“ The Real Meal” Today when it comes to impressing your guests in China, expensive liquor and cigarettes are out. Healthy organic food is now all the rag e .
Even though most of the organic food bought in China ends up being given as gifts, the trend is fast becoming similar to Japan and the US, where middle-class guests and restaurant patrons demanding the possibility of sustainable and organic choices on there menus
Sustainability, Local Sourcing and Nutrition Are Top Restaurant Menu Trends for 2010 According to the National Restaurant Association’s most recent annual survey of 1,600 American Culinary Federation (ACF) member chefs, the No. 1 food choice from a list of 203 food contenders is any locally grown vegetable or fruit.
Sales of organic food in China reached CNY10 billion (USD1.16 billion) last year, almost four times the 2008 total and almost double the sales of Japan's organic food industry.
Why Localize the Menu? Traditionally, F&B has been labeled the “poor cousin” as a high cost and low-profit department in the hotel operation. This largely is because of the amount of labor for food production in addition to the amount of goods and services needed to deliver the product .
Creating a sustainable and responsible F&B operation will not automatically enhance profitability but consumer’s eyes are now wide open, and they are holding companies to a higher standard. These days’ issues of environmental and social justice, balanced and healthy diets are high on the consumer agenda along with quality and safety. These issues are fast becoming more and more the criteria for choosing where one dines, has an event or hold a corporate convention. Planting and growing the seed
Customers are voting with their dollars in support of businesses that are offering green solutions giving a competitive advantage. Hotels around the world are catching on to the new green hospitality trend, becoming sustainable places for their guests to enjoy From the Ritz to the Sands hotels are going “green ” Does "Going Green" sell? The Palazzo Hotel in Las Vegas is the greenest and most sustainable hotel on The Strip
The top 10 green hotels in Asia according to Online travel reviews such as Travelocity are showing higher-than-expected ratings for eco-friendly hotels in Asia as compared to mainstream properties. The Tongsai Bay, Koh Samui, Thailand Alila Ubud and Alila Manggis, Bali, Indonesia Sofitel Angkor Phokeethra Golf & Spa Resort, Cambodia El Nido Resorts, Miniloc Island, Philippines The Frangipani Langkawi Resort & Spa, Langkawi, Malaysia Banyan Tree, Bintan Island, Indonesia Hotel de la Paix, Cambodia The Orchid Hotel, Mumbai, India Soneva Fushi by Six Senses, Maldives Kingfisher Bay Resort and Village, Fraser Island, Australia
Make sustainability the core element in your product design, cost management and branding to increase margins and gain competitive distinction. Identify and supply those green specialty products that mean something special to customers searching to be green. Use technologies that reduce costs and emissions to gain sustainable cost control and reduce exposure to higher fossil fuel and water prices. Doing green (vs. going green) creates binding customer loyalties generating sustainable revenues. The Four Green Business Elements
Going Local and “Green” What does it really mean? – Recycling – Reducing carbon footprint – Supporting local food growers and suppliers – Using sustainable and organic supplies/materials Why? – Public image – Responsible eco-management – Appeal to customer base – Competitive advantage by offering fresher, tastier food sourced from local growers
Does Local = Green? Define “local” – 150 - 250 km radius – Seasonal for region Better than “organic”?! Sometimes ---Yes – You are where you eat – Emissions vs. pesticides
– Significant reduction in transportation – Farms, not factories – Reduce carbon footprint Fights climate change Why Does Local = Green
<ul><li>Boost Image </li></ul><ul><li>– More eco-conscientious guests </li></ul><ul><li>– Public image </li></ul><ul><li>– Support local economy </li></ul><ul><li>– Becoming the sustainability leader in your area </li></ul>Creates an excellent way to emotionally connect with your guests, and better yet, to engage them in the process.
Where to Start Venues and menus – The where, the when, the how, and the how much – Flexibility – Use existing local cuisine ideas – Focus on one area or outlet at a time – Have realistic expectations
organic, sustainable and local The menu at Café Marco consists of dishes aimed at taking diners back to the farm with meat raised in a humane and wholesome way, locally sourced organic produce, fish from conscientious fishmongers, artisan cheeses and cured meats from small local purveyors and custom-made bread from organic flours. The Organic wine list available, by glass or bottle, journeys through the world’s fruitful vineyards, with an occasional stop for an Oregon Pinot Gris or a South Australian dry Riesling. An interesting array of local craft beer and spirited cocktails with fresh garnishes. Good times and thoughtful food are a way of life at Café Marco .
More than just the food and beverage – Packaging, bags and containers – Reusable displays, banners and name badges – Water provided from jugs rather than bottles – Printed materials use recycled paper and card – Detergents, soap, etc. – Towels and toilet paper made from non chlorine bleached paper or eco-labeled paper – Recycle and separate waste; use efficient waste-management – Eliminate as much plastic containers, plastic wrap etc. as possible. – Use products made from recycled materials Marketing – Program awareness – Promote local farms, vendors – Calculate and advertize carbon footprint reduction
Start the process of making F&B more sustainable and profitable Conduct a comprehensive audit or evaluation of your F&B operation Provide a strategy and baseline in terms of energy efficiency and carbon footprint. Have a total quality approach in regards to customer satisfaction. Understand your local territory and obtain feedback to understand what is important to the local community .
Want to be really green? Use Less Meat 35 kcal of fossil fuel to produce one kcal of food energy in beef which is 10 times more than needed to produce same kcal of plant food energy
Want to be really green? <ul><li>More sustainable protein choices </li></ul><ul><li>Wild-caught fish </li></ul><ul><li>Grass-fed beef </li></ul><ul><li>Offer more creative vegetarian selections </li></ul>
Fresh Local Organic Sustainable Seasonal The F&B Mantra 2010 is F.L.O.S.S
Benefits of F.L.O.S.S <ul><li>Lower carbon emissions and energy consumption </li></ul><ul><li>Promote local businesses and support local farming communities </li></ul><ul><li>Add creativity and culture to menus </li></ul><ul><li>More nourishment </li></ul><ul><li>Fresher food </li></ul>
• Reduce portion sizes or number of items on a buffet • Offer fair-trade, shade grown, organic coffee, tea, cocoa, sugar • Wines, champagne, beer … organically grown or local • Desserts … use organic chocolates, local fruits • Edible centerpieces made of local foods • Flowers should be grown locally, with no pesticides • In events attendees pre-select their meals & portion sizes before the event … leads to less waste & less cost • Give donation of excess food and/or compost the waste More F.L.O.S.S Ideas
Adding F.L.O.S.S. To Your Menus • Partner with the Chef • Discuss local / regional food vendor availability • Request free-range chicken, eggs & meats • Use seafood low in mercury, locally caught; Avoid over-fished seafood or fish raised by methods harmful to the environment • Use foods that are in season … prevents buying from overseas and can keep costs down • Offer creative and innovative vegetarian meal selections; vegetables consume less energy to produce
Even consumers who still can afford caviar and lobster are counting the cost and will be opting for more modest and sustainable menu options.
A survey of trends by the National Restaurant Association for 200 9 /2010 says that environmentally friendly equipment, the local-foods trend and sustainable practices topped F&B directors and chefs’ lists of hot trends and top cost- savers . Opulence has become tacky! Local and Organic is “in”
Habit Assessment . Look for the daily practices that can be changed to save money and resources. Energy Assessment . Identify where you are needlessly wasting energy. Water Assessment . Leaky plumbing fixtures are only sending your money down the drain. Waste Assessment . Determine the types and quantities of materials being thrown out. Reduce, reuse and recycle. Educate Yourself and your staff Education is the key to going green. Only proper implementation of sustainable practices and correct use of equipment will save the most money. Make the Change and the Commitment The next step is to make green changes in the kitchen, buy green equipment, implement a green waste management system, begin using green cleaning products and practices The first steps
Benefits of purchasing local foods in-season • Eliminate the environmental damage caused by shipping foods thousands of miles • Food cost revenue goes directly to the farmer and local community • Guests enjoy the health benefits of eating fresh, unprocessed fruits and vegetables. • Exciting opportunity to try new foods and experiment with seasonal selections. And the food simply tastes better!
Back to Basics ! How we were Naturally green Slow food F ood had Better Flavours Seasonality = Affordability Supported Local Farmers and Markets Grew our own S imply Healthier
What Is Organic? The word "organic" refers to the way farmers grow and process agricultural products, such as fruits, vegetables, grains, dairy products and meat. Organic farming practices are designed to encourage soil and water conservation and reduce pollution. All-natural," “Free-range" or “Hormone-free” products are NOT Organic products. Only products certified as 95 percent or more organic display the USDA or other national certified organic seal.
Do organic products taste better ? While the jury is still out on this question The Soil Association, the UK's major organic accreditation body, has conducted a poll of over 800 people. Fruit and vegetable scored high on taste, with 72 per cent saying they taste better than non-organic. Meat also scored at the top, with 71 per cent saying they preferred the taste of organic meat.
In most commercially produced foods additives are often added to make them taste better or last longer. Organically reared live stock and poultry produce meat that tastes better because of the way the animal is fed and reared – free range instead of being cooped up – with humane slaughter – no hormone jabs are given to the animals to make them grow quicker or fatter. Do organic products taste better?
Sustainability is another key consideration if we wish to be true eco consumers. Does the fish we are serving come from a source that is not over fished or abused? Sustainability
The southern blue fin tuna is classified as Critically Endangered on the list of threatened species . The weight of the adult spawning population of a species Sustainability
To ensure our future generations have all the goodness we now enjoy – is an important consideration in the food & beverage industry, Sustainability
SUSTAINABLE CATERING Hotels need to rethink how they do events and meetings in order to be a strong competitor in the future. Companies searching for conference and convention locations increasingly are searching for those hotels that have a strong sustainability program
"All the out-of-the-box stuff is back in the box" • Locally grown : Lower food miles traveled = a smaller carbon footprint. Support local farmers to connect urban areas to nearby farming communities. • Organic : Chemicals used in conventional farming are a major source of pollutants in our waterways and can diminish soil quality. Organic farmers do not use chemical and are considered better stewards of the land. • Fresh : Fresh food is healthier, contains nutrients in forms more readily accessible to our bodies than nutrients in processed foods. • Healthy: Ensure that healthy options are available, whether the customer is looking for a snack or a full meal. • Reusable , compost left over food and use recyclable packaging: • Vegetarian : Events should offer attractive and nutritious vegetarian options. Reduced fish and meat consumption is linked to a reduced carbon footprint. • Ethically produced : Others should not be taking unreasonable risks and making unreasonable salaries to produce and serve the food we consume. Only serving Fair Trade coffee, chocolate and bananas and sustainable harvested seafood • Quality: Besides serving food that is better for the planet and its producers, food should taste great, too. People take their food more seriously if they enjoy it. Sustainable food sourcing and service
This is where Fair Trade comes in... Fair trade is an organized social and market based approach that helps producers in developing countries obtain better trading conditions and promote sustainability. The movement advocates the payment of a higher price as well as social and environmental standards. It focuses in particular on exports from developing countries to developed countries, most notably, coffee, chocolate, sugar, bananas, fresh fruit, flowers and gold. In China the Fair Trade Commission (FTC; 公平交易委員會 ) is an independent government agency which is responsible for competition policy, trade practices, fair trade policy, laws, regulations, investigating activities restricting competition, such as monopolies, mergers, collusions, cartels, and other unfair trade practices on the part of enterprises in the PRC
Why organic and fair trade bananas? In the banana industry, production, profits, and power are highly concentrated. Just five corporations control around 85% of the world banana market . Bananas bearing the Fair-trade Certification Mark have been produced on small farmer organizations or in plantations that meet very high social and environmental standards. Farmers who produce Fair-trade certified bananas are guaranteed a Fair-trade minimum price to cover their costs of sustainable production and a Fair-trade Premium of US$ 1 per box of bananas to invest in social and economic projects in their communities. Forced labor and child labor of children of 15 years and under is prohibited. Work for children over 15 must not interfere with their education
Why organic and fair trade chocolate? If regular chocolate is so good for you, why go organic? For many of the same reasons that buying organic is better in the first place. You can support fair trade practices in the forests of South American countries where cacao beans are grown. Shade grown beans encourage biodiversity, and you avoid toxic chemicals. So why not have one more reason to feel good when you bite into that chocolate bar?
Why organic and fair trade coffee ? Organic fair trade coffee is coffee that is grown organically, without the use of pesticides, herbicides or artificial fertilizers by a farmer who receives a fair price for his or her efforts, frees them from working with harmful chemicals, and protects fragile mountain ecosystems and water supplies.
The Bottom Line What does organic and sustainable mean for hotel F&B operation? The green movement is the most controversial topic to hit hotel F&B operations in years. Call it green, organic or sustainable, but whatever label it wears, this is a burgeoning trend among F&B Directors and chefs. The farm to table approach is becoming so pervasive in the food world that entire restaurants are being built around the concept. So why can’t hotel F&B operations keep up with the times? Unfortunately it just isn’t always practical from a financial standpoint.
<ul><li>To run a green F&B operation can be scary especially when considering balance sheet impact If we insist that every last chicken, tomato, apple, and head of lettuce that comes into the operation is certified organic it certainly would be a healthier way to eat and more environmentally friendly. </li></ul><ul><li>But “going green” in the hotel often only means producing a card inspiring guests to re-use their towels and linens. </li></ul>The Reality It’s just not so easy to go green in the F&B operation without seeing an increase in food costs.
<ul><li>There is a way for some of those costs to be kept down and there is someone else who must be listening for a greener F&B operation to be profitable. </li></ul><ul><li>And that’s the hotel’s business partners. </li></ul><ul><li>Going organic in the F&B operation will only happen if there’s a collaborative effort with vendors. </li></ul><ul><li>Green starts at the backdoor with manufacturers and suppliers. </li></ul><ul><li>Responsibility starts with the people that supply us, the middle user. </li></ul><ul><li>Regarding organic, offer it where you can. Go local where you can, do organic where it works fiscally for your owners and creatively for your chefs.” When the consumers and guests are out there looking for sustainable and organic we as hoteliers had better be listening.” </li></ul>The Solution
Is Organic and Sustainable a Viable and Economic Option?
Thank You Tell me what you eat, and I will tell you what you are.” ~J.A. Brillat-Savarin, 1755-1826