Secai Marche connects passionate producers with talented chefs at Malaysia's inaugural farm-direct luncheon

In attendance were some of our industry’s most celebrated talents, including Lee Zhe Xi and Soh Yong Zhi of Eat and Cook, Mandy Goh of Atas at The Ruma Hotel and Residences, Daniel Yap of Gooddam, Haruka Hokune of Sushi Hana, Lroy Lim of Ignis KL, and Chai Chun Boon of The Datai Langkawi.

In the centre of the restaurant was a beautiful centrepiece showcasing an abundance of Secai Marche produce, from sweet-sour tangerines courtesy of Sindiyan Farm in Cameron Highlands to Achigold melon from Johor Bahru. 

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Khairill Anwar of Melaka-based pineapple farm Noneh Cekgu sliced and juiced fresh pineapple before lunch began. “Our vision aligns with that of Secai Marche, and we hope to raise awareness of the high-quality pineapples produced locally,” enthused Khairill, as he passed around a plate of his delightful soft core pineapples.

The menu for the afternoon was curated for the event by the experienced team at Entier French Dining, most notably executive chef Masashi Horiuchi and head chef Romain Fabre, and was testimony to the ability of fresh produce to inspire restaurant menus. 

Horiuchi is an avid supporter of Secai Marche, trusting in the platform’s transparency and reliability: “I previously had limited access and choices, but Ami-san is dedicated to finding the best producers,” he says. He shares an example of how, with the help of Secai Marche, he found crunchy, tender green beans to replace its fibrous counterparts.

With extensive knowledge in the Southeast Asian market, Sugiyama and co-founder Shusaku Hayakawa were instrumental in connecting farmers, retailers, and consumers. Over the past 5 years, Secai Marche has developed a direct sales channel with comprehensive cold chain fulfilment to address gaps in the traditional supply chain.

Each course highlighted a premium Secai Marche-supplied ingredient, and as the dishes were served, farmers and producers explained the story behind the star produce.

The first course was a medley of small bites featuring white sweet corn from Cameron Highlands-based Tai Chong, tender baby french beans from Uncle Chow’s farm in Bukit Tinggi, Secai Selected Hokkaido scallops, and shima-aji courtesy of Iyosui, a Uwajima-based fish farm that offers complete traceability. Uni was paired with aromatic eggplant, the latter of which was sourced from Leong Wai Kong’s Cameron Highlands farm.

Chefs gained insight into the process of how each ingredient ended up on the plate, for instance, in the case of Liang Kee’s farm’s free range eggs. The unique approach in which the Kampar Perak hatchery creates the ideal egg-laying ambience includes serenading hens with calming, classical music.

Paired with the fresh eggs was beluga caviar from Miras Caviar, based in Gilan, Iran, managed by founders Steffen Maximilian and Brandon Gan.

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Next came the proteins, highlighting Madai from Iyosui and duck from Yummykai in Penang. Paired alongside was rocket salad from Fresh Studio in Cameron Highlands. 

To finish a hearty meal were desserts in the form of succulent melon cubes from Achigold and a pineapple mille-feuille made with fruit from Noneh Cengku.

The chefs in attendance expressed their appreciation for the fresh produce and exquisite dishes. “For most chefs, great produce is half the battle won towards a successful dish,” said executive chef of The Datai Langkawi Chai Chun Boon. “Secai Marche has gradually bridged the gap between farm to table, and today, ordering the best produce is as easy as filling up your wishlist on the platform’s online portal.”

Commenting on the luncheon, he continued: “What a superb luncheon organised by Secai Marche and executed by chef extraordinaire Masashi and his team—produce does not get fresher than what was served today.”

Riding on the success of Secai Marche’s inaugural Farmer Luncheon, founder Sugiyama hopes to make the event a quarterly affair, allowing enthusiastic chefs to experience the best produce from the hearts of farmers. 

“We hope we can build awareness of farm-direct value in the market, creating more options for local restaurants,” she smiles. “Chefs deserve better choices, quality, and prices, which also brings greater creative potential for developing dishes.” Secai Marche is expanding to Singapore, and hopes to further its reach in Southeast Asia in the future, bridging the gap between even more restaurants and farmers.

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