British meat bodies get set for Paris showcase

British meat bodies are preparing to go head-to-head with competitors from across the globe at this year’s Sial food show in a bid to increase global sales.

Sial Paris, “the world’s largest food innovation marketplace”, is held from 19-23 October and will bring together more than 150,000 trade visitors and 6,300 exhibitors from 105 countries.

Hybu Cig Cymru – Meat Promotion Wales (HCC) believes Sial is the ideal location to sell Wales and its quality foods to the world. Gwyn Howells, HCC chief executive, said: “Overseas sales of Welsh Lamb and Welsh Beef were worth more than £224 million to the Welsh economy last year, and our aim is to increase that figure by identifying new customers across the world.”

A reception showcasing Welsh food will be held on the HCC stand, hosted by deputy minister for farming and food Rebecca Evans AM, with existing and potential customers from around the world attending.

HCC’s market development manager Laura Pickup said: “Prime examples of Welsh Lamb and Welsh Beef will be on display at the show, and visitors will be able to sample freshly cooked dishes on our stand.

“HCC’s agents in France, Germany, Italy, the Netherlands and Belgium will also be present to talk to existing and potential customers in their respective countries about the qualities of Welsh Lamb and Welsh Beef.”

Quality Meat Scotland (QMS) said its stand will highlight the PGI status of Scotch Beef and Scotch Lamb and the guarantees of quality assurance, provenance and welfare that underpin the brands.

There will be nine Scottish exporters present, joined by QMS staff and European agents to promote the Scottish red meat industry to buyers and traders from around the world. There will also be a group of hospitality students from Fife College present, as part of an initiative supported by QMS.

QMS head of marketing Laurent Vernet said: “All the world’s meat exporting nations will be attending Sial next week.

“It is therefore extremely important that Scotland’s exporters have a strong presence at the show, highlighting and explaining what makes Scotch Beef and Scotch Lamb different and desirable to customers.”

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