British pig meat exporters have taken the first steps towards maximising new opportunities in California following the introduction of new legislation.

California's Proposition 12 legislation came into force on January 1, establishing stricter production standards including the provision of greater freedom of movement for pigs. The legislation prevents the sale in the State of pig meat that does not meet the new criteria.

Six UK pig meat exporters have travelled with the Agriculture and Horticulture Development Board (AHDB) to California on a five-day trade mission to meet and do business with several key buyers.

The mission includes meetings with several quality meat distributors, wholesalers and visiting major supermarkets, including the second largest chain in North America, providing the perfect platform to showcase quality British pig meat produced to the highest standards.

Susana Morris, AHDB Senior Trade Development Manager, said: "With 40 per cent of our pig production bred outdoors, the introduction of Proposition 12 in California has the potential to create significant export opportunities for British pig meat exporters. It emphasises how important animal welfare is to consumers and the great work that our farmers and the industry in general are doing.

"California has a population of circa 40 million, with 15 per cent of US pig meat production consumed there. However, US domestic production is unlikely to be able to meet demand in California for pig meat produced to the new higher standards in the short term. British pig meat producers are, however, well placed to meet some of this demand and our trade mission is aimed at helping our industry showcase our world-class produce and maximise this new opportunity.

"Other States are also making similar proposals to California and therefore further opportunities could present themselves more widely in the US in the future. Again, our pig meat sector will be in a strong position to meet this demand as and when it comes to fruition. In the meantime, we look forward to this mission bearing fruit.

"Our levy payers have made it very clear how much they value AHDB's export activity and our latest mission is a further demonstration of how we are working with industry to help deliver tangible outcomes for the pig meat sector."

Further details about export opportunities for UK red meat and dairy in specific regions around the world can be found in the AHDB analysis Prospects for UK agri-food exports.