Brand Talk: National Food is the King of food brands.

An ordinary consumer has no idea of marketing jargon. And how should he/she? Jargon, as defined by the Oxford Dictionary, means 'special words or expressions used by a profession or group that are difficult for others to understand'. So, generally speaking, an ordinary consumer has no idea what 'Brand of the Year Award' or 'Brand Elections' stand for.

This was the first thought that went through my mind when I saw this ad of National Foods in DAWN the other day. The first thing that attracted me was the pink color. If the agency sold the color on the premise that it would grab attention, full marks to them. I have to admit, though, that the pink color was a refreshing change from the usual but the pink font wasn’t such a brilliant idea. 

This print ad was an announcement of National Foods' triumph over all other food brands in Pakistan. It is, according to the ad, the leading brand in five categories which are shown, donning crowns.

So what does this ad communicate to the consumer? Yes, it does send across the message (loud and clear) that National Foods is the best. So, ideally speaking, a user of any National Foods brand will feel a surge of pride because the brand in his/her kitchen is the best brand in Pakistan. Does this make for quality coffee table conversation? Maybe it does, depending on where the coffee table is!

Similarly this ad will, again ideally speaking, entice the non-user to rush to the nearest superstore and buy National Foods products. Okay, maybe this was a little too ideal!

This ad does create awareness. Firstly, it makes consumers [and here I am talking of an ordinary consumer who does not know marketing jargon or read Aurora magazine] aware of the entire range (almost) of National Foods. Secondly, it gives a good impression. It is a sort of ‘quality seal’ which reassures users that they’re buying the best there is in Pakistan. We all want to use the best brands, especially when it comes to food, so the ordinary housewife, who used National Foods will lift her head up high (especially if her mother-in-law always used Shan and would scoff at her daughter-in-law’s choice). Thirdly, and maybe most importantly, this ad is not aiming at generating sales. It is trying to generate goodwill by thanking its consumers for casting their votes. Consider this ad as a thank you speech.

But how did National Foods become the number one brand? Who were the people who casted their votes? Is this for real or some tomfoolery on the part of the brand? What is ‘Brand Election 2010’? These are questions which the consumer might think of, some consumers more than others (honestly, who has the time to ponder over a pink print ad?). A link to the Brand Elections website (besides their minuscule logo on the right hand corner) could have answered all these questions. Brands (and here I’m referring to companies and research agencies) need to educate consumers and the web is a great way of doing that. If consumers know the authenticity and the details of such research efforts, they will appreciate their brands even more. Because, honestly speaking, in our country anyone can claim to be the best without any proof and most people believe it.

I came to know about Brand Elections through the Aurora magazine  which featured an interview with Shoaib Qureshy, Chief Strategy Officer, Bulls Eye Communications and the mastermind behind this effort.It’s a pity that in this day and age, we still don’t use the web as much as we should.

I wonder why? In the mean time, I am surging with pride thinking of my National Hyderabadi Mixed Pickle as the best in Pakistan. What joy!

Slashfood's Steak Day & A Simple Marinade

Truthfully I don't need much incentive to do a "steak day". I love BBQ'ed anything and truth be told, we BBQ even in the winter (and Toronto, Ontario, Canada has real winter with real snow and real cold). Plus after eating way too many gingery desserts, (4 pounds have crept back up) I was glad to come across Slashfood's Steak Day. As if I needed an excuse!

This butterflied, boneless leg of lamb is a treat from Bruno's (my favorite local food emporium). It comes marinated in olive oil, rosemary, garlic and some other things I haven't identified and I must admit that I like it almost as much as my own. All I had to do was grill it, let it rest for a few minutes and serve it with a simple salad. Who says dieting has to be painful?

Whenever I'm brain dead but my body is screaming for meat (which is often).....

1. I usually whip up a simple marinade:of olive oil, minced garlic, some herb (I love rosemary, or cilantro, or thyme), some lemon juice or balsamic vinegar or soy sauce (something acidic, it just depends on my mood) and dump some chicken, beef or lamb into a zip lock baggie with it and let it sit on the counter for about 1 hour.

2. Fire up the BBQ and cook it for 5 minutes or so for each side. Let it rest covered for 10 minutes....and you're done. If you're doing flank steak or leg of lamb, just slice it across the grain before serving.

This time I just added a simple salad of mixed greens, baby spinach, red onion and red pepper slices with a balsamic vinaigrette.

Diamond rings and great coffee

Last night, after a good solid afternoon nap, Ann and I hit the local streets of SanTelmo heading to a steak restaurant. I was after that unique steak experience that so many people have told me about.

I can't remember the name of the restaurant, but it translated roughly to "we will not dissapoint your expectations" - big advertising for this simple yet robust way of presenting good food. We were not dissappointed!

We basically surrendered to the waiter and asked him to just look after us. I advised my allergies and voila, death by supreme gustational pleasure...
Served with two fishbowls full of the freshest most delicious wine I've ever tasted, followed by Limonata liquour... basically a lemon kick to the head with lemony sweetness. I practically melted under the table with pleasure. All for the incredible price of the equivalent of $30 Australian dollars.

 This morning we had a late start (I wonder why?) with two cafe pretos and some french fries (they are hand cut here and just touched with oil).

So, you know how some people quest to photograph the best sunset ever or the best beach scene ever..., well Ann and I have a mutual challenge now, not only to cross Avenida 7 July in less than 3 crossings and 10 minutes, but also to take the best 'coffee' photo, one that says the essence of coffee.

We realised as we saw all the photos and paintings of tango dancers and that some say it, and some don't. So the 'coffee' challenge is on, in much the same way. I post the best of my efforts each day here.
It looks and feels real.  It seems 'antique' jewelery here is not as valued as new, and so this ring has this lovely happy, beautiful energy. It feels like someone very happy once wore it and now me, very happy, wears it. I have always said to my best mate Ron, that I am more comfortable with antique jewelery (especially diamonds) and that I will buy my own diamond ring. That when it happens, having the love of my life in my life is enough, he doesn't need to buy me diamonds, just love me. So I found it, in the antique markets of South America - can you believe it! Ann actually gasped as I put it on, it is so gorgeous, solid, unusual and beautiful. I fell in love immediately. I had only just been telling her of my search of many years to find it.

Since then Ann, being the lovely soul that she is, is ensuring we stop at plentiful cafe's so I can lift the glass to my lips and admire my new ring as I do so. It actually slipped straight onto my finger like it belonged there and it sparkles in the sun.  Ann, is a bit under the weather today. Yesterday she was playing in the childrens pool with Hugo, the son of hotel caretaker Pablo, and not thinking when Hugo spat water at her, bent down and did the same. Since then she has been feeling less and less well, and is now taking an afternoon nap whilst I'm out here writing.

 I'm keeping an eye on her and dosing her up with water, alcohol (yes Dr Lemon) and vitamin C. I think she's ok, because I truely believe that its the flight, not the water... in my experience there is a time after a flight -   a day, or one to two days later - where it hits you... that lag of travelling thousands of kilometres in a small tin structure... My day was yesterday, Ann's is today. Fingers crossed that's all it is.

Tonight, hopefully we can see some more tango on the streets and enjoy some more good food.Otherwise there are other nights and other times. I know sometimes rest is just what is needed, and I'm happy to potter around the hotel with Pablo, the family who owns the hotel and Hugo.

Ok so one last rave about the food.  I swear everything here is hand picked, yesterday or today and it tastes like essence of salad, or essence of meat, delicious and full of flavour and nutrients. I can feel my body thanking me for this respite.

So, for the next few days, depending on how well both Ann and I feel, I will take some tango privates here -  Pablo is organising them for me. He will try and find a teacher that knows how to work with someone with a salsa base. Tango and Salsa are very different.

I will rest, eat well and admire this much searched after ring... que felicidades. 

Setur Al Bustan Rotana Dubai Features Michelin Starred Chef Sébastien Chambru

Rodeo Grill Restaurant at the Al Bustan Rotana Dubai takes pride in featuring Michelin Starred Chef Sébastien Chambru as the second chef visiting for the Michelin Gastronomic Excellence promotion this November. This exciting culinary offer, which was successfully launched in October, showcases six renowned Michelin starred chefs from October 2010 to May 2011 to offer exciting new culinary masterpieces to Dubai diners.
The excellent roster of internationally famous master chefs coming to Rodeo Grill include Chef Stephane Gaborieau who had a highly successful stint this October, Chef Sébastien Chambru from 7th – 11th November, Chef Nicolas Isnard in February, 2011, Chef Daniel Galmiche in March, 2011, Chef Christian Etienne in April, 2011 and Chef Gilles Tournade in May, 2011. These renowned culinary masters will be personally preparing their culinary masterpieces that earned them their much coveted Michelin Stars to Rodeo Grill guests.
This November, Chef Sébastien Chambru of the famous restaurant Le Moulin de Mougins in France will be the main star at Rodeo Grill as he presents his gastronomic expertise. Chef Sébastien made his mark in the international dining scene after being awarded his first Michelin star after less than a year at the famous restaurant. He was also a recipient of the prestigious Meilleur Ouvrier de France and is considered to be one of the youngest yet most accomplished chefs worldwide. His restaurant Le Moulin de Mougins has served dishes to numerous celebrities and famous people including Dustin Hoffman, Audrey Hepburn and Elizabeth Taylor.
Do not miss this unique chance to meet Chef Sebastien right here in Dubai! Reserve your tables for both lunch and dinner at Rodeo Grill from 7th – 11th November and experience world-class cuisine from Chef Sébastien. Furthermore, discover his culinary techniques and secrets through a cooking class on Wednesday, 10th November from 10:00 am to 12:00 noon. Finally, treat yourself like a dining connoisseur and be at the gala dinner on Thursday, 11th November for only AED 495* inclusive of selected beverages.

Bacon Balsamic Turkey

I know it’s only the beginning of September, but I’m already preparing for Thanksgiving. Actually, I have already tried all the recipes that I plan on preparing this year. It may seem like I’m a perfectionist – trust me, I’m not – I thought I’d change up my recipes this year instead of the same old boring plain turkey.

I have had so much success with my balsamic vinaigrette and bacon as sauces for steak and noodles, that I thought I’d try it out as a marinade for my Thanksgiving turkey as well! And, just as all the times before, it made the dish I prepared taste better. The turkey came out very soft, moist, and flavorful. It was actually hard to stop eating when usually I eat turkey for Thanksgiving simply because it’s Thanksgiving and that’s when you eat turkey. Otherwise, I avoid it year round because it’s so dry.
It seems that all the turkey needed was a little bacon – well, maybe a lot of bacon – but who’s counting?
So, try something new this Thanksgiving and you will get rave reviews!
Ingredients:
marinade*:
1/4 teaspoon of Salt
1/4 teaspoon of Pepper
1 Tablespoon of fresh Thyme
1.5 teaspoons of grated Parmesan cheese
1 Tablespoon of yellow Mustard
1 teaspoon of Juice (grape or apple) – optional
1 Cup of Balsamic Vinegar (with only 6% acidity)
1/3 Cup of Olive Oil
Turkey:
250 grams of raw Bacon slices
2 Turkey legs & 1 thigh
Directions:
In a mortar crush salt and pepper with a pestle. Add the thyme and crush until the leaves have come apart. Add the grated Parmesan and crush into the mixture. Stir in the mustard, juice, and then the balsamic vinegar. Finally, whisk in the olive oil. Set aside.
In a skillet (preferable cast iron – it heats up more evenly) cook the bacon on medium heat until it’s crispy (but not burnt). Remove the bacon to a cutting board, crush or chop, and then return to pan and continue to cook until it’s hot again. Once hot, pour in the vinaigrette – watch for splatter! Stir, and let the dressing reduce until it has thickened a bit. Set aside and let it cool until you can handle it.
In the mean time, preheat your oven to 200°C (392°F).
Lift the skin from the chicken without tearing it off – you just want to be able to rub some marinade underneath the skin.
Place the turkey parts in a large glass casserole dish. Once the marinade has cooled, spoon half of the marinade underneath the skin of the turkey and rub it in. Place the skin back the way it was, and then pour the remaining marinade over the turkey and rub in.
Bake for 20 minutes, then open the oven (watch for steam!), and brush the marinade from the casserole dish onto the turkey. Repeat this every 15 minutes until the turkey has cooked for a total of 1 hour or the meat has reached an inner temperature of 88°C (190°F).
Remove the turkey from the oven and cover it with aluminum foil for 15-20 minutes.

GADO GADO ALA INDONESIA

What are the things that make gado-gado become a delicious meal? The answer: peanut sauce. Not rebusnya vegetables, eggs were not an option, and not the choice of potatoes. But the peanut sauce. Are we aware that without the peanut sauce, gado-gado is only a collection of boiled vegetables, eggs, and potatoes that have no meaning. How high was the quality of the ingredients.
And gado-gado Boplo is one of the many hodgepodge that I like. Peanut sauce just right. Peanut was fitting. Not too broken, and not too rough. Sometimes there's a jumble of peanut sauce that was too shattered. So mushy beans that are too thin.
I do not know, but maybe this is under the conscious understanding of our society when 'create' dish called gado-gado this. Understanding of the needs of a 'peanut sauce' that can define a nation called Indonesia. The problem is, 'peanut sauce' that fits up to now has not been realized. Whereas 'peanut sauce' is supposed to be a common thread that unites the various differences in Indonesia. Where did the arrival of 'bean sauce' for Indonesia may be different with gado-gado. But the idea of 'bean sauce' as a common thread Indonesian identity is a necessity.
Some time ago I read a book written by John Rawls, titled "Political Liberalism". There is one interesting inspiration, and perhaps could be the 'peanut sauce' for Indonesia. That is by pushing for the establishment of a consensus - an agreement about Indonesia. Consensus is not imposed, but realized gradually, in a long time, through the action-reaction in the community interaction. The key to the realization of 'bean sauce' is: the reason an action taken by members of the public, must be accepted by other community members.
Take for example the busway, for example. Could the reason of the act of a community member who barged busway lane received by other members of society? If the reason is an emergency, such as ambulances, would be accepted by other community members. But if the reason just to avoid traffic jams? Of course there are community members who will not accept this excuse. Mainly those in the busway.
Dialogue and debate is crucial here. Dialogue and debate to achieve a 'Sensibility' of the reason an action. In our lives too often we do this. Only too often we do not see this method as a best way to solve social problems. For me, only through dialogue and debate like this, 'peanut sauce' of gado-gado Indonesia can be created. Not by force, intimidation, or a 'show of force'. We have enough experience with using violence and intimidation in trying to create a red thread Indonesianness.
Dialogue and debate is what should have been developed in Indonesia. Of course, with directions for creating this thread. And not only dialogue and debate 'for the sake of Itself'. Most importantly, is the state's role to facilitate, rather than co-opt this process.