April 18, 2015

Madrid Fusión Manila Trade Exhibit on April 24-26, 2015 at SMX Convention Center

Madrid Fusión, one of the largest culinary events in the world, will make its debut in the Philippines as part of Visit the Philippines Year (VPY) 2015 through the efforts of the Department of Tourism (DOT) and the Tourism Promotions Board (TPB). Madrid Fusión Manila is set to take place on 24 – 26 April 2015 at the SMX Convention Center in Pasay City.

Madrid Fusion Manila will have three simultaneous events: the International Gastronomy Congress, Trade Exhibit, and Flavors of the Philippines. A notable roster of Michelin-starred Spanish chefs and distinguished Asian and Filipino chefs will demonstrate modern and avant-garde techniques at the Congress. 

At the Trade Exhibit, which will happen alongside the Congress, the Department of Agriculture (DA) will be promoting native products listed under the Slow Food Foundation’s Ark of Taste, a collection of rare productions that belong to the cultures, history, and traditions of the world. “These food products were included in the list precisely because they are produced in the Philippines. The manner by which these products are prepared reflects the traditional knowledge of Filipinos, passed down through generations,” said DA Undersecretary Bernadette Romulo-Puyat.

Heirloom rice, cacao, vinegars, and wines are only a few among the distinctly Filipino and Spanish products to be showcased market-style at the Madrid Fusión Manila Trade Exhibit. Artisanal products from the Philippines from cheese to calamansi and dalandan liquor, muscovado sugar, vinegar, and artisanal salts will also be available. “The Department is promoting these food products in order to support their producers and encourage sustainable production,” Romulo-Puyat added. 

The event’s regional lunches will feature the native Filipino produce as well. Other products to watch out for include adlai, barako coffee, batuan, kamias, siling labuyo, and muscovado sugar.

Some of the best known Spanish brands will also showcase their products including fresh, cured, and processed pork products, brandy and sparkling wines like Freixenet, Vallformosa, Masachs, and Codorniu among others.

“This event is an opportunity to brag not only about our best local food brands, it is also an occasion for our artisans to be discovered, promoted, and elevated to become household names. Our net gain from this exercise should be growing brands and strengthening brand loyalty. At the end of the day, we hope this event will yield more excellent chefs who will ignite passion and further commitment towards seizing the culinary limelight in this region,” Tourism Secretary Ramon R. Jimenez, Jr. said.

“We would like to express the full commitment and support of the Spanish government with the Madrid Fusion Manila project, which was formalized during the visit of President Aquino to Spain,” said Enrique Feás, Economic and Commercial Counsellor of the Embassy of Spain in the Philippines. The Embassy is also in-charge of the exclusive Tapas Night on April 11th for dignitaries of both Philippines and Spanish governments, members from the Diplomatic Corps, prestigious culinary personalities, media partners and other sponsors. 

“These are exciting times for the Food sector in the Philippines. With the aid of a robust economic growth, increasing consumer purchasing power and the growth of domestic and international tourism, the opportunities for new products and outlets are also increasing,” said Feás. “It is also a perfect time for the Filipino consumer to enhance their knowledge on quality products as well as upgrading their taste for new and exclusive delicacies.”

SM as the official partner of Madrid Fusion Manila 2015
SM plays host to this historic affair and welcomes Madrid Fusion as it comes to Asia for the first time and puts Manila at the heart of culinary interest worldwide.  Madrid Fusion Manila 2015 happening on April 24 to 26 at the SMX Convention Center in Pasay City highlights the Philippines as an haute cuisine destination in Asia. And a Welcome Night at the scenic SM By the Bay for the official delegates are sure to put everyone in a good mood during the first day of the congress on April 24 where this time, it’s all about the best of Philippine food, art, and culture.

“SM is proud to be the venue of the historic Madrid Fusion Manila. We believe that one of the Philippines’ best-kept secrets is our rich culinary heritage,” expressed Steven Tan, SM Supermalls senior vice-president. “We also want to bring the excitement of Madrid Fusion, particularly Spain’s strong influence in our food and culture, to our mall-goers by taking these culinary festivities to our malls.” To help create national awareness for this cultural milestone, the official Madrid Fusion Manila 2015 TV commercial is being aired in all SM Cinemas nationwide.

Michelin-starred chefs to gather at SMX
Set to captivate Manila with their culinary virtuoso are Spain and Asia’s legendary chefs Andoni Luis Aduriz, Elena Arzak, Quique Dacosta, Ramón Freixa, Francis Paniego, Paco Roncero, Mario Sandoval, Paco Torreblanca, André Chiang, and Alvin Leung. Presenting the Philippines’ own diverse and imaginative epicurean traditions are chefs Fernando Aracama, Margarita Forés, J Gamboa, José Luis “Chele" Gonzalez, Pepe Lopez, Rob Pengson, Bruce Ricketts, Myrna Dizon, Claude Tayag, and Juan Carlos de Terry. Taking centerstage at the congress will be this exciting encounter between Spain’s legendary Michelin-starred chefs and the Philippines’ very own culinary stars. A trade exhibition will focus on the finest Spanish and Filipino products from Spanish wines and cheeses, to the Philippines’ world-class exports such as rice, cacao, coffee, mango, coconut, and liquors.

Gourmet Weekend Market
A feast of everything delectably Filipino-Spanish shall delight foodies at the Gourmet Weekend Market from April 24 to 26 at SM Mall of Asia. A premium selection of cheese, tapas, wine, ingredients, local finds and special bundles shall be made available in partnership with SM Markets (SM Supermarket and Hypermarket).

Spanish Food Specials
New food concepts that reflect culinary innovation and technique will be available only this April at select SM Mall of Asia restaurants where special dishes with Spanish influence or cooked with the finest local produce, ingredients and flavors are sure to bring out your inner foodie. Savory goodness awaits mall-goers of SM Aura Premier which shall host its own Spanish-themed fiestawith music, dancing, food and drinks on April 26 at the Sky Park lawn. While on April 24 to 26, irresistible dining deals await all food lovers at SM Megamall’s flagship and first-in-the-country dining destinations and the newly-opened Mega Food Hall.

For the complete schedule of events at SM malls, visit SM Supermalls on Facebook or @smsupermalls on Instagram. For more information on how to register for Madrid Fusion Manila 2015, visit www.madridfusionmanila.com.

The first two days of the Trade Exhibit are exclusive to trade visitors (e.g. bakers, chefs, cooks, restaurant owners, food industry professionals, students of Culinary Arts, Hotel and Restaurant Management) who can enter the venue for free. While the third day is open to the public for a registration fee of P500. 

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