Ambitions to maximise the potential of red meat exports to Europe are being given a boost with the further roll-out of the Quality Meat from Britain brand.

Underpinned by a new multilingual website site developed by the Agriculture and Horticulture Development Board (AHDB), Quality Meat from Britain is aimed at providing consistency of messaging around provenance and high production standards for British red meat in the European market.

Providing key information on British red meat in English, French, Dutch, German and Portuguese, the website supports the roll out of the Quality Meat from Britain brand which took place during the second half of last year (2024). Information in Turkish, Spanish and Italian will be included later this year.

Europe remains the UK's biggest trading partner. Globally, red meat exports were worth £1.7 billion in 2023 with shipments to the EU accounting for £1.3 billion.

Gareth Renowden, AHDB Head of International Marketing, said: "Consistency of messaging is key to driving success in multiple markets and Quality Meat from Britain is about just that - having one voice for one brand, showcasing the world class red meat products that Britain has to offer."

Quality Meat from Britain branding will feature at international events and on digital platforms to coincide with the website launch. The brand has already been rolled out in other markets around the world and featured strongly on the AHDB red meat stand at the 60th anniversary of SIAL in October.

"The brand has been used at events globally and has been very well received so we know that it lands well with existing and potential new customers," added Gareth.

"Ultimately this is aimed at helping drive both the volume and value of red meat exports into Europe. Although it's a mature market we still see further opportunities for our levy payers so the launch of this website, underpinning the roll out of our Quality Meat from Britain branding will play a significant role in supporting that ambition."