As Meat & Livestock Australia (MLA) promotes the excellent taste of Australian lamb, its worldwide Lambassador programme is gaining steam in the Singaporean market. Four Singaporean chefs, namely Executive Chefs Felix Chong, Eddie Goh, Alysia Chan and Peter Smit, are now part of the global Lambassador initiative. The initiative highlights the exquisite taste of high-quality, nutritious Australian lamb in Singapore and other nations.
The four chefs now play an integral role in pushing for consumer education on Australian lamb. Aside from demonstrating their lamb culinary abilities, the newly minted lambassadors seek to raise awareness of the flexibility and value of lamb on the market. Hitting the kitchen ground running, they quickly displayed their enthusiasm in teaching and motivating everyone to eat more Australian lamb.
According to the MLA Global Consumer Tracker Singapore (2021), the Little Red Dot steers clear of this delightful meat since Singaporeans are unaccustomed with Australian lamb. Some do appreciate it while dining out, but many diners lack basic understanding of preparing and cooking the red meat at home. These observations resulted in a series of creative projects with the Lambassador initiative and its carefully selected Lambassadors. The four Singaporean chefs are trained to make tantalisingly delicious and inventive lamb dishes, all of which can be sampled at any of the Lambassadors’ restaurants. These recipes can easily be adapted for home cooking.
On 29 August 2022, members of Singapore media were treated to an exclusive Lambassador masterclass. MLA Master Butcher Calvin Gung wowed guests with a live butchering presentation, highlighting the various lamb cuts possible. Calvin discussed the versatility of Australian lamb, including how it can be used in several Asian and Western cuisines. He also pointed out that Singapore has a plethora of retail outlets and culinary touchpoints for consumers to experience quality Aussie lamb, including CS Fresh, NTUC FairPrice, Little Farms, Ryan’s Grocery, MONTI, Meatsmith, and many more.
The Lambassadors also highlighted critical insights and learnings from their recent paddock-to-plate experience in Melbourne, Australia, where they had the opportunity to learn more about lamb farmers and exchange ideas and information with other Lambassador chefs from across the world.
One of the four Singaporean Lambassadors, Executive Chef Felix Chong expresses hope that more Singaporeans will learn more about Aussie lamb and enjoy it as much as them.
MLA will continue to offer learning opportunities such as masterclasses. Foodies and cooks may follow the culinary journey of the Lambassadors at https://lambassadors.com/sg. Visit https://www.trueaussiebeefandlamb.sg/ to learn more about Australian lamb, the Lambassador initiative and global efforts to bring this meat onto more dining tables in the world.
