British food on show in Singapore

The popularity of Singapore as a holiday destination is booming, bringing with it increased opportunities for British food and drink companies to supply the growing number of four and five star hotels and high-end shopping centres. To help British companies capitalise on this opportunity, Food from Britain (FFB) is hosting a British Food Fortnight in Singapore, which will educate the country's key foodservice decision makers about the high quality of British products.

With Singapore now challenging Bangkok as the main stopover destination for holidaymakers heading to Australia, the number of top-end hotels has grown significantly, leading to an increased demand for high-quality food and drink products. Over the past year, exports of British food and drink products to Singapore have risen dramatically, and the trend is expected to continue.

Total UK food and drink exports to the country rose by 27% in 2006 in comparison to the previous year, totalling £119.6m. This increase has been driven by several key sectors, including beverages, which rose by 30% to reach £97m, soups, sauces and condiments, up 35% to £5.4m, and seafood, a sector that is now worth £1.1m - an increase of 18%.

Singapore British Food Fortnight has been designed to help producers of premium foodservice products profit from this increased demand for high-quality products. In October 2007, FFB will be working alongside Singapore's major buyers and distributors to introduce a host of the country's major decision makers from leading hotels, cruise ships and airlines to premium British produce.

All producers of premium foodservice products are being invited to attend this potentially lucrative event, with particular emphasis being placed on companies producing frozen fish, meat, premium hams and bacon, dairy, condiments and sauces, and non-alcoholic drinks.

As well as the burgeoning hotel market, Singapore's rising demand for high-end shopping experiences is also creating opportunities for British producers - especially those offering speciality products. Singapore is one of the most sophisticated nations in Asia; its consumers have discerning, well-informed tastes.and are increasingly interested in Western food.

British companies interested in taking part in the Singapore British Food Fortnight can contact Kelly Jane Haley at FFB on kjhaley@foodfrombritain.co.uk for further information.

08 May 2007