Pre-packed English Quality Standard Meat beef goes on sale in Hong Kong and Macau

Quality Standard Mark English beef products pre-packed in the UK have been launched in Hong Kong and Macau for the first time.

Two pre-packed premium steak lines are now available in Park N Shop, Fusion, Taste and International stores in both territories.

The move comes after UK lamb, beef and pork found success in 2016 in Hong Kong in supermarkets such as Welcome, Aeon and City Super. According to the Agriculture & Horticulture Development Board (AHDB), UK beef exports to the region in the year to end of October are up 18% in value, resulting in Hong Kong being the largest destination for beef outside of the European Union.

We are delighted with the level of retail interest of our products, said Jean-Pierre Garnier, head of meat export for AHDB. Hong Kong is a very competitive market for meat and, at the top end, congested with offers from all over the world.

Nonetheless, we [England] offer a unique, grass-fed, tender and flavoursome product that is attracting a high premium against beef from other origins. The Hong Kong lamb market is smaller but we are leaders at the top end of the market.

Garnier added that premium pork, sausages and pork pies have demonstrated strong and growing sales. AHDB is consistently investing in promotion in Hong Kong. In 2017, we are planning a large presence at the Hofex and Restaurant & Bar food shows as well as food service and retail promotions.

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