Bord Bia has launched its “European Beef and Lamb – Sustainably from Ireland” campaign in Singapore.
The campaign introduces Ireland's sustainable and traceable farming practices and offers Singapore a taste of premium beef and lamb.
Brasserie Astoria is amongst the first restaurants in Singapore that have inducted Irish meats into its menu.
Bord Bia launches a sustainability campaign to engage Singapore on the provenance of responsible luxury dining with premium Irish meats.
The Singaporean epicure and Bord Bia — the Irish Food Board — both know that when a beautifully prepared steak arrives at the table, its story rarely begins in the kitchen. This year, Bord Bia has launched its “European Beef and Lamb – Sustainably from Ireland” campaign to introduce Irish beef and lamb to Singapore, showcasing the meat’s journey from Ireland’s pastures through a carefully monitored supply chain.
Launched with a luncheon at Brasserie Astoria featuring a menu showcasing how different cuts and preparations can bring out the meat’s distinct characteristics, the three-year campaign is an insight into what it means to offer premium sustainable livestock produce and its deep connection to Ireland’s agricultural heritage.
Bord Bia’s sustainability programme measures Irish farms across a range of categories, including environmental performance, animal welfare, food safety and traceability. This means that the story behind its Irish beef and lamb can be traced beyond the country of origin to the farms that produce it.
For Singapore, where the majority of produce is imported, that provenance carries particular significance. Diners may be accustomed to choosing between Australian, Japanese, American or other imported beef and lamb, but the growing interest in where food comes from has made the supply chain an increasingly important part of the premium dining conversation.
But how can Singaporean diners be convinced to choose Irish meats? “We would encourage them to experience it for themselves. The flavour, consistency and quality of the product are an important part of what makes European beef and lamb from Ireland distinctive,” shares David Mulholland, Europe Programme Specialist at Bord Bia.
Elaborating further on the campaign’s sustainability claims, Mulholland says, “A key part of this involves Origin Green, Ireland’s national food and drink sustainability programme, which operates across the supply chain from farm to fork. The programme works with approximately 61,000 farms and more than 300 Irish food and drink companies, setting measurable sustainability targets and tracking progress over time.”
Ultimately, the journey of Irish meats is about more than getting them from one country to another. It is about connecting the landscape, farmer, producer and chef with the diner sitting at the table. All in a responsible fashion, of course.
So, the next time a plate of beef or lamb lands in front of you, consider it a moment to think of everything that happened before it hits the table. There is a good chance its story started somewhere in the Irish countryside, with a field, a farmer, and a rather long journey ahead.
Contact: www.bordbia.ie