British Beef Promotion Event

On 20th January 2015, the Business Services team, together with EBLEX organised a British Beef Promotion Event welcoming the local press as well as well-known chefs from the hospitality sector. The objective of this event was to increase the awareness about the presence of British beef in the Singapore market and keep local consumers aware of the developments in the British beef industry. The event kicked off with a warm welcome by His Excellency British High Commissioner Antony Phillipson. After which, an introduction to the British meat production industry was given by EBLEX. This was followed by a butchery and show cooking session where guests were able to interact with a UK Master Butcher and 4 well-known chefs from local Singapore restaurants.

 

At the end of the event, guests were equipped with knowledge of the British beef industry and quality of British Beef.

On 20th January 2015, as part of the Overseas Business Network Initiative (OBNI), the Business Services team, together with EBLEX organised a British Beef Promotion Event which welcomed the local press along with well-known chefs from the industry. The objective of this event was to increase the awareness on the presence of British beef in the Singapore market and keep local consumers aware of the developments in British beef industry.

 

The event kicked off with an opening address from the Guest of Honour, His Excellency British High Commissioner Antony Phillipson where he warmly welcomed back British Beef to the Singapore market. He also shared a brief outline of the UK Food & Drink Export market and the trade relations between Singapore and the UK.

 

 

This was followed by a discussion led by Susana Morris from EBLEX which walked the audience through the process of R&D in butchery techniques, cattle feed, farm conditions and genetics. She went on to share how innovative butchery has contributed to the creation of new cuts of meat in the market such as the now popular Feather cut. These new cuts are beneficial to the industry as it enables restaurants to create differentiated dishes and offer broader price ranges for their customers. Beyond this, with refined butchery techniques, British beef has been processed in a manner where there is less waste (fats & gristle) on the beef. Chefs can escape the hassle of having to manipulating the beef prior to cooking and focus on their craft. The presentation of the dish stands to benefit as well.

 

Subsequently, the audience had an opportunity learn more about how beef is processed through a live butchery demonstartion by UK Master Butcher Kevin Burrows, who demonstrated how different cuts of meat are obtained through various butchery techniques. The audience observed him break down the 20kg piece of beef into clean-cut portions. He also educated the audience on the differences between parts of the meat which goes to making different meat products. The cooking techniques which best suited each cut of meat was also discussed.

 

 

To conclude the session, the show cooking event which comprised of four well-known chefs from local restaurants, begun with the chefs demonstrating their take on traditional and new cuts of meat. Two chefs were given the innovative feather cut while the remaining two were given the traditional cut - rib eye and striploin. The audience had the opportunity to interact with the chefs while observing them prepare their dishes. The chefs presented different methods of cooking the same cut of meat which allowed guests to have a first-hand experience with the versatility of British beef. Through this, guests were also able to learn more about the properties of different cuts of beef and were given tips on how to replicate the dishes at home.

 

 

 

EBLEX is the marketing organisation for beef and lamb levy payers in England. EBLEX Export Department undertakes a variety of promotional activities to support Singapore meat importers and distributors. Its’ activities are aimed at educating and keeping consumers up-to-date with the developments in British meat production. These developments can range from R&D, innovative butchery techniques to food safety standards. This equips consumers with the knowledge to make informed decisions when purchasing.

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