Bord Bia and the European Union Launch US$4 million 3-Year Co-Funded Campaign to Showcase Premium European Beef and Lamb from Ireland
Bord Bia, the Irish Food Board, together with the European Union, today officially launched the “European Beef and Lamb – Sustainably from Ireland” campaign in Singapore, part of a €3.45 million (US$4 million) investment to promote premium European beef and lamb from Ireland across key Asia-Pacific markets. Co-funded by the European Union and Ireland, the campaign will run from 2026 to 2028 across Singapore, Japan and China. The investment comes as Singapore continues to broaden its international food supply network, with diversifying imports and strengthening global partnerships forming key pillars of the Government’s Singapore Food Story 2 strategy. Singapore now sources food from more than 180 countries and regions as it works to build a more resilient and reliable food supply.
The 3-year programme aims to strengthen awareness and appreciation of premium European beef and lamb from Ireland among Singapore’s foodservice industry, trade partners and consumers. Through an integrated programme of chef collaborations, restaurant partnerships, trade seminars, educational initiatives and consumer activations, the campaign will showcase the exceptional quality, food safety, traceability and sustainability credentials that distinguish European beef and lamb from Ireland.
The campaign launches following a record-breaking year for Irish food, drink and horticulture exports, which reached €19 billion (US$22.14 billion) in 2025, up 12% year-on-year. Meat and livestock exports rose 18% to more than €5 billion (US$5.83 billion), with Irish primary beef exports reaching an estimated €3.4 billion (US$3.96 billion), up 24%, and sheepmeat exports valued at approximately €360 million (US$419.6 million). Closer to Singapore, Irish food and drink exports to Southeast Asia grew 6% to €331.5 million (US$386.35 million) in 2025, with Singapore among the markets driving this growth. Reflecting its strategic importance as a regional food and hospitality hub, Singapore is one of just three Asia-Pacific markets selected for the campaign.
The Singapore programme officially kicked off at Brasserie Astoria Singapore, where invited guests from the media, hospitality and food industries gathered for a specially curated luncheon showcasing the versatility of European beef from Ireland. Created by Executive Chef Emil Ess, the menu highlighted the flavour, consistency and provenance of European beef from Ireland through a series of contemporary dishes, marking the beginning of a wider programme of activity in Singapore over the next three years.
Lorna Allen, Regional Director, Southeast Asia, shared “We are delighted to officially launch the “European Beef and Lamb – Sustainably from Ireland” campaign in Singapore. As one of Asia’s premier dining destinations and an important regional food hub, Singapore offers an ideal platform to showcase the exceptional quality, safety and sustainability of European Beef and Lamb from Ireland. We look forward to strengthening relationships with the local food industry while introducing more chefs, businesses and consumers to the values that underpin European agriculture.”
Singapore – A Strategic Market
As one of Asia’s leading culinary capitals, Singapore is an important market for premium imported ingredients, supported by a sophisticated dining culture and world-class hospitality sector. With no domestic beef or sheepmeat production, the market relies on international suppliers to meet demand, creating significant opportunities for products produced to the European Union’s rigorous standards for food safety, traceability and sustainability.
Singapore’s influence also extends beyond its domestic market. As a regional hub for hospitality, foodservice and trade, the city plays an important role in shaping dining trends and connecting international producers with businesses across Southeast Asia. Through the campaign, Bord Bia will work closely with importers, distributors, chefs and foodservice operators to strengthen the position of European beef and lamb from Ireland within this landscape.
David Mulholland, EU Programme Specialist at Bord Bia, added “Singapore is a strategically important market for European beef and lamb from Ireland. As demand grows for premium ingredients backed by trusted provenance and responsible production, Ireland is well placed to meet the needs of chefs, foodservice operators and consumers alike. Over the next three years, we want to build meaningful partnerships across Singapore’s food ecosystem, give more chefs and consumers the opportunity to experience the product first-hand, and strengthen connections between the Irish and Singapore food industries.”
Building Connections from Singapore to Ireland
A key activity under the campaign will see importers, chefs and media from Singapore travel to Ireland for a series of business development and market study tours, providing first-hand insight into the quality, provenance and production standards behind European Beef and Lamb from Ireland. From 23 to 28 August 2026, representatives from two of Singapore’s leading food import and distribution companies will join Bord Bia on a six-day visit to Ireland, including visits to five leading beef and lamb production facilities and farms to experience the country’s natural grass-based farming systems, animal welfare practices and rigorous production standards first-hand. The delegation will also experience Ireland’s culinary landscape through visits to restaurants across the country, showcasing how chefs work with high-quality Irish beef and lamb alongside the best regional and seasonal ingredients.
