come together to discover a wide range of French food and beverages, will once again be held in Dubai next month.

Under the patronage of His Excellency Mr. Michel Miraillet, the French Ambassador to the UAE, Apéritif à la française is organized by SOPEXA, the International Food & Lifestyle Marketing Agency and is supported by the French Ministry of Agriculture to promote the French gastronomy and Art de vivre in the UAE.

“We are delighted to host Apéritif à la française for the 10th consecutive year in Dubai. It is a wonderful opportunity to bring together the public and private sectors, brands and trade organizations to showcase the best of France's food and beverage industry”, states Edwina Salvatori, Marketing Manager, SOPEXA Middle East.

“France is one of the major players in supplying high quality food and beverage products to the UAE; a country where France has increased its overall food exports by 18% in 2013 vs 2012. The strong GDP growth and the increasing per capita income are expected to drive food consumption further in the UAE as well as the wider GCC food market by 6% per annum.  We confidently expect French brands to carry on their development by expanding their market shares and benefiting from the very positive growth trend in the years to come”, adds Yassine Rami, Managing Director, SOPEXA Middle East.

Being one of the most popular traditions in France, the Apéritif is first and foremost a privileged time synonymous with sharing and pleasure. 50%1 of the French host an Apéritif every week whether it is over a fancy or a simple gathering of close friends while 79% of the French say that what they love the most about participating in Apéritifs is meeting new people and being in a convivial atmosphere. This friendly habit pleased all food lovers, who enjoy tasting local products and new gastronomic experience.

“The concept of Apéritif is an attitude and an art of living; bringing people together and allowing them to connect and network around typical French food and beverages,” explains Edwina Salvatori.

Traditionally organized as an evening of networking, product sampling and tasting, Apéritif a la Française in Dubai is connecting partner brands with on-trade professionals, importers and retailers brought together for the event in Dubai with the objective of boosting their brand exposure among key market players and taking full advantage of commercial opportunities in the United Arab Emirates.

Since the French are very engaged with the aesthetics of their food, expect an artistic and large mouth-watering display of dairy products, breads, fruits, chocolates, biscuits, seafood, meat, fine groceries, syrups as well as a wide selection of beverages including tea, bottled water, syrups, lemonades and more in very authentic French atmosphere.

-  Have a taste of the delicious THÉ DE MARIE-ANTOINETTE by Nina’s Paris, the original Marie Antoinette Tea made of fresh hand-picked apples and roses from the King’s Kitchen Garden of Versailles, remaining one of the most unique flavored teas in the world.

-       Spice up your dish with MAILLE selection of aromatic mustards, ideal accompaniment to any meal.

• Tarragon Maille mustard: Subtle combination between tarragon and mustard that will perfectly match with fish, grills and roasted vegetables. 
• Fine herbs Maille mustard: A blend of delicate aromatic herbs and mustard that will enhance veal, white meats, summer salads and steamed fish.
• Honey Maille mustard: Balancing silky honey with the piquancy of mustard that will make your recipes tasty and perfectly match with cheese, poultry, red meats, sauces, white meats and marinade.
  

-  BADOIT, the naturally sparking water which can be the perfect complement for your dining experience

- Discover EVIAN new bottle leaning on transparency to celebrate its contents: evian Natural Mineral Water, a distinctly pure water, as nature intended.

-  Tickle your palate with delicious PAYSAN BRETON CREPES, passed down from generation to generation; culinary heritage that combines simplicity and the authentic taste of Brittany. Just delicious with a tint of crème Chantilly.

-  REGILAIT, one of the only few fat free milk available in the market that will help you eliminate those unwanted calories.

-  Enjoy VALRHONA’s new chocolate, Bahibe Lactée, Cocoa intensity and Milky. On the edge of dark chocolate, in the heart of milk chocolate…

-  Have a sip of refreshment with PERRIER. Elegant, Sparkling and Refreshing, with just a hint of zaniness.

Aperitif a la Française is a world experience which will be held in Copenhagen, Hong-Kong, Milan, Montreal, New-York, Sao Paulo, Tokyo, Düsseldorf, Paris and Dubai. Aperitif à la Française is scheduled for the 9th of June 2014 and will be held at the Westin Dubai Mina Seyahi Beach Resort. The event is set to attract hospitality professionals, Chefs, F&B managers, sommeliers, restaurant chains, catering companies, airline catering and food lovers from all across the region.

Aperitif à la Française Dubai will also be introducing its first consumer edition with a spectacular event in autumn 2014 offering the UAE population the best French brands have to offer. Further information about the event will be revealed over the next few weeks.

For further information, please visit http://www.aperitif2014dubai.sopexame.com

-ENDS-

[1]Damien Philippot, IFOP Study, June 2013, “Les Français et l’Apéritif”

Circle K, one of the world’s largest chains of convenience stores, announced today that it has entered into a strategic partnership with Barbera Coffee across its Circle K stores in Dubai. Barbera Coffee is one of the oldest coffee roasters in Italy and has dedicated itself to making coffee for the pleasure of its customers since 1870.

Circle K will be brewing Barbera Coffee in the majority of its 30 locations across the United Arab Emirates. “Coffee is the most popular beverage at Circle K stores in the mornings. We wanted to offer our consumers premium coffee at a value price and we found Barbera as the perfect partner considering their strong history as well as their constant quest for quality,” explains Fahmi Al-Shawa, Managing Director, Circle K Arabia.

Circle K aims to offer convenience by tailoring its offerings and locating its stores within office communities, residential communities, academic institutions, gas stations, hotels, museums and leisure zones.

“We are delighted to partner with Circle K in the U.A.E. as they share our passion for offering premium coffee. Over 140-years of tradition goes into every cup of Barbera coffee to bring about a sensational stimulation of the senses through its rich aroma and invigorating delicious flavor,” states Sufyan Al Muhaisen, Co-Founder & Chief Operations Officer, Cafe Barbera Franchise.

You can now select from a wide variety of brews and flavors, with your favorite creamers and sweeteners. There is no better way to start your day than with Circle K!

Owned by Canadian-based Alimentation Couche-Tard, which operates more than 13,000 stores around the world, Circle K will be opening 500 stores in the GCC region by 2017.

 For further information about Circle K, please visit www.circlek.ae

Dalia Dogmoch Soubra, Founder of one of the region’s most popular food blogs, DaliasKitchen.com, will be launching her debut cookbook titled ‘Food, Love & Life from Dalia’s Kitchen’ at Bloomingdale’s Home - Dubai, The Dubai Mall, later this week.

A culinary nomad born in London, raised in Paris and having lived many years in New York City, Dalia moved to Beirut when she founded Kitsch Bakery & Café, which today spans locations across the Middle East region.  Her diverse background have led to an eclectic cuisine, with recipes ranging from East to West as well as fusing flavors from both parts of the world in one dish.

“This book takes you through an exciting culinary journey. Today food has broken barriers of cultures in so many ways. There is an ever-growing interest to learn about dishes from other parts of the world. Being Syrian, but having grown up in France, the US and now living in Dubai has driven me to concoct a book which takes you through different and exciting flavor profiles. I am not one who can enjoy French cuisine all the time, nor do I cook Arabic dishes on a daily basis. I need a little bit of everything, so in this book you get the best of both worlds,” reveals Dalia.

Food, Love and Life is a melting pot of over 120 everyday recipes ranging from Arabic delicacies like Za'atar Chicken to German Baked Cheese Spaeztle, French Steak Tartare, Indian Lentil Dal, all the way to homemade Italian Pizza, all with a delicious twist.

In addition, there are tips on how to make your own staples at home, like Mint Labneh, Pickles and Peanut Butter as well as easy entertaining ideas for family and friends. “It’s gratifying to make your own jam at home, it just tastes that much better when you have made it yourself,” says Dalia.

The book is also supported by one of Dalia’s favorite cookware brands, Mauviel. Mauviel has been manufacturing the highest quality of copper cookware for professional and commercial markets since 1830. Mauviel offers cookware manufactured in copper, stainless steel and aluminum that is unsurpassed in quality and design - praised by professional chefs and household cooks.

“Throughout the world, our products are used by many famous chefs and professionals and we are delighted to be working with Dalia as we believe she is a wonderful talent and a great ambassador for the brand,” states, Valérie Gilbert, President, Mauviel.

“I have been a fan of Mauviel pots ever since I was growing up in Paris and seeing them hang from famous kitchen ceilings. I couldn’t be happier to represent a brand that has so much culinary history,” adds Dalia.

The 248 pages book which will be available in English and Arabic is published by CPI, the publishers of BBC Good Food Middle East. It will be priced at AED 155 and will be available at all major bookstores across the UAE just in time for Ramadan!

The book will also be available online through Amazon.com and can be shipped worldwide. 

The French are taught to appreciate fine food and take great pride in their nation's culinary reputation. They have a well-deserved notoriety for producing some of the best food in the world. Apéritif à la française, a warm and friendly celebration where people who appreciate French art de vivre and those curious to learn more about it come together to discover a wide range of French food and beverages, will be held in Dubai next month.

This annual event is organized by the International Food & Lifestyle Marketing Group, SOPEXA, and is supported by the French Ministry of Agriculture, Food and Forestry to promote the French gastronomy and Art de vivre in the UAE.

“Each year, France strengthens its major role in supplying high quality standards food & beverage products to the UAE. In 2012, France witnessed a growth in exports by more than 15% vs. 2011 and by more than 50% vs. 2010. This remarkable achievement will set the trend for many years to come,” reveals Yassine Rami, Managing Director of Sopexa Middle East.

“Apéritif à la française is a one-of-a-kind opportunity to bring together public and private sector players, brands and trade organizations of France's food and beverage industry,” explains Edwina Salvatori, Marketing Manager, SOPEXA Middle East.

This year, the Apéritif à la française will be marking its 10th anniversary across the word in Berlin, Copenhagen, Dubai, Hong-Kong, Milan, Montreal, New-York, Paris, Sao Paulo and Tokyo. “We will be celebrating the 10th anniversary of Apéritif à la française this year, immersing you in typical French Aperitif scenes, an event not to be missed,” reveals Salvatori.

Since the French are also very engaged with the aesthetics of their food, expect an artistic and large mouth-watering display of dairy products, breads, fruits, chocolates, biscuits, seafood, meat, fine groceries, syrups as well as a wide selection of beverages including tea, bottled water, syrups, lemonades and more in very authentic French atmosphere.

The event will offer you the opportunity to try a selection of the best French products available in the market:

You can excite your taste buds with the new VALRHONA’s Dulcey, the world’s first blond chocolate. You will also be able to try a wide range of MARGUERITE macaroons and sip on a delicious latte made of ELLE & VIRE organic Milk. You will also be one of the first to try PURE, the first natural and organic Soda.

Go for luxury with the ultimate ELIXIA Lemonade made of 24 carats gold flakes or even for the exotic passion fruit flavored TEISSEIRE syrup. Spice up your dish with MAILLE Dijonaise, the subtle combination of mayonnaise and mustard or cook delicious recipes made of REGILAIT, the only fat free milk available in the market that will help you eliminate those unwanted calories. Tickle your palate with BADOIT, the naturally sparking water which can be the perfect complement for your dining experience.

Apéritif à la française will be held on the 10th of June 2013 at the Westin Dubai Mina Seyahi Beach Resort and is set to attract hospitality professionals, Chefs, F&B managers, sommeliers, restaurant chains, catering companies, airline catering and food lovers from all across the region.

For further information, please visit http://www.aperitif2013dubai.sopexame.com