As their main concept is to cater to every business needs, they are known for providing a range of innovative ingredients, halal food and beverages, speciality coffee equipment and accessories, unique tea blends, the latest bakery equipment and many other advanced items that are essential in businesses especially the hospitality industry through recognized exhibitors or brands 

Sharing abroad their exhibition concept. They have also made it entertaining and engaging through use of culinary competitions, workshops and courses, variety of conferences, seminars and masterclasses. To sum up, their main idea is to provide the best that they can in order for businesses to provide backend food services or frontend guest experience. 

Examples of competitions:  FHA Culinary Challenge 2018 & Barista Super Duo Challenge 

The Straits Wine Company - The Straits Wine Company is SEA’s leading wine importer, retailer and distributor. They offer a selection of wines from red, white to sparkling wines. They also have a comprehensive range of services that cater to any and all wine needs. Hotels and restaurants can purchase not only wine from this company but as well as their services. Services such as wine parties and cellar planning. 

Wingham Beef Exports - They are a potential subsidiary of NH Foods Australia. The facility is a fully integrated abattoir that specialises in processing British breed, grain-fed and grass-fed cattle. They can sell their meat product to interested restaurant owners.

These group of people are the one who will help promote the exhibition to millenials and young adults on social media platforms (Instagram, twitter, facebook etc.)

Since it is a big events that hosts numerous celebrities/artists around the world, there has to be some advertising and publicity from the media. Therefore, these media crews will play a big part in interviewing and sustaining an image of the exhibition.

Being a food & hospitality event, well-known chefs and bakers will be invited to the event to try the varieties of food offered and witness the culinary challenges. They are the specialists in this exhibition, so they will therefore be regarded as one of the top target markets. 

The AIF scheme was developed in 1990s and is currently being administered by the SECB. The AIF scheme confers official recognition to selected exhibitions with proven international and commercial appeal. AIF approved events can be easily recognized by the AIF logo and it sends the message of the event being of prestige and of high quality. 

UFI is the leading global association of world’s leading trade show organisers and exhibition centre operators, as well as the major national and international exhibition associations, and selected partners of the exhibition industry. The main goal of UFI is to represent, promote and support the interests of its members. UFI have members from over 87 countries and more than 1000 international trade fairs are approved by UFI. 

SECB has over 40 years of experience in planning and executing event professionals, meeting planners, and incentive organisers. It is ranked as Asia’s top convention city and Singapore’s leading government agency by helping Singapore to consistently build and establish world-class events in the destination. 

Passion Made Possible is launched by STB and EDB as a brand identity in Singapore. The main purpose of Passion Made Possible is to share the idea of Singapore’s value proposition and addressing the needs of travellers & companies. It was also created to help Singapore stand out internationally.

The only benefit that the organizer is providing to the supporting bodies are allowing people to know that they are the ones who helped to make FHA happen. For example, AIF and UFI are organizations which are in charge of endorsing and approving exhibitions and trade shows, thus, with their approval of FHA, their label is proudly presented on the FHA’s website to allow people to know that FHA is being endorsed and approved by these prestige organizations