Senior beef industry figures in America got to sample the flavour of British beef and learn more about the UK’s meat production during a high-profile event in Texas last week.

AHDB’s Director of International Development Dr Phil Hadley participated in a reception hosted by Her Majesty’s Ambassador to the USA Dame Karen Pierce to promote and celebrate British beef in this all-important export market.

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The reception, which saw more than 50 senior US beef figures attend, was held alongside the NCBA Convention – a major American beef sector trade show which attracts more than 6,500 cattlemen and women every year.

The Cattle Industry Convention in Houston is American agriculture’s premier event where industry comes together for three days of education, networking and business.

The reception, held at the Consul General’s residence, gave attendees the opportunity to sample British beef which was prepared with authentic Texan flavours and hear about the key characteristics of British beef, provided by Foyle Food Group.

Dr Hadley said: “The reception provided a valuable opportunity to meet with key influencers in this market and highlight the traceability, high animal welfare standards and food safety that we operate to in the UK, all of which is valued in the US marketplace.

“Being asked to speak at the reception was a fantastic opportunity as I was able to showcase our famous native breed cattle, the flavour and health benefits of grass-fed beef as well as discussing the trade between our two countries.”

Exports of UK beef to the US have been rising steadily since gaining market access in September 2020. In the first eleven months of 2021, 2,300 tonnes of beef – fresh, frozen and offal – were shipped to America, worth more than £9.5 million.

The US market offers potential for UK red meat, with pork exports rising year-on-year and lamb exports expected to resume this year after more than two decades of restrictions.

Dr Hadley added: “The US is a growing export market for our red meat exports and AHDB is committed to building on our already impressive export figures and providing more opportunities for our UK red meat exporters.

“Attending trade shows, exhibitions and events in key global markets is a hugely important area of work for AHDB as we are able to showcase our exceptional products on behalf of our levy payers and continue to fly the flag for UK red meat to a global audience.”

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