AHDB Beef & Lamb pinpoints West Indies as opportunity

Exports of premium beef and lamb cuts to the West Indies present a significant opportunity for the industry, according to AHDB Beef & Lamb. 

The levy board has been working with premium retailers and restaurants in Barbados to promote pre-packed Quality Standard Mark (QSM) beef and lamb for the first time in the region.

A series of supermarket tastings, distribution of recipe leaflets, a presentation at a food fair and radio advertising have been organised to highlight premium products in what is seen as an increasingly lucrative market.

Susana Morris, AHDB Beef & Lamb export manager for the Americas, said: “The activity in Barbados involves all premium retailers on the island and represents significant progress for our sector in the region.

“Our product retails at a premium against competing products, mainly from the USA for beef and New Zealand for lamb. While Barbados is a small market, it is relatively wealthy and, given its strong links with the UK, presents further export opportunities for us.

“The range of pre-packed meats has been listed in the main Barbadian supermarkets since last autumn and have performed well. We hope our latest activities in the region will build on this.

“In addition, we are also exploring how we can develop opportunities with the foodservice sector on the island, particularly with the amount of tourists it attracts, and we have high expectation for this as we move forwards in 2016 and beyond.”

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