British meat bodies increase overseas activity

British red meat bodies are stepping up efforts to promote Welsh and Scottish red meat overseas.

Hybu Cig Cymru (HCC) - red meat promotion Wales, Quality Meat Scotland (QMS) and Eblex have all reported internationl promotional activity.

HCC reported three visits from European meat buyers have been arranged in recent weeks, and HCC also has high hopes of forming relationships at exhibitions TuttoFood in Italy and HOFEX in Hong Kong in the coming weeks.

Two inward visits involved wholesalers and a supermarket buying group from the Netherlands. The wholesalers visited a major processing plant for a site tour, which included viewings of the lamb line, while the second Dutch visit was focused on Welsh Beef.

Laura Pickup, HCC market development manager, commented: “The inward missions were very successful and the representatives were in awe of the Welsh landscape and efficiency of the processing plants. They were also very impressed with the taste and tenderness of the meat.

“This was evident amongst the wholesalers, which included representatives from a premium cash and carry outlet, as they have since decided to replace their current supplies of lamb with Welsh Lamb.”

Meanwhile, Scottish meat body QMS and Eblex will also be showcasing at the Hofex trade show in Hong Kong, in a bid to increase exports.

Hofex is the region’s leading food and hospitality trade show – attracts around 2,400 international exhibitors and 40,000 buyers from the region and runs from May 6 to May 9.

“While the volume of Scotch Beef and Scotch Lamb currently being sold to customers in Hong Kong is relatively small we can see real opportunities for growth there,” said Laurent Vernet, QMS’s Head of Marketing.

“Our particular focus at the moment is developing our customer-base in the food service and deli-retailer sectors and longer-term we are confident that Hong Kong will be key to gaining wider access to other potentially lucrative markets in south-east Asia,” said Vernot.

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