How did the 2025 campaign engage Singaporean culinary professionals?

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The 2025 "It's Time For European Beef" Campaign Engaged Singaporean Culinary Professionals Through Educational and Experiential Activities

The "It's Time For European Beef" campaign in 2025 implemented a multifaceted strategy to engage Singaporean culinary professionals. This involved a master cooking class at a culinary training institution, a large-scale cooking demonstration, and a comprehensive study trip to Spain. These initiatives aimed to educate future chefs, showcase the product's attributes to industry leaders, and provide a deep understanding of European beef production.
Master Cooking Class for Future Culinary Talent

A key educational component of the 2025 campaign was a master cooking class held at a Singaporean culinary training institution. This session featured Michelin-starred chefs Rafael Centeno Moyer and Héctor Sanz Pedraja, who demonstrated the versatility and performance of European Beef through various recipes. The class also included a hands-on cooking session for students, directly involving them with the product and enhancing their technical knowledge of high-quality ingredients.
Large-Scale Demonstration and Tasting Event

To foster broader industry engagement, a significant cooking demonstration was hosted at Alkaff Mansion. This event attracted 51 professionals from various sectors of the restaurant industry, including importers, distributors, retailers, chefs, restaurateurs, media, and key opinion leaders. The program featured presentations on the European beef product and the campaign, alongside live cooking demonstrations and tastings of different European beef cuts, facilitating direct experience and professional interaction.
Immersive Study Trip to Spain

Further deepening understanding and forging connections, a study trip to Spain was organized for six leading Singaporean companies from September 28 to October 2. Participants, representing importers, distributors, high-end retailers, and media, gained an in-depth overview of the European production model. This immersive experience covered farms, processing facilities, and markets, enhancing their knowledge of food safety, traceability, sustainability, and production control inherent in European beef.

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How did the 2025 campaign engage Singaporean culinary professionals?

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