Opening up new
and often far-flung markets for UK
beef and lamb is a key element of the EBLEX strategy, but we should not underestimate
the significance of more established export markets closer to home.
France represents
the single most important export market for our lamb, with around one in every
five lambs born in the UK
ending up on a French plate. In 2010, France
was the destination for 60% (57,400 tonnes) of all UK sheep meat exports.
In terms of
beef exports, the quantities are far more modest, however significant inroads
have been made since the 2007 foot and mouth disease outbreak severely eroded
French trust in our product. In 2010, beef exports increased by 26% to 10,000
tonnes, indicating a strong recovery in this trade. It is also important to
note that in terms of quality beef, France is one of our main markets.
The success of
farm assured beef and lamb on the French market is due in no small part to the
work of the AHDB France office, based not far from Paris
in Fontainebleau.
Our colleagues in France
have worked hard to create a positive image of the product and build fruitful relationships
with the French supply chain.
Developing
brands has been a key aspect of our strategy in France, with the establishment of the
Agneau St George
(St George lamb) brand, which has helped differentiate the product and
communicate messages to consumers about the taste and tenderness of farm assured
lamb. The brand has a growing presence in the major French multiples, supported
by in-store promotional activity, and has proved so successful that is has now
been extended to include beef (Boeuf St George).
Running in
parallel to the development of Agneau St George, the Agneau Presto (quick lamb)
campaign, which is a joint venture involving EBLEX and our UK, French and Irish counterparts, was launched
in early 2008 in order to reverse a 10-year trend of falling lamb consumption
in France.
The campaign targets younger consumers by promoting quick, simple lamb recipes,
with the aim of transforming lamb from an occasional treat into something which
is consumed more regularly.
The specific
trust issue around beef exports has required a very different approach, in the
form of the establishment of the Rosbifs Club.
This exclusive group of key opinion leaders from the French food industry,
including butchers, chefs and food writers, come together every six months, on
one side of the channel or the other, to see the supply chain in action, and,
of course, to taste the product. The result is a group of very influential
advocates of quality beef.
As we aim to
meet our objective of maintaining lamb exports at a third of production and
increasing beef exports to 20% of production by the end of 2012, it is impossible
to overstate the importance of these activities in such a key export market.