Top-notch existing and new-to-market produce that highlight the very best of the Golden State

The Western USA Agricultural Trade Association (WUSATA) and Buy California Marketing Agreement (CAGROWN), with the support of the USDA Foreign Agriculture Service are proud to showcase an exciting range of top-notch food products from the Golden State in Singapore this month. An exclusive industry menu tasting was held at the Four Seasons Hotel hosted by the aforementioned and presented by various California co-operators, and well-attended by F&B professionals.

Enthuses Christine Birdsong, Undersecretary of the California Department of Food and Agriculture (CDFA): “Singapore has always been a key Asian market for us as consumers here are savvy, discerning and always on the lookout for new products. California is home to a remarkable range of fruits, nuts, vegetables, grains, dairy products and wines, and more, with regions nicknamed ‘Wine Country and ‘The Salad Bowl of the Nation’. Our bounty is sold around the globe and we are proud to embrace not only quality and quantity in our agricultural produce, but sustainability and innovation as well. These are exciting times for us and we cannot wait for more consumers to know and love all that the Golden State has to offer.”

CAGROWN is all about connecting consumers with the people who grow and produce California-grown food. The organization was formed in 2001 to promote all California-grown agricultural products. Through creative marketing, effective storytelling and leveraging of the “California Grown” brand, the organization reaches millions of consumers each year, encouraging them to look for and buy items grown and produced in the state.

U.S. Trade cooperative representatives, which lead the importation of goods to the country, were also in attendance such as Caroline Stringer from California Fresh Fruit Association, Elizabeth Carranza from California Blueberry Commission and California Olive Committee, Thomas Wee from California Agricultural Export Council and Raisin Administrative Committee, and Reji Retugal-Onal from California Milk Advisory Board-Philippines. From now until 27 July 2022, consumers may look out for California products such as grapes, nectarines, peaches, plums and raisins in a special ‘Feast on All-American Favourites’ fair at all FairPrice Finest outlets and select FairPrice Xtra.

Highlights of existing and new-to-market products

Cheese  The California Milk Advisory Board

Olives California Olive Committee

Peaches, nectarines and plums The California Fresh Fruit Association

Medjool dates California Agriculture Export Council

Raisins Raisin Administrative Committee Wines California Wine Institute