The art of taste: A caterer’s recipe for event success with flavours

Singapore’s emergence as a world-class MICE destination isn’t an overnight achievement; it is the result of collective efforts and innovation from stakeholders, from tourism board to hotels and destination management companies.

For Chris Loh, co-owner and creative director of Purple Sage, a Singapore-based culinary experience provider, F&B also plays a crucial piece of the puzzle towards Singapore’s ambition of being the ‘World’s Best MICE City’, combining catering, creativity and sustainability to transform events from mediocre to monumental.

“Every parameter is important, and we believe that we can be one of the pillars to strengthen Singapore as the world’s best MICE city. At Purple Sage, our talented chefs translate diverse cuisines in modern ways, enticing people from different regions and leaving with a lasting impression,” she says. “We elevate the senses and unfold edible stories.”

Evolving trends and tastebuds

Purple Sage first started operations in 2009 before its acquisition by Rasel Catering – co-owned by Loh and Alan Tan – in 2015. This move, Loh shares, was part of a strategy to reposition the company and adapt to a changing industry. Offering a boutique catering service, Purple Sage’s identity lies with more premium dining experiences aimed at MICE events.

Today’s well-travelled clientele has sophisticated tastes and complex requests. “Clients are educated and affluent, and they always want to have an event that’s different from everybody else’s. They want live stations with chefs on site for showmanship instead of just a simple buffet – it’s more demanding,” Loh explains.

Whether catering an event for 60 or 6,000 people, Purple Sage prioritises listening to clients and fulfilling their event dreams through her expert catering services. “My client’s show is my show,” says Loh, whose hands-on approach, professionalism and creativity has led to loyal corporate clients who even request Purple Sage’s services for personal events like weddings.

With more restaurants joining the fray and intensifying competition, Loh notes that this has helped to raise the bar of Singapore’s event catering scene. However, Loh relishes this challenge, constantly innovating Purple Sage to elevate the event catering experience by introducing elements like molecular gastronomy and fine canapes.

Sustainability on the menu

Looking ahead, Loh is focused on greening Purple Sage’s operations to meet the growing demand for sustainable events, sourcing ingredients like barramundi, mushrooms, and eggs from local farms to reduce its carbon footprint and contribute to a circular economy. Since 2023, Purple Sage has achieved the highest-tier Farm-to-Table Recognition Programme from Singapore Food Agency in procuring at least 15% of local produce in three or more food categories.

Loh is also passionate about reducing food waste. She explains how a simple chicken can be broken down for various recipes and food preparation methods, such as using bones for broth and trimmings for turkey stuffing during Christmas. Even tomato trimmings are baked and infused with olive oil for unique flavours.

One other way Purple Sage gives food waste a new lease of life is through advanced technology; the company has recently invested in a valoriser, which acts like a bio-digester to convert food waste into substrate that can be turned into fish food that is used at farms – and so the cycle continues from farm to table.

Sustainable events also involve eco-friendly setups. “It’s not just about adding green plants or décor to the event,” says Loh. Purple Sage aims to reduce linen usage to save energy on cleaning and offer creative non-linen alternatives like pallet wood set-ups.

“We take a holistic approach, closing the entire food loop to create a circular economy. We want to lead sustainability in the industry,” says Loh.