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Defending well-established markets as important as new market access - AHDB

Speaking after a visit to SIA, AHDB stated the French market was a key example of how the board was working to boost the British brand overseas.


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UK lamb imports represent about 25 per cent of the French market
UK lamb imports represent about 25 per cent of the French market

Work to secure access to new markets for high quality UK beef and lamb is a priority for AHDB Beef and Lamb, but defending well-established markets is also crucial to maintaining demand.

 

Speaking following AHDB’s visit to Salon International de l’Agriculture (SIA), Europe’s biggest agriculture event, Laura Ryan, ADHB sector strategy director for beef and lamb, said the French market was a key example of how the board was working to boost the British brand overseas.

 

Most important export market

 

“France represents the single most important export market for UK lamb, taking over 50 per cent of what we export. The work of the AHDB team in France is instrumental in promoting our product to French consumers, retailers and foodservice,” said Ms Ryan.

 

“The development of the ‘agneau St George’ (St George lamb) brand has been crucial to our achievements in the French market. The brand, which we use in conjunction with the Quality Standard Mark, has helped differentiate the product and communicate messages to consumers about the quality of farm assured lamb from Britain.”

 

UK lamb imports represent about 25 per cent of the French market and in 2015 UK lamb exports topped 42,700 tonnes. The UK exported 10,085 tonnes of beef to France last year.

 

Export push

 

The export push in France led AHDB to set up a small team in Fontainebleau, near Paris.

 

Led by export manager Rémi Fourrier, the team carries out a range of activities to promote Quality Standard beef and lamb to French consumers and the retail and foodservice sectors.

 

This includes organising trade advertising, events and demonstrations, providing information in supermarkets, field marketing activities and communicating with consumers through the website www.ilovemeat.fr and related Facebook page.

 

 


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New AHDB strategy puts focus on competitiveness New AHDB strategy puts focus on competitiveness

Six ways your levy money is being spent on promotion

  • AHDB Beef and Lamb dedicates significant resource to driving innovation, using seam butchery techniques to produce lesser-known cuts and then help bring them to market.

    An example of this is the ‘mini roast’ TV advertising concept.
  • The AHDB Beef and Lamb Meat Elite programme works with consumer journalists and bloggers to provide them with insights and expertise in order to generate positive media coverage, ultimately increasing consumption.
  • To protect the image of red meat and promote the nutritional benefits, AHDB runs a dedicated meat and health programme split into two arms, with Meat Matters focused on consumer messaging and a separate dedicated resource for healthcare professionals and journalists.
  • Promoting Red Tractor and the Quality Standard Mark. Quality schemes add a significant amount of value to the industry, providing reassurance to consumers on where a product is from and demonstrating that it has been produced to clearly defined standards.
  • AHDB education programmes provide teachers with support and resources to help educate children from primary school through to age 16 and over, for example the Grow Your Own Potatoes initiative, which reaches more than 400,000 children across more than 14,000 primary schools each year.

    Over 14 weeks, children watch their potatoes grow and are educated about the goodness potatoes provide.
  • Since 2010, AHDB Dairy has run a campaign to promote the work done by dairy farmers and to highlight to consumers what modern dairy farming is all about, including current challenges.www.thisisdairyfarming.com is a useful tool.
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