Chef Markus Iten on gastronomy in Egypt

I grew up in a small mountain village called Unteraegeri in Swizterland, cold and rarely sunny in my days. I had to go to school and started my culinary education on my 16th birthday in the best place in my province. Currently I work as Master Trainer at the Culinary Training Centres in Egypt (6th of October and Luxor) under the umbrella of the Egyptian Tourism Federation and the Minister of Tourism. I am also the Founder and President of the Egyptian Chefs Association and Assistant Continental Director, Middle East and Africa for the World Association of Chef Societies. My two real hobbies, besides squash and an occasional a game of golf, is, of course, off-road driving in the Egyptian desert

1. What is the state of Egyptian gastronomy in hotels versus the street?

You are better off in a street restaurant than in a hotel. Why? Well let’s say, price - quality comparison is not realised in hotels. Unfortunatelysomerestaurants, trying to be trendy, tend to follow suit. There seems to be a main misconception of most hotel and restaurant operators - both chefs and customers - that quality foods must be expensive. Using fresh and correct products, storing, handling and preparing them correctly, would uplift a simple red cabbage to a classic delight. This exactly is missing: chefs who can prepare a tasty stew not only steaks. It still takes me six hours to make a Bolognese sauce for my pasta. It simply takes that long if cooked the correct way. The record in Egypt is 12 minutes. I hope you got the message. 

2. What is your favorite restaurant in Egypt? (other than yours!)

NONE, home I guess and Nicola's kitchen (not a restaurant, but a good friend), where I usually eat so much great food that I have trouble to fall asleep.

I have been to many places, but not one could give me the same meal week after week. Well, if I am lenient, there are some places I like to go sometimes, because they are “simple and straightforward” and do not have loud music. Charwoods in Mohandisin, Allegria in the SODIC Golf Club, Bua Khao in Maadi, Andrea – Pyramids for a good roasted chicken, and in Zamalek: La Bodega , Pup 28 , Trattoria, Sofitel El Gezirah Kebabgy, . I may be wrong, but chefs are usually never wrong.

3. Do you have suggestions for gourmet-ifying Egyptian food?

I do not really understand the question.

I guess you mean is: what are connoisseurs looking for. Well simply, healthy and tasty foods, where the hot food is served hot and cold food cold, appealing and safe food both in the summer and in the winter.

For operators, the direction to go is also easy. Keep it simple and tasty at the highest possible quality, make a plate, make a recipe, establish the standard and NEVER EVER compromise on it. That is a win-win situation for all concerned: operator, staff and customers.

4. What are the most important skills of a modern-day chef?

Modern or old (I am old) has no meaning. What matters is: "That I am only as good a chef as my last plate served to a customer or friend."

This means great love and dedication for your work - never mind the hours - but only have the customers in mind to fulfil their needs.and have them come back again and again. Basically, knowledge and skill is, and always has been, the base for a good chef and, therefore, good food.

5. What are the newest trends in gastronomy?

Light, healthy, tasty, appealing, fresh foods. In any cuisine those are the basics. If provided anywhere in the world it would benefit the customer, the restaurant, the city and the country itself.

6. What is being appreciated around the world and what is being opened here in Egypt?

Quality before Quantity. Egypt is still lacking behind in this aspect. Education, training, availability of quality foods is a must to get any simple operation up and running.

7. How much do you rely on molecular gastronomy?

None whatsoever. I have seen it, I have tasted it. I prefer a good meal with actual foods and natural flavours. Full stop. Also molecular cuisine and fusion cuisine are worldwide almost passed their time already. Trends like that are not there to stay. Customers maybe want to experiment once in a while, but in the end always prefer a good straightforward meal. They like to know what they are eating. Ask anyone what their favourite meal is and see how many answer with a dish their mother used to cook. That is why regional and ethnic cuisines will always stay popular.

8. What are the newest trends in the restaurant business?

Street food with a twist in Egypt, or better said: modernising Egyptian street food to be served in restaurants. Regional-Traditional Cuisine in Europe, Asian cuisine keeps on growing in popularity worldwide. Western fast food concepts are losing in popularity - or so I hope. I also believe Michelin star restaurants and chefs will be less popular in the future. Just because the chefs can’t stand the stress to keep up the stars and less and less people have the money to eat at such places. And, of course, most people just eat what they can afford, well I actually do not know.

9. Who is your favorite chef?

By all means, a bit loud and vulgar by times, but a top PROFESSIONAL, Gordon Ramsay

Avenue of sphinxes to open to public in March

During an inspection tour of Luxor’s archaeological sites, the Minister of State for Antiquities Mohamed Ibrahim announced that the Avenue of Sphinxes will be partly opened to public by mid March. “We have chosen a date that coincides with the opening of the Berlin International Tourism Market on 13 March 2011,” Ibrahim told Ahram Online.

He explained that a 150 metre long section out of the 2,700 meters of the avenue will be ready for the public after restoration, promising to solve all technical and financial problems in order to resume restoration work in the rest of the avenue.
The Avenue of Sphinxes was built during the reign of Pharaoh Nectanebo I of the 30th Dynasty. It replaced another built in the 18th Dynasty by Queen Hatshepsut (1502-1482 BC), as she recorded on the walls of her red chapel in Karnak Temple.
According to this record, Hatshepsut built six chapels dedicated to the god Amun-Re on the route of the avenue during her reign, indicating that it had long been a place of religious significance.
However, over the span of history the avenue was lost, with some of its sphinxes destroyed and whole stretches buried in sand and build on.
Five years ago, in the framework of the Ministry of Culture, a programme to restore ancient Egyptian monuments with a view to developing the entire Luxor governorate into an open-air museum, a project was planned to recover lost elements of the avenue, restore the sphinxes and bring the place back to its original aspect.
During his tour with Luxor Governor Ezat Saad, Ibrahim visited American Research Centre excavation and restoration sites in Khonsu temple as well as monuments of the 18th and 19th dynasties at Karnak temple.

EGYPT COUNTRY PARTNER in ITB Berlin 2012

www.egyp.travel

Egyptian tourism will be witnessing a prime event during 2012, as Egypt has been named Country Partner in the ITB Berlin 2012, which will take place during the period from March 7th to March 11th, 2012. Egypt will be the first Arab Country to be hosted as a Country Partner in the ITB Berlin.


The ITB Berlin hosts around 170,000 visitors, and is considered the largest international congregation for experts in the tourism industry.This prime event provides Egypt with an ideal platform and a unique opportunity to present its diverse touristic portfolio , which makes it one of the world’s most attractive holiday destinations all year round to the German and international markets .

In this respect, a marketing strategy has been developed to maximize coverage and promotion, before, during and after the event. The marketing approach, in collaboration with German Tour Operators, includes intensive advertising campaigns through non-conventional and conventional advertising channels, as well as a public relations strategy that has been launched since the beginning of 2011. The campaign focused on wide participation in all major touristic and cultural events, the launching of press conferences and workshops. In 2011 and during the first months of 2012, the Egyptian Tourism Authority has, and will promote Egypt as a country partner in the ITB Berlin in all exhibitions and international forums, such as the IMEX held in Germany in May 2011, and the WTM held in London.

in November 2011. Besides, a promotional campaign for the event is set on the official website of the Egyptian Tourism Authority” www.egypt.travel” and also through various social networks.
Furthermore, the Egyptian Tourism Office in Frankfurt has been participating in all important events taking place in the various cities of Germany, especially the Tutankhamen exhibition in Wiesbaden held in June 2011, the World Equestrian Festival held in August 2011, the Berlin International Economics Conference held in September 2011, the Global Forum for the Development and Enhancement of Communication between the air carriers and airports in October 2011, as well as, the 4th Annual Golf Tournament, initiated in Germany and was ended in Hurghada, Egypt, with a closing ceremony at Habo Temple in Luxor in December 2011, in the presence of a huge media coverage. The Egyptian Tourism Office in Frankfurt, also exploited all major events held by the German Chamber of Commerce to promote this event , as well as other cultural activities across Germany.

 
Over and above, intensive advertising campaigns, aiming the Trade sector, were launched in major German publications specialized in tourism and travel, as well as, organizing a number of trips for major German tour operators and travel agents, perhaps the most important was a trip in cooperation with the Turkish Airlines in Germany and with Sun Express for charter flights.
In terms of advertisement aiming the public, the Egyptian Tourism office in Frankfurt prepared an intensive campaign to cover the fair before, during and after, using all traditional and non-traditional means of advertising to support Egypt’s media presence, starting January 2012. Also, The Egyptian Tourism Authority will be organizing several events, in Egypt and Germany, to promote this important occasion, which includes a press conference on the 20th of December to announce the event, and will also sponsor a number of artistic events such as the concert of Sama3 Band to be held in January in one of the churches in Berlin, whereby a message of love and peace will be sent from Egypt to the whole world. A second press conference will be held in Berlin in February 2012 to promote Egypt as a key partner in ITB, besides other cultural and artistic events, confirming Egypt’s presence as a prime touristic destination.On another note, Egypt’s Pavillion will be held at Hall No. 23A of the International Congress Center in Berlin in an area covering 2526 m² with the participation of 120 travel agencies and hotels. The “Unique Fusion “and “All-Round Welcome” will be the main themes further expressed through the design of the Egyptian Hall where the Ankh iconic symbol of life, one of the Pharaonic icons of ancient Egypt will be the consistent visual cue for Brand Egypt in the ITB, over and above exhibiting touristic products in Egypt and a model of an Egyptian bazaar will be set, displaying handicrafts products and folkloric activities, to reflect the true Egyptian spirit, offering tourists a unique and lively experience of an old Egyptian souk. The event will also witness the launch of the new advertising campaign, “We Are Egypt,” a message of peace and hospitality sent by the people of Egypt to the whole world, inviting them for an unforgettable experience.