SINGAPORE — In the initial two months that United States eggs have seen their return to the Singapore market for the first time in two decades, producers are moving forward on how to further utilize this export market into a location of long-term trade.
U.S. egg exports are up 25 percent for the first half of this year, the American Egg Board notes, adding that it has been working with trade partners such as the USA Poultry & Egg Export Council to increase egg demand specifically in Asia, as well as across the globe.
In its most recent trade trip to Singapore, a group of 10 producers that represent eight U.S. egg companies met with more than 100 importers, foodservice representatives and retailers to promote trade deals that are assisting in placing U.S. egg on store shelves and restaurant menus.
Among the locations now stocking U.S. eggs in Singapore includes more than 50 FairPrice store locations, which is the nation’s largest retailer, as well as hotels like the Sheraton Towers Singapore that is now exclusively using U.S. eggs in its menu items, specifically specialties like its New York-style cheesecake.
“Three new U.S. egg-based products launched at retail during the trip: egg noodles from Hup Huat Noodles Pte, moon cakes and assorted cookies from Bake Mission Pte, and Kaya (a traditional Singaporean breakfast egg jam/spread) from Fong Yit Kaya Pte,” AEB noted in its announcement. “Farmers even had an opportunity to pass out samples of U.S. scrambled eggs at FairPrice and interact with live customers at the chilled egg case during the visit.”
“This is what winning back a market looks like,” Emily Metz, AEB president and CEO, said. “Our farmers sat down with over 100 buyers on the ground in Singapore over a matter of a few days. They walked into FairPrice and saw their U.S. eggs on the shelves. Three new products with U.S. eggs launched during this trip with more to come.”
The island nation of Singapore consists of more than 60 islands including its main island. Its southeast Asia location is approximately 85 miles north of the equator near the Malay Peninsula. It is also one of the founding nations of ASEAN (Association of Southeast Asian Nations). Eggs are a main staple protein source for the 6.11 million Singaporean population, which consumes about 323 eggs per year per capita, which equals about 1.1 million tons of eggs annually, according to Animal Allies, adding that, Singapore also imports about 65 percent of its food from Malaysia, China, Vietnam and the United States.
“This market was closed for more than two decades,” Metz added. “It’s open because our farmers showed up and did the work. More importantly, every case we move internationally creates opportunity for our producers and strengthens the market at home.”
AEB, USAPEEC and other trade groups are noting the potential for growth of U.S. egg products, beyond just shell eggs, to include dried, liquid and specialty egg products, as well.
“Seeing U.S. eggs on shelves halfway around the world and meeting the people using them makes this export opportunity very real,” AEB’s Vice Chair Ross Dean, Versova vice president of sales and marketing, and head of this recent trade delegation trip, said. “These are the kinds of relationships that grow into long-term demand for American eggs abroad and create viable, long-term growth for our egg industry at home.”
