Eblex raises flag for beef and lamb in France

Eblex has been raising the profile of Quality Standard beef and lamb in France, by showcasing it at the Sirha exhibition in Lyon.

The Agriculture & Horticulture Development Board’s (AHDB’s) beef and lamb division presented its innovative cuts development work at the show, which is France’s largest foodservice exhibition. Sirha is attended by a number of potential customers, including chefs, wholesalers and food retailers.

Martin Eccles, Eblex trade marketing executive, gave daily butchery demonstrations, showing how to prepare new cuts of beef and lamb and make full use of the carcase. Hugh Judd, Eblex foodservice project manager, cooked the cuts for visitors to the stand to sample.

Eccles said: “Sirha has helped us raise awareness of our products to a huge professional and public audience. By highlighting how new cuts can be used in the French market, we’re trying add value to what our export team is doing and help maximise the market potential for beef and lamb.”

Eblex added that visitors were signposted to the French version of its Meat Purchasing Guide, while exporters met with potential customers to discuss opportunities. The England Supporters Band also made an impromptu performance to drum up interest.

Rémi Fourrier, Eblex export manager in France, said: “France is a hugely significant market for UK exports of beef and lamb and Sirha is an ideal platform to showcase our products. While it is predominantly designed for restaurateurs, chefs and butchers, we would hope that the new cuts ideas they take on board will filter through to the everyday consumer.

“If consumers discover these new ideas in restaurants, they will look for the products in the supermarkets and potentially drive up demand. Ultimately, events like Sirha play a key role in underpinning what we do on a daily basis to raise awareness of our products to fully utilise the carcase and benefit the entire supply chain.”

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