FAS Travel Show and Annual Strategy Meeting in Bali, Indonesia

Indonesia’s unique geography, with over 17,000 islands stretching across 5,000 km from East to West and 1,700 km from North to South along the equator, offers a rich tapestry of culinary diversity, and an ideal location to promote Alaska seafood. Recently, ASMI SE Asia representatives embarked on a journey to Bali, where they showcased Alaska’s ocean treasures at the FAS Travel Show and attended the FAS Annual Strategy Meeting. Here’s a glimpse into their experience:

FAS Jakarta’s Travel Show

The third travel show for 2023 unfolded at The Ritz Carlton in Bali, Indonesia, on September 21st. This vibrant event was an exciting opportunity, and with 70 food influencers, distributors, hotels, media, restaurants, executive chefs, and U.S. Cooperators in attendance. The show provided the perfect platform to promote Alaska seafood.

The event’s centerpiece featured a captivating table display, where many varieties of Alaska seafood were showcased. Chef Raymond Seik and his skilled team treated the audience to an engaging cooking presentation, skillfully using Alaska Salmon, Black Cod, and Dungeness Crab to craft fusion dishes infused with traditional Indonesian flavors. Attendees had the delightful opportunity to savor these culinary masterpieces, including Dungeness Crab Salad with Balinese pomelo, Olive oil, Ginger Flower, and Black Salt; Sockeye Salmon Gohu complemented by Roasted Almond, Onion Marmalade, and Coconut Oil; and the enticing Black Cod in Balinese Sate Lilit Skewer Tum with Sambal Matah Bongkot.

The Travel Show delivered impressive outcomes: The executive chef of the Ritz Carlton Bali eagerly considered adding Dungeness Crab to their in-house restaurant offerings. Local Alaska seafood distributors gained valuable insights and product knowledge to impart to potential customers. Significant Indonesian importers like PT Sukanda Djaya expressed a keen interest in Alaska seafood. Additionally, Canna Bali, a consistent venue for previous FAS travel shows in Bali, sustained its Alaska seafood presence by featuring and mentioning Alaska on their menus, underscoring its popularity. Moreover, ASMI achieved substantial media and influencer coverage, significantly expanding the reach of Alaska seafood within Indonesia.

FAS Annual Strategy Meeting 2023:

Following the Travel Show, ASMI SE Asia representatives attended a FAS Annual Strategy Meeting. The meeting began with an insightful overview of the Indonesian market, followed by individual sessions between U.S. Cooperators and FAS staff. The primary goal was to brainstorm promotional ideas for 2024. Importation specifics, including requirements, licensing, halal certifications, marketing activities, and potential collaborative programs, were thoroughly discussed.

Diverse U.S. cooperators from various agricultural sectors, including the U.S. Meat Export Federation, California Milk Advisory Board, Washington Apples, U.S. Popcorn, USA Dry Pea and Lentil Council, U.S. Dry Bean Council, Food Export USA, U.S. Grain Council, and Cotton Council International, joined the meeting, fostering opportunities for collaboration across sectors.

Exploring PIB: A Taste of Innovation

The journey continued with a visit to the Politeknik International Bali Hospitality School (PIB), recognized as Bali’s premier tourism campus and hospitality school. Nestled within a sprawling 15-hectare area surrounded by diverse tourism industries, PIB comes highly recommended by Bali’s distributors.

ASMI South East Asia representatives met with Ms. Erika Herdana, Director of Partnership & Event, and Ms. Ratih, a dedicated staff member at PIB. The school aims to provide their students with unique insights into new ingredients and sustainable food products within the food service industry, and expressed a keen interest in forging technical and hands-on collaborations with ASMI.

In summary, our journey to promote Alaska seafood in Indonesia has been a great success. The FAS Travel Show and Annual Strategy Meeting showcased the growing appeal of Alaska seafood in this diverse culinary landscape. The interest from esteemed establishments like the Ritz Carlton, local distributors, and prominent importers underscores the potential for further growth. Additionally, through our engagement with Politeknik International Bali Hospitality School, we see great possibilities in nurturing future culinary talents and promoting Alaska seafood as a sustainable food product in Indonesia. And as we look ahead, we are excited about the opportunities that lie in wait, and remain dedicated to sharing Alaska’s ocean treasures with an even wider audience in Indonesia.