The Cuisine Festival: 'Please sir, I want some more'

The Cuisine Festival, the first foodie festival in Shanghai, promised to be an oasis of new and different cuisines, vibrant music and refreshing wines. Luckily for those of us who attended over the weekend, alcoholic beverages were aplenty, allowing us to drown almost all our disappointment away.

Foodies on the other hand were left high and dry … and a little deaf.

For RMB 120, I wanted this to be worth my money and time. I can go to Cantina or Vargas Grill anytime. These kinds of local venues are not something new.

— Brent James, American foodie

One of the few highlights of the event was discovering Gouda cheese company Yellow Valley. Yellow Valley produces its cheese in Shanxi province. “Being the only natural artisanal cheese produced in China, we came to The Cuisine Festival because we want people to taste our handmade cheese,” says founder Marc de Ruiter.

Eager foodies were only too happy to sample the variety of Gouda cheeses, so much so that Ruiter found himself sold out of wheels on the first day. His free-trade practices focused on benefiting local farmers appealed to many foodies looking to satisfy their dairy intake for the day.

Other local exhibitors that deserve some credit, (and had the crowds around their booths to prove it) included chocolate experts hof, Gourmet by SDM, Bastiaan Bakery, Pinnacle Peak and Shanghai Young Bakers -- a charity organization supported by the French Government Consulate teaching young locals baking skills.

Ticket prices had been discounted at the door on the first day of the event, a clear warning that things were not going as planned.

Foodies were disappointed with what event organizers had put together with most having high expectations for the event.

American foodie Brent James conveyed his dissatisfaction, “For RMB 120, I wanted this to be worth my money and time. I can go to Cantina or Vargas Grill anytime. These kinds of local venues are not something new.”

Sally Jung, a Kiwi expat concurred, “There’s nothing about this event that makes me want to go ‘Wow! I’ll definitely be back next year.’ I was looking forward to experiencing something new and different, and exciting. I didn't.”

The Shanghai Exhibition Center's main hall was busy, but not packed, with Shanghai's expectant foodies.

Several cooking classes had been cancelled on the first day, without the knowledge of many who had paid extra to learn some new skills. Adding to their frustrations, free demonstrations began more than an hour after the scheduled time.

Fewer than 30 restaurants exhibited at the festival, prompting comments from attendees that if organizers had reduced their high booth prices, there would have been a bigger variety of cuisines to sample.

Even some South American beats performed by a live band did little to lighten the atmosphere, instead it forced both exhibitors and attendees to shout over the sound system to be heard.

Foodies wanted to experience Shanghai’s complete international food repertoire -- from high-end fine dining to the local xiaolongbao, and everything in between.

A food and wine event such as this has so much potential to succeed in Shanghai if done right. It is unfortunate that organizers promised more than they could deliver, leaving our taste buds uninspired and our wallets empty.