Singapore roadshow aims to drive growth of UK cheese exports

A six-month roadshow is underway aimed at keeping the wheels of UK cheese exports turning in Singapore.

The AHDB-funded roadshow will run until mid-December, working with leading Singapore grocery retailer Cold Storage.

It represents a big success for our in-market representative, Karen Liao, with endorsement from the Department for Business and Trade Deputy Trade Commissioner for Asia Pacific, Rhiannon Harries.

Spearheaded by Karen, it will deliver a series of in-store promotions and cheese tastings to showcase quality British dairy produce.

Cold Storage was founded in 1903, starting as a homegrown merchant before opening its first supermarket in the 1960s.

It now has four retail brands – Cold Storage, CS Fresh, Market Place and Jasons covering 50 stores across Singapore.

In 2024, the UK dairy exports to Singapore were worth £8.3m – up 2.9% on 2023.

AHDB’s Prospects for UK agri-food exports analysis has identified Singapore as an important dairy importer in the region, with premium cheeses being attractive to affluent consumers.

Karen Liao, AHDB Dairy representative in Asia, said:

“Following a successful FHA trade show in April, our roadshow with Cold Storage will be invaluable in helping to cement and build on the reputation of quality British dairy produce and the growing appetite for it in this high-value market.

“Our promotions and tastings over the next five months will provide the perfect shop window to shine the spotlight on the world-class produce we have to offer consumers.

"We are delighted to have the support of the UK Government in our efforts on behalf of our levy payers to fulfil the potential for cheese exports in Singapore.

“We look forward to continuing to work collaboratively with industry and UK Government to help ensure our world-class dairy produce thrives in this high-value market.”

DBT Deputy Trade Commissioner for Asia Pacific (Southeast Asia), Rhiannon Harries, said:

“We are bringing a taste of the UK countryside to Singapore. AHDB have partnered with Cold Storage to showcase some of the UK’s finest dairy – from creamy Cheddars to Stilton, supporting our exporters.

"UK dairy is known for its exceptional quality, thanks to generations of farming expertise and high animal welfare standards, and there is a growing appreciation for that here in Singapore.

"The Singapore market was worth £8.3m to UK dairy exporters in 2024 – up 2.9% from the previous year – making it an important, high-value destination for our producers.

"We are proud to see British dairy make its way from our shores in the UK, to shelves in Singapore.”