Ireland Beef and Lamb Campaign Targets Singapore's Premium Food Market

A new three-year campaign promoting European beef and lamb from Ireland has launched in Singapore, highlighting the growing importance of premium imported proteins, traceability and sustainability credentials in the country’s food supply chain.

Bord Bia, the Irish Food Board, and the European Union have launched the “European Beef and Lamb – Sustainably from Ireland” campaign as part of a €3.45 million co-funded programme running from 2026 to 2028 across Singapore, Japan and China. The initiative aims to build awareness among Singapore’s foodservice industry, trade partners and consumers around the quality, food safety, traceability and sustainability credentials of Irish beef and lamb.

Shin cut raw beef. Photo by Accela Communications.

For food manufacturers, importers and foodservice operators, the development highlights Singapore’s role as an important market for premium imported protein. The country has no domestic beef or sheepmeat production and relies on international suppliers, while its position as a regional foodservice and trade hub gives imported ingredients wider relevance across Southeast Asia.

The campaign follows strong growth in Irish food exports. Irish food, drink and horticulture exports reached €19 billion in 2025, while meat and livestock exports exceeded €5 billion. Irish food and drink exports to Southeast Asia also increased 6% to €331.5 million, with Singapore among the markets contributing to growth.

The programme will include chef collaborations, restaurant partnerships, trade seminars and educational initiatives. It will also bring Singapore importers and other industry participants to Ireland to visit farms and production facilities and examine its grass-based farming systems, animal welfare practices and production standards.

For ASEAN’s food industry, the campaign reflects how provenance, traceability and sustainability are increasingly being used to differentiate imported protein in premium food markets.

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