Events are a chance for our people to come together – often with partners, clients and brands, to showcase our incredible products and inspire potential customers with endless opportunities. Here are some of the latest events, perfectly executed by CFF teams across the globe.
In early June the CFF Group was pleased to return to an in-person management meeting for the first time in five years and present ‘ONE CFF CONFERENCE’, welcoming 130 attendees from across all our regions to a spectacular setting in Kuala Lumpur. It was a fantastic way to strengthen internal connections, and for everyone to be kept updated on company ambitions.
The theme for this year’s conference was to launch our internal sCoring recipe and this was the common thread of the whole event, with sessions centred on balancing the perfect ingredients for success. The sCoring recipe made us hungry to return home and set ourselves on the right path for the future, with an emphasis on FOCUS, AMBITION, TRUST, OPTIMIZATION & EMPOWERMENT to help us all to reach the summit…together.
As well as finding time for team building activities where groups of our employees took the city by storm to complete a series of challenges through cooperation and collaboration, the conference ended with an Outstanding Leadership Awards ceremony, honouring our inspirational colleagues with a celebration for each of the winners from all our regions. This gala evening, featuring an ‘Around The World’ theme and dress code, brought everyone together as a team and showcased some spectacular costumes – with many colleagues as you have never seen them before!
Thank you to everyone who enthusiastically participated to make this such a memorable event, the team behind the scenes and to all our featured speakers.
To commemorate the joyous occasion of Eid Mubarak, the CFF team in UAE came together for a truly memorable Iftar event aboard the iconic Queen Elizabeth II. A night to remember, the evening was filled with warmth, togetherness and a celebration of shared values. As the sun began to set, casting a beautiful glow across the deck, the team gathered in anticipation of the special meal ahead. This event brought colleagues closer, transcending cultural boundaries and served as a reminder of the power of food to unite people. The Iftar was a celebration of diversity, unity, and the spirit of Eid Mubarak. An attendee reflects…“The Iftar event was a huge success… The memories we created and the connections we made during this special event will continue to inspire us as we journey together towards success.”
Hong Kong & Macau have long been recognised worldwide as the culinary capitals of Asia. Thanks to the international influence throughout the region’s history, their cuisine is a perfect combination of Eastern and Western cultures. The two neighbouring cities are now major gastronomic destinations.
2023 marks the end of years of restrictions and the long-awaited revival of the industry. With more than a century of history as the world’s leading restaurant guide and one of the most recognisable international brands, the MICHELIN Guide held its annual Gala Ceremony on 26th April 2023 at the Grand Lisboa Palace in Macau for the first time in three years. For CFF Hong Kong & Macau, this partnership is a significant milestone. It is the result of a long commitment to quality and excellence which bring CFF back to our roots – the fine dining experience.
Two months! That is how far away from the event date it was when the partnership was confirmed. The Hong Kong teams were able to rely on the support of the Dubai Marketing team who were quick to share their experiences and were always available to answer any questions the team had. Whether it is the teams in HK, Macau or Rungis, everyone involved worked hard and dedicated themselves to the event to meet the challenge successfully. Goals set by the team for the event were multiple; to cement CFF’s leadership position, to confirm CFF’s passion and dedication to sourcing the best products in the world and to be visible to the best Chefs in Hong Kong & Macau. CFF had a 60m2 purple booth to showcase a selection of 25 of our most premium brands including Sturia, Rougie, Les Freres Marchand, 5DO and La Prudencia.
13 of CFF’s brand ambassadors were present from all around the world and 15 members of the team were on hand to proudly represent CFF. It was very exciting for the whole team to be present during the evening and to be in contact with the best Chefs in the region. For the brands, it was a great exposure with some surprises – Alain Ducasse honoured everyone with his visit and carefully examined each CFF brand. It was for all involved a night to remember as the best in the culinary world were celebrated. The food was exquisite and the atmosphere was electric.
In early May, CFF Rungis had the privilege of visiting CFF UAE and Malé for the FHAM show. This visit provided the team with a unique opportunity to reflect on the French-Dubai connection and explore enticing offers for customers in the Indian Ocean. The journey was marked by outstanding teamwork, united with a shared motivation to strengthen the CFF presence and make a lasting impression in these territories. Attending the exhibition in the Maldives allowed colleagues to meet valued customers in person and familiarize themselves with the local environment – including prospects and competitors. It was a valuable experience that opened doors to potential business opportunities.
Showcasing a unique collaboration by Chefs Alain Rion and Romain Bory, the event in Ho Chi Minh took place at Reflections Restaurant in the Caravelle Hotel. Served in collaboration with Nippon Premium, the fantastic 11-course menu boasted Wagyu Beef and a range of Japanese seafood including Hokkaido scallops, scorpion and John Dory. Meanwhile in Hanoi, guests were treated to an extraordinary culinary experience featuring a delectable 6-course menu, meticulously crafted to showcase the exquisite flavours of Japan’s renowned Oita Province – famous for its beef. The harmonious fusion of surf n’ turf came courtesy of Chef Daniele Bettini and Chef Romain Bory. With this focus on Japanese products, CFF Vietnam has added a new ‘wow’ to the portfolio, making diners experience it with all their senses.
CFF Singapore organized a business trip to Italy for a team of colleagues comprising members from Customer Service, Sales and Purchasing. The purpose of the trip was to visit business partners in Italy, with the primary objectives to re-connect, continue to establish strong relationships and gain a deeper understanding of the production process for our premium Italian products. During the trip, the team embarked on a series of site visits with the opportunity to witness the intricate production process behind esteemed Italian products such as fresh artisanal cheese from Puglia, traditional balsamic vinegar of Reggio Emillia, fresh white truffles from Alba and more. Colleagues were able to gain a comprehensive understanding of the craftmanship and attention to detail involved in creating these high-quality goods. Additionally through face-to-face interactions and discussion, establish personal relationships and strengthen the foundation of our business partnerships.
This reconnection not only solidified existing collaborations but also laid the groundwork for future growth and cooperation. Jeanette Asaytuno, Senior CS & Sales Support Manager tells us more about this fantastic experience… “It was a privilege for me to be a part of the team that had the opportunity to go on a business trip to Italy , accompanied by Laura, Paterine, and Peyjun. The memories of that trip will forever remain etched in my mind. I will never forget the exhilarating experience of hunting for truffles with Alessandro Morra and his team, gaining a deep understanding of the enchanting process behind the creation of balsamic vinegar at Il Borgo, witnessing the meticulous handmade production of Artigiana burrata, and marveling at the remarkable precision in size and color of each grain of Acquerello rice. Moreover, we had the chance to explore one of Turin’s vibrant markets, guided by Claudia from Fogliati, where we were introduced to the incredible variety of produce and learned how Menu sources their ingredients from different regions of Italy, always selecting the finest of the season.
Of course, a trip to Italy wouldn’t be complete without delving into the world of pasta, so we visited Giuseppe Cocco to admire their traditional pasta-making techniques, which truly exemplify artisanal craftsmanship. We absorbed a wealth of knowledge, indulged in delightful culinary experiences, and simply had a fantastic time! 😆 Now, I find myself daydreaming once again, reliving those cherished memories. Where shall our next adventure take us? Ciao!”
Classic Fine Foods UAE proudly joined forces with MICHELIN for the highly anticipated second edition of the MICHELIN Guide Dubai. Held at the luxurious Atlantis The Royal Hotel, the Guide showcased 90 outstanding restaurants representing 23 different types of cuisine. During the event, CFF proudly presented an exquisite range of products. From dairy and seafood to meat, oil, pastry, and fruits & vegetables, each selection represents the pinnacle of culinary excellence. The partnership between CFF and the MICHELIN Guide is a testament to a shared vision of elevating the culinary experience. By providing chefs with access to exceptional ingredients, CFF empowers them to unleash their creativity and deliver unparalleled dining experiences. Together, we strive to inspire chefs, delight food enthusiasts, and shape the future of gastronomy in this captivating city.
Back in March, CFF UK hosted the Wagyu, Wine & Whiskey Day – a spectacular event showcasing some of the world’s finest meats. The event was a unique opportunity for our customers and chefs in London to experience some of the best meats around the world and indulge in a luxurious evening of food and drink. Richard Sanders, Meat Category Manager said of the event…“For the second year we hosted the Wagyu, Whiskey & Wine day event here in TheTasteLab, where we invited chefs to sample our amazing selection of beef while washing it down with some quality local whiskey and French wine. This event allows chefs to network, discuss the meats and enjoy the party atmosphere. For us as the host, we always enjoy looking after our guests, strengthening our relationships and also gaining business on getting our steaks on their menus. It was a truly fantastic way to celebrate our beef and connection with our customers.”
Veganuary 2023 was bigger than ever! To celebrate CFF UK hosted an event showcasing their amazing range of plant-based brands. Regional plant-based specialist Ash invited customers to have the opportunity to learn about these incredible brands in person, and more importantly, taste the amazing vegan products we offer. “We launched the plant-based category in January 2022. After seeing the success for the category with our customer base we decided to bring our suppliers together and host an event to showcase not only the quality but also breadth and range of the products. The event allowed our suppliers to interact with both our customers and the wider CFF team.” Ash Parkes, Plant Based Category Manager
One of Isetan Department Store’s most popular events, the French Fair was held for the first time in two years and was a great success. CFF Japan opened a stall with five brands – Bordier, Meunier, Régis Senan, Caviari and La Sablégienne. The most saleable product was Bordier butter, used by famous hotels such as the Ritz-Carlton and featured on restaurant menus where it is highly recognised and very popular. Meunier was also used in a Disney Sea Restaurant until last winter and is becoming increasingly popular among young, affluent customers, while La Sablézienne aired this spring on a popular national television program and has become a trend. The event was a great success, with many people saying they had eaten or seen the product in France. The next edition will be powered up with a new brand, new products and aiming to further increase sales!
An exquisite Chocolate & Fruit Afternoon Tea showcased Patissier Chocolate and Ponthier Fruit Purees in collaboration with Khairi (Beverages Specialist), Chef Gerald Maridet from Patissier and Marily, representing Ponthier. It was the first event in Bandung since CFF Indonesia launched in this area a year and a half ago. The objectives were to welcome existing customers as well as potential new buyers in a casual yet premium event. Desma Danora from CFF said “I joined Classic Fine Foods Indonesia in March as Sales Executive for Bandung. It was my first event with Classic Fine Foods. It was great to meet my customers and potential new ones in Gijon. Very inspiring pastries and beverages created a lot of interest, I hope that I will turn them into sales in the coming weeks. It was also super great to meet customers out of their kitchen or office, it helps a lot to build the relationships.”
A 2-day event for CFF Malaysia’s existing café, hotel and restaurant customers at Voila Patisserie closed off February and kick started March. Introducing the new Valrhona Hukambi 53%, an exclusive and intimate hands-on workshop was hosted by Pastry Chef Glenn Noel sharing his pastry knowledge, techniques, expertise and amazing recipes with the guests.
Back in March, Julian Harel, the Asia-Pacific Export manager at Le Monde des Crêpes led a Professional Demo & Tasting at Artisan’s Playground by Cookhouse. Julian showcased the versatility and possibilities of Le Monde Des Crepes by creating several mouth-watering creations and recipes using the crepes, pancakes and blinis. Guests, who consisted of new and existing customers, also got to taste these creations!
In May, the CFF Malaysia office played host to a ‘barista battle’ initiated by La Marzocco Malaysia and CFF, with 8 participating teams competing using the new Linea Classic S. Teams competed in a head-to-head style tournament, racing to deliver 8 perfectly-made drinks to the judges’ table faster than their opponents. The quickest teams then moved onto the next round. At the end of the night, only one team – Brew & Bread, was awarded the coveted ‘Crush the Rush’ trophy and a cash prize of RM 3,000.
In an amazing event organized by Singapore’s Angie’s Oyster Bar & Grill customers had the opportunity to enjoy award-winning French oysters paired with a carefully selected wine at a promotional price. The event also featured live shucking stations, where customers could witness the CFF team of Jason Jiang, Business Development Manager for Perishable and Ynyr Jones, Deputy General Manager in shucking action. This added an element of excitement and entertainment to the event, allowing the customers to appreciate the craftmanship involved in preparing these delectable oysters. One unique aspect of the event was the chance to unleash one’s creativity by drawing on a wine glass. This activity brought fun and interactive elements to the event, allowing guests to personalize their wine glasses and express their artistic talents.
