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This is an archive article published on December 4, 2009

Seventh Heaven

Does anything have to be different? We’ve found a success formula and we’d like to stick to it,especially since this event comes only once a year...

Farzana Behram Contractor on what to look out for at the seventh UpperCrust Show

What’s different in the seventh edition of the UpperCrust Show?
Does anything have to be different? We’ve found a success formula and we’d like to stick to it,especially since this event comes only once a year. But that said,I must add that the festival has really grown over the past seven years. We started out with 1,000 products and now we have over 2,000. In fact,the UpperCrust Show has been such a success; we just had a wonderful show at Hyderabad and God willing,we’ll be travelling to more cities around the country.

What are the highlights this year?
Our biggest attraction this year is the cook-out between five celebrated chefs of the city—Farrokh Khambatta,Moshe Shek,Nikhil Chib,Max Orlati and Matthew Cropp. They’ll be given a surprise basket and they’ll have to whip something out of it,using at least five of the ingredients from the basket. They’ll be judged on their creativity,presentation,taste and their composure. Also,we’ll have artist Ajay De make a charcoal still life of food,which I think is a neglected art these days. And finally,we’ll also be launching Elizabeth Hurley’s organic food line.

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The list of presentations at the show include not just food and wine,but also subjects like Homeopathy and Fitness. How did they find a place here?
UpperCrust is not just about food and drink; it addresses overall well-being and lifestyle. People are more health conscious these days and they appreciate such information. So homeopathy and fitness are relevant in this regard. If someone came with a fashion presentation,I wouldn’t allow it,unless it was about kitchen aprons.

The UpperCrust Show begins today at the World Trade Centre,Cuffe Parade

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