AHDB returns to FHA-Food & Beverage Singapore

Tuesday, 23 April 2024

This week, AHDB is in Singapore, promoting British red meat and dairy at FHA-Food & Beverage, one of Asia's largest food and drink exhibitions.

Taking place on 23−26 April, the event promises to be a vibrant platform for levy payers to showcase the excellence of British red meat and dairy products. The event is anticipated to bring in an audience of 60,000 visitors and 70 international pavilions representing 50 countries.

Five dairy and seven red meat exporters will join us at the Singapore Expo Convention and Exhibition Centre. In 2023, the UK exported 2,763 tonnes of dairy products to Singapore, valued at £8.1m. In the same year, the UK total dairy exports to Southeast Asia amounted to 8,830 tonnes, with a value of £24.0m.

Singapore presents an attractive market for UK red meat exporters; 1,094 tonnes were exported to the country in 2023, with a value of £2.3m. In 2023, the UK exported 19,855 tonnes of red meat to Southeast Asia (including Singapore), valued at £36.7m[1]. Singapore has a high expat population (nearly 30% in 2020), making it a prime opportunity for premium cuts of British beef, pork and lamb.

Jonathan Eckley, Head of International Trade Development at AHDB, said:

“While the show targets high-end retail and foodservice in the valuable Singapore market, FHA is the largest show in the region, attracting buyers from across Southeast Asia. This region is significantly important for UK exports of pork, beef and lamb.

“The Quality Meat from Britain provides our exporters with the ideal platform to meet key importers and distributors from across the region who will have the opportunity to sample quality, pork, beef and lamb from Britain.”  

Lucy Randolph, Head of International Trade Development for Dairy at AHDB, said:

“Singapore is an important expanding market for our cheese and dairy exports, resonating with consumers who appreciate premium products. We are delighted to be back at FHA-Food & Beverage with our exporters. This is a valuable platform to further highlight the quality of our British dairy products, strengthen our existing relationships, and raising the profile of our cheese with potential buyers.”

This comes after Kirk Westaway, Executive Chef of two-Michelin star restaurant JAAN, headlined an exclusive Singapore meat and dairy chef’s demonstration, organised by AHDB, last month.

AHDB analysis has highlighted opportunities for British red meat and dairy in the Singapore foodservice sector, with consumers attracted to premium cuts of red meat and premium products such as cheese, alongside a population that eats out often.

Find out more about the prospects for UK agri-food exports in Singapore and the wider Asian region.

[1] HMRC via Trade Data Monitor