A selection of key influencers in the city of Toronto, Canada, will be served UK pork next week during the second in a series of virtual red meat tasting events, organised by AHDB, targeting the North American market.
The two-day event, which starts on Tuesday, will showcase the taste of pork fillet and the mini leg joint to influencers in Toronto the surrounding region, with the first online session targeting members of the press, butchers and chefs, and the second session on Wednesday focusing on importers, wholesalers and distributors.
AHDB Senior Export Manager Susana Morris called the Canadian market a ‘hugely valuable region’ for UK pork exports, and said of the event: “The aim is to showcase the exceptional taste and quality of our pork but also to speak directly with potential buyers and influencers about the high welfare standards and production processes here in the UK, which makes our pork even more appealing to the Canadian consumer.”
The event will feature a presentation by Ms Morris, who will discuss the high welfare, sustainability and ‘world-leading’ food standards operating in the UK. There will also be a butchery presentation by AHDB’s Martin Eccles, before a run through of recipes by AHDB’s Food Communications Manager Denise Spencer-Walker.
Ms Morris added: “With restrictions on travel due to Covid-19, it is vital that we find ways to communicate and showcase our red meat in key target markets. These virtual events in North America are hugely important and we hope to replicate the success of our beef launch in the US with our Canada event.”