What We Learned from Our Largest Red Meat Inward Trade Mission Yet
In 2024, UK red meat exports hit a record £1.77 billion—up 3.3% year‑on‑year—highlighting sustained international interest in British produce.
Our recent inward mission, held on 2–5 June, welcomed 28 buyers from across the Americas, Africa, Asia, and the Middle East. It was our biggest inward mission to date.
The presence of so many buyers highlights the growing global demand for British beef, lamb, and pork—driven by the UK’s reputation for premium quality pasture‑raised meat.
Here’s what we learned from the experience.
A full ‘pasture to plate’ journey builds trust
Delegates experienced a curated ‘pasture to plate’ tour across the West Country, visiting farms and processing facilities.
They saw first-hand the UK’s high production standards, traceability systems, and animal welfare credentials.
This immersive experience gave buyers confidence in the integrity of the British red meat supply chain—an essential asset for securing new trade agreements and premium market positioning.
Relationship-building drives export growth
The mission’s finale featured a ‘meet the buyer’ event, gala dinner at Butchers’ Hall, and expert panel sessions in London.
These settings facilitated meaningful dialogue between exporters, government representatives, and international buyers—sparking new trade connections and exploring future market access strategies.
As AHDB’s Jonathan Eckley said:
“The mission provided the full pasture to plate experience with delegates joining us at the gala dinner to taste this quality produce for themselves.”
Why this matters for importers in North America
- Quality assurance: Seeing the full supply chain first-hand assures buyers of consistent, trusted standards.
- Market opportunity: Rising demand and strong trade relationships mean access to new, high-margin UK products.
- Strategic partnerships: Early engagement can influence market entry timing, product mix, and promotional strategy.
As the UK capitalizes on this momentum—supporting exporters at events like Anuga in October—the upcoming months offer prime opportunity for US, Canadian, and Mexican importers to align with Britain’s premium red meat story.
If you’re looking for quality pasture-fed meat for your customers, we can help. Contact us and we’ll connect you with the right UK suppliers for your needs.
