We discovered a South African deli at Joo Chiat selling handmade biltong

If you’ve ever had beef jerky, you might think you’ve had something similar to biltong — but it’s really not the same. 

One taste of biltong from Baggie’s Deli, Singapore’s only South African deli tucked along Joo Chiat Road, and you’ll immediately understand the drastic difference.

Unlike jerky, biltong is air-dried and never cooked — resulting in a tender, supple texture and a depth of flavour that’s rich, savoury, and addictive.

It is also naturally higher in protein, with no added sugar or preservatives — a guilt-free snack for anyone who’s health-conscious, but still loves their meat.

That’s exactly what Shaun Domoney, 36, the current owner of Baggie’s, loves about it. “If you’re looking for something you can snack on regularly and not feel guilty about, biltong is great for that,” he says.

And here’s something else you’ll love: If you walk into Baggie’s, you will be offered a taste — no exceptions. Shaun insists that every visitor samples first.

He calls it a “no-obligation, complimentary free taster” — his way of taking you through what he describes as “the full omakase of biltong”.

“Come down, have a chat with us, and let’s find the right biltong for you,” he adds.

It’s a small gesture, but one that captures the essence of what this deli stands for: Warmth, community, and genuine passion for the craft.

From loyal customer to deli owner

That personal touch runs through everything Shaun does — perhaps because he started out as a loyal customer himself.

Shaun was born in South Africa and raised mainly in Perth, Australia. He spent most of his career in the automotive industry. He moved to Singapore to work with Eurokars Group, where he eventually became Chief Operating Officer before venturing out on his own. 

He also briefly ran his own car dealership in Australia, which he sold late last year while exploring his next move.

When Baggie’s first opened in 2016, Shaun was among its earliest and loyal customers. 

Before then, he used to bring biltong from Perth — that was, until he discovered that Baggie’s version was, as he puts it, “even better than some of the stuff back home. And Perth has about 15 South African stores!”

When founders Mark and Ella decided to return to South Africa after the Covid-19 pandemic, they approached Shaun on the matter of selling the business.

Having always felt a strong connection to South African products, Shaun saw this as something deeply personal. Within a month, the deal was sealed — and he officially took over in September last year.

Since stepping in, Shaun has brought new focus to the brand — from streamlining operations to strengthening its presence on social media.

Today, he splits his time between Singapore and Perth, where he also works in construction and materials import. 

The frequent travel, he says, made it crucial to have a strong team running things in Singapore.

The team behind the counter

The team today is a tight-knit bunch that keeps the deli running like clockwork in its day-to-day.

Warren Briggs, 59, a South African who has been with Baggie’s for three years, manages day-to-day operations. There’s British-Singaporean Rory Jonzen, 68, Australian Lachlan Logan, 41, and Hong Lim, 60, a Singaporean who has been around since founders Mark and Ella’s time. 

Together, they function like a family.

“I know we have a good product, but I’m backing the people behind it, and I’m very grateful that we’ve got a good team here”, Shaun says.

Their approach to customer service sits somewhere between a neighbourhood butcher and your favourite barista. Regulars are greeted by name, and their biltong preferences are remembered — whether they like it wetter, fattier, or sliced thin.

“We’re a boutique, not a mass production sort of business — we can make it bespoke for every client,” Shaun explains.

New customers are guided through a tasting journey, discovering the different cuts, flavours, and textures of biltong. Even online orders get the same personal touch.

“If you have a specific request for how you want it cut, packaged, or delivered, just put it in the special notes, and we always do our best to accommodate,” says Shaun. “The best part of the business is seeing the customers’ excitement on their faces — that’s what makes our jobs worthwhile.”

And honestly, it is this attention to detail that I would keep coming back for.

Behind the scenes

Step into the backroom, and you’ll find a small, but meticulously run operation. Every step, from trimming to marination, is done in-house with care and precision.

Baggie’s sources its meat from PD Prime Deli, a local supplier of Australian and New Zealand beef, as South African meat is not permitted in Singapore.

The meat is trimmed, cut, and marinated in a vinegar-based spice mix, then rested for 24 hours to let the flavours fully develop. After that, it’s hung on racks in a custom-built drying room with industrial fans and dehumidifiers running round the clock.

Humidity is carefully maintained between 43% to 50% — the sweet spot for achieving biltong’s signature tender texture. Though it ultimately depends on the cut, the drying process takes about four days.

“The guys taste every day to make sure we’re delivering the best product possible,” says Shaun. Daily tests and small adjustments to airflow or temperature are part of the craft and routine, which request each batch to be closely monitored.

It’s not just dried meat — it’s a skill honed through patience, alongside experience and instinct.

The same meticulous approach goes into Baggie’s dried beef sausage, droewors, and pork cabanossi (smoked sausage, from S$9.90), both hand-minced, seasoned, and cured to achieve a firm, satisfying bite.

Looking ahead, the team hopes to introduce game meats — once import approvals come through — using the same curing process perfected for beef.

In South Africa, Shaun notes, almost any meat can be cured in this way, with only slight variations in the spice mix.

What you can find at Baggie’s

While biltong remains the star, the deli’s shelves are stocked with all sorts of South African favourites — all shipped in large container loads every few months.

You’ll find biltong in all forms imaginable: Sliced (from S$9.90), sticks (from S$38.50), and chips (from S$18.70) — and in a variety of spice blends and textures.

The peri-peri biltong (from S$9.90) brings a bright, balanced heat that enhances rather than overpowers the meat’s natural richness.

Then, there’s the mala biltong (from S$9.90), which delivers a good, fiery and numbing kick that spice lovers will appreciate. Introduced just two years ago, it quickly became a game-changer — and we can see why.

“It’s highly liked by locals, but also by our western customers — even people who’ve been to South Africa come back saying they miss the mala flavour because they can’t get it there,” Shaun says.

The variation in the flavours of biltong is integral to Baggie’s brand offerings.

Our favourite? The wagyu biltong (from S$17) — incredibly tender, deeply savoury, and almost buttery in texture. It’s the kind of snack you can’t stop picking at.

You’ll also find droewors (from S$9.90) and cabanossi (from S$9.90), both hand-crafted and full of that robust, meaty flavour that strikes just as good.

If you’re looking for something to sip alongside, the shelves are also lined with South African wines — easy-drinking options that pair perfectly with a bag of biltong.

“People come in, grab a bag of biltong and a bottle of wine — it goes hand in hand,” says Shaun.

There’s also a section dedicated to spices, condiments, and pantry staples — from aromatic spice blends to tangy dressings and infused oils —  all bringing a touch of South African cooking to your kitchen.

Don’t skip the fridges at the back, either — they’re stocked with marinated meats, pies, and pastries. Whether you’re planning dinner or just looking for a snack to go, there really is something for everyone.

A growing community

Beyond being a deli, Baggie’s has become something of a hub. Every last Saturday of the month, the team fires up the grill for a South African-style barbecue, serving meats with traditional South African condiments such as shakalaka — a spiced tomato relish.

The events pull in crowds of people — locals, expats, and curious passers-by — with the irresistible aroma wafting down Joo Chiat Road.

“People smell the barbecue from miles away,” Sean laughs. “That’s how half of them find us.”

Looking ahead, Sean hopes to make biltong as accessible as granola bars — especially for those seeking high-protein, low-carb snacks.

The brand is already in talks with gyms and fitness studios to stock smaller packs of biltong and droewors. 

It is also exploring the idea of regional distribution, as customers from Malaysia and Thailand are already placing Baggie’s orders in bulk.

The team is also working with the South African High Commission to eventually import game meats like ostrich and kudu. “Ostrich is the only red meat with zero cholesterol — it’s a great healthy snack,” Shaun notes.

For now, though, Shaun’s focus remains on growing awareness locally. Through social media, tasting events and collaborations, the goal is to help Singaporeans understand biltong — and to see Baggie’s not just as a South African brand, but as a Singapore-made product with a local following.

“We make everything locally and want to grow as a local brand,” Sean says. “That’s where we’re heading”.

Baggie’s is a slice of South African culture that’s found a home in Joo Chiat — a small, genuine operation built on passion, craft, and community.

In the end, what makes Baggie’s special isn’t just its handcrafted biltong. From Shaun and his team’s meticulous process to the warmth they show every customer, it’s easy to see why the spot has earned such a loyal following.

So the next time you’re in Joo Chiat, skip the usual snacks and grab a bag biltong instead — savoury, addictive, and entirely satisfying.

For more ideas on what to eat, read on other Joo Chiat finds, such as our take on Bastille Bakery and Carlitos, the tapas spot with great value.