Orient Magazine Issue 81 - April 2021 - Page 30

SPECIAL FEATURE :
ENGLISH BEEF SHOWCASE - VIRTUAL ' COOK OFF ' WITH AHDB
Obvious as it may seem , given we use all our senses when buying into any consumable , being limited to online activity during this period has presented some challenges in showcasing the great British variety of food products . Hence over the past month the UK Agriculture and Horticulture Development Board embraced the opportunity to deliver ‘ something different ’ to enable Singapore decision makers to still enjoy the best of British Beef and Cheese .

AHDB Meat

English Beef Showcase : Virtual ' Cook Off '
5 Apr 2021
On Monday 5 th April , Chefs from a variety of restaurants , importers , distributors , and retailers in Singapore had the chance to sample British beef to target this all-important market . 15 key influencers were invited to join a virtual cook-along where they had the opportunity to try their hand at creating their very own dish of English beef ribeye with maitake mushrooms , croutons , celery cress and black truffle . That morning the Britcham team had distributed an ingredients box to all guests across the island and at 4pm we welcome with Paul Hallett , the executive chef at Singapore ’ s exclusive restaurant Skai , who had curated the recipe , to host a live stream ‘ cook-along ’. In rounding off the experience , selected influencers had the chance to be talked through the recipe , understand more about cooking this fine cut of beef and enjoy their very own fruits of their labour with a delicious dish of British beef , in the comfort of their own home .
The event was organised by AHDB ’ s Export Manager Susan Stewart in partnership with the Trade Team at the British Chamber of Commerce , in a bid to add value to farm businesses and continue boosting UK red meat exports to the country .
Singapore is a hugely important high-end market for the UK ’ s red meat exports , with both volumes and value of beef exports increasing in 2020 . Last year , exports of fresh and frozen beef , lamb and pork , including offal , were worth £ 2.6 million to the UK , with 1,558 tonnes shipped over the 12 months .
Susan 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 positive response to the AHDB event has led to a second virtual cook-along being organised , again in partnership with the Trade Team at Britcham , which will see two chefs cook the ‘ famous ’ Sunday roast , featuring prime cuts of British beef and offering an opportunity for the wider community to win a ‘ Great British Sunday Roast ’ – keep your eyes peeled for more information !
This activity coincided with FHA Match in Singapore , which took place on the week 13-14 th April focusing on Meat and providing a platform for UK exporters to connect with contacts and unlock new business opportunities virtually .