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WRN WINTER 2015 (WEB)

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FOODS OF THE WORLD<br />

WORDS: Frank Yeo<br />

With the rate of new Thai, Asian Fusion, Sushi or Chinese<br />

restaurants opening, one doesn’t have to look far to see<br />

the growing influence of Asian foods in Western Canada.<br />

“The Asian population in Western Canada has always been very<br />

strong, and growing,” states Marion Chan, principal for TrendSpotter<br />

Consulting. Between South Asians, Chinese, and Phillippinos,<br />

they capture nearly 60 per cent of the visible minority group. Currently,<br />

visible minorities represent about 20 per cent of Canada’s<br />

population, and is expected to grow to 30 per cent by 2031.”<br />

CIBC World Markets Inc. Equity Analyst Perry Caicco recently<br />

said “the rising power of Asian and South Asian consumers” will<br />

dictate food and general merchandise retail over the next 10<br />

years. He added that approximately 70 per cent of all growth in<br />

Canadian consumer spending will come from these groups.<br />

This represents a huge opportunity for restaurateurs to<br />

expand ethnic offerings. A recent Technomic study — Canadian<br />

Ethnic Food & Beverage Consumer Trend Report — found<br />

only a quarter of consumers polled say they are satisfied with<br />

the availability of ethnic offerings at limited-service (22 per cent)<br />

and full-service (24 per cent) chains.<br />

The Technomic study found that eight out of 10 consumers<br />

aged 18-44 (79 per cent) order ethnic foods away from home<br />

at least once a month, compared with just 60 per cent of consumers<br />

aged 45 and older; data indicates that operators do<br />

not necessarily have to menu ethnic items to appeal to consumers<br />

looking for ethnic options; nearly two of out five<br />

consumers (36 per cent), and 43 per cent of consumers<br />

aged 18-34, agree that they enjoy dishes that integrate<br />

ethnic flavours and ingredients into traditional cuisines<br />

and items; two-fifths of respondents (42 per<br />

cent) indicate that they prefer ethnic foods<br />

and flavours that are completely authentic; and three-quarters<br />

of consumers (75 per cent) eat ethnic fare instead of traditional<br />

foods because they are looking for something different, and twothirds<br />

(67 per cent) say they do so to discover new flavours.<br />

“The Canadian consumer has been exposed to a wide range of<br />

ethnic foods and in the recent decades South Asian and Chinese<br />

food have permeated even the smallest towns in Canada,” Chan<br />

explains. “Millennials in particular want a wider variety of ethnic<br />

foods because they have grown up with a more multicultural way<br />

of eating, which is particularly true in the larger cities, but now<br />

also true in the smaller towns,” she states. “While it may still be<br />

considered exotic and different, it is an area the average Canadian<br />

is willing to venture. Foods that are authentic but are still within<br />

the reach of the average Canadian will make the greatest inroads”.<br />

Sourcing authentic ingredients has become a lot easier for<br />

restaurateurs thanks to a vastly improved supply chain. Frobisher<br />

International, a Vancouver-based importer and distributor of<br />

seafood products, has specifically targeted the market for Asian<br />

foods with its newest line of Ocean Mama products, created specifically<br />

to provide Caucasian consumers with authentic<br />

Asian seafood dishes: frozen, value-added breaded<br />

and battered seafood products, along with a variety of<br />

fish fillets, shrimp and squid. They import a range of<br />

ethnic items that appeal to Asian, Philippine, Mediterranean, South<br />

East Asian, tastes, such as seaweed salad, frog legs, eel, head-on Ebi<br />

and Nobashi shrimp, and a wide selection of whole fish. Also new<br />

to the market is their Sriracha Tempura Shrimp, a specialty item<br />

that appeals to a cross-section of customers.<br />

Mark Hendrickson, director of business development, says their<br />

products are semi-prepared by hand, vacuum packed and portion controlled<br />

which takes a lot of the work out of preparing Asian meals. “The<br />

response has been phenomenal among both Asian and non-Asian<br />

chefs.” Their new Sriracha Tempura Shrimp, he says, can be baked or<br />

deep-fried for the same authentic results, making it particularly appealing.<br />

“It is much easier today for the non-Asian chef to add Asian items<br />

to the menu. The expansion of Asian menu items at traditional restaurants<br />

is something we have not seen in the market before.”<br />

If the Technomic study cited above is anything to go by, this<br />

trend will no doubt continue as does Canadian’s love<br />

<strong>WRN</strong><br />

affair with Asian cuisine.<br />

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