WACS Official Documents

Appendix C

Welcome Message #3, Full Version
by Mr Frank Naesheim, WACS Continental Director for Asia

President Kang Min Soo, Mr Glenn Austin, Continental Director for the Pacific region, Ladies and Gentlemen but
most of all, my dear colleagues and fellow chefs, I am very honoured and most humbled to be elected the new
Continental Director for WACS in Asia. I take this new assignment very seriously. I have great faith in the new
direction that our president, Ferdinand Metz, has outlined. I will come back to his direction in more detail over the
next day or two.

I love Asian food and I have the deepest respect for Asian cooks. In the afternoon session and tomorrow morning I
will outline some ideas of how we can promote Asian food and cooks within the cause of WACS. Asia is the most
interesting and diversified food continent on earth. But Asia is not good as the West at organising itself or marketing
its great products.

My advice to Asia will be to never lose track of your tradition and Asian flavors. Learn from the Europeans on how
to make systems and organise yourself, and learn from the American how to promote and market your great food.
Then you will fulfill my vision and outshine everybody. You will then be the world authority on food. I believe you
have the potential to do that.

I have got my duty and assignment from the Presidium that I also will touch base on later. Some of it is boring and
time consuming but I will explain to you why it is so important to get it done so fast and as meticulously as possible.
It is a part of a bigger plan to build a more solid foundation to make WACS grow and be stronger. However I need
your support for this and the quicker we get this done, the faster we can concentrate on the fun and interesting parts!

My goal for this meeting is to pass on the message that Ferdinand Metz has communicated to me and find some
Asian initiatives and touches so we can have a common goal. But my ultimate goal is to stand at the doorway and
shake the hands of each and every one of you at the end of the forum, look you in the in the eye and see there a
committed and eager face who will bring what was learned at this forum to your fellow chefs at your local
associations. I want to see the sparkle in your eyes!

Have a great Forum!
Frank Arne Naesheim