HUH t L, A L t 0 A U

ORECA EBANON 2015

IN REVIEW Despite regional unrest and the effect it has had on the hospitality sector, the 22nd edition of HORECA Lebanon, under the patronage of the Lebanese Minister of Tourism, Mr. Michel Pharaon, proved its worth for both the national and regional hospitality industry as the show's figures revealed. During the four-day event, held at BIEL. Beirut from April 20-23, visitors and exhibitors flocked to one of the biggest shows in the region, from around the world, including guest of honor three Michelin star chef Frederic Anton. Above and beyond events and competitions, the trade professionals and key hospitality players were able to discover the latest solutions and products to enhance their guests' experience, thus helping the industry to be better prepared for the future.

THE NUMBERS 350 exhibitors 15,000 visitors 25 international experts 20 competitions and daily workshops 500 participants

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COMPETITIONS, EVENTS, AND MORE

Y' ESA

JEUNER

NESTLE CHEF CIRCLE BRUNCH

Nestle welcomed 150 chefs, Salon Culinaire judges and HORECA participants for a charming meet and greet at Eau de Vie restaurant of the Phoenicia Hotel Beirut. Guests enjoyed an appetizing buffet inspired by traditional Lebanese cuisine and prepared with Nestle Professional products.

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BjBUSINESS TRE NDS

COME FOR THE FOOD, STAY FOR THE MUSIC When it comes to music festivals, a new trend that is sweeping Europe and North America is sure to land in the MENA region soon; where the fare served is fast becoming one of the main attractions

Hot dogs, greasy fries, burgers and ice cream; these are the run-of-the-mill guilty pleasures that usually spring to mind when thinking about the food offerings at a music festival. But a counter trend is picking up steam in places like London and Los Angeles, where the palate of festival-goers is becoming increasingly sophisticated . Food merchants are exchanging what is typically offered for stronger flavors, exotic dishes and healthier options.

"The rise of this trend has a lot to do with how technology has made foodie culture so prevalent, " says food blogger Roberto Calori. "Young people have developed their taste and are more willing to pay for quality food-and post a snap of it on Instagram, of course."

According to Junior Daou, one of the co-founders of the Lebanon-based Wickerpark Festival, the trend is still not fully-fledged in the region, but traces of it can certainly be detected. "We make sure to always include healthier options like tabbouleh or low-fat manouches," he says. "Food that is

considered "exotic'" or "ethnic" at overseas festivals has been here for a while."

Maureen Castillo, of the Dubai-based Think Events, agrees. "We offer the usual traditional "no-fuss" foods that we know most people will like, but we also serve sushi and other seafood, " she says. "Remember, we work in Dubai so there is a diverse group of nationalities that attend our events-we strive to find the common denominator, to make everyone happy."

Elissar Saddy, a senior consultant at Lumen Hospitality says that the trend of introducing a higher selection of gourmet-style festival food is certainly something to watch out for as we approach the festival season. "I personally think that the quality of the food should match the type of festival. For example, if Lang Lang is performing in Byblos, it's appropriate to match that with a celebrity chef."

"Everyone knows that people of this region love food and love music, so it makes sense that they would want the best of both worlds," she adds.

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Chef Maroun Chedid's opinion on food offered at music festivals Are festival lovers becoming more exacting in their tastes? Yes, of course there's a shift. Our lifestyles have changed and so it makes sense that culinary trends have followed suit because these evolve to keep pace with our lifestyles. In the past restaurants used to set trends, today it is the celebrity chefs that share their knowledge and know-how and have finally democratized the culinary world. Open and direct communication with these chefs has become possible through social media, which has helped enormously with the rise of this trend.

Do you anticipate the trend coming to the MENA region soon? This trend is here nowl Foodies in the MENA region are sophisticated and follow worldwide trends religiously. There is a certain curiosity and a thirst for unique presentations of food as well as healthy food. Eating has become an experience, and is no longer just about satisfying a need.

marounchedid.com

1021WE WERE THERE

OUT AND ABOUT WITH HOSPITALITY NEWS