PJ Girl Susheela Becomes "Queen Of Spices" In New York

July 21, 2006 10:05 AM


By Manik Mehta

NEW YORK, July 21 (Bernama) -- Some call her the "Queen of Spices" while others refer to her as the "spice blender".

Whatever the attribute, she is acknowledged as an expert with a profound knowledge of the subtleties of blending spices and creating new flavours.

Meet Susheela Raghavan, a 50 year-old Malaysian food technologist-turned-entrepreneur from Petaling Jaya, who has taken spice blending to new heights in what began as a casual interest into a niche business.

Susheela, who has lived in the United States for the past 26 years -- she resides in New Rochelle, New York - says that developing spice blends for the increasing number of companies dealing in spices, has been a "deep passion" for her.

"I have the tertiary qualifications for the profession," she tells Bernama.

"I received a Master's degree in Food Technology from the University of Reading, England. Food is, in fact, my business," she says with a gentle laughter.

She arrived in the United States to obtain a doctorate at the University of Maryland, an endeavour she abandoned because "being a practical person, I realised a Ph.D. would serve no practical purpose for me.

"However, her background in food technology, coupled with her deep interest in spices and their blending, gave her the insights to write articles for popular magazines in the United States and elsewhere.

"I have been writing articles - and also giving lectures - on food technology, spices, ethnic foods, seasonings, trendy cuisines and the like.

"I have, meanwhile, created a food and spices company and am even preparing and selling Malaysian foods in this country.

"Over the years, I have acquired extensive knowledge about the likes and dislikes of American culinary tastes. "I offer easy-to-prepare health products suited for the American market," she explains.

She emphasises that her "deep love" for Malaysia prompted her to introduce Malaysian spices and foods to mainstream American circles, creating a coterie of food lovers who appreciate the intricacies of spice blending in which she excels.

"I am not just tapping the ethnic market in the United States, which is well-served by suppliers from a number of Asian countries.

"I am trying to establish a firm place, like the Indians and Chinese have done, in the mainstream market for Malaysian spices and foods which remain practically unknown here.

"In my own inconspicuous way, I have been able to make a modest contribution towards that end," she says.

While her customers in the mainstream market have responded well to her culinary pitches, Susheela wishes that other Malaysian food suppliers would also make a dent in the U.S. food market, which is the richest in the world, judging by the spending based on per capita income.

"You need to educate American consumers about Malaysian food products. One does not simply go and sell products to an uninformed public.

"Even at trade shows, you need to hold lectures and seminars accompanied by live preparation of foods which have to be sampled by American food experts as well by buyers of the big stores who have to be informed in advanced of such events," she said.

She says educating consumers about Malaysian foods is of "strategic importance" for long-term business.

Susheela's efforts seem to have paid off as her range of blended spices appear on the shelves of major food stores such as Marshall Fields, which is part of the Federated group, the parent company which also owns the renowned Macy's store.

With the U.S health food business enjoying a boom, it looks like Malaysian exporters should take advantage of opportunities available here by making strategic pitches.

While many Americans enjoy traditional foods, they also expect their foods to be seasoned and well-balanced with variety and exciting tastes.

"Ethnic foods, with their multidimensional flavour and texture profiles, are becoming the trend, especially cuisines that feature a variety of spices, seasonings and condiments.

For most Americans, certain ethnic foods are so common that they are not thought of as ethnic anymore. Americanised versions of Italian, Mexican, Chinese and Indian fare, are served alongside more traditional American dishes.

"Consumers enjoy these foods, they would want to experience more authentic foods and flavours," Susheela says.

"The food business in the United States is veritably a global affair. This changing marketplace presents many creative and technical challenges to food technologists.

"They must understand and predict market trends, create new products or improve existing ones to meet changing demands, and resolve technical issues in the process," she adds.

Susheela is president of a New Rochelle, New York-based food-consulting company which identifies trends and develops ethnic and "new" American products for the U.S. and global markets.