Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, October 4, 1995                   TAG: 9510040053
SECTION: BUSINESS                    PAGE: B-6   EDITION: METRO 
SOURCE: MEGAN SCHNABEL STAFF WRITER
DATELINE:                                 LENGTH: Medium

GOURMET FARE'S THERE, BUT NOT MYSTERY MEAT

A suggestion to any institutional food buyers planning to attend the PYA/Monarch Food Show at the Roanoke Civic Center today: Don't eat lunch before you go.

And don't go home before you've tried the tiramisu cheesecake. And the shrimp. And the breaded ravioli. And the...

If anyone leaves the food expo hungry, it isn't PYA/Monarch's fault. The distributor has assembled 175 of its 400 food vendors for the show, a two-day gathering that gives manufacturers such as Yoplait and Stouffer's a chance to show off their wares to its customer - and gives buyers from hospitals, restaurants and schools a chance to sample new food-service products.

"Oh, this is really nice," said Carolyn Rakes, who works for Roanoke Valley Christian Schools. She and three of her food service co-workers were making their annual visit to the show, and their shopping baskets were filled with samples of crackers, cookies and other foods. "This gives you new ideas to try things you've never seen before."

PYA/Monarch Co. Inc., a division of Sara Lee Corp., is the third-largest food service distributor in the country. The company has an office in Salem.

Peter Jacob, vice president of marketing and procurement, said he expects 4,000 visitors to visit the show. Sales could reach $5.5 million by the time the show ends this afternoon, he said.

Some 300 to 400 new items are on display at this year's show, which features nearly 4,000 products. The foods at the show ranged from old standbys such as canned green beans to new gourmet offerings such as lobster-stuffed ravioli decorated with squid ink and tomato paste.

Health-conscious foods - such as Smithfield Food's Lean Generations Pork, with 30 percent to 60 percent less fat than traditional pork - also were featured. Jacob said food producers, especially those who supply restaurants, are continuing to develop healthy foods that taste as good as their more decadent counterparts.

"People are willing to sacrifice some good taste when they eat health foods at home," Jacob said, "but not when they're going out to eat at a restaurant."