food innovation and renovation-sg health promotion board 2015
TRANSCRIPT
Food Innovation and Renovation
Government Perspective and Expectations
28 Oct 2015
Presented Ann Low , Deputy Director
Healthy Food Products Department
Calorie intake up Proportion of Singaporeans exceeding recommended intake of calories
2,062 Calories
1998
+250
2,378 Calories
2010 2004
2,624 Calories
Excess of Calorie Singaporeans exceeding recommended intake of calories by an average of 300 calories
2010 2004 1998
48%
59%
34%
Source : National Health Survey 1992,1998 & 2010
Dietary Excesses - Proportion of Singaporeans who exceed allowances for total fat and saturated fat
Dietary Inadequacies Proportion of Singapore with inadequate consumption of Fruits,Vegetable, Whole-grains
Despite eating more, dietary quality has deteriorated
86%
89%
92%
< 2 servings fruits
& Veg
< 1 serving of
Whole -grain.
73%
57%
Saturated fat 70%
42%
Total Fat 61%
2004 2010
Source : National Health Survey 1992,1998 & 2010
Our Diet is characterised by poor fat and carbohydrate quality
8% Wholegrains
92% Refined Grains & Sugar
6 in 10 Singaporeans consume 2 or more sugar sweetened beverage per day 92% of dietary carbohydrate comes from highly refined sources sugar, white rice & bread, refined
noodles
40% Saturated
fat 60% Unsaturated
Fats
Low ratio of unsaturated fat to saturated fat Recommended ratio of saturated fat to unsaturated fat = 1 : 2 Current Ratio = 1 : 1.15
Source : National Health Survey 1992,1998 & 2010
Food Innovation and Renovation
Government Perspective and Expectations
28 Oct 2015
Presented Ann Low , Deputy Director
Healthy Food Products Department
Calorie intake up Proportion of Singaporeans exceeding recommended intake of calories
2,062 Calories
1998
+250
2,378 Calories
2010 2004
2,624 Calories
Excess of Calorie Singaporeans exceeding recommended intake of calories by an average of 300 calories
2010 2004 1998
48%
59%
34%
Source : National Health Survey 1992,1998 & 2010
Dietary Excesses - Proportion of Singaporeans who exceed allowances for total fat and saturated fat
Dietary Inadequacies Proportion of Singapore with inadequate consumption of Fruits,Vegetable, Whole-grains
Despite eating more, dietary quality has deteriorated
86%
89%
92%
< 2 servings fruits
& Veg
< 1 serving of
Whole -grain.
73%
57%
Saturated fat 70%
42%
Total Fat 61%
2004 2010
Source : National Health Survey 1992,1998 & 2010
Our Diet is characterised by poor fat and carbohydrate quality
8% Wholegrains
92% Refined Grains & Sugar
6 in 10 Singaporeans consume 2 or more sugar sweetened beverage per day 92% of dietary carbohydrate comes from highly refined sources sugar, white rice & bread, refined
noodles
40% Saturated
fat 60% Unsaturated
Fats
Low ratio of unsaturated fat to saturated fat Recommended ratio of saturated fat to unsaturated fat = 1 : 2 Current Ratio = 1 : 1.15
Source : National Health Survey 1992,1998 & 2010
Food Innovation and Renovation
Government Perspective and Expectations
28 Oct 2015
Presented Ann Low , Deputy Director
Healthy Food Products Department
Calorie intake up Proportion of Singaporeans exceeding recommended intake of calories
2,062 Calories
1998
+250
2,378 Calories
2010 2004
2,624 Calories
Excess of Calorie Singaporeans exceeding recommended intake of calories by an average of 300 calories
2010 2004 1998
48%
59%
34%
Source : National Health Survey 1992,1998 & 2010
Dietary Excesses - Proportion of Singaporeans who exceed allowances for total fat and saturated fat
Dietary Inadequacies Proportion of Singapore with inadequate consumption of Fruits,Vegetable, Whole-grains
Despite eating more, dietary quality has deteriorated
86%
89%
92%
< 2 servings fruits
& Veg
< 1 serving of
Whole -grain.
73%
57%
Saturated fat 70%
42%
Total Fat 61%
2004 2010
Source : National Health Survey 1992,1998 & 2010
Our Diet is characterised by poor fat and carbohydrate quality
8% Wholegrains
92% Refined Grains & Sugar
6 in 10 Singaporeans consume 2 or more sugar sweetened beverage per day 92% of dietary carbohydrate comes from highly refined sources sugar, white rice & bread, refined
noodles
40% Saturated
fat 60% Unsaturated
Fats
Low ratio of unsaturated fat to saturated fat Recommended ratio of saturated fat to unsaturated fat = 1 : 2 Current Ratio = 1 : 1.15
Source : National Health Survey 1992,1998 & 2010
Food Innovation and Renovation
Government Perspective and Expectations
28 Oct 2015
Presented Ann Low , Deputy Director
Healthy Food Products Department
Calorie intake up Proportion of Singaporeans exceeding recommended intake of calories
2,062 Calories
1998
+250
2,378 Calories
2010 2004
2,624 Calories
Excess of Calorie Singaporeans exceeding recommended intake of calories by an average of 300 calories
2010 2004 1998
48%
59%
34%
Source : National Health Survey 1992,1998 & 2010
Dietary Excesses - Proportion of Singaporeans who exceed allowances for total fat and saturated fat
Dietary Inadequacies Proportion of Singapore with inadequate consumption of Fruits,Vegetable, Whole-grains
Despite eating more, dietary quality has deteriorated
86%
89%
92%
< 2 servings fruits
& Veg
< 1 serving of
Whole -grain.
73%
57%
Saturated fat 70%
42%
Total Fat 61%
2004 2010
Source : National Health Survey 1992,1998 & 2010
Our Diet is characterised by poor fat and carbohydrate quality
8% Wholegrains
92% Refined Grains & Sugar
6 in 10 Singaporeans consume 2 or more sugar sweetened beverage per day 92% of dietary carbohydrate comes from highly refined sources sugar, white rice & bread, refined
noodles
40% Saturated
fat 60% Unsaturated
Fats
Low ratio of unsaturated fat to saturated fat Recommended ratio of saturated fat to unsaturated fat = 1 : 2 Current Ratio = 1 : 1.15
Source : National Health Survey 1992,1998 & 2010
Escalating caloric excesses & physical inactivity
Daily Caloric expenditure from physical activity dropped by
average of 100 calories over the past decade
Obesity in Singapore is on the rise
16%
6.3% 6.8%
23%
10.8%
1998 2010 1992 2004
5.5%
Prevalence of Obesity Age Standardised (in Singapore )
International (BMI >30) Asian (BMI >27.5)
Source : National Health Survey 1992,1998 & 2010
35.9% 32.5%
50.0%
1971-1974
1976-1980
33.8% 28.3%
31.7%
10.7% 12.7%
27.5%
12.1%
20.5%
1960-1962
Proj 2030
2007-2008
2009-2010
2001-2002
2005-2006
2003-2004
1999-2000
1988-1994
Prevalence of Obesity Among U.S. Adults Aged 20-74 (in US )
27.5%
20.5%
Need for Paradigm Shift Food Strategy to reset the default choices
Public Education Campaigns
Changing the Context and Environment Making healthier choice default and accessible
Changing Behaviour - Need for Paradigm Shift
Inform Strategic Shift Influence
Leveraging partnerships to achieve PERVASIVENESS
Eco-systemic Model
Adopting behavioural economic principles to NUDGE CONSUMERS
Escalating caloric excesses & physical inactivity
Daily Caloric expenditure from physical activity dropped by
average of 100 calories over the past decade
Obesity in Singapore is on the rise
16%
6.3% 6.8%
23%
10.8%
1998 2010 1992 2004
5.5%
Prevalence of Obesity Age Standardised (in Singapore )
International (BMI >30) Asian (BMI >27.5)
Source : National Health Survey 1992,1998 & 2010
35.9% 32.5%
50.0%
1971-1974
1976-1980
33.8% 28.3%
31.7%
10.7% 12.7%
27.5%
12.1%
20.5%
1960-1962
Proj 2030
2007-2008
2009-2010
2001-2002
2005-2006
2003-2004
1999-2000
1988-1994
Prevalence of Obesity Among U.S. Adults Aged 20-74 (in US )
27.5%
20.5%
Need for Paradigm Shift Food Strategy to reset the default choices
Public Education Campaigns
Changing the Context and Environment Making healthier choice default and accessible
Changing Behaviour - Need for Paradigm Shift
Inform Strategic Shift Influence
Leveraging partnerships to achieve PERVASIVENESS
Eco-systemic Model
Adopting behavioural economic principles to NUDGE CONSUMERS
Escalating caloric excesses & physical inactivity
Daily Caloric expenditure from physical activity dropped by
average of 100 calories over the past decade
Obesity in Singapore is on the rise
16%
6.3% 6.8%
23%
10.8%
1998 2010 1992 2004
5.5%
Prevalence of Obesity Age Standardised (in Singapore )
International (BMI >30) Asian (BMI >27.5)
Source : National Health Survey 1992,1998 & 2010
35.9% 32.5%
50.0%
1971-1974
1976-1980
33.8% 28.3%
31.7%
10.7% 12.7%
27.5%
12.1%
20.5%
1960-1962
Proj 2030
2007-2008
2009-2010
2001-2002
2005-2006
2003-2004
1999-2000
1988-1994
Prevalence of Obesity Among U.S. Adults Aged 20-74 (in US )
27.5%
20.5%
Need for Paradigm Shift Food Strategy to reset the default choices
Public Education Campaigns
Changing the Context and Environment Making healthier choice default and accessible
Changing Behaviour - Need for Paradigm Shift
Inform Strategic Shift Influence
Leveraging partnerships to achieve PERVASIVENESS
Eco-systemic Model
Adopting behavioural economic principles to NUDGE CONSUMERS
Escalating caloric excesses & physical inactivity
Daily Caloric expenditure from physical activity dropped by
average of 100 calories over the past decade
Obesity in Singapore is on the rise
16%
6.3% 6.8%
23%
10.8%
1998 2010 1992 2004
5.5%
Prevalence of Obesity Age Standardised (in Singapore )
International (BMI >30) Asian (BMI >27.5)
Source : National Health Survey 1992,1998 & 2010
35.9% 32.5%
50.0%
1971-1974
1976-1980
33.8% 28.3%
31.7%
10.7% 12.7%
27.5%
12.1%
20.5%
1960-1962
Proj 2030
2007-2008
2009-2010
2001-2002
2005-2006
2003-2004
1999-2000
1988-1994
Prevalence of Obesity Among U.S. Adults Aged 20-74 (in US )
27.5%
20.5%
Need for Paradigm Shift Food Strategy to reset the default choices
Public Education Campaigns
Changing the Context and Environment Making healthier choice default and accessible
Changing Behaviour - Need for Paradigm Shift
Inform Strategic Shift Influence
Leveraging partnerships to achieve PERVASIVENESS
Eco-systemic Model
Adopting behavioural economic principles to NUDGE CONSUMERS
-of-
Product Innovation
Broaden Choices
Driving Consumer Demand
Educate and activate
Leverage Partnership Manufacturers,
F&B, Retailer
Awareness
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Incorporate healthier options into core menu items and product mix
Driving Consumer demand
Educate and activate
-of-
Product Innovation
Broaden Choices
Driving Consumer Demand
Educate and activate
Leverage Partnership Manufacturers,
F&B, Retailer
Awareness
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Incorporate healthier options into core menu items and product mix
Driving Consumer demand
Educate and activate
-of-
Product Innovation
Broaden Choices
Driving Consumer Demand
Educate and activate
Leverage Partnership Manufacturers,
F&B, Retailer
Awareness
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Incorporate healthier options into core menu items and product mix
Driving Consumer demand
Educate and activate
-of-
Product Innovation
Broaden Choices
Driving Consumer Demand
Educate and activate
Leverage Partnership Manufacturers,
F&B, Retailer
Awareness
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Incorporate healthier options into core menu items and product mix
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Working with large F&B chains, making healthier offerings mainstream
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
HEALTHY DINING PROGRAM
NORTH
WEST CENTRAL
EAST
SOUTH
NEX Mall
Suntec City & Marina Square
Jurong Point
VivoCity
Bedok Mall
Double page advertisement
Locations of malls targeted for Phase 2 marketing
Mall
advertisements
Advertisements around 1km
vicinity placed around
key mall
Ad-walkers around the malls to distribute discount
vouchers
500kcal meals
Ensuring demand for healthier options: Shifting from mass to coordinated, location-specific marketing
Healthier Choice Program
-of-
2500 products cut across 70 categories, which contribute to 60% of all food and drinks sold through retail grocery chains
2500 products contribute to >15% market share
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Moving forward: Integrated Value Chain Approach
Grocery Retailers
Action by Existing Partners - Reformulation
Healthier Choice Program
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Working with large F&B chains, making healthier offerings mainstream
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
HEALTHY DINING PROGRAM
NORTH
WEST CENTRAL
EAST
SOUTH
NEX Mall
Suntec City & Marina Square
Jurong Point
VivoCity
Bedok Mall
Double page advertisement
Locations of malls targeted for Phase 2 marketing
Mall
advertisements
Advertisements around 1km
vicinity placed around
key mall
Ad-walkers around the malls to distribute discount
vouchers
500kcal meals
Ensuring demand for healthier options: Shifting from mass to coordinated, location-specific marketing
Healthier Choice Program
-of-
2500 products cut across 70 categories, which contribute to 60% of all food and drinks sold through retail grocery chains
2500 products contribute to >15% market share
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Moving forward: Integrated Value Chain Approach
Grocery Retailers
Action by Existing Partners - Reformulation
Healthier Choice Program
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Working with large F&B chains, making healthier offerings mainstream
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
HEALTHY DINING PROGRAM
NORTH
WEST CENTRAL
EAST
SOUTH
NEX Mall
Suntec City & Marina Square
Jurong Point
VivoCity
Bedok Mall
Double page advertisement
Locations of malls targeted for Phase 2 marketing
Mall
advertisements
Advertisements around 1km
vicinity placed around
key mall
Ad-walkers around the malls to distribute discount
vouchers
500kcal meals
Ensuring demand for healthier options: Shifting from mass to coordinated, location-specific marketing
Healthier Choice Program
-of-
2500 products cut across 70 categories, which contribute to 60% of all food and drinks sold through retail grocery chains
2500 products contribute to >15% market share
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Moving forward: Integrated Value Chain Approach
Grocery Retailers
Action by Existing Partners - Reformulation
Healthier Choice Program
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
HEALTHY DINING PROGRAM
Working with large F&B chains, making healthier offerings mainstream
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
-of-
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
HEALTHY DINING PROGRAM
NORTH
WEST CENTRAL
EAST
SOUTH
NEX Mall
Suntec City & Marina Square
Jurong Point
VivoCity
Bedok Mall
Double page advertisement
Locations of malls targeted for Phase 2 marketing
Mall
advertisements
Advertisements around 1km
vicinity placed around
key mall
Ad-walkers around the malls to distribute discount
vouchers
500kcal meals
Ensuring demand for healthier options: Shifting from mass to coordinated, location-specific marketing
Healthier Choice Program
-of-
2500 products cut across 70 categories, which contribute to 60% of all food and drinks sold through retail grocery chains
2500 products contribute to >15% market share
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Moving forward: Integrated Value Chain Approach
Grocery Retailers
Action by Existing Partners - Reformulation
Healthier Choice Program
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Healthier Choice Program
-of-
Island-wide consumer campaign
Increasing
both breadth and depth of collaboration
Periodic
promotional offer ad-buys with single supermarket
chain
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Coffeeshops
Hawker Stalls
Food Courts e.g Kopitiam, Koufu
Cafes e.g Yakun, Toastbox
Kiosks e.g Gongcha, Mr Bean
QSR/ Restaurants/Caterer
Food Service (Healthier Dining Program)
Grocery Retailers
Consumer Packaged Goods
Food Manufacturer (HCS)
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Integrated efforts from multi-stakeholders to influence lifestyle change.
-of-
Healthier Choice Program
-of-
Island-wide consumer campaign
Increasing
both breadth and depth of collaboration
Periodic
promotional offer ad-buys with single supermarket
chain
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Coffeeshops
Hawker Stalls
Food Courts e.g Kopitiam, Koufu
Cafes e.g Yakun, Toastbox
Kiosks e.g Gongcha, Mr Bean
QSR/ Restaurants/Caterer
Food Service (Healthier Dining Program)
Grocery Retailers
Consumer Packaged Goods
Food Manufacturer (HCS)
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Integrated efforts from multi-stakeholders to influence lifestyle change.
-of-
Healthier Choice Program
-of-
Island-wide consumer campaign
Increasing
both breadth and depth of collaboration
Periodic
promotional offer ad-buys with single supermarket
chain
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Coffeeshops
Hawker Stalls
Food Courts e.g Kopitiam, Koufu
Cafes e.g Yakun, Toastbox
Kiosks e.g Gongcha, Mr Bean
QSR/ Restaurants/Caterer
Food Service (Healthier Dining Program)
Grocery Retailers
Consumer Packaged Goods
Food Manufacturer (HCS)
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Integrated efforts from multi-stakeholders to influence lifestyle change.
-of-
Healthier Choice Program
-of-
Island-wide consumer campaign
Increasing
both breadth and depth of collaboration
Periodic
promotional offer ad-buys with single supermarket
chain
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
-of-
Coffeeshops
Hawker Stalls
Food Courts e.g Kopitiam, Koufu
Cafes e.g Yakun, Toastbox
Kiosks e.g Gongcha, Mr Bean
QSR/ Restaurants/Caterer
Food Service (Healthier Dining Program)
Grocery Retailers
Consumer Packaged Goods
Food Manufacturer (HCS)
Food Innovation Broaden Variety
& choices
Awareness
Working with Manufacturers F&B, Retailer
Driving Consumer demand
Educate and activate
Integrated efforts from multi-stakeholders to influence lifestyle change.
-of-
Need for Paradigm Shift Government Expectation
Healthy Living Master Plan : Vision 2020
Live, Work and Play
Provide 1 in 2 Singapore Residents
Access to at least three healthier living options
Thank You
Need for Paradigm Shift Government Expectation
Healthy Living Master Plan : Vision 2020
Live, Work and Play
Provide 1 in 2 Singapore Residents
Access to at least three healthier living options
Thank You
Need for Paradigm Shift Government Expectation
Healthy Living Master Plan : Vision 2020
Live, Work and Play
Provide 1 in 2 Singapore Residents
Access to at least three healthier living options
Thank You
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