Plans to maximise the potential of red meat exports to Europe are being stepped with the continued roll-out of Quality Meat from Britain.
Underpinned by a new website developed by AHDB, Quality Meat from Britain aims to provide consistent messaging around provenance and high production standards for British red meat in the European market.
Gareth Renowden, AHDB head of international marketing, said: “Consistency of messaging is key to driving success in multiple markets and Quality Meat from Britain is about just that – having one voice for one brand, showcasing the world-class red meat products that Britain has to offer.”
The site provides key information on British red meat in English, French, Dutch, German, and Portuguese. It supports the rollout of the Quality Meat from Britain brand, which launched during the second half of last year (2024). Information in Turkish, Spanish, and Italian will be included later this year.
Europe remains the UK’s biggest trading partner. Globally, red meat exports were worth £1.7 billion in 2023 with shipments to the EU accounting for £1.3 billion of this.
“Ultimately this is aimed at helping drive both the volume and value of red meat exports into Europe. Although it’s a mature market we still see further opportunities for our levy payers so the launch of this website will play a significant role in supporting that ambition,” Mr Renowden continued.
The brand has already been introduced in several markets across the globe and featured strongly on the AHDB red meat stand at the 60th anniversary of SIAL, the international food exhibition.
