Opening markets, building trust: AHDB at Anuga 2025
Anuga 2025 brought the global food industry together once again – and this year’s edition was bigger than ever. With more than 8,000 exhibitors and over 145,000 visitors from 190 countries, the five-day show in Cologne was a powerful reminder of how dynamic and diverse the global meat market has become.
For AHDB, Anuga isn’t just an exhibition, it’s a strategic opportunity to help international partners connect with trusted UK suppliers, discover what British meat has to offer, and stay up to date with a fast-evolving trade landscape.
Supporting global trade in British meat
We work on behalf of the UK’s beef, lamb and pork sectors to grow global demand for British meat. Our role is to support and promote exports, not by selling directly but by making the export process easier, clearer and more effective for everyone involved.
We do this by:
- Helping buyers find suitable, export-ready UK suppliers
- Sharing up-to-date information on export eligibility and documentation
- Offering insight into UK production standards, traceability and animal welfare
- Providing market intelligence to support better decisions
- Facilitating introductions that lead to lasting commercial relationships
Whether it’s premium cuts, large-volume supply, or niche formats, we help ensure the right conversations happen with the right people.
Market trends we observed at Anuga
The trends shaping global meat demand were clear across the show floor:
- Transparent sourcing and welfare credentials are essential for many buyers
- Clean label products with simple, natural ingredients are on the rise
- Pre-cooked and ready-to-eat formats continue to grow in popularity
- Global flavors and fusion cuisine are opening new product opportunities
- Demand for balance between price, quality and sustainability is increasing
British meat aligns well with these shifts. We support producers who uphold high standards in traceability, sustainability and welfare. We also work with exporters ready to meet market needs.
How we help international buyers at events
Face-to-face meetings at Anuga and other trade events give us the chance to listen, advise and connect with buyers and trade partners. Our focus includes:
- Sharing access and eligibility information – We provide clarity on which UK suppliers can export, which products are eligible, and what specific requirements apply in each market.
- Facilitating supplier introductions – We help international buyers connect directly with UK exporters, paving the way for conversations that often lead to new trade partnerships.
- Offering data and market insights – We share guidance on tariffs, regulations, consumer demand, pricing trends and other market drivers.
- Planning ahead – We promote upcoming trade shows and outbound missions, helping partners plan future engagement with the UK meat sector.
Why partner with AHDB?
We’re here to make sourcing from the UK simpler, clearer and more informed. We’re not commercial agents; we offer independent, reliable support so buyers can work confidently with UK meat exporters.
Benefits include:
- Access to a trusted network of UK suppliers
- Fast, accurate advice on export logistics and compliance
- Clear explanations of UK farming and food standards
- Support for long-term, sustainable trade relationships
Let’s stay connected
Whether we spoke at Anuga or you’re just starting to explore British meat, we’re here to help. Get in touch with us to:
- Request supplier introductions
- Ask about export-ready products
- Get answers on documentation or certification
- Learn more about UK food production standards
