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Knowledge Programme

FHA KNOWLEDGE THEATER PROGRAMME
Information accurate as of 3 March 2018.
Day 1
24 Apr (Tues)
Day 2
25 Apr (Wed)
Day 3
26 Apr (Thurs)
Day 4
27 Apr (Fri)
10.30am – 11.00am Robotics/ Automation:Does Robotics, automation and big-data in have a place in the F&B industry?
With robots already starting to flip burgers, make pizza and deliver room service, we will discuss about how this will impact the future of consumption, food preparation and brand loyalty.
Speaker: Gavin Pathross
11.00am – 11.30am Digital Marketing Workshop:Evolution of PR and Communications in the Digital World Halal Workshop: Maintaining the Halal Integrity in the Food Services Industry Digital Marketing Workshop:Evolution of PR and Communications in the Digital World Halal Workshop:Importance of Halal Documentation and Records
Public relations and communications are going through a fundamental, digital shift. This is especially true in the F&B industry where the interconnectivity of everything is requiring us to adapt an accelerated rate. As business owners and marketers of our own brands, we need to be able to make use of this change to drive better engagement with our audiences, which has been made a lot easier through the development of new tools and platforms to manage our social media content. For foodservice industry to maintain their halal integrity, two elements are essential. Having a Halal Executive and a Halal Assurance System will help the business run systematically according to the halal guidelines. As halal certificates have an expiry dates to them, be it a year, two or perhaps three years according to the Certification Bodies (CBs), the Halal Executive will be able to check and notify the Internal Halal Committee to ensure food safety, packaging, storage and delivery are still halal compliant. The combination of halal a Halal Executive coupled with the Halal Assurance System is seen as the gatekeepers to ensure traceability throughout the supply chain. Public relations and communications are going through a fundamental, digital shift. This is especially true in the F&B industry where the interconnectivity of everything is requiring us to adapt an accelerated rate. As business owners and marketers of our own brands, we need to be able to make use of this change to drive better engagement with our audiences, which has been made a lot easier through the development of new tools and platforms to manage our social media content. Halal documentation is important for monitoring purposes to ensure the halal integrity are maintained throughout the process flow. In the Halal Assurance System (HAS) there are a few areas that emphasise on the need for documentation and records; i.e. audit records, non-conformance records and corrective action records. On top of that, there is a requirement to keep all records of the process flow of the supply chain, e.g. documents of incoming raw materials, supplier, quality and quantity of goods, halal certificates validity to name a few. Therefore should there be an incident whether it be minor, major or serious regarding a defect in a product(s), traceability can be done through the records and should it be necessary then a product recall will be issued.
Speaker: Katie Shaw Speaker: Marina Muhamad Speaker: Katie Shaw Speaker: Marina Muhamad
11.30am – 12.00pm Digital Marketing Workshop:Emerging Technologies of Today and Tomorrow Digital Marketing Workshop:Evolution of PR/Comms in the Digital World Digital Marketing Workshop:Emerging Technologies of Today and Tomorrow Digital Marketing Workshop:Evolution of PR/Comms in the Digital World
Here today, gone tomorrow. The rapid pace at which new platforms are popping up and disrupting the status quo is unprecedented. Because of this, keeping an eye on new applications and platforms is crucial if you want to keep your business relevant. Stay ahead of the competition and join us as we cover the latest emerging technologies that are already making an impact in the F&B space. Public relations and communications are going through a fundamental, digital shift. This is especially true in the F&B industry where the interconnectivity of everything is requiring us to adapt an accelerated rate. As business owners and marketers of our own brands, we need to be able to make use of this change to drive better engagement with our audiences, which has been made a lot easier through the development of new tools and platforms to manage our social media content. Here today, gone tomorrow. The rapid pace at which new platforms are popping up and disrupting the status quo is unprecedented. Because of this, keeping an eye on new applications and platforms is crucial if you want to keep your business relevant. Stay ahead of the competition and join us as we cover the latest emerging technologies that are already making an impact in the F&B space. Public relations and communications are going through a fundamental, digital shift. This is especially true in the F&B industry where the interconnectivity of everything is requiring us to adapt an accelerated rate. As business owners and marketers of our own brands, we need to be able to make use of this change to drive better engagement with our audiences, which has been made a lot easier through the development of new tools and platforms to manage our social media content.
Speaker: Karl Bustamante Speaker: Katie Shaw Speaker: Karl Bustamante Speaker: Katie Shaw
12.00pm – 12.30pm Digital Marketing Workshop:The ABCs of Storytelling
A great story has the ability to change the way people think, feel, and act. It’s no surprise every other brand is currently trying their hand at storytelling to reach out to their audience. A good story transcends across industries and disciplines – from branding, advertising, marketing, to PR and communications. Join us as we explore the ingredients that make up a compelling story, and the influence of digital and social to empower good storytelling.
Speaker: Katie Shaw
12.30pm – 1.30pm LUNCH BREAK
1.30pm – 2.00pm Digital Marketing Workshop:Building Your Brand – Corporate Reputation in the Age of Authenticity Digital Marketing Workshop:Paradigm Shifts in Crisis Management Digital Marketing Workshop:Building Your Brand – Corporate Reputation in the Age of Authenticity Digital Marketing Workshop:Paradigm Shifts in Crisis Management
Be authentic – this, above all else, is the rule that every company and brand, big or small, must follow if they want to survive in this digital age. In this session, we go over how authenticity can not only help you build your reputation, but also save it when a crisis hits. News no longer breaks – it tweets. But are you ready to communicate at the speed of your audience? While most organisations have crisis management plans, they are still less prepared than ever: only 49 percent have a crisis communications playbook for specific scenarios and less than a third conduct crisis simulations. Join us as we go through the essentials of crisis management and how these fundamentals can apply to your F&B business. Be authentic – this, above all else, is the rule that every company and brand, big or small, must follow if they want to survive in this digital age. In this session, we go over how authenticity can not only help you build your reputation, but also save it when a crisis hits. News no longer breaks – it tweets. But are you ready to communicate at the speed of your audience? While most organisations have crisis management plans, they are still less prepared than ever: only 49 percent have a crisis communications playbook for specific scenarios and less than a third conduct crisis simulations. Join us as we go through the essentials of crisis management and how these fundamentals can apply to your F&B business.
Speaker: Petar Mijlkovich
2.00pm – 2.30pm Digital Marketing Workshop:Paradigm Shifts in Crisis Management Digital Marketing Workshop:Building Your Brand – Corporate Reputation in the Age of Authenticity Digital Marketing Workshop:Paradigm Shifts in Crisis Management Digital Marketing Workshop:Building Your Brand – Corporate Reputation in the Age of Authenticity
News no longer breaks – it tweets. But are you ready to communicate at the speed of your audience? While most organisations have crisis management plans, they are still less prepared than ever: only 49 percent have a crisis communications playbook for specific scenarios and less than a third conduct crisis simulations. Join us as we go through the essentials of crisis management and how these fundamentals can apply to your F&B business. Be authentic – this, above all else, is the rule that every company and brand, big or small, must follow if they want to survive in this digital age. In this session, we go over how authenticity can not only help you build your reputation, but also save it when a crisis hits.
News no longer breaks – it tweets. But are you ready to communicate at the speed of your audience? While most organisations have crisis management plans, they are still less prepared than ever: only 49 percent have a crisis communications playbook for specific scenarios and less than a third conduct crisis simulations. Join us as we go
News no longer breaks – it tweets. But are you ready to communicate at the speed of your audience? While most organisations have crisis management plans, they are still less prepared than ever: only 49 percent have a crisis communications playbook for specific scenarios and less than a third conduct crisis simulations. Join us as we go through the essentials of crisis management and how these fundamentals can apply to your F&B business. Be authentic – this, above all else, is the rule that every company and brand, big or small, must follow if they want to survive in this digital age. In this session, we go over how authenticity can not only help you build your reputation, but also save it when a crisis hits.
Speaker: Petar Mijlkovich
2.30pm – 3.00pm Digital Marketing Workshop:Content Marketing 101 Digital Marketing Workshop:Digital and Social Media Landscape in Asia Digital Marketing Workshop:Content Marketing 101 Digital Marketing Workshop:Digital and Social Media Landscape in Asia
It’s been a few years now that marketers have been saying “Content is king!” This adage still holds true today and it applies no matter which industry you are in. In this session, we go through through the critical elements you need to consider to kick start your content marketing program and how to ensure that it brings value back to your F&B business. Asia is dynamic and constantly evolving; with an emerging economy, and huge opportunities for growth in digital media adoption. Being a large market with a diverse media environment across the region, F&B marketers need to understand the digital media landscape in Asia to drive better relevance and impact. In this session, we will look at the latest trends and emerging platforms in digital, social and mobile, to understand the state of digital in Asia. It’s been a few years now that marketers have been saying “Content is king!” This adage still holds true today and it applies no matter which industry you are in. In this session, we go through through the critical elements you need to consider to kick start your content marketing program and how to ensure that it brings value back to your F&B business. Asia is dynamic and constantly evolving; with an emerging economy, and huge opportunities for growth in digital media adoption. Being a large market with a diverse media environment across the region, F&B marketers need to understand the digital media landscape in Asia to drive better relevance and impact. In this session, we will look at the latest trends and emerging platforms in digital, social and mobile, to understand the state of digital in Asia.
Speaker: Anu Ramasamy Speaker: Khoo Yin Speaker: Alicia Lau Speaker: Alicia Lau
3.00pm – 3.30pm Digital Marketing Workshop:Optimising Reach and Engagement on Digital and Social Media
“If a tree falls in a forest and no one is around to hear it, does it make a sound?” This saying is also very much applicable to social media. Great, engaging content is only one part of the equation for success in the space. You also need to have an audience to engage with. In this session, we explore the different ways – organic and paid – to maximize your content’s reach to the right audience, and how to get the appreciation and engagement that your content rightly deserves
Speaker: Karl Bustamante
3.30pm – 4.00pm Digital Marketing Workshop:Digital and Social Media Landscape in Asia Digital Marketing Workshop:Content Marketing 101 Digital Marketing Workshop:Digital and Social Media Landscape in Asia Digital Marketing Workshop:Content Marketing 101
Asia is dynamic and constantly evolving; with an emerging economy, and huge opportunities for growth in digital media adoption. Being a large market with a diverse media environment across the region, F&B marketers need to understand the digital media landscape in Asia to drive better relevance and impact. In this session, we will look at the latest trends and emerging platforms in digital, social and mobile, to understand the state of digital in Asia. It’s been a few years now that marketers have been saying “Content is king!” This adage still holds true today and it applies no matter which industry you are in. In this session, we go through through the critical elements you need to consider to kick start your content marketing program and how to ensure that it brings value back to your F&B business. Asia is dynamic and constantly evolving; with an emerging economy, and huge opportunities for growth in digital media adoption. Being a large market with a diverse media environment across the region, F&B marketers need to understand the digital media landscape in Asia to drive better relevance and impact. In this session, we will look at the latest trends and emerging platforms in digital, social and mobile, to understand the state of digital in Asia. It’s been a few years now that marketers have been saying “Content is king!” This adage still holds true today and it applies no matter which industry you are in. In this session, we go through through the critical elements you need to consider to kick start your content marketing program and how to ensure that it brings value back to your F&B business.
Speaker: Anu Ramasamy Speaker: Khoo Yin Speaker: Alicia Lau
4.00pm – 4.30pm Digital Marketing Workshop:Social Media Writing 101: The 8-Second Rule Digital Marketing Workshop:Emerging Technologies of Today and Tomorrow Digital Marketing Workshop:Social Media Writing 101: The 8-Second Rule Digital Marketing Workshop:Emerging Technologies of Today and Tomorrow
Did you know that people’s attention span has gone from 12 seconds to 8 seconds? And in this digital age where everyone is fighting for those 8 seconds of attention, your content should not only be compelling, it should also use the right words in the right format. Join us for a practical session on how to write attention-grabbing and engaging copy for your social media channels. Here today, gone tomorrow. The rapid pace at which new platforms are popping up and disrupting the status quo is unprecedented. Because of this, keeping an eye on new applications and platforms is crucial if you want to keep your business relevant. Stay ahead of the competition and join us as we cover the latest emerging technologies that are already making an impact in the F&B space. Did you know that people’s attention span has gone from 12 seconds to 8 seconds? And in this digital age where everyone is fighting for those 8 seconds of attention, your content should not only be compelling, it should also use the right words in the right format. Join us for a practical session on how to write attention-grabbing and engaging copy for your social media channels. Here today, gone tomorrow. The rapid pace at which new platforms are popping up and disrupting the status quo is unprecedented. Because of this, keeping an eye on new applications and platforms is crucial if you want to keep your business relevant. Stay ahead of the competition and join us as we cover the latest emerging technologies that are already making an impact in the F&B space.
Speaker: Karl Bustamante
4.30pm – 5.00pm Halal Workshop:Meeting the Fundamental Requirements for Halal Certification Digital Marketing Workshop:Social Media Writing 101: The 8-Second Rule Halal Workshop:Muslim Friendly Food Services Digital Marketing Workshop:Social Media Writing 101: The 8-Second Rule
Today, you can find halal food products where there are Muslim consumers. Muslims must consume food that is halal, safe, pure and clean (toyyib). Halal food plays an essential aspect of the Muslim dietary system. Ingredients play an important element as they are widely used in food, drinks and pharmaceuticals production. In the past, it was easier to trace the sources of ingredients from farm to plate. Today with markets being more accessible to source for ingredients from other parts of the world, locating the source becomes challenging. Thus the requirements for halal certification, especially for ingredients, are fundamental as the process is stringent to ensure the food product is halal 100%. Did you know that people’s attention span has gone from 12 seconds to 8 seconds? And in this digital age where everyone is fighting for those 8 seconds of attention, your content should not only be compelling, it should also use the right words in the right format. Join us for a practical session on how to write attention-grabbing and engaging copy for your social media channels. Muslim travellers are growing each year; they like to explore new places and immerse themselves in the culture and food that the country has to offer. Muslim travel market growing by $10 billion a year since 2014, to $169 billion in 2016, with a growth of 11.8 percent last year, nearly double that of the global travel market (State of the Global Islamic Economy Report 2017/18). Today, many restaurants and hotels are changing or upgrading their facilities to cater to the ever-growing Muslim friendly foodservice. Here are a few things that can be done to attract Muslim customers to your premise : (1) Halal certified restaurant/kitchen; (2) Muslim Owned restaurant and (3) Halal Meat for Muslim Customers to name a few. Did you know that people’s attention span has gone from 12 seconds to 8 seconds? And in this digital age where everyone is fighting for those 8 seconds of attention, your content should not only be compelling, it should also use the right words in the right format. Join us for a practical session on how to write attention-grabbing and engaging copy for your social media channels.
Speaker: Marina Muhamad Speaker: Karl Bustamante Speaker: Marina Muhamad Speaker: Karl Bustamante
5.00pm – 5.30pm Robotics/ Automation:Does Robotics, automation and big-data in have a place in the F&B industry?
With robots already starting to flip burgers, make pizza and deliver room service, we will discuss about how this will impact the future of consumption, food preparation and brand loyalty.
Speaker: Gavin Pathross
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Speakers

Alicia Lau

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Anu Ramasamy

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Gavin Pathross

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Karl Bustamante

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Katie Shaw

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Khoo Yin

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Petar Mijlkovich

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Marina Muhamad

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