A record number of meat exporters joined AHDB at Anuga, the world’s biggest food trade fair, in Cologne, Germany last week (7- image expired

A total of 16 companies had individual booths on the AHDB stand in the meat hall, promoting quality beef, lamb and pork from Britain to more than 4,000 visitors to the stand during the five days of the show.

Exhibitors taking part for the first time included representatives of the West Country Protected Geographical Indication (PGI) scheme for beef and lamb.

Karl Pendlebury from Meat South West, the organisation behind the PGI, said: “We’ve seen the West Country PGI gain real momentum on the domestic market in recent months, with an upsurge in membership following increased communication around the scheme. The timing therefore felt right to dip a toe in the water as far as export markets are concerned.

“The response at Anuga was extremely positive, with interest from a range of businesses, including restaurants and retailers from a number of European countries, who appreciate the opportunity provided by the West Country PGI to really differentiate their products.”

In another new development, AHDB Dairy joined 12 companies on the Great Britain pavilion in the Anuga Dairy Hall.

Phil Hadley, AHDB International Market Development Director, said: “With Brexit around the corner, opening new export markets and developing existing ones for quality beef, lamb and pork is an essential part of our strategy.

“Participating in major shows is key to achieving this and Anuga exceeded our expectations in terms of both the number of visitors and the engagement with our stand.

“Dairy exports are a new focus area for AHDB. Our presence in the Dairy Hall has generated really positive results and is something we hope to build on in the future.”

Away from the show, quality meat and cheese from Britain was also enjoyed by 350 food and drink professionals at the 25th British Meat Dinner. The event was funded by AHDB’s beef, lamb and pork sectors and organised by AHDB with the co-operation of the Department for International Trade and Defra