Farming Minister Jim paice today announced backing for food businesses attempting to break into the Chinese market. Mr Paice is visitng China in an attempt to open up trade with the world’s second largest economy, after the government pledged to help UK food producers find new markets outside the EU.

The Farming Minister said, “Food and farming already plays a vital role in the UK economy but I believe there are still great opportunities for growth in emerging markets like China. China wants what Britain has to offer – outstanding food and drink, high quality animals for breeding and farming skills and expertise that are second to none.”

Foreign food and drink are increasingly in vogue amongst China’s growing middle class; aspirational Chinese consumers are increasingly opting for Scotch whisky, artisan crisps and malt drinks. However, the farming minister is also promoting British genetics; he is offering high quality breeding pigs, as pork is widely consumed in China.

However, Mr Paice’s visit clashes with the release of a number of reports outlining the need to curb consumption and address questions of equitability rather than seeking profit.

Although earlier this month speakers at the industry-organised Outlook Conference said that UK producers in the meat and dairy sector must focus on their strong points of technology and high welfare to thrive in a challenging future environment, the findings of this week’s government Environmental Audit Committee report on Sustainable Food raised concerns at the amount of meat and dairy being produced and consumed worldwide.

MPs on the committee called for education on sustainable diet, equitable food distribution and warned that focusing solely on competition and increasing food yields carries the risk of "damaging the environment and society". The MPs message was echoed just a day later by environmental group WWF, following its latest report on global consumption levels.

Meanwhile in the EU, parliamentarians have this week pledged to cut down transport times and improve conditions for all types of livestock. The European Union announced on Tuesday that current welfare strategies and discussions on animal transport are “only the start” of wider reaching welfare reforms. During a parliamentary debate, MEPs suggested more of a focus should be placed on creating local supply webs, to reduce the need for unsustainable long-distance transport.

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