AHDB plays a pivotal role in driving the export of British agri-food products, including red meat, to international markets.
By identifying emerging opportunities, securing market access and fostering partnerships with government bodies and industry stakeholders, AHDB helps producers navigate the complexities of global trade.
Through reports like Prospects for Agri-Food Exports and targeted campaigns, we highlight opportunities in diverse markets while supporting farmers and processors with expertise, events and funding.
AHDB’s collaborative efforts ensure that British agriculture continues to grow its reputation for quality and sustainability on the world stage.
In 2024, we made impressive strides in promoting British red meat globally, building a strong reputation for high-quality, sustainably produced pork. Looking ahead, we remain committed to establishing British red meat as a staple in international markets.
This year has showcased our dedication, with numerous trade shows, partnerships and delegations aimed at securing and expanding international reach.
Global trade fairs
AHDB appeared at some of the largest food trade fairs worldwide, where British red meat attracted significant attention.
Our stand featured tastings and butchery demonstrations, allowing chefs, retailers and food-service professionals to experience British meat’s quality first hand.
Beyond product sampling, AHDB prioritised building connections at events, understanding that successful trade hinges on relationships, trust and insights into local markets.
In March, we also organised events in Hong Kong and Singapore to introduce British pork to the Asian market. In Hong Kong, British pork was prepared by top chefs, boosting its appeal among local consumers.
Meanwhile, in Singapore, an exclusive showcase focused on British pork’s versatility for high-end food-service chefs.
These events underscore AHDB’s emphasis on relationship building as a foundation for long-term market presence.
AHDB’s international trade strategy extends beyond sales—it’s about fostering strong, long-term partnerships to keep markets open.
In June, we hosted representatives from the China Meat Association, a crucial partner, to showcase British meat’s quality and sustainability standards.
These interactions strengthen the trust and mutual respect between AHDB and its international counterparts, which is essential for sustaining market access in competitive regions.
In October, we led a trade mission to South Africa, taking six British export businesses to meet with key importers and distributors in Johannesburg, Cape Town and Durban.
Supported by the Department for Business and Trade, this mission provided an avenue for British red meat producers to introduce their products to South Africa’s growing market.
Such missions not only open doors to new opportunities, but also reinforce Britain’s position as a reliable exporter of premium red meat.
The core of AHDB’s mission is to ensure that British red meat producers benefit directly from these global efforts. Expanding exports supports carcase balance, maximising the value of each cut and helping maintain fair domestic prices.
This approach creates a sustainable model that serves both producers and consumers by using every part of the animal effectively.
Future plans
As we look to 2025, we plan to build on this momentum with an even more ambitious agenda.
Targeting established markets and exploring new regions, we aim to strengthen British red meat’s global footprint further.
The year’s schedule includes participation in key trade events across Asia and the Americas, alongside more inward and outward trade missions to deepen existing relationships.
AHDB will continue working closely with industry and government partners, ensuring that British red meat remains a viable, appealing choice globally.
The organisation credits its success to the ongoing support of levy payers, whose contributions help secure and expand export opportunities for British pork.
Looking ahead, we can be optimistic that 2025 will be a milestone year for British red meat. The organisation remains steadfast in its commitment to promoting high-quality, sustainably produced British pork worldwide.
