The Craft Guild of Chefs (CGC), British Frozen Food Federation (BFFF), and the organisers of IFE, Fresh Montgomery, have collaborated to create the pop-up Ice Café at IFE 2017 (The International Food & Drink Event), aimed to showcase how fantastic frozen food can be.
With so much to see and do at IFE 2017, visiting buyers will really welcome the chance to 'chill out' at the Ice Café.
Sponsored by Bidvest, the pop-up cafe will challenge perceptions of frozen food across both the foodservice and retail markets. The interactive Ice Café will serve great-tasting meals daily, between 11.30am and 3pm, at Stand 2750, located opposite BFFF’s lounge, in the Grocery section.
Between 19 and 22 March, some of the CGC’s top chefs will cook up a range of authentic bowl-food recipes, including stroganoff, honey and lime prawn stir-fry, and cod loin served on a bed of ratatouille.
Chefs Lee Maycock (national chairman of the CGC), Jason Gordon and Steve Walpole will create inspired dishes using quality frozen ingredients. The audience can sample the freshly prepared meals while the chefs encourage discussion about how caterers, chefs and retailers can create tasty, nutrient-rich and sustainable cuisine from frozen foods.
Event director, Soraya Gadelrab, commented, "We are proud to be collaborating with these two well-respected associations in the food and drink industry to bring the Ice Café to IFE.
"The Ice Café is very topical, as the increasing pace of consumer lifestyles means convenience is more important than ever. Frozen, as a category, can play a key role in many areas, but, above all, we want to demonstrate that it tastes great.
"Overall, the purpose of IFE’s first pop-up is to help raise awareness of the advantages of cooking with frozen produce, including budget, flavour and ease of use without compromising on menu quality.
"Frozen ingredients also play an important role in effective management of food waste, which is a critical issue to the whole industry.
"Visitors can find out more on reducing food waste at Waste Works, the UK’s only waste and sustainability event for the food industry, which will be co-located with IFE 2017. We’re looking forward to opening the doors to the Ice Café at 11.30am on 19 March at ExCeL London and hope to see you there."
Register now via the IFE website for your free entrance badge and avoid paying the £25 on-the-door charge.
Don’t forget to follow the action on Twitter – @IFEexhibition, using #IFE17 and #IFEintro, @BFFF_Tweets and @Craft_Guild – to make sure you don’t miss anything.
Sponsored content. © 2017 European Supermarket Magazine – your source for the latest retail news. Click subscribe to sign up for ESM: The European Supermarket Magazine.
