Keeping the beat during the show - Horeca Lebanon Files/HN Horeca coverage.pdf · Our butter, creams and cheeses are used in most restaurants and hotels in Lebanon. In terms of future

- Hospitality News - No 75 - APRIL / MAY 201124

to encourage the Horeca channel to boom and succeed. We provide supplies across Lebanon, Dubai, France and North Africa. While, of course, we are looking for further international expansion, it is also important for us to consolidate our presence in the markets we already have. For KFF, the key to success is passion, transparency, and focus.”

Avedis Markarian, managing director, UNICO sal“Horeca gives us publicity opportunities and the chance to market ourselves. It also enables us to present our new products for our clients. We’ve been exhibiting at Horeca for almost 18

years, as it allows us to meet and greet across the Middle East. Our target audience is hotels and restaurants. The exhibition allows you to make that all-important first contact and then you follow it up.Unico’s role in the hospitality industry is based around our concept: providing quality utensils for kitchenware. We have a lot of competition but we do our best to deliver. By now we have an established reputation, and Horeca helps us to make that reputation more solid.I see a positive future ahead. In Lebanon a lot is changing. There is the development of hotels, there are new projects on the market, and there is market evolution and growth. We are franchising our products through restaurants, across the Middle East and Europe, in the USA, and also in Australia.”

Fadi Rizk, owner, HICE sarl“We’ve been exhibiting at Horeca for the last 15 years. It gives us an excellent opportunity to meet with the clients and to witness new trends in the market. We market products through magazines

mainly, and we also invite major customers to come to our showroom and try out new products. In terms of reaching our clients, we’ve found that nothing works better than word of mouth: a recommendation from a trusted contact is everything. To know our role in the industry, you should really ask our partners – our clients. We have grown from a small company to being present in Lebanon and Saudi Arabia; we have a new showroom and have amassed around 1000 clients in just seven years. The future looks good. In terms of market trends, people wish to use energy-saving equipment; they are looking for something ‘green,’ a product that cares about the environment. So, manufacturing is changing.”

is to supply the right product to the right customer.Personally, I believe that quality and professional know-how are key for maintaining, expanding and recruiting new customers. We have been in this business for more than 35

years, earning recognition for supplying worldwide quality chocolate and cocoa related products, pastry and bakery ingredients, machineries and accessories, and various specialty products to the industrial, the gourmet, and the retail sectors. The quality products we supply, the expansion plan we are implementing, and the full dedication and commitment we provide, reveal how we strive to upgrade the overall quality in the confectionery and pastry industries all over the region.”

Michael Ghosn, owner, Omega Software Ltd“The Horeca exhibition is an excellent meeting point for Omega; it is where we meet all of our customers. It also enables us to meet them all at once. Overall, it’s a very efficient way of gaining new custom. Aside from the exhibition, we market through email and brochures to specific clients. Our clients are mainly restaurants and also supermarkets.We strive to a particular position in the industry: Omega’s role is to be for every business and for everyone – from taking the first orders to back-office accounting. Every step is important.As a company we are always growing, receiving new requests, releasing new upgrades for customers. Omega’s mother company is based in Canada, and Omega is across Europe, in Paris, Spain, the UK; also in Africa and right through the Arab world. For the Middle Eastern region, the Horeca exhibition is very crucial.”

Nagi Hmouda, business manager, Neocomet, KFF Food and Beverage sal“Exhibitions are very important because they bring business. For Horeca, our target audience are all customers, suppliers, and professional stakeholders. In terms

of reaching professionals, we find that an effective sales force and events like Horeca are excellent means of marketing. Our role in the hospitality industry is as suppliers of alcoholic beverages, as well as other items ranging from foodstuff and even to equipment. Parallel to that we also offer sponsorships

EVENTS HORECA 2011

Keeping the beat during the show

George Baaklini, CEO, Eastern Import ME sal“Exhibitions are very important to us. They allow us the opportunity to meet clients new and familiar, to update contact details. It’s very important to have this time to meet with our clients face to face; shows like Horeca bring people together.

It also enables us to market our new products. We’re at the high-end of the market, so we are especially focusing on five-star hotels and restaurants. As we are an international brand, we’re lucky to be a leader in our domain. I think this is due to our vast experience and our constant level of consumer communication. We are always striving to bring new products to market and I am proud to say that people take their lead from Eastern Import.Our company believes in helping and servicing customers. We’ve proven our strength in the market by listening to our customers. That’s the key to success.”

Roy Daniel, managing partner, Automatic Brewers sarl “Given that exhibitions enable you to promote your products and meet your customers, they are clearly very important. During exhibitions we encourage our visitors to taste our coffee,

which is crucial. They are also able to see the product in the machine and hear our staff introduce the product. Exhibitions are all about the human touch. Automatic Brewers are a key player for all branches in the hospitality industry: restaurants, hotels, and offices, even homes. We supply across the Arab world, and we are seeing a growing trend in espresso coffee especially; coffee-lovers are increasingly shifting from traditional coffee and towards the espresso.Our future plans revolve around producing products that fit the fast way of preparing coffee and along with machines and coffee, we also sell spoons, cups and sugar. And for us the key to success is keeping an eye on the shifting trends. Providing optimum customer service is also crucial.”

Joseph Feghali, sales and marketing director, EMF Trading Ltd “Exhibitions provide a sort of three-dimensional advertisement, allowing the visitors to get in touch with the product itself; likewise face-to-face contact is very important. EMF Middle East’s belief that each customer is unique, and our objective

Over the coming pages Hospitality News has made a selection of people you can meet, others you should watch out for, stands you can drop in on, products you can evaluate and news you ought to know about during your visit to this year’s exhibition.


As for our own plans for the future, over the last few years we’ve been focusing on expansion – both in the different markets where we are present and in opening new markets. In total, Sfeir Industries was available in six markets at the end of 2010 and we are only just starting!”

Torben Terp Hansen, general manager, Arla Kallassi Foods Lebanon“Exhibitions like Horeca are very important for us. They provide additional exposure to our products and allow us to highlight our new offerings under our

leading brands, Puck and Lurpak. At the same time have a unique opportunity to meet our existing customers in a new environment and Horeca is also an opportunity to initiate contact with new customers.Our butter, creams and cheeses are used in most restaurants and hotels in Lebanon. In terms of future market trends, the demand for low-fat products is increasing in the food and beverage industry. We also expect that there will be a continued focus on high quality products. As for Arla Kallassi’s own plans, we are working on a list of new products for Lebanon. We will also continue to work hard and do our best in order always to be the preferred dairy supplier for our customers. ”

EVENTS HORECA 2011

exhibitions outside Lebanon too. We see the main marketing trend as online presence.In the future, the market will continue to expand. The industry is leaning towards big bakeries, which provide everything for the customers. These large-scale bakeries focus on health and safety for both machines and product. We too are concerned with health and safety and with the ISO standard.We are expanding our own production lines, so that we can cover the increasing demand worldwide, with a new factory in Lebanon. For Saltek, the key to success is our commitment to our customers and to producing machines that are top of the line. Above all, customer satisfaction is a core component of our culture.”

Carlos Sfeir, CEO, Sfeir Industries Group“Exhibitions provide the perfect mix between networking, meeting potential new clients, connecting with existing clients and building brand image. And, of course, they raise our market presence. We market

new products mainly at the Horeca exhibition, and also in Hospitality News magazine, as well as in our main showroom in Jdeideh.Sfeir Industries plays a major role in equipping the hospitality industry. Every year, our market share is increasing locally and internationally. In terms of future market trends, it is clear to us that clients are asking for better quality, better service and convenient equipment to make their lives easier.

Luc Ronat, country business manager, Sohat Distribution sal“Horeca is very important as it provides Sohat with a chance to receive our customers and to see the latest trends. It is the main way in which we market Sohat. Our target consumers

are supermarkets in all channels, traditional stores, restaurants, hospitals, and pharmacies – more or less everywhere, as everyone drinks water. This allows us to have a strong role in the hospitality industry: Sohat is one of the most prominent brands in cafes and hotels in all of Lebanon. We predict that [bottled] water consumption will continue to increase; the population is growing and with growing awareness of health, people prefer water to soft drinks. Sohat water comes from a small natural spring, so our potential for growth is limited by this resource. Sohat will always remain a small - and therefore also a premium - brand of water.”

Harout Sahaguian, sales consultant, Saltek Lebanon“The exhibition allows us to emphasize our leading role in the Lebanese and Middle Eastern markets. Saltek is all over the world so it is very important for us to participate in

Matching wines with foodNajib Moutran, M.Sc. Agro-Economie, Terroirs Conseils, takes a sneak preview of the Horeca Wine Lab 2011’s latest competition.

What criteria to follow while conceiving a rich restaurant wine list? A wine list is a photo album that reflects the restaurant cellar content at any time during the year. This explains why a wine list starts with label details for each and every wine existing in a cellar, from country, to region, followed by domain name, then vintage and sometimes grape variety. All are very important mentions, appealing to read, but also very good selling arguments. Many of the great restaurants in the world have a very modest design. The essential and the hero is and should always be the wine itself!

Grouping wines in paragraphs and sections based on the above data depends on our suggestion approach. We can use vintage or maybe price for sorting wines. But, consistency is the word all along the wine card. A dedicated person, in charge of

the wine list and loving it, should always be available to refresh its content frequently.

The golden rule states that the main country of origin should be the dominant specialty, in line with the restaurant concept, food origin and the place’s spirit. Diversity is a good attribute but should not be exaggerated, considering the investment but mainly for not losing the client between the lines! Wines integration should reflect on demand and trends. Pricing ceiling should be set according to the establishment policy regarding average check targeted.

Horeca 2011 through its Wine Lab will adopt these criteria choosing for the first time in Lebanon, the best restaurant wine list. Our objective is to reward all the efforts of professionals developing wine lists and striving to serve in Beirut the same wines that decorate the fanciest tables from Paris to Tokyo.

Matching wines with foodMatching wines with foodMatching wines with food


For 2011, we will be launching SJORA, an exceptional milk and fresh juice fusion beverage in addition to the MAGGI chicken base stock for creative chefs.”

Khaled Dayeh, owner and managing director, United, Commercial and Industrial Co sarl “Exhibitions are the fastest way to gain exposure to a maximum number of clients in the shortest amount of time. They provide opportunities for contact, especially with new companies. We target the food industry in general; for us our role in the industry is to provide quality service and quality products. We are quality-oriented, and that means that our clients think the same way as we do.They want good quality with prices that reflect that. In terms of the market, the trend swings depending on the political situation.

Whenever the economy is good, people will go for better quality. We have clients in the Arab countries and in Africa. We plan to affirm our presence in these markets. Future trends will be mainly concentrated around the conservation of energy. This is good for us, as it follows our personal policy.Our key to success is persistence and follow-up, as well as a commitment to providing the very best products.”

Issam Farhat, owner, Farhat Bakery Equipment“Exhibitions provide an opportunity to promote our products in public and build up our corporate image. They also enable us to build a relationship with customers in order to obtain immediate

response and cultivate a lasting relationship.

We find that Horeca is increasingly important to our brand-building role. Farhat Bakery is a leader on the national and international scene of bakery equipments manufacturing. We work hard to simplify the manufacturing of the bread for customers, and also to reduce production costs. The digital revolution forces us to be more competitive.

With technology changing the role and needs of the customer, our equipment is becoming more automated, easy and economical, as well as efficient. Our future plan is to increase market share and growth rate. We aim to delight customers by delivering values and benefits. We are working on growing out of ambition, and we strongly wish to achieve a competitive advantage.”

Bassem Hanna, brand manager, Nexty sarl“Exhibitions are very important to mark out your product and have contact with participating clients. And they also allow you to undertake contact with potential customers. As we have a varying target audience for each of our [alcoholic] products, an exhibition like Horeca helps us to spread our net over everyone and examine new interests and new trends in the market.Because we cater for everyone, our role in the industry is enormous and we are a market

leader for vodka and whiskies.

The alcoholic Lebanese market is definitely growing, which is excellent. But what do we see as the market trends in the future? Mostly whisky, rum and vodka and, above all, rum. We cater all over Lebanon. But the key to success is having a complete alcoholic portfolio. It is also ensuring that we communicate effectively with our clients, and follow up efficiently and thoroughly.”

Mohamad Hashwi, CEO, Bano Trading Co“Bano’s role in the hospitality industry relies on a constant search for the best ingredients and equipment in order to elevate innovation in the Lebanese and the regional market. Bano has also set a service standard

that differentiates us from other suppliers; we give customers the experience they can’t find anywhere else.

In the food sector, there are always new and changing market trends. One of the major fashions Bano has launched is the sourdough bread mixes and flavors. Other trends to out look for in baking are mixes where no additives or preservatives are included. And most importantly, now the global trend of our time is the maintenance of a healthy lifestyle. Bano provides a healthy range of bread mixes from omega 3, fiber+, cholesterol lowering mixes, etc. What do we believe is the key to success? Perseverance and confidence. We are looking forward to a future in which we continue to be pioneers.”

Mohammed Karaki, owner, Karaki for Industry and Trading sarl“As suppliers of bakery equipment, Horeca gives us excellent exposure within Lebanon. At exhibitions all competitors get equal exposure, so it’s a good opportunity.

How well one does after an exhibition all depends on how well they perform and how they maintain their reputation.

We target mostly bakeries, by inviting our clients to come and visit us, as well as by searching out prospective clients from all over Lebanon. This is done mostly through word of mouth. This will be our seventh time exhibiting at Horeca, and if we get even just two new customers we count it as a success. At the moment we are building a new factory as our share of the market outside Lebanon is growing quickly. The key to success is to render your product effectively and efficiently.”

Nizar Labaki, sales and marketing director Horeca department, Societe Ets Michel Najjar sal“Café Najjar is 50 years old and very established and well-reputed. So, marketing is not something that we need to focus on excessively. Our role in the industry is to

EVENTS HORECA 2011

Joe Abi Ramia, marketing manager, Middle East Beverage Distributor“Exhibitions are very important events that give us the chance to highlight our products and interact with existing or potential clients. As we have multiple target audiences for each of our [alcohol] products, an exhibition like Horeca helps us to spread our net all over, and examine new interests and trends in the market.Because we cater for the drinking needs of everyone, our role in the industry is enormous, as we are one of the market leaders in the spirits market.

The alcohol industry in the Lebanese market is growing constantly, which is excellent and can be very prosperous. What do we see as future market trends? Mainly, people tend to chose whisky, rum, and vodka. But we see an interesting trend from the younger target market with the demand for shots. However the key to success is to have a complete alcohol portfolio, to communicate effectively with our clients, and last but not least, to listen to their needs”

Fady Bou Saad, owner, Sabitech Co Ltd“In regard to the Middle Eastern region, the Horeca exhibition is very important. We are hoping to expand into Europe and will be exhibiting in Germany. At the moment we are at the top of the

market. Because we’re the only company here that uses the latest technology, we certainly have an advantage. At the moment we are building a 14,000 square meter factory in Lebanon. But the key to success for us is customer care. Even when our customers are undergoing financial difficulties, we do not leave them – we always exhibit understanding. The relationships we have built up with our customers are very important.”

Ghada Breidy, category and channel sales development executive, Nestlé Professional “Professional exhibitions are excellent, whether we are using this opportunity to launch a new product, further expand awareness on existing portfolio or

highlight Nestlé’s attentiveness to customer satisfaction. It’s not only where we meet with new customers but it also enables us to strengthen our partnership with existing ones. This year we will be focusing in Horeca on cold beverages: healthy, low fat and low sugar refreshing drinks.

We aim to become the inspiring growth partner that delivers creative, branded food and beverage solutions enabling operators in the OOH industry to innovate and delight consumers. Nestlé Professional will continue supporting operators and chefs in the OOH industry by adding value to their businesses through launching new products and generating new ideas that will further strengthen partnerships.


EVENTS HORECA 2011

provide an optimum product and to offer a very good ratio of price, quality and service. Café Najjar is a fresh product,

roasted in our plant locally, so that even when the product arrives to the supplier it is just days old. Of course, imported products would take longer, so we have a strong advantage.

The market is expanding, because coffee drinkers are growing in numbers. And more people have coffee machines in their homes, which is great for us because we do every type of coffee – and also every type of machine, both home and corporate. On top of this we have new items going out to the market every year. In terms of investment opportunities, we think franchising is an excellent opportunity – because we have our own coffee shops, we have found this to be successful.”

Jean Zakka, sales and marketing manager, Zakka Multitec sarl “In making people aware of new products and releases

and establishing relations with new contacts, the opportunity of Horeca cannot be beaten. At the exhibition we show only a few of our machines; our range is much too wide to show all.

So, we exhibit the ones most in demand, and we allow prospective customers to use them and to try out our new products. Zakka has been in the industry since 1942. Maintaining a professional image and European standards is crucial to us. We are also improving our technical after-sales service, which helps our customers with maintenance issues.We now have a 24/7 customer hotline.

In the food industry there is an increasing awareness of vacuum technology. This enables extension of shelf life and also helps to maintain excellent hygiene standards. This is a trend we think will continue to grow.”

Pursuing a passion for Lebanese foodThe Gardenia Grain d’Or® trademark has been a reality since 1989, when Nicolas Abou Fayssal began a small-scale production of grains and spices. Despite having a law diploma, Nicolas Abou Faysal concentrated on modernizing old Lebanese agricultural traditions and pursued his passion for Lebanese food.Gardenia Grain d’Or has now developed into one of the region’s largest and most advanced companies. Its premium quality products are exported to more than 50 countries worldwide. The Gardenia Grain d’Or brand covers most traditional Lebanese ingredients, including bulgur, frikeh and za’atar. With more than 80 kinds of spices, grains, vinegars, and pickles and even instant Lebanese mixtures, it undeniably offers a vast range of products. And all products are 100% natural and free from genetically modified organisms – even the ready-made meals.

In 2006, Gardenia Grain d’Or won Horeca’s first prize for ‘Best Bottled Extra Virgin Olive Oil’. In 2008, the company registered with the US Food and Drug Administration (FDA), and became a registered trademark at the Lebanese Ministry of Economy and

Commerce. Last year, Gardenia Grain d’Or started to produce canned food items, including Lebanese mezza specialties. Unsurprisingly, the number of Gardenia employees has dramatically increased since 1989: from three to around 200, employed at four factories in Lebanon.

Sales at Gardenia Grain d’Or are split 30:70 between domestic and international markets. The company is a frequent participant

at international exhibitions such as Gulf food, SIAL, ANUGA, the Fancy Food Show and HORECA.

These events allow the company to seek new markets and stay up-to-date with the latest technologies and trends in the food industry. Above all, Gardenia aims to retain international confidence in Lebanese products and to reposition Lebanon as one of the leading producers and exporters of food ingredients worldwide.

Nicolas Abou Fayssal with tourism minister Fadi Abboud

Nicolas Abou Fayssal with minister Adnan Kassar


EVENTS HORECA 2011

Meet the chefsHoreca 2011 will host an array of international chefs both as jury members and guest cooks. We managed to take some time from a select few to find out more about them.

Chef Jacques Charette has been at the top of his profession for so many years now. Back in the 60’s, he was a chef at the legendary Maxim’s, during its heyday, and worked with the renowned chef Alex Humbert. This founding member and vice-president of L’Académie Nationale de Cuisine is often called upon to judge major events such as the Coupe de Monde. This year he has been invited to be judge at HORECA. “ I am very pleased to come, as I consider it to be the best gastronomy exhibition in the Middle East,” says Charette.

Charette is a member of several distinguished associations and he has been decorated with numerous prestigious awards including the Chevalier de Palmes Academiques and the Chevalier de la Legion d’ Honneur. As director of the Centre de Formation Professionelle Continue de Nanterre Charette has overseen the training of some of France’s culinary greats. He has also written 7 culinary books; his most recent, Le Grand Livre de la Patissierie et des Desserts, has sold 240.000 copies.

Looking ahead, he foresees a bright culinary future and he aims to continue in his profession as long as possible in order to inspire the younger generation to enter “our marvelous trade, because we offer the joie de vivre and we make the world happy,” he says. “Ours is an enthralling trade, a form of art, where we can express ourselves freely.”

Last year, Mehmet Gok was appointed executive chef at the luxurious Four Seasons Hotel situated on the Bosporus in Istanbul. His culinary brigade consists of an impressive 80 cooks and 30 stewards.

Before taking on this post he was executive chef at the Sultanahmet Four Seasons Hotel housed in a century-old neoclassic building in the heart of the city. In 2009 Zagat the restaurant in his charge was voted the Best Restaurant in Istanbul (Seasons). He loves to travel and his work has taken him to positions from as far afield as the West Indies, London and Egypt.

This chef admits to being on an eternal quest to promote his country’s cuisine and participates in international events in a bid to do so.

In 2010 he took part in Abu Dhabi Gourmet. A highlight of his career was an invitiation three years ago to cook for a royal wedding at Four Seasons Riyadh, for the daughter of Prince Al Waleed bin Talal. Gok is a member of Chaine Des Rotisseurs, as well as Slow Food Turkey.

“I like wine tasting and dining on good food. I appreciate simple food and I love photographing special food.” In his spare time and to relax he is keen on watching movies, traveling around the world and, ofcourse, football by “supporting my team Galatasaray big time!”

Yiannos Gregoriou has once again been invited to be part of the panel of judges at the 11h edition of the Culinary Art Show at HORECA. Over the years he has gained valuable insight into the young generation of budding chefs as an instructor at the Higher Hotel & Catering Institute in Cyprus. His own advise for aspiring chef competitors is “Work, work, work!”

The specialty of this Cypriot chef is pastry, plated desserts, pralines, chocolate, and gateaux. He has been known to source his chocolate from remote places such as San Tome and Tahiti and is a Callebaut Chocolate Ambassador. This vibrant network brings together chefs, pastry chefs, master bakers and confectioners of international reputation, all with a common mission: to transfer their savoir faire in Callebaut chocolate and processing techniques to pastry chefs all over the world.

Apart from his position as food and beverage manager at the prestigious Four Seasons Hotel Limassol, he has been awarded by The Culinary Institute of America for his pastry buffet workshop program. Gregoriou attended the Ecole Lenotre Paris and since has competed in numerous gastronomy competitions.

He was also voted Pastry Chef 2010 from the Time Out Awards Cyprus. As for his own favorite foods? “Fresh fish and chocolate.”

Roland Hertzog has quite a few credentials under his belt. Apart from his position as baker chef he is France’s Ambassadeur du Pain and founder of the competition Mondial du Pain. For many years, Hertzog dreamt of visiting Lebanon and is looking forward to “a different food culture, trade, spices, and thirst for discovery.”

Bakers are known to be early risers and this chef is no exception. A typical day starts at 3 am; after a cup of green tea he is on the go until noon. Then, after a short nap, he works on various admin matters, updating blogs, developing new recipes, until closing at 19h.

With such long hours is this profession a dying trade? Not at all, according to this chef. Quite the opposite there are many young people looking to get into the profession.

“In France there are currently many culinary shows on television which is a good thing for our business,” says Hertzog.

Bakery, chocolate and ice-cream are his specialty. He is always keen to move with the times and is passionate about using natural ingredients.

Today, a part of his production is organic, but he hopes in the future that he will bake only organic products.

So, what are his plans for the future? To open an “all organic bakery.”

Hospitality News - No 75 - APRIL / MAY 2011 - 33

Tarek Ibrahim has received notoriety and many awards not just for his culinary skills, but also for his commitment to training.

Now this Egyptian national will be sharing his wealth of information with fellow meat lovers at HORECA. He will be attending in his capacity as a culinary trainer and senior consultant for MLA (Meat & Livestock Australia) to inform on Australian meat, give demonstrations, and judge competitions.

Ibrahim did not always plan on becoming a chef. In fact, he took a BA in cartography and surveying at the University of Alexandria, Egypt and then went on to train as a commercial pilot. But, the draw of the kitchen was stronger than flying the skies and he went on to train in nutrition and science. After only a few years in the business he opened his first restaurant in the USA. Now, he is senior culinary arts instructor for the Egyptian Chefs Association, culinary trainer of the Egyptian Olympic Culinary Team and a key presenter for the TV food channel Fatafeat.

It appears that restaurants are seeing a real comeback of meat. More are offering meat-based menus. “Red meat is a necessary component in a healthy diet and provides balance in menu designs as well. I can assure you that meat will not loose its place on any nutritionally balanced table,” insists Ibrahim. “Many trends come and go but red meat is always there in a balanced diet.”

“MLA and the greater Australian red meat industry have implemented several measures to ensure the safety, quality, traceability and absolute integrity of Australian beef, sheep and goat meat,” says Ibrahim. “These measures include Australian Government legislation and standards with regards to food safety, traceability and Halal systems.”

Any advise to chefs on meat preparation? “Start with the highest quality and safest meat,” he says. “First taste the meat, then develop the dish around the attributes and flavors of the meat you are using. Beef and lamb have unique flavors that you can bring out with the correct culinary approach.”

Demonstrating meat benefits

Born in France, into a family of chefs, François Pozzoli discovered baking in the kitchen of the small restaurant of his family. Today this baker chef is the owner of the renowned Pozzoli Bakery, Lyon and is the founding member of the association Les Ambassadeurs du Pain that created the competition Le Mondial du Pain, which takes place every 2 years and of which he is president. He participates in the Coupe de France de Boulangerie and as France’s Ambassadeurs du Pain Pozzoli in the Mondial du Pain Goût et Nutrition.

“I’m very excitied to come to HORECA as this event shows us true evolution in the culinary arts,” says Pozzoli.

Beginning apprenticeship at the tender age of 16, he went on to open his own bakery in 1981 and a second in 1985. Today the bakery remains a family business with his wife, two sons and daughter lending their support. The Maison Pozzoli is famous for traditional French breads with biological ingredients and this bakers signature bread is seigle auvergnat, a rye bread.

Pozzoli sees this year’s major trends to be nutrition, quality, and special breads. He advises bakers to look at the competitors new products and always try to create novelties. “Bread is a mysterious product; give the same recipe to 1000 bakers you will obtain 1000 different breads.”

For Micheel Uwe it will be his 5th visit to HORECA. Uwe was born in Germany where he spent most of his childhood. Since 1993 he has been working in Dubai, holding a post of director of kitchens at Radisson Blu Hotel Dubai Deira Creek and Emirates Culinary Guild general secretary from 1994, ECG chairman from 1996 and president from 1999.

This chef believes that after fusion cuisine diners want to go back to basics, real food, value for money and fresh products. “Too much fusion, leads to confusion,” he says. In his opinion, it is all about serving fresh products and original flavours. He admits that it is tough using organic and natural ingredients in 5-star hotels.

And fads such as molecur cusine? “It was a great fashion, impressive for the guest to see once or twice.”

At the Radisson he supervises 170 chefs and stewards and is in charge of 14 outlets serving food from all over the world After more than 20 years cooking experience, he has no favorite dish. “I do not have one favorite recipe, it changes everyday depends on my mood.” But Micheel is always ready for a good German sausage or a packet of Haribos sweets.

“I add a big portion of passion and heart to my cooking,” he adds.” They are the most important part of any dish I cook.”

“Horeca shows us true evolution in the culinary arts”


EVENTS HORECA 2011

Le Cordon Bleu DusitExecutive master chef and academic director Fabrice Danniel rolls out the pastry in Thailand and beyond

The world’s most reputable culinary academy, Le Cordon Bleu, will be participating once again in HORECA aiming to promote education, cookbooks, and fine food products. Founded in Paris in 1895, Le Cordon Bleu is now present in 15 countries worldwide with 38 schools.

This year, their star chef Fabrice Danniel, has been invited to judge culinary competitions taking place at HORECA 2011. Born in Antibes, this French national has worked as a pastry chef in many prestigious Michelin starred Parisian restaurants, as well as luxury hotels overseas, including a 3-year stint in Lebanon. The 44-year executive master chef now holds the prestigious position of academic director at Le Cordon Bleu Dusit culinary school in Bangkok, Thailand. At HORECA he is looking forward to meeting new talented young chefs and discovering new products.

The chocolate bible In his capacity as academic director Chef Danniel’s role is to supervise the courses and the chef instructors. “My days are more than full at Le Cordon Bleu Dusit for the entire week, as is the case in all our 35 schools!”

Flying the flag

This year the French flag is flying under the UbiFrance banner, a campaign with the slogan ‘So French so good’ that was launched in Paris in February by Pierre Lellouche, State Secretary to the French Ministry of Economics. It will be presented at HORECA 2011.

So, what does Chef Danniel think about the current craze for the iconic French classic, macaroons?

There are several reasons for the popularity of macaroons worldwide. A very delicate French product they are tasty and difficult to make. Once tasted the public just adore them. They are here to stay.

he says. At the academy the training is based classic French techniques. Once acquired, students are encouraged to use them in indefinite combinations to create an array of dishes. At Le Cordon Bleu Dusit, Chef Danniel’s team also creates new recipes with the aim of eventually publishing cookbooks. “We have, for example, recently launched the “Le Cordon Bleu chocolate bible” book together with Larousse in France and the Le Cordon Bleu foundations together with Cengage in the USA,” he says. Le Cordon Bleu has sold over 14 million books these past 10 years.

Rolling out the pastry in Thailand and beyond It is always a challenge to open up a new school and it was no different when Le Cordon Bleu set up school in Thailand. The classical fundamentals of Le Cordon Bleu programs remain the same in France and beyond; however, Le Cordon Bleu adapts its programs to local markets. In Lebanon the French establishment has partnered with USEK (University of the Holy Spirit of Kaslik) to offer a Bachelor Degree in Hospitality Management.

The French institution also offers culinary training in languages other than French, such as Mexican cuisine courses at Le Cordon Bleu Mexico, or Thai cuisine courses at Le Cordon Bleu Bangkok. Internationally, culinary amateurs and professionals are eager to expand their knowledge. Le Cordon Bleu aims to fulfil their needs. And this specific attention to the demands of the local market has made Le Cordon Bleu Dusit a huge success.

According to Chef Danniel, there is an increased demand for specialized ‘patisserie’ courses in Thailand, 60% of Le Cordon Bleu’s students study pastry and the remaining 40% cuisine.

“They come, they love it and they spread the word,” says Chef Danniel. “To motive students we talk about ‘la passion’. With passion and knowledge of the basic techniques we can use our imagination to produce the most beautiful and tasty desserts.”

One of the institute’s student’s Phol Tantasathien, who graduated after the very first Le Cordon Bleu session in Bangkok with a Grand Diploma, is now a famous celebrity chef, has several restaurants offering fusion food, and is also a well-known actor in Thailand.

Pastry haute couture After a period of expeditiousness it seems that there is a new era in pastry. Now it is all about spectacular presentations, lighter textures and new flavors combined in different ways to produce new creations. “Today, collections of pastries are presented, just like in fashion,” says Danniel. “French pastry techniques are constantly being re-defined. These changes influence the pastry industry worldwide.”

The standards are high and gourmets are appreciating pastries that are refined, elegant and sophisticated in presentation. He aims to inspire budding chefs with his teachings and his distinguished dessert creations. And guess what his signature pastry creation is? A timeless classic: the mille-feuille.cordonbleu.edu


Squeezing the oliveAt Horeca 2011 an international jury will examine and test lots of olive oil to chose the best Extra Virgin one. The panel will be composed of prestigious experts including Alberto Dragotta from Italy, Jamal Moussa Al-Batsh from Jordan and Alexandros Gavriel from Cyprus. Food writer and author Cherine Yazbeck took some time off from her busy schedule to find out what makes a winner

What is good Extra Virgin olive oil? Alberto Dragotta: Extra Virgin olive oil is the sole product of mechanical extraction of olives, having an acidity percentage inferior than 0,8 %, with less than 20 peroxides and no defect. The fruity panel should exceed 0.Jamal Al Batsh: Extra Virgin olive oil has a free acidity, expressed as oleic acid, of a maximum of 0,8%.Alexandros Gavriel: Extra Virgin olive oil is of supreme quality which is produced directly from the olive fruit by only mechanical means.

What is the best technique to taste Extra Virgin olive oil?AD: The technique to taste Extra Virgin olive oil is codified in the IOC regulation and includes the

panel test organoleptic analyses made by a group of trained people using a dedicated statistic program. Use a clean blue specific glass in a non-deodorized room at comfortable temperature. The panel taster should be proven professional and continuously trained for that.JB: The best technique is to apply the IOC method for the organoleptic assessment of Virgin olive oil (CO/T.20/DOC.No 15/Rev.2).AG: The best technique is the one described in the International Olive Oil Council method.

Does the color or the density play a role?AD: The color is not important, that’s why the color of the tasting glass is blue! Sometimes an

attribute of the oil is that the taste has a bit of viscosity in mouth.JB: No, it doesn’t.AG: Color and density do not play any role in the assessment.

How do you assess the organoleptic characteristics of an Extra Virgin olive oil?AD: Following the IOC methodology the sample is brought to 28˚C temperature by heating it on a specific heater or with hands. After that the oil has been smelt and tasted, a specific sheet is filled up assessing defects if present and/or positive attributes.JB: By using a specialist panel that can classify Extra Virgin olive oil noting it’s lack of acidity, no defects and a percentage of fruity attributes.

AG: First I take the blue glass with the sample, then I smell it and taste it. After that I describe the sample on the proper IOC sheet.

What are the attributes that we should find in good Extra Virgin olive oil?AD: Negative attributes should not be present in an Extra Virgin olive oil. Positive attributes only must be found: fruity at first on smell, it is important the harmonic equilibrium ranging from bitter, pungent and fruity, with specific scents of some particular herbs, legumes, fruits. Positive attributes should not overpower the others to have an extraordinary olive oil. If positive attributes are not found then the oil is not Extra Virgin but only Virgin.

EVENTS HORECA 2011


JB: The oil should have good attributes like fruity, bitter and pungent.AG: The positive attributes are fruity, bitter and pungent. If no fruitiness is found it cannot be described as Extra Virgin olive oil.

Does the soil play a crucial role for an excellent Extra Virgin olive oil?AD: Not only. Olive oil is coming from the soil, variety, climate and technical setup in field and in milling (fertilization, pruning, pest control, harvesting post harvesting). Oil storage can also affect final quality. If all is not perfect during the process, oil will have some defect and it will not be Extra Virgin. JB: There are many factors that play a critical role for an excellent Extra Virgin olive oil especially the agriculture practices; cultivars, soil, irrigation, harvesting time and methods, post harvest technique, pressing methods and storage conditions.AG: It can have an impact mainly on the color and sometimes gives it a peculiar smell. But it doesn’t have a crucial impact for its assessment.

Cold pressed means that the oil was not heated over a certain temperature (usually less than 30˚C) during processing, thus retaining more nutrients and undergoing less degradation?AD: We can say that, but it is better if we say not more than 28˚C. However, a minimum temperature of 25˚C must be ensured otherwise oil will not flow out from olive fruits since enzymes do not activate below such temperatures.JB: Yes.AG: That’s true.

What are the defects that we should not find in a good Extra Virgin olive oil?AD: The most common defects are fusty, musty, rancid and vinegary.JB: There are many defects, mainly such as fusty, muddy, musty-humid, rancid, metallic, winey or vinegary; with attributes such as dry, heated or burnt, hay-wood, vegetable water or earthy.

AG: There are a lot of defects. The most important are rancid, fusty and musty.What is the role of a panel?AD: To establish statistically the panel test score following procedure and methodology codified in IOC protocols.JB: To interpret the reactions of the taster’s sense organs to the organoleptic characteristics of Extra Virgin olive oil and classify them according to their intensity. AG: The panel is a group of 8-12 people and they are analytical tools for the organoleptic analysis.

In your opinion, which country produces the best Extra Virgin olive oil?AD: All countries can produce very good Extra Virgin olive oil; the best I have tasted so far came from Italy.JB: There are many countries that produce good Extra Virgin olive oil, such as Jordan, Spain, Lebanon, Italy Greece, Turkey, Syria, Portugal and Palestine. AG: Definitely Spain!

Alberto Dragotta is an agronomist working as a senior international expert in cooperation for development with a wide experience in the olive sector. He is collaborating since 2004 with the IAM BAri, the Italian HQ of an international organization, the CIHEAM. An olive grower he has been working in Lebanon since 1999, and is an expert and author of several technical booklets.

Jamal Mousa Al Batsh is an engineer & director of Plant Wealth Laboratories in the Ministry of Agriculture in Jordan. He was the chairman of the International Olive Council for the cropping season 2008/2009 in Madrid and serves currently as the President of National Council for Olive Oil Tasting.

Alexandros Gavriel works for the Department of Agriculture in Cyprus, in Horticulture. His responsibilities involve fruit trees, tropical species and the organoleptic assessment of olive oil. Cyprus has recently set up an olive oil organoleptic assessment panel of which he is the panel leader.

Cherine Yazbeck’s book “A rural taste of Lebanon - a food heritage trail” was published in 2009

“Extra Virgin olive oil of supreme quality is produced directly from the olive fruit only by mechanical means”

The people in the know


FOOD & BEVERAGE

O-tenticCreate your own range of traditional breads easily using O-tentic Origin. Based on traditional French-style sourdough it gives baguettes irresistible aroma and flavor. With it country appearance and unmistakable flavor, nothing beats its traditional crustiness and rich taste. Bano Trading Co. banotrading.com

Silver Spoon Cakecraft Silver Spoon introduces a new range of edible cake decorations and baking ingredients. So whatever your baking needs, Cakecraft has it all, from chocolate letters and numbers, fairy and party sprinkles through to vanilla pods, chocolate chips and chocolate cake cover.Ets Edmond R. Goraieb salgoraieb.com

Stuffed Vine LeavesGardenia Grain d’Or has developed 3 kg cans of Stuffed Vine Leaves to ease the work of the caterer. Sterilized and with two years of shelf life, this product has been developed under the company’s Empowering Women in Rural Lebanon program. The stuffing activities are conducted under a strict quality control.Lebanese Company for Modern Food Industry sarlgardeniaspices.com

Grenadine MolassesSweet and tart, with the sweetness of ripe fruit and the tangy bite of aged balsamic vinegar, this grenadine molasses (debs remman), lends its distinctive flavor to many Mediterranean dishes. Serve as a relish with grilled meats, poultry, birds or fish, or use as a garnish on lahm b’aajeen or sfiha or in fattouch.Atyab sarlatyab-lb.com

Saucy sauceThis range of Asian sauces carries old favorites such as Sweet Chilli, Sesame Oil and Mango Chutney sauce, as well as new products such as Mushroom Soy, Soy Bean Paste and Chili Garlic sauce. A perfect complement for any Chinese, Thai or Japanese dish and every bottle features a new easy to prepare recipe to try out. General Promotiongeneralpromotion-me.com

More than oatsQuaker products include White Oat, a quick cooking oat, Oat Granola, a delicious crunchy clusters of oats with juicy raisins, Oat Crisp, a light crispy pillows of oat cereal and an Oat Bar that comes in original, cranberry and blueberry. Oats are the only grain recognized by the FDA to lower cholesterol.Société Moderne Libanaise Pour Le Commerce sal smlc.com.lb

When fruit meets fizzA sparkling juice drink from Tropicana with a very high percentage of juice packaged in 300ml glass bottles. Available in three flavors: Apple, Pomegranate and Blackcurrant cocktail.Société Moderne Libanaise Pour Le Commerce sal smlc.com.lb

Home MadeA wholesale pastry factory, whose baked goods are natural, without additives or color preservatives. All ingredients are fresh and

of excellent quality. No machines are used. Everything is rolled and baked from scratch.

Cookies and pastries are handcrafted individually. Home Made One

homemadeone.com

EVENTS HORECA 2011

Balkis new flavorsThe number of flavors of juice is growing. A newcomer, Balkis Afandi (Clementine), is exceptional in color, texture and taste. And if you like grapefruit, you will love Pink Grapefruit. Loaded with energy and Vitamin C these are ideal for the health conscious. Launch April 2011.Balkis salbalkis.com

Guilt free sweetsAl-Baba Sweets have introduced diet maamoul as their new revolutionary diet sweet. What makes this diet maamoul an innovative product is its unique and newly discovered molecule known as olestra. This molecule has recently been added to the food as it adds no fat and no calories. Al Baba Sweetsalbaba-sweets.com


Nay waterNay is a natural drinking water that is microbiologically safe and free of pollution. It is pure, pristine, high in mineral composition and totally light. Drawn directly from the aquifer, it is bottled at the source to preserve its high quality. In addition to 19, 10, and 5L water gallons, Nay have lately introduced 0.5 and 1.5L water bottles. Protectron protectronme.com

Lebanese Brew and OurjouwanIntroducing Lebanese Brew, the other Lebanese beer. A product of Gravity Brewing, it is the authentic better tasting beer without the corn and with a whole lot of attitude. It is boldly refreshing to have a Lebanese beer that is not afraid to challenge the status quo. Ourjouwan wine’s subtle simplicity basks in its perfect harmony and balance of the tannins. A product of Oriental Wines, it evokes Lebanon’s Phoenician ancestry with more than its color.Snow [email protected]

Coteaux de Botrys 2009This Eddé Winery is one of the few wineries in the country to apply the technique of malolactique fermentation to all its wines. Cuvée de l’ange A perfect marriage of Syrah, Mourvèdre and Grenache, this wine is for fans of light and fruity wines. Rosé de l’aube A direct pressing of Grenache gives this rosé produced in small quantities all its flavors and its soft balance. Prince blanc The complexities of flavors of Chardonnay as well as the freshness of Marsanne are combined in harmonious unity. Coteaux de Botrys/Edde Winery salcoteauxdebotrys.com

EQUIPMENT

PACKAGING

Moscato RoséAs an aperitif, with sushi, accompanied by a fine cigar, on the beach, by the pool, on your private yacht, or as a gift, the newest Rosé in Lebanon is fruity, sparkling, sweet, light and sexy

Luxor ChampagneThe only champagne with 24k gold; use it for the ultimate champagne experience, as a wedding champagne or as a most exclusive gift .MK Holdingmkholding.com

Chateau Musar2001 Bekaa Valley: This blend of Cabernet sauvignon, carignan and cinsault is lithe yet firm. The fruit feels autumnal, in a shade of rust red and other spices, and is saturated with a spicy fragrance. Chateau Musar chateaumusar.com.lb

Everything Kenwood plus cookingThe Kenwood Cooking Chef takes all the expertise, quality and versatility of the Kenwood Chef concept and adds induction-heating technology under the bowl, to deliver a totally new cooking revolution. It allows you to multi-task in the kitchen. The induction cooking system is safe, clean and energy efficient. The timing function allows you to set the cooking time on a countdown ranging from five seconds to three hours. Khalil Fattal & Fils/Fattal Holdingfattal.com.lb

New Aura Fly trapEntotox Public Health has introduced the stylish and contemporary new Aura decorative fly killer from P+L. Ideal for use within cafes, restaurants, bars and hotels. The unique circular design allows light to attract flying insects from a full 360° around the unit, whilst the discreetly positioned glue board gives a 100% useful glue area that remains hidden from customer view. Entotox Public Health sarl entotox.com

Vacuum machine with printerZakka Multitec also launches a new revolutionary concept of vacuum packing machines (sous-vide) with integrated label printer by Minipack Torre. The MVSX prints for each pack

and each cycle a label inclusive of all necessary information. The new control panel is extremely convivial and interactive, facilitating programming, operation and maintenance schedules for operators. The new liquid crystal display panel simplifies the operation by showing total working cycles, total working hours, cycle off, label use, languages, etc.Zakka Multitec sarlzakkamultitec.com

24/7 Hotline24 hours/day and 7 days/week, our after sales technical support can be reached to answer any technical request, troubleshooting, or for operating instructions related to any machine purchased from Zakka Multitec. Just call +961 70 ZAKKA1 (+961 70 925521). On your phone keypad, the letter Z represents the number 9, A represents the number 2, and so on. Zakka Multitec sarlzakkamultitec.com

Flow-wrapping machineZakka Multitec introduces the new fully automatic horizontal electronic flow-wrapping machine model Carina by Delfin, Italy. An affordable, high-performing, and industrial wrapper for all types of pastries, cookies and sweets into pillow-type packs, at a speed up to 120 packs per minute. Zakka Multitec sarlzakkamultitec.com


The Bacardi Superior Rum Legacy Cocktail Competition 2011 is coming for the first time to the Middle East.Part of the Global Bacardi Superior Rum Legacy Cocktail Competition and leading into the 150th year anniversary of Bacardi Superior Rum in 2012, the aim of this competition is to elect the new Bacardi Superior Rum Legacy Cocktail, a new true original.

This year, top bartenders from Turkey, Cyprus, the UAE and Lebanon, will be invited to come to Beirut and present their cocktail creation to an unrivalled panel of spirit professionals, which will be electing the new Bacardi Superior Legacy Cocktail for the Middle East. fattal.com.lb

Beverage Bacardi

Bacardi rum competition

Societe Jabra has over 20 successful years in selling food products to the Out of Home channel. It supplies hotels and restaurants with a wide range of quality frozen seafood under the Aqua Blue brand in addition to a selection of premium cold cuts and ethnic food.

“We look forward to presenting the industry with a comprehensive portfolio of high quality products they’d be proud to serve at their venues,” said Michel Jabra, general manager, Societe Jabra.

“We see Societe Jabra as a growing distributor, who will help Nestlé Professional deliver excellent service to existing customers and develop new ones. We look forward to launching a long-term relationship with them and grow our branded food and beverage portfolio to enable operators to innovate and delight their consumers,” added Rizk Barakat, GOM, Levant, Nestle Professional.societejabra.comnestle.com

Food & Beverage Nestlé & Societe Jabra

Jabra and Nestlé sign agreement

Environment Arla Kallassi

Arla Kallassi foods get closer to natureWorldwide, going green is slowly but surely heading mainstream. In 2008, Arla Foods took the decision to get ‘Closer to Nature’ and is committed to become the world’s most natural dairy company. This commitment spread throughout its entire global supply chain, from the farm to final product delivery. Environmental initiatives include the use of renewable energy, natural fertilizers, solar panels, renewable fuel sources (bio-fuels), emission reduction, sustainable packaging, and a reshuffling of its portfolio, by delisting any product containing artificial colorings or flavorings.

The Closer to Nature philosophy touches every level of its business. Arla Foods is a certified international dairy company operating in more than 80 countries around the world. In Lebanon, it operates under the joint venture Arla Kallassi Foods, supplying dairy products like Lurpak butter, Puck cheeses and creams, and Castello blue cheese. arlafoods.com

Hygiene Boecker

Boecker for 8th yearBoecker Public Health is not only a Gold Sponsor of Horeca 2011 but also actively taking part in this annual mega industry event, reiterating through its support its unwavering commitment to enhancing the quality and hygiene in the Lebanese hospitality sector. As a key player in the industry, Boecker Food Safety has been selected for the eighth year in a row as the Official Hygiene Jury during the Salon Culinaire.

In addition it will present Boecker’s Hygiene Award trophies and prizes. Also the latest technologies in Pest Control and Food Safety will be showcased in their 72 m2 stand. And to allow visitors a smoother and faster access to Horeca, Boecker launched “Fast Track Access”, an online registration process that permits trade visitors to avoid the queue at the exhibition’s entrance. boecker.com

Situated in Byblos, Prunelle was established to serve the hotel, restaurant, delicatessen and coffee shop trade all over Lebanon. Since 1995, Prunelle always believed in making bread of the highest quality standards, giving special attention to ingredients, process, and a return-to-basics of the traditional bread making, with a modern angle that has set its bread apart from the preservative laden commercial breads.

The bread is crafted, rather than mass-produced. Baked in small batches rather than on a vast assembly line, which is exactly what the name artisan bread suggests. In addition, they offer custom-made ranges where products can be customized to satisfy the most demanding clientele.

Their main objective as sponsors of the Sandwich Making Competition at Horeca 2011 is to give support to the local chefs, junior chefs and caterers by using years of expertise and know-how to help them excel on a national and international scale and at the same time to maintain a strategic connection, as well as act upon feedback to consistently improve its product [email protected]

Competition Prunelle

Prunelle to sponsor sandwich making French PavilionFor the first time, France is officially participating in Horeca. The Lebanese have long appreciated the rich tastes and textures of French products, making it little surprise that French exports to Lebanon increased by 77% between 2009 and 2010.Organized by UBIFRANCE, in collaboration with the Regional Economic Service of Beirut, the French Pavilion at Horeca will bring together 15 French businesses. Each represents innovation, diversity and – best of all – genuine gastronomical know-how.So why is France participating? According to Nicolas Vassitch, commerical counsellor at the regional department for economic affairs of the French Embassy in Lebanon, “the French businesses want to discover the market, create new contacts and further their knowledge of their Lebanese partners and clients. The strength of the French presence demonstrates just how important France considers the Lebanese market to be right now.”

Polish PavilionTarek Naji, general manager, Bey Trade, established in 1989, explains that the company’s activities include wholesale, import and export, as well as acting as a representative for Polish manufacturers. Their main objective is to assist in constructing, establishing, and maintaining commercial relations between Polish and Lebanese manufacturing companies, as well as other Arab companies and individuals. Bey Trade represents the Polish Chamber of Commerce in Lebanon. The Poland-Lebanon contract, finalized in 2005, was the biggest investment carried out between Poland and Lebanon, and Polish businesspeople who are searching for new opportunities abroad.

Turkish PavilionSelten International Exhibition Company was established in 1987 as a basic stand construction company and continues to be an international exhibition organizer - one approved by the Turkish undersecretary of foreign trade.Selten holds many international food and hospitality exhibitions around the world with the Turkish National Pavilion and is also an organizer of many international building, construction and interior design exhibitions. The company has exhibitions in Indonesia, Singapore, Republic of China, South Korea and Hong Kong, as well as in UAE, Lebanon and Syria. Selten’s motto is “our shows are proof of our experience,” and it’s mission is to contribute to the globalization of Turkish companies and to create Turkish trademarks by providing innovative, inclusive and highly specific services during international exhibitions.

EVENTS HORECA 2011

Keeping the beat during the show - Horeca Lebanon Files/HN Horeca coverage.pdf · Our butter, creams and cheeses are used in most restaurants and hotels in Lebanon. In terms of future

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