AHDB flying the flag for red meat in Southeast Asia


AHDB will be in Singapore this week at one of Asia’s leading food and drink trade shows to meet with red meat buyers from around the world.

The export team will be attending the Speciality & Fine Food Asia (SFFA) show from Wednesday to Friday to fly the flag for beef, lamb and pork from the UK.

Held at Suntec Singapore, the event showcases an array of products ranging from artisanal food and drinks, craft beverages, speciality coffee and tea as well as high-quality meat.

The event is expected to attract more than 5,000 industry buyers from foodservice, hospitality, retail, wholesale and distribution sectors, across its ten national pavilions.

Singapore is a significant high-end market for red meat exports, with shipments of pork, beef and lamb from the UK worth almost £2 million in 2021.

SFFA is the first Singapore show attended by the AHDB Export team since 2019 due to the pandemic and will be an opportunity to gauge the market before the team heads to the Food & Hotel Asia show later in the year.

AHDB Export Manager Susan Stewart said: “Singapore represents a huge opportunity for our red meat exports and although volumes are relatively low, the value is high. SFFA is an important show for AHDB as it provides a targeted platform to us to generate new business leads in Southeast Asia and help grow our red meat exports.”