Friday, January 6, 2017

China Southern leads search for next inflight food innovation

China Southern Airlines, is hosting a #ChinaSouthernFoodies social media contest to find the next inflight food sensation.

Professional or home cooks, foodies and flyers across the world are encouraged to enter their own original recipe via social media. A number of entries will be chosen to compete in the final taste-testing event at BREAD® restaurant January 26 at the Nolitan Hotel in New York. 

The restaurant chefs will convert the winning entries into airline-friendly options to be tasted and voted on. "This is a very modern project so we love being part of it," says Lia Comandatore, Owner of Bread®. "We are looking to open Bread® in China, so this partnership looks like destiny."

China Southern Airlines has partnered with Nik Loukas and James Mellor of The Inflight Food Trip documentary. They are highlighting not just airlines but also the cabin crews, caterers and general public that have experience or interactions with inflight meals. 

"This is something that has never been done before. By inviting the general public, China Southern Airlines will substantially upgrade the transparency surrounding airline food, where all decisions are typically made behind closed doors,” says Loukas in the announcement of the contest.

China Southern has partnered with headset manafucturer Sennheiser for the event. Attendees of the event will enter the taste-testing wearing Sennheiser headphones, creating a realistic and immersive experience for the taste-testers.

"China Southern Airlines started this campaign to directly engage with travelers and learn more about local flavors. Partnering with these companies for this event will allow us to provide a better inflight experience," says Kevin Hou, General Manager at China Southern Airlines New York.

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