AHDB will join 13 red meat exporters to promote British produce at Anuga 2023 in Cologne.
The event, held from October 7-11, will be an opportunity for exporters to engage with international buys and expand the UK’s presence in the global market. Visitors will have the opportunity to taste quality red meat and dairy products that are naturally and sustainably produced by British farmers. It will be the largest trade fair AHDB will attend since the launch earlier this year of its seven-point export strategy, ‘Beyond Borders’.
It also follows the introduction of the new UK Subsidy Control Act. This will enable AHDB to feature ‘British’ and the ‘Union Flag’ more prominently in its promotional work, both domestically and internationally, giving heightened awareness and recognition to our national meat and dairy products.
In addition to the exporters, four farming influencers have also been given the opportunity to attend the trade fair to gain valuable insights into the workings of global trade and promote British pork, beef, lamb and dairy.
Jonathan Eckley, AHDB head of international trade development, said: “We are excited to showcase the Union Flag at Anuga 2023 and highlight the exceptional quality of British red meat and dairy products. Our participation reflects the commitment to deliver on the objectives to develop international markets for our producers, provide valuable market analysis and insights, and promote the reputation of our products to foreign buyers.
“We aim to lay the groundwork for every British producer to see how important exporting is in underpinning the future of their farmgate returns. Anuga presents a unique opportunity to further strengthen existing partnerships, establish new connections, and bolster the reputation of British red meat and dairy in the global marketplace.”
Lucy Randolph, AHDB senior exports manager, added: “Anuga illustrates how the collaborative approach between industry, AHDB and Government can help our exporters seize the opportunities presented on the global stage.
“This collaborative approach will build on the Government’s commitment earlier this year to invest £2 million to boost its programme of global trade shows and missions, £1.6 million for the GREAT food and drink campaign and a new £1 million bespoke export support fund for the dairy sector.
“We welcome the Government’s commitment which will complement AHDB’s £8million annual investment in exports to facilitate trade and grow our reputation as a producer of quality, safe and wholesome food.”