Quality Standard Mark English beef is being launched in top stores in Hong Kong in time for Christmas.
The two pre-packed premium steak lines are listed in Park N Shop, Fusion, Taste and International stores in the territory and Macau and are available now. The launch is supported by publicity and PR.
This launch comes after major successes for UK lamb, beef and pork products in 2016 with Hong Kong supermarket chains such as Welcome, Aeon and City Super. UK beef exports year to end of October are up 18% in value, making the territory the largest destination for UK beef outside the EU.
Earlier this year, AHDB helped secure an expanded agreement to ship a wider range of British beef cuts to Hong Kong. This enabled the UK to export more boneless and bone-in beef cuts from cattle of all ages, including manufacturing beef, and help the UK build on its existing trade relationship with in the Far East.
Jean-Pierre Garnier, the Head of Meat Exports for AHDB says: “We are delighted with the level of retail interest for our products. Hong Kong is a very competitive market for meat and, at the top end, congested with offer from all over the world.
“Nonetheless, we offer a unique, grass-fed, tender and flavoursome product that is attracting a high premium against beef from other origins. The Hong Kong lamb market is smaller but we are leader at the top end of the market.
“Premium pork, sausages and pork pies have also strong and growing sales. AHDB is consistently investing in promotion in Hong Kong. In 2017, we are planning a large presence at the Hofex and Restaurant & Bar food shows as well as food service and retail promotions.”
AHDB is a statutory levy board, funded by farmers, growers and others in the supply chain. Its purpose is to equip levy payers with independent, evidence-based information and tools to grow, become more competitive and sustainable. Established in 2008 and classified as a Non-Departmental Public Body, it supports the following industries: meat and livestock (cattle, sheep and pigs) in England; horticulture, milk and potatoes in Great Britain; and cereals and oilseeds in the UK. AHDB’s remit covers 75 per cent of total UK agricultural output.
