Exports of British red meat to Europe are expected to rise in the coming months following the Agriculture and Horticulture Development Board’s (AHDB) ‘Quality Meat from Britain’ brand expansion.
According to AHDB, the Quality Meat from Britain brand is dedicated to championing British red meat internationally, promoting its merits to a global audience.
A new dedicated multilingual website for the brand, developed by AHDB, has now been published, featuring key information on the commodity in five languages – English, French, Dutch, German and Portuguese – with Turkish, Spanish and Italian to be included later this year.
Quality Meat from Britain
According to its developers, the website serves to broadcast consistent messaging surrounding the provenance and high production standards of British red meat, within the European market, to help boost export demand.
Europe remains the UK’s largest trading partner, accounting for 88% of total beef exports and 94% of lamb exports, AHDB reported.
Global red meat exports from Britain were valued at £1.7 billion in 2023, with shipments to the EU accounting for £1.3 billion of this figure, AHDB said.
AHDB head of international marketing, Gareth Renowden 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 brand has been used at events globally and has been very well received so we know that it lands well with existing and potential new customers. 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, underpinning the roll out of our Quality Meat from Britain branding will play a significant role in supporting that ambition.”
To coincide with the website launch, Quality Meat from Britain branding will reportedly feature at upcoming international expositions and events, as well as on digital platforms.
According to the AHDB, the brand has already been rolled out in other markets around the world and featured strongly on the AHDB red meat stand at the 60th anniversary of the SIAL exposition in Paris last October.
