IRISH BEEF DEMAND IN THE UAE

MEET THE UAE CHEFS OF THE GLOBALLY RENOWNED CHEF’S IRISH BEEF CLUB

Irish meat is renowned worldwide for its exceptional quality attributed to various factors that make it stand out among other meats. From the lush green pastures that provide a natural grazing environment for animals, to the strict standards and regulations governing animal welfare and production practices, Irish meat products are known for their taste, tenderness, and sustainability.

Irish meat is subject to rigorous quality assurance tests, such as the Bord Bia Quality Assurance Scheme, which ensures that meat produced in Ireland meets stringent quality standards at every stage of the production process.

Irish meat benefits from a strong tradition of expertise and craftsmanship in the meat industry. Irish butchers are known for their skill and knowledge in meat cutting and preparation, ensuring that consumers receive the best cuts of tender and flavoured meat. All these factors result in products that consumers and chefs select for their high quality and unique flavour profile.

“Irish beef is world-renowned for being a high-quality, premium product. Irish beef is produced in harmony with nature. 80% of all Irish beef is purely grass-fed and pasture raised, and the beef produced is filled with essential nutrients, such as Iron and Omega-3 fatty acids. Our sustainable farming methods deliver unrivalled quality, traceability, and animal welfare standards whilst producing amazing-tasting, hormone free beef. A grass-based diet for the cattle can help produce a fuller, meatier flavoured beef, with evenly distributed fat and marbling.

Aside from the delicious taste and high-quality, Irish beef is recognised around the world for its sustainable credentials. Through Origin Green, Ireland’s national sustainability plan, beef producers have been assisted in setting and achieving measurable sustainability targets that respect the environment and serve local communities more effectively. More widely, Irish food and drink, already very highly regarded in Europe, is now increasingly on the radar of consumers in the Middle East. From AED 749K in 2012 to AED 1.4BN in 2022, Irish exports to the region in the past ten years have climbed exponentially placing Irish food producers firmly on the map in the region.” Says Kieran Fitzgerald, Regional Director at Bord Bia (Irish Food Board) for the Middle East.

He goes on to mention the care taken to ensure the quality and freshness of the Irish beef when exported to the UAE. “It is of the utmost importance to the Irish food exporters that their products, including beef, arrive in faraway markets in great condition, where its freshness is maintained. In Ireland, Bord Bia manages several quality assurance programmes including for beef and dairy. Irish exporters to the Middle East must ensure that their beef meets strict regulations, including requirements related to animal welfare, food safety, and labelling both set by the European Union and Ireland.

There has been huge growth in Irish exports, including beef, to the Middle East over recent years, which demonstrates that consumers recognise the quality of Irish products upon arrival in the region. This has led to the UAE and the wider Middle East becoming a key priority market for Ireland’s food producers, who export 90 percent of the food they produce to over 187 countries worldwide.”

Prominent and Michelin-star chefs use and promote Irish beef worldwide through the Chef's Irish Beef Club (CIBC). CIBC is an exclusive international forum which brings together leading chefs who collectively endorse Irish beef. The UAE chapter, initiated by the Irish Food Board, Bord Bia in 2017, was established to help highlight the supreme taste and high-quality beef to the UAE’s consumers. These customers appreciate good food and are willing to spend more for premium beef products, like those sourced from Ireland.

In 2022, the CIBC announced the appointment of a new member in its UAE capture due the growing demand for premium Irish beef in the UAE.

“The 36 -year-old Indonesian male chef marked his career in the Middle East by joining the iconic Atlantis The Palm back in 2008. Departing to Abu Dhabi in 2011 to join a multi-award-winning French fine dining restaurant, Bord Eau at the Shangri-La Qaryat Al Beri. He has worked for Jumeirah Groups and JA Resorts Group as a Head Chef of their Fine Dining Restaurants in Kuwait and Dubai; before joining another iconic and unique culinary scene, the tallest restaurant in the world, At.Mosphere Restaurant and Lounge Burj Khalifa. He currently holds his position as a Head Chef where he is awarded with the prestige recognition of 2 Toques Gault & Millau – 20/14

The CIBC has eight chapters globally, with 75 world-class head chefs serving as ambassadors of premium Irish meat. The UAE chapter comprises of 3 celebrated and iconic chefs, including Chef Eka Mochamad, Head Chef at Atmosphere, Burj Khalifa; Chef Reif Othman, Chef & owner of Reif Japanese Kushiyaki; and Chef Saradhi Dakara, Group Executive Chef of The MAINE

Increasingly, we have noticed that customers who are willing to pay for a premium product, also place an importance on sustainable food production, which is another reason why Irish beef is a perfect addition to our menu.

What tips would you like to share with up-and-coming chefs?

During his 17-year career, he’s been exposed to working with 1,2 and 3 Michelin Stars chefs. He was recognised by the S.Pellegrino and Acquapanna as a Runner-Up of Young Chef of The Year 2016, representing the Middle East and Africa in Cape Town, South Africa. He is a medalist in international culinary competitions such as the Culinary World Cup in Luxembourg and Culinary Olympic in Erfurt, Germany.”

His cuisine approach is to be unique and treat the ingredients with respect.

What Irish produce do you like cook ing the most with?

As a chef with expertise in using Irish ingredients, I have a deep appreciation for the quality of Irish food and Irish beef. The meat is one of my favourite ingredients to work with due to its rich flavour and texture. Additionally, Ireland is known for its high-quality oysters and sea food, which offers unique flavour profiles and versatility in the kitchen. Coming from Indonesia, the cuisine I grew up with is different to what is typical in Ireland. However, as a chef, I love to complement high-quality Irish ingredients such as beef, which enjoys an unrivalled reputation across the world, with locally sourced vegetables and herbs into my dishes. This adds fresh and vibrant flavours to my menu.

What do restaurant-goers expect from a premium, high-end restaurant like At.mosphere?

At At.mosphere, we pride ourselves on providing our guests with an unparalleled dining experience. That approach remains the same when it comes to showcasing the best of Irish food and drink. Our customers expect the highest quality ingredients, expertly prepared and presented in innovative and visually stunning ways. Hence, we use premium high-quality beef from Ireland that we know delivers at this level. The quality Irish ingredients we choose to use in our dishes, tie in with the exceptional service and attention to detail that our customers receive from the moment they walk through our doors to the moment they leave.

My advice is to always prioritise the quality of your ingredients, which is partly why I always place such an emphasis on maximising our use of Irish ingredients like beef. Sourcing the best possible produce and working with lo cal suppliers can make all the difference in the taste and success of your dishes. Additionally, never stop learning and experimenting with new flavours and techniques, and always strive for excellence in everything you do.

Chef Reif

Are your customers picky about the ingredients you use?

One might find not expect to find Irish beef on the menu at a Japanese restaurant in the Middle East, however, at REIF Japanese Kushiyaki, our customers are passionate about food and have a keen interest in the ingredients we use. They appreciate high-quality, fresh ingredients and are always eager to try new and innovative flavour combinations.

As a result, we take great care to source the best possible produce, including Irish beef and duck, which we know through the feedback of our customers is massively appreciated.

Can you share some key F&B insights with us?

Food trends are always evolving, but what remains constant is a focus on high quality ingredients, which Irish beef represents. Right now, we are seeing an increasing importance being placed on sustainable cuisine, which is another reason we use Irish beef. With Irish meat and dairy, animals are pasture-raised and fed on a grass diet from Ireland’s naturally green fields, enjoying free grazing as opposed to confinement in industrial farms. Not only does this make it more sustainable, but naturally it makes the product higher quality. Additionally, customers are also increasingly interested in global flavours and fusion cuisine, which makes it easier to grasp why you can see Irish beef on the menu at our Asian fusion restaurant. REIF Japanese Kushiyaki is not a restaurant, it is an experience and Irish beef is part of that.

How has Irish produce helped you improve your food quality?

Irish produce, particularly beef, has been a game-changer for us in terms of quality and flavour. The Irish beef we use is consistently tender, full of flavour, and of unmatched quality. The superiority of the produce we use is a crucial factor in our success, and we are proud to work with Irish suppliers to showcase the very best of Irish cuisine to our customers. The feedback from our customers is always positive when they taste our dishes with Irish ingredients. Many of our customers are aware of the attention to detail and quality that Irish food producers are renowned for, and they are attracted to the grass-fed, sustainable farming practises involved in its production. This in turn has helped to build a strong reputation for Irish produce abroad. This makes it highly sought after in international markets and widely regarded as some of the best in the world.

Chef Saradhi

What feedback have you received from your customers who have tried your Irish dishes?

Irish beef is among the finest available in the world owing to its tenderness and its superb taste, which is bursting with flavours. Our customers appreciate amazing tasting food and high-quality produce sourced directly from Ireland. I like to let the ingredients do the talking and not try to over complicate my dishes. Today’s customers place importance on the quality of ingredients, and we know that our customers will only return if they have had a good dining experience where the food was delicious. Today’s customers are also conscious about how the produce is sourced and what methods were employed to achieve the quality. Irish food has a reputation for being high-quality but also sustainably produced, so our customers are suitably pleased when they see Irish ingredients on the menu.

How do you stay true to Irish cuisine in the Middle East?

We always try to ensure that we create dishes that are innovative, tasty, and most importantly, prepared using fresh and ethically sourced ingredients. For me Irish beef is one of the best out there. Irish cows are grass fed, which is good for the planet. They are free to roam in beautiful green fields and just relax! I think this is why they produce such good meat. In our dishes here in Dubai, we combine ingredients sourced from across the world. I also use Irish oysters and cheeses, taking the customers on a green journey to the Emerald Isle with the help of their taste buds.

How do you see the demand for Irish beef and other Irish produce evolving in the Middle East, and what challenges do you foresee in meeting the growing demand?

Irish food, particularly beef, is greatly revered in the UAE and the wider Gulf region, where local cuisine usually includes a meat element and customers place an importance on delicious, high-quality food. We have seen strong growth in the demand for Irish beef over recent years, I am certain the demand will continue to rise as more people get to experience the quality of Irish beef. We are confident that the supply chain will continue to deliver to meet that growing demand.

The Irish Food Board, Bord Bia, is supporting Irish food producers to increase production with the help of innovative practices and efficient processes. This is done without compromising the quality, which has helped keeping up with the local and global demand.

“Through the forum we aim to educate and share knowledge with our member chefs, to amplify the message of the quality of Irish beef and produce, in general. The program is a great learning, knowledge-sharing platform as we have enlisted more than 80 renowned and Michelin star level chefs from around the world. They all engage in meaningful conversations, not just with their colleagues and industry peers, but also the end user; the consumer, and the decision maker,” concludes Fitzgerald.

Corn Fed Chicken Breast With Mizuna Corn Flakes Salad

PREP 45 mins

Ingredients

VEGETABLE

• 1 pcs Fresh Grapefruit

• 1 pcs Blood Orange

• 2 pcs Fresh Lime

• 1 pcs Fresh Lemon

• 100 g Banana Shallot

• 2 g Fresh Lime leaves

• 1 pck Sakura Cress

Mix

• 1 pck Fresh Mizuna

Leaves

• 5 g Leeks

• 5 g Spring Onion

DRY STORE

• 1 pck Ras El Hanout

Spices Mix

• 1 btl Yuzu Koshu

Paste

• 1 btl Grape Seed Oil

• Kewpie Mayo

COOK 15 min

PROTEINE ITEMS

• 2 pcs Corn Fed

Chicken Breast

NESTLE PRODUCTS

• 1 Cube MAGGI®

Chicken stock

• 1 Nestlé Corn Flakes

READY IN 60 mins

Directions

1. Marinate the chicken breast with MAGGI® chicken stock, sliced banana shallot, sliced lime leaves, and grape seed oil.

2. Seal in a vacuum compact bag and sous vide the chicken in 65”C for 45 minutes.

3. Cut segments of fresh grapefruit, blood orange, lime, lemon and oranges (set aside for later).

4. Slice the spring onions, ginger pickle, and fried leeks.

5. Clean, wash and sanitize the Mizuna leaves and Sakura mix cress.

6. Mix Kewpie mayo and Yuzu koshu paste for the dressing.

7. Once the sus vide chicken is cooked, separate the juice, rub the chicken breast with the Ras El Hanout spices.

8. Pan fry the chicken until got the it is browned on the all sides then slice at an angle.

9. Heat up the remaining juice and add the Maggi stock then bring to boil. Until the texture is thick enough.

10. Build up the salad on the plate circling in the middle.

11. Add on all the ingredients and add the dressing on the salad.

12. Pour the sauce and place the sliced chicken and garnish with fried leeks.

You’re favourite quote/ a fun fact about you/ your favorite 5 min meal/ Name the ingredient that you couldn’t live without. My favouite quote is “What goes around comes around.” My favourite 5 minute meal is a 2 pack Indomie with an egg and freshly chopped vegetables. The ingredients I cannot live without are onions and garlic.

Can you give us a glimpse of your career journey so far?

I started my career as a trainee, helper and daily worker in Jakarta, Singapore between 2005-2006. After finishing college, I decided to move to UAE, and join a few bigname hospitality/retail names in Dubai, including Alshaya, Radisson Royal, Jumeirah group, Zuma and Play restaurant. here you go now in catering industry with Alpha Flight Services.