FOOD HOTEL ASIA 2008  
22 - 25 APRIL 2008, Singapore Expo      

ASIA'S largest international food and hospitality trade show, Food & HotelAsia (FHA2008) returned to the Singapore Expo for 4 days, from 22nd to 25th April 2008. The event occupied seven halls (75,000 square metres) for the first time, and hosted 2,627 exhibiting companies from 70 countries, hence reaffirming itself as a premier trade event for the region’s food and hospitality industries.

FHA2008 was THE event whereby Simplex achieved many milestones – we occupied the biggest booth space ever in company history and was the key attraction at the show with our impressive, one-of-a-kind pavilion in Hall 5; we rolled out our new Simplex culture and had an enjoyable four days sharing our new culture with our Principals as well as customers.

The Simplex pavilion consisted of four different foodservice business concept areas at each corner, namely Bar and Convenient Store, Hot Kitchen, Café and Dessert. FHA2008 was a great Marketing outing for Simplex and our valued partners, especially our esteemed sponsors. We dedicated each foodservice business concept area to our four main sponsors, namely Manitowoc Foodservice Group, Vita-Mix Corporation, Taylor Company USA and Winston Industries. At each Concept area, free food samples were given out and coupled with live demos of the range of high-quality equipment that we carry, the Simplex pavilion was bustling with activities and people throughout the four-day event.

Each Concept area also had its own characteristics:

The Manitowoc booth was well-balanced with a showcase of foodservice business concepts such as the Bar and Convenient Store as well as a showroom-style display of Manitowoc ice machines. This two-prong approach allows us to simulate to the customers how equipment like the Manitowoc ice machines and Servend beverage dispenser can fulfill their foodservice business needs and also allow us to introduce to them Manitowoc’s extensive range of equipment.

The Vita-Mix blender wall display at the Vita-Mix booth/Café Concept area attracted many interested customers and our Sales Personnel were kept busy doing live demonstrations of the versatility of each and every model of the Vita-Mix blenders.

The Winston booth/Hot Kitchen Concept area was a ‘hot’ zone, with the constant frying of delicious fish fillet and fried chicken, which the crowd absolutely loved and kept coming back for more!

The Taylor booth/Dessert area was once again a crowd favourite, with two Italian chefs, Mr. Patrizio Bedendo and Mr. Marco Angele working up the appetite of the crowd with the delectable gelato made from Monterrico gelato mix, and performing a gelato ‘Magic Show’ by whipping up plate after plate of gourmet gelato, using the exciting ISA Gelatomix, which is more an exciting new concept in the display, preparation and serving of gelato/ice cream in a more original and attractive manner.

Another exciting aspect of the Simplex Pavilion was our Luxury Home Concept, which is an extremely exciting and brand new concept that has never been featured in FHA before. The luxury living market is a growing and fast developing one in Singapore, due to the increasing affluence of Singaporeans, influx of wealthy foreigners who are looking to purchase holiday homes here, growing luxury property market etc and we saw FHA2008 as a great opportunity to show our capabilities in catering to this growing market.

During the show, Simplex was also unveiled as one of the founding members of an exciting new alliance – the Asia Pacific Foodservice Equipment Supplier Alliance (APFESA) – along with five other founding members, namely Technolux, DKSH Taiwan, Goodwill Distributor, Taylor Equipment, Oriental Engineering. The Alliance aims to serve as a value-added chain between the equipment suppliers and our end-users.  

We sincerely thank our partners for making this year’s show possible. We would not have been able to do what we did without their fantastic support.

Last but not least, we would like to thank everyone who stopped by the Simplex pavilion at FHA2008, especially our current customers for their loyal and continual support. At the same time, we also appreciate catching up with meeting new customers and your interest in our products and services!

From L-R: Jonathan Liew (Regional Operations Manager), Eddy Hua (General Manager, Malaysia), Sam Ng (Business Development/Technical Manager, Singapore), Nguyen Dai Nghia (Operation Manager, Vietnam), Tiffany Lau (Account, Malaysia), Benjamin Lim (Group General Manager), Jason Bong (Sales Manager, Singapore), Le Vu Chi Tam (Sales Manager, Vietnam), Zec Han (Asst. Sales Manager, Singapore), MC Ho (Sales Manager, Malaysia.
If you would like to find out more about our company, products and/or services, please do not hesitate to contact us at the following:

We look forward to hearing from you!