The return of pork as a featured AHDB product at the recent Anuga food fair in Cologne, resulted in exposure for British pigmeat to more than 3,500 trade visitors, who visited the organisation’s meat pavilion over the five days of the show.
“Our priorities were for the pavilion to reflect the quality and premium position of Quality Standard lamb and beef and Red Tractor pork, as well as to offer an open, hospitable area for our exporters to do business,” said AHDB head of export for meat, Jean-Pierre Garnier.
“From the positive reactions of exporters, we believe that we have achieved this.”
AHDB’s focus was to present a “clear and apposite branding” for British meat with the aim of achieving a “distinctive” presentation of beef, lamb and pork; showing each meat “in the best possible light”.
While the AHDB pavilion included eight individual exporters’ booths, many more exporters visited the stand and used the hospitality area to meet business clients. The pavilion was also visited by UK food and farming minister, George Eustice.
Overall, more than 160,000 people attended Anuga, setting a new record for the event.