Europe offers ‘great potential’ for Singapore food business, according to Lewis Cheng, general manager of Prima Food.
‘As Asian food is growing rapidly in terms of popularity and acceptance level, there are pockets of opportunities for Singapore cuisine to be introduced in a big way in overseas markets,’ he says.
Prima Food, which offers ‘premium quality, authentic Singapore favourites in ready-to-cook pastes and pre-mixes’ under the Prima Taste brand, has expanded beyond Singapore with its restaurants, retail food products and food service solutions. The Singapore-based company now has a presence in 25 countries, including Sweden, Denmark, and Finland.
‘The restaurants are being established overseas through franchising,’ Mr Cheng says. ‘The retail and food service packs are exported via appointed distributors or restaurant franchisees.’
The Prima Taste line of products has been picked by International Enterprise Singapore as one of the pioneer Tasty Singapore Food Ambassadors to promote Singapore’s ‘unique food identity’ worldwide.