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This International Women’s Day, we celebrate the powerful women driving innovation and shaping the future of the F&B industry. From pioneering entrepreneurs to visionary leaders, their contributions are undeniable. We’re proud to spotlight inspiring partners like FHA-Food & Beverage 2025 Exhibitor Annabella Sonwelly, Hosted Buyer Pitchamon Kohsakjarukhul, and FHA Seminar speaker Rachel Tan, who are redefining the culinary landscape with their vision and unwavering drive.
We’ll share their personal career stories and uncover their anticipations for FHA-Food & Beverage 2025, revealing how their experiences are influencing the direction of the F&B sector.
Q: Your journey spans over a decade, exploring bakeries and chocolatiers globally. What was the pivotal moment that solidified your passion for macarons and inspired you to create your own?
My journey began over a decade ago, travelling across the world to explore bakeries and chocolatiers. The pivotal moment that cemented my passion for macarons was during a visit to Japan and France, where I experienced an unparalleled level of craftsmanship and precision in pastry-making. Japanese patisseries introduced me to light, delicate textures, while French artisans showcased the art of perfecting macarons. I saw an opportunity to blend these two influences—Japanese finesse and French tradition—to create something unique. That vision led to the birth of AnnaBella Pâtisserie, where we specialise in hand-crafted macarons and Japanese light-cream cakes, ensuring every bite is an experience of quality and artistry.
Q: How do you perceive the evolving landscape of the pastry and confectionery sector, particularly regarding emerging consumer preferences and dietary requirements such as halal compliance, and what strategic adaptations is your brand implementing to remain at the forefront of these trends?
The pastry and confectionery landscape is constantly evolving, shaped by changing consumer preferences and dietary needs. There is a growing demand for healthier alternatives, functional ingredients, and dietary-specific options such as halal-certified products. Halal compliance, in particular, is becoming a key factor in global food markets, especially in regions like Southeast Asia and the Middle East.
At AnnaBella Pâtisserie, we proactively adapt to these shifts. Our bakery is ISO 22000 and Halal certified, ensuring that our products meet the highest food safety and dietary standards. Additionally, we are innovating with healthier options, such as our upcoming oat energy bars, which cater to functional snacking needs like beauty (collagen), muscle growth (protein), and slimming benefits. By continuously refining our offerings, we stay ahead of consumer expectations while maintaining our commitment to quality.
Q: How do you view the role of FHA-Food & Beverage in fostering collaboration and knowledge sharing within the F&B sector?
FHA-Food & Beverage plays a crucial role in fostering collaboration and knowledge-sharing across the industry. It serves as a global platform where businesses, suppliers, and industry experts converge to exchange insights, explore emerging trends, and discover new business opportunities. For brands like ours, it provides a valuable space to connect with potential partners, distributors, and investors who are aligned with our vision of innovation and expansion.
Q: As an exhibitor at FHA-Food & Beverage, what specific opportunities are you looking to capitalise on, and how do you envision your participation contributing to your brand’s growth within this market?
At FHA-Food & Beverage, we’re focused on leveraging key opportunities to drive our global expansion. We aim to strengthen our existing B2B network, supplying 90% of Singapore’s top hospitality venues, while forging new international partnerships, particularly in China, Vietnam, Indonesia, and the Middle East. We’ll showcase our unique Japanese-French macarons and innovative snacks, highlighting our brand’s versatility. Building on our successful reception at FHC Shanghai, we’re also accelerating our China expansion, seeking investors and partners to establish factories, retail stores, and franchise opportunities. FHA serves as a crucial springboard for us to enhance our market presence and solidify AnnaBella Pâtisserie as a global leader in premium confectionery.
Q: With over 12 years of experience in supply chain management, what key evolutions and impactful trends have you observed within the F&B industry?
I’ve noticed several key evolutions and impactful trends, particularly the rapid acceleration of food trends driven by online platforms. Social media has become a pivotal factor in promoting food applications, restaurant menus, and new products. As trends go viral quickly, it is essential for importers to stay agile and respond swiftly to capitalise on emerging food trends. Additionally, the dairy market in Thailand is expanding, along with the growing demand for healthier food options. These trends highlight the importance of being adaptable and proactive in staying ahead of the curve in an increasingly dynamic market.
Q: How has your perspective on supplier relationships evolved over your career, and what do you believe are the key factors for building successful partnerships?
Over the course of my career, my perspective on supplier relationships has evolved significantly. I now place great emphasis on transparency and mutual respect, as these are fundamental to building long-term, successful partnerships. A win-win approach, where both parties collaborate and support each other, is key to sustainable business growth. When both sides are committed to understanding each other’s challenges and objectives, it creates a foundation for shared success. By working together to overcome obstacles and seize opportunities, supplier relationships can become a true asset to both parties in achieving growth and sustainability.
Q: Given the dynamic nature of the F&B market, how does FHA-Food & Beverage deliver consistent long-term strategic value to F&B businesses?
The dynamic nature of the F&B market presents both challenges and opportunities. FHA-Food & Beverage plays a crucial role in helping businesses navigate this landscape by providing valuable insights into emerging food trends and sourcing opportunities. Through the FHA events, I am able to identify potential suppliers and gather insights from overseas markets, which help in shaping our annual strategic plans. The platform allows us to stay current with food trends across various Asian countries, ensuring that we remain competitive and innovative. FHA serves as an essential tool for businesses to expand their network, source new ingredients, and stay aligned with industry trends.
Q: How does FHA-Food & Beverage facilitate KCG Corporation’s ability to build collaborative relationships and expand its network of strategic suppliers across its various product categories?
FHA-Food & Beverage has been instrumental in supporting KCG Corporation’s growth by serving as a key partner in expanding our network of suppliers, especially in the dairy and food & beverage sectors. Through the support of Informa Markets, we participate in FHA events annually, which provides us with access to a diverse range of potential suppliers. These events allow us to meet new suppliers, source raw materials and ingredients, and stay up to date on the latest trends in the industry. The opportunity to connect with suppliers from across the globe helps us diversify our sourcing strategy and discover innovative products to develop for the company. FHA’s support enables KCG to grow its product portfolio and strengthen its position in the market year after year.
Q: You’ve been involved with FHA in 2012. How would you describe FHA evolution, considering globalisation and the post-COVID landscape, and what role does it play within the F&B industry?
Having participated in FHA in many different capacities for more than a decade of my career, I’ve witnessed the event’s remarkable evolution over the years. FHA has always been an important calendar event for bringing together industry professionals from Singapore and around the region to showcase new products and innovations. Over time, it has grown into a comprehensive platform for networking, knowledge sharing and trend forecasting — I still find myself inspired by each edition.
Q: With your extensive experience in food publishing with organisations like the BBC and Michelin, you are in the front the Asian F&B industry evolution. What changes have you observed in the Asian F&B industry, and what key market trends do you anticipate for 2025 and their impact on different industry segments?
An interesting development to watch is the way the new generation of consumers in APAC is rewriting the rules of engagement on multiple fronts. Gen Z will account for a quarter of Asia-Pacific’s consumer base by 2025. Rising confidence in the region’s cultural capital, new codes of luxury and emerging mindsets will shape youth consumption habits, and their impact will cut across all categories in food and drink, from health and sustainability to treat culture and the low-and-no-alcohol space.
Q: Your upcoming FHA seminar session focuses on health and wellness. How is the growing emphasis on health and wellness shaping the future of food? What are the most critical considerations for F&B business owners, key takeaways, and actionable advice we can expect in your sharing?
Health and wellness have always been an inextricable part of the conversation of food and drink, perhaps one that’s simply been made louder in the post-Covid landscape. Yet, this is a multifaceted, dynamic conversation that is constantly evolving. This year, I have the privilege of sharing about young APAC consumers’ changing approach to health and some key engagement strategies including how to meet the demand for lighthearted, convenient and inclusive food and drink solutions.
Q: Celebrating International Women’s Day, which female leaders in F&B have inspired you and what guidance would you share with young women navigating their careers in this field?
I’ve been inspired by and learnt from so many female trailblazers and mentors in the F&B industry, from chefs who stand shoulder-to-shoulder with their male counterparts and entrepreneurs who bring both grace and sharp business acumen to the table, to the women in the newsroom who create spaces where creativity and leadership can thrive. For young women navigating their careers in F&B, community is key — build a supportive network of peers and mentors, learn continuously, practice persistence and actively contribute to the growth of those around us.
Q: The IKA Stuttgart competition presents an extraordinary challenge. Could you elaborate on the mental and physical fortitude required for such an intense three-day event?
Participating in the IKA Stuttgart competition is a deeply meaningful experience for me. From the moment I arrive in Stuttgart, I must focus on every detail of my work, setting aside physical and mental fatigue. I hope to present my creations in their fullest form until the very last moment.
Q: Your culinary creations often demonstrate profound inspiration. Can you share a specific life experience that ignited the spark for one of your most memorable works?
Creative inspiration often comes from the people, events, and experiences around us. My most memorable pieces—the sugar sculptures and the Art Bread General—were inspired by the belief that when working toward a goal, one should never settle. These works symbolise the courage to take on challenges and the importance of approaching life with responsibility and enthusiasm, which remain amongst my deepest sources of motivation.
Q: For aspiring pastry chefs seeking to excel in international competitions, what pivotal advice would you offer to them?
No one is born superior in this world—success is the result of continuous effort and persistence. Hard work is a way of life, and strength is dignity. The road to success is not crowded, but only a few have the perseverance to stay on it. Keep going! Success is waiting for you.
Q: Having achieved remarkable success as a competitor, you have now transitioned to judging the FHA Culinary Challenge 2025. How does this shift in perspective influence you?
Before competing in the IKA Stuttgart competition, the FHA Culinary Challenge was one of the most significant competitions I had participated in across Asia over the years.
Through the Singapore competition, I gained an international perspective and built a strong foundation in dessert baking and pastry display. It was a pivotal turning point in my life.
My goal is to keep challenging myself and staying committed. Many friends I have met from around the world are already planning to come to Singapore for the next challenge. Having participated in the competition for many years, I am honoured to serve as a judge for the 2025 FHA Culinary Challenge.
As we celebrate the achievements of these remarkable women, we hope their stories inspire you to embrace innovation and drive positive change in your own F&B businesses. We look forward to seeing the impact of these inspiring figures at FHA-Food & Beverage 2025.
