The campaign strategically positions Singapore as a central hub for the entire Asian region. The choice of Singapore is based on its advanced infrastructure, which includes world-class food safety standards and a robust research ecosystem. From this base, the project will expand its focus to China and Vietnam, utilizing Singapore’s regional influence to meet Asia’s growing demand for sustainable, traceable, and science-driven dairy ingredients in a highly dynamic global market.

Sarah McGrath, the Irish Ambassador to Singapore, highlighted that the campaign symbolizes Ireland’s dedication to connecting European and Asian markets. She emphasized that the initiative goes beyond mere trade, focusing on shared values of innovation, research, and sustainable development. The partnership aims to leverage Ireland’s agricultural expertise and Asia’s leadership in food innovation to deepen trust and collaboration, which she sees as the foundation for future economic and cultural ties.

The campaign is spearheaded by Bord Bia, the Irish Food Board, a key player in promoting Ireland’s food, drink, and horticulture sectors globally. With a strategic network of offices in major markets, including Singapore and Shanghai, Bord Bia is instrumental in connecting Irish producers with priority partners. Lisa Phelan, Bord Bia’s director for Southeast Asia, reinforced this, noting that Ireland’s grass-fed, sustainably produced dairy, backed by the “Origin Green” program, brings quality and provenance to the Asian market.