Laurence Civil discovers Sutapa Karnkoravict’s source of passion for all things French and gains an insight into her role as Director of Sopexa Thailand.

“In my high school exams at Sirindhorn School in Surin,” says Sutapa, “I was top of the class in arts and languages, and I chose French as a major language.

“After high school I received the American Field Service (AFS) Scholarship to travel to France as the Junior Ambassador in exchange of language and culture. I attended high school in France and spent one year with a host family.

“I graduated with a Bachelor of Arts at Silpakorn University, majoring in French and minor English”, she says. “After that I went back to France and got the Master Degree of Arts and Literature at Sorbonne University in Paris and a second Master Degree in Communications and Public Relations. After completing my education, I worked as a temporary staff at the Tourism Authority of Thailand in Paris. I spent almost seven years in France.”

Having spent a long period of time in France I was curious as to whether the language had slipped into her subconscious! Did she – per chance - dream in French? “Actually, when I was in France I often dreamt in French,” she says, “certainly because of speaking and being surrounded with French friends and families. Now I still dream, not in French but about France, about my work, how to promote French food and beverage products in Thailand?”

Having completed her education in France Sutapa came back to Thailand and worked at the Novotel Siam Square as PR Manager. In 1999 the readers of ‘Sentang Setakit Newspaper’ voted her Woman of the Year in the Public Relations branch. She was presented the award by Than Pooying Boonruan Choonhavan

With her French background, she was approached by a recruitment company to join SOPEXA Thailand and has enjoyed 13 challenging years working as the company’s Director for Thailand.

SOPEXA Thailand is the Food and Beverage Marketing and Promotion Office whose headquarters are in France. It is one of 40 SOPEXA bureaus located throughout 35 countries in Europe, The United States, Canada, The Middle East and South East Asia

Like its counterparts throughout the world, SOPEXA Thailand is a non-profit organization supported by the French Government’s Ministry of Agriculture and Fisheries, the food and beverage industry and various related trade organizations.

Sopexa’s mission is three fold; to promote French products in new markets; to increase the exporter’s share of the market and; to develop the range of French exports worldwide.

Since it’s founding in Paris in 1961, SOPEXA has actively expanded export markets by assisting and advising traders and distributors on the effective marketing and promotion of French food and beverage products throughout the world.

The SOPEXA office in Thailand, set up in July 1992, recognizes the rapidly growing demand for French products in the Thai market. Working closely with retailers, importers and distributors, SOPEXA Thailand has begun initiating local promotion activities to improve the standing of French export products and increase the sales of French products in Thailand.

The Communications strategy that Sopexa Thailand have been following includes advertising, sales promotion, press and public relations, training courses, exhibitions etc.

“One of the most successful and well-known events we organize annually is the salon ‘Bonjour French Fair’”, she says.  “It is the event that gives the opportunity to Thai consumers to buy French products at very special prices direct from the importers and distributors. The products on offer include Champagne, wine, food, groceries, clothes, cosmetics, leather goods, kitchen wear, as well as services such as tourism, hotels, airlines, education and more.

“Each year,” she says, “we present a different French region and make the consumer acquainted with the richness of its wines cultural and religious heritage, historical landmarks and tourist attractions. We want Thai consumers to feel like they are actually visiting and shopping in the different French region every year.

“This year we will lead the Thai consumer to the  Languedoc-Roussillon region,” she says, “another world renowned region of France famed for its ‘Joie de vivre’ or ‘joy of living’ and its Languedoc wines second to none when its comes to any celebration.

“I believe in French products,” she says, “French food culture is an integral part of the image of France, as well as a major attraction for visitors to the country.

“France is a country with a strong agricultural and gastronomic tradition”, she continues, “France‘s agriculture is diverse and occupies 54% of the country, covering a surface area of 29.6 million hectares. France is the third largest world exporter of agricultural products and processed foodstuffs worth 38 billion Euros.

“Moreover, France has been well-known for many centuries as the country that produces the best quality wines,” Sutapa explains. “From the moment of production, selling, distribution and consumption, French wines are subjected to strict control by four organizations: INAO (Institut National des Appellations d’Origine des Vins et Eaux de Vie). ONIVINS (Office National Interprofessionnels des Vins), DGCCRF (Direction Générale de la Concurrence, de la Consommation et de la Répression des Fraudes) and DGI (Direction Générale des Impots).

“France is inestimably blessed in the diversity of her climate and terrain,’’ she continues.  “The enormous range of soil types and weather conditions throughout France nurture an abundance of different grape varieties which produce a remarkable assortment of wines and spirits that are famous throughout the World.”

The 10 great French wine producing regions Alsace, Bordeaux, Burgundy-Beaujolais, Champagne, Loire Valley, Languedoc-Roussillon, Provence-Corsica, Rhône Valley, The South West have their own special features – soils, climate, centuries-old practices, grape varieties – and each offers a large and varied range of wines.

“Apart from wines,” she says, “France is also well-known for cheeses, foie gras, charcuteries, oysters etc… There is the AOC – appellation contrôlée or geographical indications – to control the origin and the quality of the products such as wines, cheeses and many other products.

“Moreover, France is also very concerned with food safety”, she is keen to point out, “from the field to the plate to guaranteed assurances about the quality and safety of French produce consumed within the national territory or those exported.  The French Ministry of Agriculture and Fisheries have launched the website: www.frenchfoodsafty.com to give the information on French Food safety.

“French cuisine is considered ‘fine cuisine’ and I believe there are clients that are looking for this prestige in dining,” she says. “French cuisine can offer many different varieties of dishes, same as French wines, each region boasting a ‘spécialité de la région’ or special food for the region, like ‘Choucroute’ from Alsace or ‘Boeuf Bourguignon’ from Burgundy.

“In addition, with the support of the French Ministry of Agriculture and Fisheries Sopexa has organized since 2004 the event ‘Apéritif à la Française’ a worldwide event celebrated annually every first Thursday of June,” she says. “This event aims to highlight the wide variety of French products and focus on their simplicity for consumers and to ensure they are accessible in an atmosphere that is festive and modern.

“We can also savor the French quality cuisine in a casual way at a very reasonable price,” she says, “like in France, there are many cafeterias and Brasseries that offer the ‘Menu of the Day’ with a very reasonable price set menu including starter, main course and dessert with a complementary glass of wine. Many French restaurants in Thailand now propose this kind of menu for lunch, it is really worth enjoying.”

Sutapa is clearly very passionate and committed in her work. In recognition of her efforts in 2004 Mr. Hervé Gaymard, the French Ministry of Agriculture and Fisheries awarded her the Chevalier dans l’Ordre du Mérite Agricole, and the prize was presented on his behalf  by H.E Mr. Laurent Aublin,  French Ambassador to Thailand.

Having explored Sutapa’s professional life I wanted to get up close and personal to discover the person.

“I learnt to cook French dishes when I was AFS student,” she tells us “as my French host family has a ‘Boucherie’ - or butchers, selling also hot dishes. I love cooking the ‘Ratatouille’; it is a healthy dish, with many vegetables, Mediterranean style. For the dessert, I love making all the fruit tarts according to the fruits of the season: apples, pears, peaches, prunes, strawberries.

“I love most French wines,” she continues, “each wine region has it own character and charm, when I choose to drink a wine it is according to many things: occasion, dishes, weather, the company or even mood – the wine I fall in love with each time I drink it is the Alsace Gewürztraminer Vendange Tardive. For me, this wine is like a sweet elegant lady with a very fresh and flowery perfume, but you can not abuse her because at the same time she is very strong and can knock you.

“Since I don’t have much opportunity to travel,” she says, “when I have a holiday, I like to spend my time in France, it is nostalgia. I have visited many lovely places in France, but I think the dream that I want to realize one day is to set sail on a giant balloon, sipping good wine and flying over different vineyards under a sunset in summer.

“Each chef has his strength and personality,” she says, “for me, chefs are like artistes, when they cook they put their hearts and their soul into their creations. When chefs cook their dishes, it’s not only to make a good taste, but they have to make a nice presentation, attractive and unique, so it requires both skills and creativity. I like painting but I’m not professional, but still I can appreciate a chef’s creativity. So I will not allow myself to be over impressed by any one chef, it would be ‘Dommage!’ I love savoring different food with different styles which reflects the personality and even the mood of the chefs themselves.

“Having said that, the two chefs that will always impress me are my Thai and my French mums,” she admits, “they are totally different, but the same thing they have in common is very often, with not a lot of things in the fridge, they can cook such wonderful dishes!

“When it comes to deciding on a restaurant,” she says “it depends on the occasion. I usually like the restaurants which have a warm and friendly atmosphere. Somewhere cozy where you can enjoy good food and wine with good company.

“As for modern French cuisine I think it’s good if there is the demand for that,” she says. The world is getting smaller, people travel to different countries and with that comes the exchange of food culture. As each country has its ‘Art de Vivre’, the cuisine can also be adapted as per the food culture and ingredients available. The taste of ‘Somtam’ or ‘Tom Yam Koong’ in Paris will never be like the ones in Bangkok, not because the chefs can not do it, but because the taste would be adapted more to the local palate.

“I am passionate about speed’’ she says, ‘‘so my dream car would be a red Bugatti Veyron, with the capability of 407.16 Km/hr – c’est magnifique!

“It’s very funny that you talk about perfume,” she says with a smile, “as it can link to the wines. I love perfumes and I also love wines, but these two better not go together when you want to smell the wines, you are told not to wear perfume. But many times I realize the overlap when I arrive at events – someone comments ‘Oh this wine smells like ‘Dior’’… Eventually, you can change your favorite perfume like you can change your favorite wine, depending on the occasion and the company. When I was in France, I loved two or three strong perfumes; today I love two or three light floral and elegant ones.  My favorite is ‘Dior Addict 2’.

“I love Chanel as a designer” she concludes. “It’s very classic and can be worn by women of any age. It suits me to wear black and white and pearls are my favourite jewellery.”

Bonjour French Fair 2009

“Bonjour French Fair 2009, Bonjour Languedoc- Roussillon” will be held on 10-13 December at Queen Sirikit National Convention Center, we expected 5,000 professional visitors and 50,000 qualified consumers.

Bonjour French Fair 2009, Bonjour Languedoc- Roussillon” the French Traditional Event that no one can afford to miss!!!

For more information on this event or pre-register, please contact Sopexa Thailand 02 636 14 22-4.