Scotland’s food and drink industry on a mission to Singapore

Strictly embargoed until 00.01 on Friday 4 April 2014

A delegation of Scotland’s food and drink sector is visiting Singapore this week in a bid to crack one of the world’s wealthiest economies.

Eighteen organisations are participating in the trade mission, including some of the country’s leading brands such as Highland Spring, Paterson Arran, Highland Smoked Salmon and Mackie’s at Taypack as well as newer entrants to the market such as Loch Ness Brewery, Garvies Soft Drinks and Burgon’s of Eyemouth.

Industry organisations including Scotland Food and Drink, the Scottish Salmon Producers Organisation, Quality Meat Scotland and Seafood Scotland are also participating.

The visit comes off the back of latest industry figures, which show that between 2006 and 2013, Scottish food and drink exports to Singapore have more than doubled and are now worth over £330 million making it Scotland’s third largest export market.

While Scotch whisky dominates the figures, food exports to Singapore are on the rise, increasing by 20% last year to just over £1.6 million. Exports of fish and seafood saw the biggest jump, growing by 35% last year.

Neil McInnes, Head of South East Asia for Scottish Development International (SDI) and based in Singapore says: “Singapore is renowned for its fine dining and eating out culture with more than 6,700 restaurants and food outlets registered in 2012.

“Singapore also boasts the third highest per capita income in the world and as Singapore’s economy has continued to grow, so too have consumer tastes and we’re seeing a big demand for high-end premium products for both the retail and food service sectors.”

As well as being an important market in its own right, Singapore is also a hub for companies looking to export to other markets across Asia.

Neil McInnes continues: “Despite having a population of just over five million people, Singapore has become one Asia’s most important regional hubs, importing around US$12 billion of food and drink products in 2011.

“Not all of these remain in Singapore, however, and many products are re-exported and ultimately consumed in other key markets such as Indonesia, Malaysia and Thailand.”

Some of the Scottish delegation will be exhibiting at Food and Hotel Asia – the region’s leading industry event which attracts more than 40,000 delegates from the trade industry, while SDI has also organised a number of showcase events and visits to some of Singapore’s leading supermarket and retail chains and hotel groups to promote Scottish produce to local industry contacts.

It follows on from last month’s World Gourmet Summit in Singapore where Scotland was the official seafood partner and Scottish produce were used by leading hotels and restaurants during the two week event.

James Withers, Chief Executive of Scotland Food and Drink says: “This week is all about helping the industry to get a better perspective on the potential of the market, understand what our competitors are doing and identify emerging consumer trends which Scotland can tap into.

“In particular, we’re keen to capitalise on the growing demand for luxury and premium products amongst Asian consumers as well as the increasing importance on food security and traceability, which Scotland’s food and drink industry is ideally positioned to respond to.”

A number of Scottish companies are already doing business in Singapore with brands such as Brewdog, St. James Smokehouse, Border Biscuits, Mackie’s of Scotland, Mackays Ltd, Mackie’s at Taypack, Walkers Shortbread and Edinburgh Gin already on the shelves of Singapore supermarkets while many seafood companies are selling fresh produce to the country’s top hotels and restaurants.

Loch Fyne Oysters has been active in Singapore for over 20 years and has an extensive customer base including high end hotels and restaurants supplied via its partner, Classic Fine Foods. Sales director Simon Briggs will be meeting the Scottish delegation to share its experience of the market.

Simon Briggs says: “Singapore has long been an important market for us and we’ve spent a great deal of time building our brand with some of the country’s top hotels and restaurants.

“It is vital to find the right partner and to visit the market regularly to maintain relationships with your end customer so they understand and appreciate your product. Once you do, though, it can be a lucrative market and can be a good stepping stone to doing other business across Asia.”