Beef and lamb exporters joined the Agriculture and Horticulture Development Board (AHDB) at SIRHA 2025, France’s leading international hospitality and food service trade show.
Quality British beef and lamb took pride of place at the industry event in France.
The show, which attracts more than 189,000 industry professionals from around the world, provided the platform for AHDB to showcase the exceptional quality and versatility of British beef and lamb to a discerning French audience.
Visitors to the AHDB stand had the chance to taste and learn more about British beef and lamb from its France-based marketing team and trade butchery manager Martin Eccles.
Europe a key trading partner
Séverine Roberts, AHDB marketing projects manager, said: “British beef and lamb is renowned for its exceptional flavour, tenderness, and provenance.
“SIRHA is a prestigious event and provided maximum exposure for our world-class produce to top chefs, restaurateurs, and wholesalers and the feedback was very positive.”
“SIRHA presented us with another high-profile opportunity to shine a spotlight on the Quality Meat from Britain brand.”
Séverine Roberts, AHDB
Roberts continued: “Europe remains the UK’s biggest trading partner and SIRHA presented us with another high-profile opportunity to shine a spotlight on the Quality Meat from Britain brand.
“The brand and our new website will play a key role in underpinning our work on the ground in-market in showcasing the world class red meat products that Britain has to offer and supporting our levy payers in driving export growth in Europe.”
This comes as AHDB announced its multilingual Quality Meat from Britain website, which is aimed at providing consistency of messaging around provenance and high production standards for British red meat in the European market.
