Fire & Flavour Singapore, 15 September 2026

Westholme marked ten years in Singapore with an opportunity to reconnect the brand with the people shaping the market.

The Australian Wagyu producer was entering a new chapter alongside its distribution partner Bidfood, with a focus on deepening recognition amongst the chefs, restaurateurs, hoteliers and buyers who influence what reaches Singapore’s tables.

We created an evening that brought those relationships to life through hospitality.

The ambition was to give guests time with the product, the people behind it and the story surrounding it. A tasting became a full evening of discovery, conversation and shared experience.

Our answer was Fire & Flavour, an intimate live-fire dinner for 65 guests at Ida’s, led by Australian chef Lennox Hastie

THE CHEF

Lennox was central to the idea.

At Sydney’s Firedoor, his cooking is defined by an extraordinary understanding of fire and its relationship with produce. For Westholme, that made him a natural interpreter of the product and its potential.

The menu explored Wagyu across different cuts, textures and levels of marbling, with fire used through precision, instinct and restraint.

During cocktails, Westholme Wagyu fat was used for an oyster flambadou, while hanging tender was paired with pepperberry and juniper, and Wagyu cheek became rendang with betel leaf and cumquat cheong.

Dinner continued through MB8/9 tenderloin with shimeji, Wagyu rib broth and wasabi, Pure Bred 9+ striploin with artichoke, toasted yeast and summer truffle, and MB6/7 bone-in short rib smoked on paperbark with gremolata and horseradish.

The experience extended beyond the plate.

Broth was poured tableside over the tenderloin. Short ribs arrived for the table to share, smoked on paperbark Lennox had brought with him from Australia. Canapés were served over hot coals. Native ingredients travelled in his suitcase, while local and regional produce gave the menu a clear connection to Singapore.
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That responsiveness continued until the day of the dinner. When Lennox found ingredients locally that inspired a change, he went to the market that morning and adapted the menu around what was freshest.

The result carried his unmistakable cooking style while belonging completely to that night and that place

THE PLACE

The same dialogue between Australia and Singapore shaped the environment.

Ida’s lush courtyard gave guests an immediate sense of Singapore. Its tropical planting and open-air character created the first chapter of the evening, complemented by small gestures of Australian native florals and live-fire cooking.

As guests moved indoors, the environment began to shift.

An installation of grasses, moss, stone and Australian foliage became the transition between the tropical courtyard and the dining room, introducing the landscape behind Westholme through material, texture and scent.

Inside, the industrial white space became distinctly Australian. Long tables were grounded with eucalyptus and native greenery, while sculptural planting and earthy textures recalled the open landscapes where Westholme cattle graze.

The landscape was translated with restraint, allowing the product story to sit naturally within the room.

A setting rooted in Singapore, with Australia running through it.

THE EXPERIENCE

The evening was designed around one of hospitality’s greatest strengths: time.

Across several hours, guests experienced Westholme through the chef, the food, the environment and the conversations forming around the table.

Representatives from Westholme and Bidfood were present throughout the evening, creating space for product knowledge, relationships and commercial conversations to develop naturally.

The guest journey encouraged movement and connection.

As dinner unfolded, guests stood to speak to colleagues at other tables, crossed the room to reconnect with peers and continued conversations between courses.

For many of the chefs present, the evening also created something rare: time together away from their own kitchens.

Many already knew one another professionally. Some had cooked together or crossed paths throughout their careers. Here, they had the opportunity to sit on the other side of the pass, share dinner and deepen those relationships.

Product discovery became community building and the room held people.

After the final course, guests remained at their tables, continued conversations and moved back outside to the bar for another drink. The evening extended organically because people were enjoying being there.

That behaviour became one of the clearest signs of success.

Guests spoke enthusiastically about the format and the experience of discovering Westholme through a complete evening centred on food, craft and community.

For Westholme, the anniversary created the occasion. The chef gave the product a new expression. The setting connected Australia and Singapore. And the table gave the people who shape the market a reason to spend time together.

Product discovery creates recognition. Hospitality gives that recognition the time and context to become trust, memory and connection.