Madrid Fusion Manila 2015

One of the world’s biggest culinary affair to be held at SM

The Philippines and Spain share a deep and colorful history and what better way to celebrate these two cultures than through their vibrant and intertwined culinary traditions. This April, the world’s most anticipated epicurean event will celebrate the two countries ’300 years’ worth of shared connection through food in one global event where the world’s top chefs showcase culinary innovations and cutting-edge techniques, ingredients and recipes taking food and dining to the next level. If one wants to see the “future of food,” this is the place to be in.

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.

SMX as official venue partner of Madrid Fusion Manila 2015 (L-R):

Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) Chairperson Marisa Nallana; Mielle Esteban of Arum Estratigias Internacionalización; DOT director of market development and Madrid Fusion Manila project director Verna Covar-Buensuceso; SMX general manager Dexter Deyto and SM Supermalls SVP marketing Jonjon San Agustin.

Madrid Fusion Manila 2015 partners with SM Supermalls (L-R):

SMX general manager Dexter Deyto; SM Mall of Asia AVP operations Perkin So; SM Mart Inc. SVP marketing communications group Millie Dizon; SM Supermalls president Annie Garcia; Chef Margarita Fores; DOT director of market development and Madrid Fusion Manila project director Verna Covar-Buensuceso; Mielle Esteban of Arum Estratigias Internacionalización and SM Supermalls SVP marketing Jonjon San Agustin.

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 Department of Agriculture (DA)’s active participation in Spain’s most important and Asia’s most anticipated culinary event of the year—the Madrid Fusión Manila—is a major step in showcasing the Philippine’s best  heritage food and agricultural products to the mainstream market and highlight what it can offer to the world of cuisine.

Organized annually since 2003, Madrid Fusión is the most important Spanish gastronomy congress bringing together the most prestigious and innovative chefs from all over the world. It has a solid 12-year track record of bridging cultures through good food. It is where the world goes to see the future of food.

“When we talk about food, agriculture is indispensable. All raw materials for food are products of agriculture and we are privileged and proud to feature top Philippine agricultural products in this year’s Madrid Fusión, the holding of which in the country is actually the first time in Asia,” DA Secretary Proceso Alcala said.

Through Madrid Fusion Manila, DA also aims to feature our Filipino culture and diversity and to stress the value of using ingredients produced by small farmers. “We also want to reintroduce ‘slow food’ as an alternative to fast food. The increasing popularity of convenience food has made our traditional cuisine that is deeply-rooted in our culture and traditions slowly disappear. As a consequence, we use less and less of the traditional and indigenous local ingredients that makes our cuisine distinctly Filipino and mainly produced from smallholder farming,” DA Undersecretary for Special Concerns Berna Romulo Puyat added.

On April 24?26, 2015, Mall of Asia’s SMX Convention Center in Pasay City,  Madrid Fusión Manila will feature some of the most renowned 10 michelin stars chefs from Spain and other parts of the globe namely Elena Arzak, Andoni Luis Aduriz, Quique Dacosta, Ramon Frexia, Francis Paniego, Paco Roncero, Mario Sandoval, Paco Torreblanca,  André Chiang, and Alvin Leung.

Madrid Fusión Manila is a joint partnership among the Philippines’ Department of Tourism (DOT) and the Tourism Promotions Board (TPB), along with Madrid Fusión organizers Foro de Debate and Arum Estrategias de Internacionalización.

Participants in the congress will learn the latest culinary trends and techniques from the top michelin star chefs from Spain and the best chefs from the Philippines and other countries in Asia, as they talk about progressive gastronomy, technological innovation, and revolutionary techniques in cuisine.

Restaurateurs, food manufacturers, entrepreneurs in the food industry, food writers, bloggers and even foodies will benefit from the conferences and presentations lined up.

The DA booths in the three-day congress will be exhibiting champion produce from different regions of the country such as mango, coconut, pineapple and tuna. In addition, products that reflect Philippine traditions and culture such as heirloom rice, adlai, siling labuyo, batuan, tabob-tabon, kamias, kapeng barako, and criollo cacao and innovative consumer products like Destileria Limtuaco’s  Manille Liqueur that use tropical fruits such as calamansi and dalandan, coco sugar and coco honey from Coco Natura, organic rice and coffee from Fresh Start Organic will, honey from Milea Bee Farm, fresh and chilled tuna from Frabelle will also be featured.

Entrepreneurs Bea Crisostomo of Ritual and Paula Aberasturi of DownToEarth have volunteered to help in the presentation of the products in the Philippine booth.

Philippines Top chefs to assist DA exhibits in Madrid Fusion Manila

The DA will also be sponsoring regional lunches that will exhibit finest dishes and produce from the country’s main islands—Luzon, Visayas, and Mindanao. Companies and entrepreneurs such as Farmacy, Fog city, Destileria Limtuaco, Manila Chocolates, Luna Coffee, Sebastian’s Ice Cream, Fresh Start Organic, The Chocolate Chamber, Carmen’s Best, Don Papa Rum,  Malagos Cheese and Chocolates, EDSA Beverage Design Studio, Risa’s Chocolates, Theo Philo chocolates, Farmacy and Wildflour have also volunteered to provide participants in the regional lunches with samples or tasting portions of their products.

New York based Chef Noel de la Rama will be the executive chef of the 3 regional lunches to make sure that everything will make sure everything goes smoothly!

For the regional lunches, the Luzon regional lunch will be curated by Angelo Comsti, author of Homemade for the Holidays, From Our Table to Yours and the Filipino Family Cookbook. He will be joined by Miko Aspiras of Scout’s Honor; Happy Ongpauco Tiu of Pamana and Tsokolateria; Robby Goco of Cyma and Green Pastures; Mikel Zaguirre of Locavore; Josh Boutwood of Bistro Group; and Myke Sarthou of Alab.

The Visayas regional lunch will be headed by Jj Yulo, founder of Pinoy Eats world and Just Jonesing. He will be assisted by Tony Boy Escalante of Antonio’s (recently included in Asia’s 50 Best Restaurants); JP Anglo of Sarsa; Margarita Fores of Cibo, Grace Park and Lusso; Vicente Lobaton of Enting’s of Sagay, Negros Occidental; Fernando Aracama of Aracama, Ariel Manuel of Lolo Dad’s, and Sunshine Pengson of The Goose Station and Shine Bakery.

Lastly Alicia Sy, author of EAT OUT NOW and executive editor of Town & Country magazine, contributing editor to spot.ph and Yummy Magazine will be in charge for Mindanao. She will be backed by Jordy Navarra of Black Sheep; Tippi Tambunting of Massetto; Jackie and Roland Laudico of Chef Laudico’s Guevarra’s, Chef Laudico Catering, Chef Lau’s Pugon Roasters and Patisserie Filipino; Mark Tan of Allium; Bruce Ricketts of Mecha Uma; Carmina Mapa del Rosario of Crazy Cook and Juan Carlos de Terry of Terry’s.

The undersecretary also expressed her appreciation to Enderun College, one of the country’s top hospitality management and culinary arts school, for agreeing to volunteer its services for DA’s participation in the congress and Smeg Philippnes for lending their showroom for our promotional shoot venue.

DA Secretary Proceso Alcala said that the Madrid Fusión Manila will be an expedient venue to encourage continued and broader patronage for native Filipino dishes and agricultural products, especially endemic fruits, spices and condiments, while embracing progressive gastronomic innovation. ### 

For more information about Madrid Fusion Manila such as schedule of events and presentations, please log on to www.madridfusionmanila.com