British beef and lamb make their mark in gastro capital of France
Beef and lamb exporters joined AHDB at Sirha Lyon – France’s leading international hospitality and food service trade show.
The show, which attracts more than 189,000 industry professionals from around the world, provided the platform for us to showcase the exceptional quality and versatility of British beef and lamb to a discerning French audience.
Visitors to the AHDB stand had the chance to taste and learn more about British beef and lamb from its France-based marketing team and Trade Butchery Manager Martin Eccles.
Séverine Roberts, AHDB Marketing Projects Manager, said:
"British beef and lamb is renowned for its exceptional flavour, tenderness, and provenance. Sirha is a prestigious event and provided maximum exposure for our world-class produce to top chefs, restaurateurs, and wholesalers and the feedback was very positive".
AHDB’s participation at SIRHA followed the launch of the new multilingual Quality Meat from Britain website, aimed at providing consistency of messaging around provenance and high production standards for British red meat in the European market.
The website provides key information on British red meat in English, French, Dutch, German and Portuguese and supports the roll out of the Quality Meat from Britain brand.
Séverine added:
"Europe remains the UK’s biggest trading partner and Sirha presented us with another high-profile opportunity to shine a spotlight on the Quality Meat from Britain brand.
"The brand and our new website will play a key role in underpinning our work on the ground in-market in showcasing the world class red meat products that Britain has to offer and supporting our levy payers in driving export growth in Europe".
This major global event runs for 184 days from April to October 2025 and is expected to attract a...
USMEF holds market outlook seminars twice a year for the Korean trade to share global meat produc...
HCC joined with Welsh Government and Welsh processors to exhibit at Foodex Tokyo between March 11...
