Valletta NYE event to serve as launch pad for ambitious caterer

Catermax, the newly established joint venture between the Corinthia and Vassallo Groups, is geared to give thousands of people a taste of its aptitude at the Valletta New Year’s Eve party tomorrow, its first major exclusive event.

The company, the exclusive caterer for the capital’s first ever New Year’s Eve outdoor event, is to put up several stands along Valletta’s main streets serving a variety of food inspired from a range of cuisines, chefs Keith Gatt and Ronnie Caruana told The Times Business.

Similar in concept to the Notte Bianca events, the Valletta festival tomorrow night will be served only by Catermax which will lay on savouries and sweets.

“There will be live stations dishing out street food like Asian nibble boxes,” Mr Gatt explained. “New Year’s Eve is an opportunity for Catermax, it is our launch. The same concept can be applied to food courts in future.”

Catermax is one of three companies under the umbrella of Cater Group, the ambitious food preparation arm of Vassallo Group which also incorporates Cateressence and Catermeals.

Launched just months ago with an initial investment of €15 million, Cater Group, led by director Chris Vassallo and chief executive officer Edward D’Alessandro, has given itself three years to be the industry leader.

Group executive chef Keith Gatt and group executive pastry chef Ronnie Caruana bring their five-star hotel catering backgrounds and considerable local and international cross-exposures and experience to Cater Group.

Their move, they explained, was spurred by the group’s mission to introduce a much wider offering to the catering industry and tap opportunities in new markets.

“Catermax is a sales company which offers five-star services,” Mr Gatt explained. “No matter the client, our catering is a top quality offering. With the backing of both groups and Corinthia’s international exposure, in particular, Catermax will be able to widen its target market. This new firm benefits from the leverage of two major companies and their industry capabilities.”

The new company has been busy over the festive season with successful Christmas Eve and Christmas Day events.

Tomorrow night and on New Year’s Day, Catermax will also be responsible for a grand gala buffet at The George, the Paceville four-star hotel, and a grand buffet at the Bugibba Hotel. Both properties are Vassallo Group’s own.

Mr Gatt explained Asian and fine foods for the festivities at the properties will be prepared at The George while other fare will be handled by an alternative production unit.

Meanwhile, Cater Group’s central production unit at The Landmark in Qormi is earmarked for completion in mid-February.

The nerve centre for Vassallo Group’s catering division, the 22,000 square metre property which formerly housed the Löwenbräu brewery, will boast two multi-purpose venues, and a 4,000 square metre kitchen, one of the largest in Malta. It will be at the disposal of a team of 33 chefs across the group.

Cater Group is steadily amassing a portfolio of key properties through acquisition or partnership.

Catermax itself is carefully selecting exclusive venues, including the restored Villa Alhambra in Sliema, and The Diamond and The Crown convention rooms within The Landmark. Other venues include the Corinthia Hotel St George’s Bay, the Corinthia Palace Hotel & Spa, and Castello Zammitello.

Asked about Catermax’s plans after New Year Eve, Mr Gatt said the company would seek to maintain the momentum of sales which kickstarted with its official launch in November, particularly when it attracted significant attention at the Weddings Fair.

After January, Catermax will begin to fulfil its wedding bookings and continue with its brief to win business in new markets.