Welsh beef finds new market in Singapore restaurant

The first shipment of Celtic Pride Welsh Beef to Singapore will soon be enjoyed in one of the country’s most esteemed restaurants. 

The Celtic Pride Premium Beef Scheme was launched in 2003 by Castell Howell. Since then, it has become a prominent independent beef brand in the Welsh catering sector.

Working in conjunction with Direct Meats in Colchester and Celtica Foods, top restaurants in Singapore will receive prime cuts from between 10 and 20 cattle per month via distributors ADirect.

The first shipment of beef was sent to Bread Street Kitchen by Gordon Ramsay, located at the Marina Bay Sands resort.

The menu will showcase the Welsh origins of the beef, and highlight the fact that is has been grass fed and the high welfare standards of production.

The scheme is made up of a partnership between The Welsh Livestock Company, Wynnstay Group and Castwell Howell Foods. The beef used to supply the scheme is sourced from its network of Welsh farms and is processed at Castell Howell’s £5 million Celtica Foods butchery in Cross Hands.

“We are encouraged that premium Welsh Beef can supply a premium market in Singapore,” said Celtic Pride Premium Beef Scheme manager Gareth Evans.

“Our bespoke procurement and further processing service ensures that cattle meet the high standards for this export market. Direct Meats in Colchester have been developing overseas sales for a number of years and we are proud to feature in their portfolio of quality beef. We will continue to focus on this market and look forward to increasing the volume of cattle supplied.”

“This is a great start to the year for Celtic Pride, they have selected certain breeds for this market including Welsh Black, Hereford, Angus, Highland and Dexter,” added Martin Blackwell, managing director for Direct Meats.

“We have worked closely with Castell Howell, and Cross Hands abattoir Cig Calon Cymru, to ensure that the cutting plants are registered with the Singapore Agri-food & Veterinary Authority, and this first shipment is the realisation of all those efforts.”

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