Chefs and importers in Singapore have had the chance to sample British beef as part of a series of virtual events to target the all-important market.
Last week, 15 key influencers were invited to the virtual cook-along where they had the opportunity to try their hand at English beef ribeye with mushrooms, croutons, celery cress and black truffle.
The event was organised by Susan Stewart, export manager at the Agriculture and Horticulture Development Board. Held in partnership with the British Chamber of Commerce, the goal is to continue boosting red meat exports to the country.
Singapore is an important high-end market for UK red meat exports, with volumes and value of beef exports increasing in 2020. Last year, some 1,558 tonnes of fresh and frozen meat were exported – worth £2.6m to the UK.
Ms Stewart said: “Singapore is a key target market for our red meat exports and while the volumes of meat shipped is relatively low, the value of cuts provides a fantastic boost for the UK’s red meat sector.
“This virtual cook-along was organised to ensure that we continue flying the flag for our red meat in this important market and do all we can during these challenging times to reach key contacts and continue boosting our exports.”
The event saw boxes of ribeye beef shipped to selected influencers. They were able to cook along with Paul Hallett, executive chef at Singapore’s exclusive Skai restaurant, and experience the taste of British beef.
A positive response to the AHDB event has led to a second virtual cook-along being organised during April. It saw two chefs cook a British Sunday roast, featuring prime cuts of British beef.
The events coincide with Singapore’s FHA Match food and drink event. Taking place during mid-April, it provides a virtual platform for UK exporters to connect with contacts and unlock new business opportunities.