10 April 2007
The Forum this year promoted Lebanese products and skills.

HORECA, the Levant's largest regional hospitality and food event, ended its 14th year with a staggering 15,000 visitors from Lebanon and from across the Middle East.

One of the Forum's highlight this year was the promotion of Lebanese small and medium sized businesses, business service providers, producer groups and cooperatives, and herders, farmers & milk transporters.

This initiative, entitled The Action for Sustainable Agro-Industry in Lebanon (ASAIL), is developed by NGO ACDI/VOCA and financed by USAID.  ASAIL occupied a large pavilion, the "Cheese Festival", at HORECA where Lebanese dairy products, distillates, preserved fruits & vegetables, and oriental sweets where exhibited with the ultimate goal of increasing rural and industry economic opportunities on a national level.

SRI International (formerly Stanford Research Institute) and its partner, the Social and Cultural Development Association INMA, held stands at HORECA aimed at promoting the growth of tourism, and thus increasing incomes and employment opportunities in rural Lebanon.  Activities included:

  • The Lebanese Food Tasting Week which featured on-site cooking demonstrations by star chefs and tasting of traditional and innovative Lebanese food products.

  • Decotel - Made in Lebanon, showcased the heritage crafts and designers of Lebanon, highlighting how they can enhance property uniqueness and customer appeal for hospitality businesses.

  • Producers Showcase exhibited their specialty Lebanese food products, and offered tasting sessions.

  • Olive Oil Contest, awarding Best Label, Best Emerging Producer and Best Commercial Brand for Extra Virgin Olive Oil categories.

Souk el Tayeb at HORECA promoted the Lebanese farmers market where producers, farmers, bakers, cooks ... sell their own products through a direct contact from producer to consumer.

Mrs. Joumana-Dammous Salam, Managing Director of organizing company Hospitality Services expressed her appreciation for the ongoing commitment of participants and exhibitors to take part in HORECA every year.   

Describing HORECA 2007, Mrs. Salam said: "It served as a key opportunity to promote Lebanese products, companies and skills."

The Forum attracted key decision-makers from major establishments including hotels, resorts, furnished apartments, restaurants, night-clubs, pastry shops, bakeries, supermarkets, equipment suppliers, food & beverage suppliers, caterers, and the media.

The exhibition's product profile is extensive and includes, catering equipment & services, software, telecommunication, security, audiovisual supplies, packaging, schools, universities, franchise, finance & management, services, furnishings and fixtures for the industry, food and beverage products.

HORECA'S other highlight, promoting Lebanese culinary skills, was Salon Culinaire which marked its 8th year and covered an area of more than 450 square meters.  In the presence of prominent international chefs, more than 120 chefs competed in 12 different food categories

At Salon Culinaire, the National Selection For the 7e Coupe du Monde Delifrance de Sandwich 2009 took place, where the national winner will represent Lebanon in this worldwide competition in 2009 at SiRHA exhibition in Lyon - France.

In addition, the gold medalists of the Individual chocolate pastry piece, Ganache enrobe de chocolat or Chocolate drink, will see their entry served at Huashis chocolate bars worldwide.

-Ends-

© Press Release 2007