The British red meat levy bodies have joined forces to showcase quality red meat from across the country at international trade show Food and Hotel Asia in Singapore.
The show, which focuses on the hospitality sector, has often been visited by the three organisations – AHDB, HCC and Quality Meat Scotland (QMS) – but this will be the first year where they will exhibit together, showcasing premium meat products from England, Scotland and Wales.
Susana Morris, AHDB senior export manager, says: “Working collaboratively means all three organisations will benefit from attracting a larger number of visitors and those visitors will benefit from tasting grass-fed beef and lamb, ham, bacon, sausages and pig meat from animals which have followed a rigorous welfare scheme.”
Food and Hotel Asia runs over three days from April 24 – 27 and attracts over 40,000 trade delegates looking to supply hotels, restaurants and other food outlets. The event is the largest in the region this year and as such attracts buyers from across South East Asia.
There will be plenty of business opportunities for the all the international exhibitors but Susana believes British produce will stand out.
She says: “Singapore is a market which loves high-value consumer products. It’s a vibrant, dynamic city-state with one of the highest standards of living in the world, yet very competitive. British products are in general well recognised and respected in Singapore and our exports there have been growing year on year.”
In 2017 British exports of beef to Singapore grew by 9%, while pork and lamb saw even bigger increases of 44% and 29% respectively.
As Singapore has very little local agricultural production it depends largely on food imports, and the region is also ideal for exploiting surrounding markets as 70% of products exported to Singapore are then re-exported to neighbouring countries.
Susanna says: “Due to this reliance on imports, and the demand for premium products, the Food & Hotel Asia Show is a magnificent platform to showcase British Meat products.
“We are also delighted that the British High Commissioner HE Scott Wightman CMG will be hosting an invitation only reception on our stand at Eden Hall where he will meet the GB delegation and where guests will have chance to sample some exciting British products including meat and cheese.”
The levy bodies will exhibit jointly at a further four shows this financial year; SIAL Canada, SIAL Paris, Sirha and FoodEx Japan with all five stands financed by the £2 million fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – AHDB, HCC and Quality Meat Scotland (QMS).
The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals which have been reared in Scotland or Wales.