Wednesday, 11 January 2017

Developing new markets for red meat exports

With the UK’s future trading environment extremely uncertain, AHDB’s work developing new export markets has taken on an even greater significance. In November, Jonathan Eckley, Senior Export Manager for AHDB, visited three Asian markets to explore their potential and uncover new opportunities for British beef, lamb and pork. Here Jonathan gives an overview of those markets and the work that AHDB Exports are doing to gain and maintain market access.

I started my trip in Vietnam as part of a high-level European Commission trade mission. I joined 45 delegates from 16 member states for the visit, with the aim of understanding more about the country’s red meat market and the potential for British beef and lamb. Although the UK does not currently have access to this fascinating market, it is high on our target list to gain all-important access for our exports. Vietnam would meet our fifth quarter market requirement, as they consume parts of the animal for which there is little demand on the home market, and therefore would help balance the carcase and add value throughout the supply chain.

The next stop was Shanghai, where I attended Food Hotel China (FHC) as part of the Great Britain pavilion. FHC is an important event for the food sector in China and the second largest presence of the year for the AHDB Exports team. The trade fair takes place every November and is a great opportunity for us to fly the flag for British meat and get an insight into China’s appetite for beef, lamb and pork (see our Market intelligence research into lamb imports into China).


The show also enables us to assist British exporters to develop and strengthen existing relationships with Chinese customers. In the case of beef and lamb, where we don’t yet have access to the market, the priority is to build relationships with key stakeholders in the supply chain, so we can hit the ground running as and when access is granted. We are making progress towards this, as in November Chinese officials met with AHDB and Defra for an inspection at a beef farm and abattoir in Surrey and the Midlands to show at first hand our high levels of animal welfare and disease control measures.

While in the region I also made a quick visit to Hong Kong on a fact-finding mission. The UK already has access to this high-value market, where our focus is on promoting our products to high-end retailers and the quality food service market. Our Quality Standard Mark (QSM) beef and lamb needs continual marketing support to appeal to Hong Kong’s discerning consumers.

The city of Beijing was the last stop on the mission, where I attended the Anufood show. Defra Secretary of State, Andrea Leadsom, was also in Beijing at the time and joined AHDB at a specialist round table discussion to find out more about the all-important Chinese food and drink market and how Britain can make the most of it. We discussed Britain’s reputation for high-quality produce, but also expressed our willingness to make use of the whole carcase, including maximising the potential of the fifth quarter market.

In summary, there are many unknown factors in the post-Brexit landscape, but AHDB Exports is working hard to ensure that British agriculture is in good position once discussions on trade agreements with counties outside the EU can begin.


For more information on the work of AHDB Exports and the activity being done to promote red meat overseas visit www.ahdb.org.uk/exports.