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Kapoor named brand ambassador for Food Street at World Food India 2017
Monday, 25 September, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
The Ministry of Food Processing Industries (MoFPI) has announced that chef Sanjeev Kapoor would brand ambassador for Food Street, a curated food experience zone at the first essay of World Food India, the three-day mega international event which will take place in Vigyan Bhawan, New Delhi between, November 3 and 5, 2017, and cover the entire food processing value chain.

The experiential platform will celebrate and bring together culinary practices, flavours, fragrances from cuisines across the world, and India’s rich cultural heritage and diverse uniqueness of its produce to create contemporary renditions and fusion food. Food lovers can look forward to the assortment of international cuisines, live cook-ins by celebrity chefs and indigenous ready-to-eat treasures.

Commenting on the association, Harsimrat Kaur Badal, minister of food processing industries, said, “Food is the common experience that brings people, cultures and economies together. It transcends all boundaries, and reminds us that even in diversity and variety, we have so much in common.”

“With this simple idea at the core, we want to curate a platform that not only celebrates food and cultural diversity, but also provides an avenue for countries and entrepreneurs to collaborate and interact for new business opportunities. It is a delight to have Kapoor, who is not only synonymous with Indian cooking, but has also elevated the stature of Indian cuisine globally, on board,” she added.

Expressing his excitement on the association, the celebrity chef said, “I am honoured to be associated with a platform such as Food Street, that celebrates food as a means of bringing together cultures, heritage and business.”

“This platform as a way of facilitating business opportunities, showcasing strength of India’s culinary journey and revelling international cuisines is an applause-worthy effort by MoFPI,” he added.

“I am excited to be a part of an event of this stature and scale, which is sure to delight every foodie’s palate,” Kapoor said.

Food Street will also provide an opportunity to generate new product development initiatives and drive business for budding entrepreneurs. The experimentation will lead to curation of new ingredients and making a business out of it, thereby promoting rural enterprisers, especially women.

The business opportunity will generate aggregate demand, thereby providing an interaction amongst global partners like the United States, Italy, Germany, the Netherlands, Denmark, Japan and the United Kingdom to present their products in Indian preferences at World Food India.

The platform will help in the facilitation of commerce by felicitating the ancient grains of India, lauding their history and plenitude of nutrients.

The Food Street at World Food India is also aimed at building a sustainable agri-business where the attendees will get to know about the process of organic farming and the plethora of opportunities it holds in trade.

The sessions will also involve panel discussions among experts to discuss the future of super-foods, organic farming and how the industry is set to explode in the near future. There will also be an assorted collection of Food for Wellness to promote a healthy lifestyle.
 
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