Irish beef and lamb will appear on supermarket shelves in Singapore for the first time, following its launch in Singapore, as part of a Government-led trade mission.
Boutique food retailer and butchery, Ryan’s Grocery, will initially stck Irish beef and lamb at their two locations in Singapore. This is the first phase of a two-phase rollout through their distribution arm, Alternative Selection, which will create a direct supply route for Irish beef and lamb to Singapore’s top restaurants.
Alternative Selection already carries a range of Irish brands including Glenisk, Ballymaloe and Burren Smokehouse, and will now also stock Burren Smokehouse organic salmon and Glenisk organic yoghurt in Ryan’s Grocery at this time.
Ryan’s Grocery is the retail face of Alternative Selection, a Singapore-based wholesaler founded by husband and wife team Sebastian Chia and Wendy Foo, which specialises in allergen and preservative free speciality foods including grass-fed and organic meats.
This is the first retail listing for Irish sheepmeat in the Singapore market. Irish beef is currently available in the e-commerce channel with online retailer Lazada. Irish sheepmeat gained access in 2012 with 273 tonnes exported last year to Singapore, valued at over €838,000.
Ireland gained access for beef to Singapore in 2011, with access expanded in 2017 to include bone-in beef and boneless beef from cattle of all ages. Irish beef has a growing presence in top-tier hotels and restaurants in Singapore, with 400 tonnes of beef, and beef offal, exported to Singapore last year, valued at €1.8 million.
Speaking at the launch during the Singapore leg of the trade mission, Minister for Agriculture, Food and the Marine Charlie McConalogue said, "I’m pleased to announce this listing with Ryan’s Grocery as Irish beef and lamb continues to find new routes to market around the world. It’s a testament to Irish farmers that the discerning team at Ryan’s Grocery has chosen Irish beef and lamb to add to their premium portfolio of certified supplier farms."
Bord Bia’s interim CEO, Michael Murphy added, "Total Irish exports to Singapore were €36 million in 2021. While the market is small in value and volume terms, as an influential gateway market to the entire region, increasing the visibility of Irish meat on shelves is an important step forward for Irish beef exports. Singapore tends to lead on food trends which then spread to the wider South East Asian region. Irish beef and lamb now has pride of place in this super premium retailer, giving a significant boost to the credentials of Irish beef and lamb in the wider region."