Beyond Borders: Practical insight for UK red meat exporters

Latest market news

Extreme heat causes significant livestock losses in France

The recent heatwave in France has had a severe impact on livestock farms, particularly in the western regions of Normandy and Pays de la Loire. According to Akiolis, a company specialising in animal by-product collection and processing, mortality levels increased sharply during the hottest period, with rises of more than 1,000% in poultry, 200% in pigs and 45% in cattle compared with normal levels.

Poultry farms were the most affected, with some operations losing entire flocks due to extreme temperatures combined with technical failures such as ventilation or electricity issues. Collection volumes increased dramatically, placing additional pressure on rendering facilities and requiring exceptional measures to manage the increased number of fallen stock.

While cattle were less severely impacted than monogastric species, the event highlights the increasing challenges posed by climate volatility for French livestock production. Industry representatives stressed the need to rethink farming systems and improve resilience to repeated heat events.

For UK exporters, this reinforces the importance of monitoring supply-side risks in the French market. Although the immediate impact on beef availability is expected to remain limited, repeated extreme weather events could add further pressure to already constrained domestic livestock supplies and increase the importance of reliable, high-quality imports.

The event also underlines a growing focus among French buyers on sustainability, animal welfare and supply chain resilience – areas where UK producers can continue to demonstrate strong credentials.

Drought restrictions spread across France as water resources come under pressure

France is facing an increasingly challenging water situation, with drought restrictions expanding across the country following a dry spring and several heatwave episodes. As of 9 July, 39 departments had areas placed under the highest “crisis” level, while a further 19 departments were under enhanced alert measures, including restrictions affecting agricultural water use.

The measures are mainly focused on limiting irrigation, with restrictions varying depending on local water availability.

Several livestock-producing regions, including parts of western and central France, are affected, with farmers facing tighter controls on water withdrawals for crops and forage production. However, water use for animal drinking remains authorised in areas under crisis measures.

For the livestock sector, the main concern is the potential impact on forage availability. Prolonged dry conditions can reduce grass growth and increase reliance on stored feed supplies, adding further pressure on production costs at a time when French cattle numbers remain historically low.

French beef processors face mounting margin pressure despite high cattle prices

French slaughtering and cutting companies are seeing their gross margins squeezed sharply in 2025, highlighting the growing financial pressure across the beef supply chain. While cattle prices remain historically high due to limited domestic supply, processors have struggled to pass these higher procurement costs on to customers.

The situation reflects a difficult market environment. Retailers continue to resist further price increases as consumer demand weakens, leaving processors caught between expensive livestock and constrained selling prices.

According to industry representatives, profitability has deteriorated significantly compared with previous years, despite strong cattle values.

For UK exporters, this underlines the continued tension within the French beef market. Although tight cattle availability continues to support prices, French processors are becoming increasingly selective in their purchasing decisions and are placing greater emphasis on carcass balance, product mix and operational efficiency.

The pressure on processing margins may also reinforce demand for competitively priced imported beef in market segments where domestic supply remains insufficient.

Overall, the French market remains characterised by constrained supply but fragile downstream demand, with processors facing one of the most challenging trading environments in recent years.

Brazil faces uncertainty over future access to the EU meat market

Brazil’s ability to continue exporting animal products to the European Union is facing uncertainty, as the country works to meet new EU requirements on antimicrobial controls and traceability.

Brazil is currently not included on the updated list of third countries authorised to export animal products to the EU, meaning exports could be disrupted from 3 September unless compliance issues are resolved.

The potential impact is significant. Brazil currently supplies around €2 billion worth of agri-food products to the EU, including approximately €1 billion in beef exports. The situation has already affected Brazilian meat companies, with concerns also extending to poultry exports.

Brazilian exporters remain confident that a solution can be reached and are working with authorities to demonstrate compliance with EU requirements.

However, some industry experts have questioned whether the necessary traceability improvements can be implemented in time, particularly for beef production systems involving animals slaughtered after longer production cycles.

The situation also shows the increasing importance of demonstrating robust production standards, animal health controls and supply chain transparency when trading into the European market.

Recent trade data also highlights Brazil’s increasing export momentum. Brazil is now the UK’s second-largest beef supplier by volume when combining fresh and frozen beef, processed beef and offal, although volumes remain significantly below those supplied by Ireland.

Between January and April 2026, UK imports from Brazil reached 10,233 tonnes, representing a 61% increase year-on-year and increasing Brazil’s share of UK beef imports from 6.4% to 10.1%.

Growth has been particularly strong in fresh and frozen beef, while just over half of Brazilian shipments remain processed products, mainly corned beef.

This increase in availability comes as Brazil continues to diversify its export destinations. With its access to China increasingly constrained by safeguard measures, Brazilian exporters are reportedly looking towards alternative markets, including the US, Russia and potentially other destinations.

While the full impact on European and UK markets remains difficult to quantify at this stage, increased Brazilian export availability could add further competitive pressure in global beef markets.

Consumer insight

French organic food processors demonstrate strong resilience

A recent economic study highlights the resilience of France's organic food processing sector, with certified organic businesses outperforming the average agri-food company in several key financial indicators. Despite the challenges faced by the wider organic market in recent years, the sector remains financially sound, driven by strong levels of innovation, investment and long-term consumer demand.

The report shows that organic processors generally enjoy stronger profitability and greater financial stability than conventional food businesses. Many companies have continued to invest throughout the recent market slowdown, positioning themselves for future growth as consumer confidence gradually returns.

While organic farmland in France has declined slightly, domestic demand is recovering after several difficult years, helping to rebalance the market.

For UK exporters, this signals that the French organic segment continues to offer attractive opportunities despite recent market adjustments. Buyers remain focused on products that combine quality, sustainability and reliable supply, particularly as retailers seek to strengthen their premium and environmentally responsible product ranges.

Although organic remains a niche compared with the conventional meat market, the sector's financial resilience suggests that demand for certified, high-quality imported products is likely to remain robust over the medium term.

French halal market returns to strong growth

After several years impacted by high raw material inflation, the French halal market has regained momentum and is once again outperforming the wider food sector.

According to NielsenIQ data cited by Isla Délice CEO Éric Fauchon, halal delicatessen, chilled convenience foods and frozen products all recorded strong growth in 2025, with combined sales increasing by 10.5% in volume and 9.8% in value. This compares with overall grocery market growth of just 1.7%.

The recovery is being driven by a large and expanding consumer base. France is home to an estimated 6–7 million Muslims, while around 10 million consumers purchase halal products at least once a year.

Beyond demographic growth, manufacturers are investing in product innovation, improved nutritional profiles and broader product ranges, helping halal products become increasingly mainstream.

For UK meat exporters, the trend reinforces the long-term attractiveness of the French halal market. Demand continues to grow across processed meat, chilled and frozen categories, creating opportunities for suppliers able to provide high-quality halal-certified beef and lamb.

As leading manufacturers expand their product portfolios and retailers allocate more shelf space to halal products, the need for reliable sourcing is expected to increase.

However, the French halal market remains a highly specific and complex segment for international suppliers. Unlike some other markets, there is no single universally recognised halal standard in France, and requirements can vary significantly depending on retailers, foodservice operators and certification bodies.

Particular attention is required regarding slaughter practices, including expectations around stunning and non-stunning procedures, as different customers and certification organisations may apply different rules.

The halal segment is therefore emerging as one of the most dynamic areas of the French meat market, offering sustained growth prospects despite the challenging economic environment affecting the wider food industry.

AHDB market activity

Escoffier Chef Dinner

On Friday 3 July, we took part in the annual Dîner Blanc hosted by the Disciples d’Escoffier at the Pavillon Dauphine in Paris. Bringing together more than 1,000 foodservice professionals, chefs, buyers and industry stakeholders, the event provided an excellent platform to showcase the Quality Meat from Britain label.

Our tasting stand attracted a steady flow of visitors and potential new contacts throughout the evening, with guests sampling British beef and lamb. Feedback collected afterwards was overwhelmingly positive, with many giving top marks for the products' flavour, tenderness and juiciness. 

The evening also proved to be a valuable networking opportunity. We welcomed export partners, wholesalers and key industry contacts to our trade table, while journalists from leading trade publications – including LSA, NeoRestauration, L'Hôtellerie Restauration and Réussir Pâtre – visited our stand for interviews and discussions.

These exchanges gave us the opportunity to highlight the strengths of British red meat production, the high standards behind the Quality Meat from Britain label and our commitment to quality and sustainability.

Overall, the event was a great success, helping to reinforce existing relationships, generate new media interest and further raise the profile of British beef and lamb in the French market.

KPB

We were delighted to provide British beef and lamb for the 2026 Garden Party hosted at the British Embassy in Paris by the new Ambassador, Sir Thomas Drew, and Lady Drew, in celebration of His Majesty King Charles III’s birthday on 25 June.

This flagship diplomatic event brought together key stakeholders from political, economic and cultural spheres, offering a strong platform to showcase the excellence of British red meat.

By featuring our great products, we helped highlight the quality, provenance and versatility of UK beef and lamb to an influential and highly engaged audience, while contributing to the broader celebration of the UK’s presence and relationships in France

Latest market news

Domestic red meat production under pressure

The discrepancy in the German meat market has intensified entering July. While overall meat consumption remains robust, domestic meat production continues to decline rapidly.

According to July reports from the Federal Statistical Office (Destatis) and the Federal information Centre for Agriculture (BZL), the number of pig-keeping farms in Germany has fallen to a historic low of just 14,700.

In response to the growing crisis, the Federal Association of Cattle and Swine (BRS) has publicly warned of a "national structural break" starting in 2036 if current policies persist.

They are urgently demanding grandfathering protections for existing facilities, planning security until 2040 and an end to unilateral national special regulations, such as the currently debated mandatory video surveillance in slaughterhouses, which further disadvantage domestic producers against European competitors.

Cross-border processing consolidation (Austria and Germany)

Amid the domestic challenges, cross-border consolidation is taking place to stabilise processing capacities.

In early July, the Norbert Marcher GmbH, Austria's largest meat processor, officially secured its takeover of the major slaughterhouses in Landshut and Vilshofen (Bavaria).

The move, which received political backing from the Bavarian state government, aims to establish a stability anchor for the meat processing sector in southern Germany.

Pork

Market situation and prices: Severe price crash and political demands

In early July, the pressure on the slaughter pig market culminated in a massive price crash. The Association of Producer Groups for Livestock and Meat (VEZG) had to lower the association price dramatically to €1.40 per kg (down from €1.50 in mid-June). Piglet prices also suffered a severe drop, falling to €37.00–€40.00 per head.

The economic situation in German pig farming has become critical. The massive drop in quotations has put many farms under immense financial pressure.

The market is dealing with an EU-wide oversupply of piglets and cheap meat imports from neighbouring countries, flooding the domestic sector.

The market for slaughter sows remains equally depressed, with VEZG quotations dropping further to €0.53 per kg carcase weight.

Beef

Demand and price pressure on slaughter cattle: Mixed trends across the region

The beef market in July shows a split development between Germany and Austria, with varying demand across categories.

Germany: At the producer level (VEZG quotations), prices have cooled down and stabilised at a lower level compared to June. The supply of young bulls meets a quiet summer demand, while slaughter cows remain under slight pressure due to low retail margins.

Austria: Agrarmarkt Austria (AMA) reports a mixed market in week 28. While there is a poor demand for young bulls and oxen leading to price drops, slaughter cows are experiencing good demand against a below-average supply, causing prices to rise slightly. Heifer prices are also seeing slight increases due to stable demand.

Lamb

Summer demand shift and event-driven consumption

The lamb market in July continues to benefit from the ongoing summer barbecue season and large-scale public events.

However, live prices have seen a slight seasonal dip. Driven by consistent warm weather, the retail focus remains entirely on convenience and quick-grill items such as lamb skewers, Merguez sausages, and marinated chops.

The market remains heavily reliant on imports, with chilled British and Irish lamb absorbing the bulk of the mass retail demand, while domestic ‘Weidelamm’ (pasture lamb) is marketed as a premium, high-welfare product in regional butcheries.

Retail prices overview – mid-July 2026

Lamb

Germany

 Austria

Beef

Germany

Austria

Producer and wholesale prices overview

Germany

At the producer level, quotations reflect the significant price drops in the pork sector, while beef shows a cooler, yet more stable picture in early July.

• Pork (VEZG Quotations, mid-July 2026):
  • Slaughter pigs: €1.40/kg carcase weight (severe drop)
  • Piglets (25 kg): €37.00–€40.00 head
  • Slaughter sows: €0.53/kg carcase weight
• Beef (VEZG Quotations, mid-July 2026):
  • Young Bulls R3 (meat breeds): €5.95 to €6.00/kg carcass weight
  • Heifers (Färsen) R3: €6.00 to €6.20/kg carcass weight
  • Slaughter Cows R3: €5.65 to €5.85/kg carcass weight
  • Slaughter Cows O3: €5.55 to €5.75/kg carcass weight
• Lamb (VEZG Quotations, mid-July 2026):
  • Slaughter lambs (Class I, up to 45 kg live weight): €3.90 to €4.10/kg
  • Lamb carcase (wholesale purchasing): Stabilised around €10.80/kg carcase weight

Austria

Agrarmarkt Austria (AMA) reports for week 28 (July 2026) a stabilised picture for cows, but weaker dynamics for young bulls.

• Slaughter cattle (AMA target prices, gross incl. 13% VAT):
  • Young bulls E-P (Class 2, 310–470 kg): €6.46/kg carcase weight (dropping)
  • Oxen E-O (Class 3, 300–440 kg): €6.50/kg carcase weight (dropping)
  • Heifers E-O (Class 2, 270–400 kg): €6.61/kg carcase weight (rising)
  • Slaughter cows R2: €6.00 to €6.24/kg carcase weight (rising)
  • Organic surcharges: Organic calves maintain peak prices of up to €10.72/kg carcase weight

AHDB marketing activities

Throughout June and July, various marketing events took place to boost the sales of British premium meat.

On 27 June, the vibrant community of Derben hosted the fifth BBQ & Beer Festival, marking a significant milestone in the event's history.

For the first time, the festival partnered with the German Barbecue Association e.V. to host the official championship theme ‘Authentic American BBQ – In Meat We Trust’.

The competition proved to be exceptionally fierce. Teams faced extreme weather conditions, with outdoor temperatures soaring up to 38C.

Despite the blazing sun and the intense heat radiating from the glowing smokers, the competitors demonstrated remarkable skill and resilience.

A central element of the competition was the preparation of premium meats. Pitmasters were challenged to perfectly smoke high-quality English Wagyu brisket, a demanding task that required precision, temperature control and expertise under gruelling conditions.

On 9 July, an exclusive tasting event featuring British Wagyu and lamb was held. Those attending included 20 professionals from the German food retail sector, meat merchants and restaurateurs. Various cuts of the meat were expertly prepared and presented by the renowned chef, Stefan Walsch.

The Butcher Wolf Pack Germany has successfully restructured and is now preparing for the upcoming World Butchers' Challenge in Australia.

Official training sessions are scheduled to resume this September. Continuing a strong partnership from previous years, English Premium Lamb will once again join with the team as the exclusive sponsor for the lamb category.

Latest market news

Ban on using temporary workers in meat sector

From 1 March 2028, the meat sector will no longer be allowed to use temporary workers. Minister Vijlbrief (Social Affairs and Employment) made the announcement on Friday 3 July after the Council of Ministers.

Since 2011, there have been abuses in the sector, often involving migrant workers. The ban applies to companies involved in the slaughter, processing, cooling and freezing of meat.

Trade association VleesNL is considering legal action against the ban. According to VleesNL, the government is masking its own inability to tackle malicious practices and companies are being burdened unnecessarily.

Vion Food Group sells food service division to Group of Butchers

Vion Food Group has entered into an agreement with Group of Butchers to sell its food service division Salomon Foodworld. With this proposed sale, Vion is taking the next step to restructure its activities and strengthen its focus on the core markets in the Benelux.

In recent years, Salomon FoodWorld has developed into a fast-growing player with a strong position in various European markets.

According to Vion, the combination with Group of Butchers provides a solid foundation for further expansion, operational synergies and continuity for employees, customers and business partners.

European sheep numbers fall but Dutch flock stable

European sheep numbers decreased again in 2025, but the situation varies between member states. While Spain and Greece show a sharp decline, Dutch sheep farming remains almost stable. According to new figures from Eurostat, the Netherlands had more than 602,000 sheep in 2025, 0.8% more than the previous year.

Across the European Union, sheep numbers fell from 56.5 to 55.3 million, a decrease of 2.2%. It continues a downward trend over the past ten years. Since 2015, the numbers have fallen by more than 12%. 

Source: Eurostat - Livestock statistics

Livestock shrinkage reflected in the number of slaughters

The reduction of the dairy and pig herds is evident in the number of slaughters in the Netherlands.

Notably, the number of pigs slaughtered has slightly increased in recent years. The milk price also influences dairy cattle, although its impact can be difficult to quantify.

Statistics Netherlands has released historical slaughter figures. In 2025, 464,900 dairy cows were slaughtered, down from 487,300 in the previous year. In 2023, the number of slaughters was 494,000.

The data also shows that 14.1 million pigs were slaughtered in 2025. This is significantly lower than the approximately 17 million pigs slaughtered each year between 2019 and 2023, but surpasses the 13.8 million slaughtered in 2024.

These figures are striking, as the statistical office also reveals a decline in the number of pigs in the Netherlands.

At the end of 2024, the pig herd was 10.192 million animals, a decrease of 9.419 million compared to the previous year. The number of fattening pigs also decreased from 3.61 million to 3.315 million.

Nitrogen emissions from livestock decreased in 2025

Livestock nitrogen emissions in The Netherlands fell slightly last year, just below the new nitrogen ceiling for 2025.

This is mainly because fewer animals are kept and better feed is used. According to new figures from the Dutch statistics agency, it fell 2%, to almost 440 million kg.

The Netherlands has been trying to reduce emissions for years in order to comply with agreements with the European Union.

The largest contribution to the decline came from cattle and dairy farming. There, nitrogen emissions from dung decreased by more than 6 million kg compared to a year earlier.

Dutch sheep sector calls for action

The Dutch sheep sector handed over its ‘Power of the herd’ action plan to the Ministry of Agriculture.

The plan, with six possible solutions, aims to strengthen the economic capacity of the sector and to maintain its social value.

The sector calls for joint action by government, sector and social partners for a sustainable future.

The action plan was developed because of the worrying situation in which the Dutch sheep sector finds itself.

Research into the economic carrying capacity of the sector showed that sheep farmers are dealing with accumulating challenges, including rising costs, animal diseases such as bluetongue, the return of the wolf, limited access to land and regulations that are not always in line with practice.

Beef cattle farmers raise concerns on new regulations

LTO Beef Cattle Farming, the Dutch farmers organisation, is concerned about the economic consequences of new regulations for beef cattle, in particular the standards for barn size and the ban on tethering barns.

The ban on castration of cattle and the restriction of dehorning to a veterinary necessity are also seen as problematic.

LTO is arguing for a gradual phasing out of group-up pens and the scrapping of the castration ban.

US market news

US cattle supplies remain historically tight. USDA cattle on feed data showed inventory up 2%, but lower placements and marketings point to continuing supply constraints.

Analysts believe higher cattle imports could help restore packer utilisation, although further beef plant closures remain possible if margins remain under pressure.

Rising beef prices continue to support strong cattle values while increasing costs for processors and consumers.

Trade and regulatory developments

Several policy developments could influence international trade. Seventeen US states are challenging California’s packaging legislation, while the Supreme Court has declined to revisit key aspects of Massachusetts pork regulations.

The USTR has finalised Section 301 tariff measures involving Brazil but beef remains exempt. Argentina's temporary beef quotas filled during Q2, reflecting strong import demand.

Major processors have also joined the USDA Product of USA labelling initiative, signalling a growing focus on origin claims.

Animal health and production

Iowa has been declared free from pseudorabies in commercial hog farms, supporting confidence in US pork production. However, new world screwworm remains a growing concern.

Texas has expanded quarantine measures as cases continue to increase. Economists warn that prolonged animal health restrictions could limit cattle movements, reduce slaughter volumes and tighten supplies available to processors.

World Pork Expo 2026

Five themes dominated discussions at the World Pork Expo: animal health preparedness, labour and automation, sustainability, consumer trust and export market diversification.

International demand remains a priority, with growing interest in value-added products, disease prevention and technologies that improve production efficiency.

These developments reinforce the importance of innovation and market access for UK exporters.

Mexico

Mexico continues to strengthen its position as a major meat trading nation. The country remains the world’s largest pork importer for 2026, while domestic discussions focus on production changes and the impact of screwworm outbreaks.

Meat exports have grown by more than 36%, demonstrating strong international demand. Continued investment in production and trade infrastructure is expected to support future growth.

Canada

Canadian agriculture groups continue to assess the implications of CUSMA uncertainty, highlighting the importance of maintaining stable trade relationships.

The sector will receive a further C$4 million to support beef and veal trade advocacy. Canada is also pursuing Mercosur negotiations, although industry stakeholders recognise that market access discussions may prove complex.

Global competition and export opportunities

High Chinese tariffs on Australian beef are creating opportunities for US exporters. However, the US has also launched a global trade investigation covering lamb imports from Australia, New Zealand and the UK.

Beef imports from Argentina are accelerating, while Brazilian beef exports reached 1.705 million tonnes during the first half of 2026.

UK exporters should continue monitoring changing competitive dynamics across global markets.

Key takeaways for UK exporters

• Tight US cattle supplies continue to support strong beef prices and import demand
• Animal health developments remain a key market risk
• Mexico and Taiwan continue to offer growth opportunities for pork exports
• Regulatory and trade policy changes require close monitoring
• Competition from Brazil, Argentina, Australia and the US remains intense, reinforcing the need for quality differentiation and market diversification

Foreign Diplomat Kitchen in Chongqing highlights versatility and quality of British pork

British pork took centre stage at the Foreign Diplomat Kitchen event in Chongqing, showcasing its versatility and premium quality to audiences in one of mainland China’s key inland markets.

The event, which brings together foreign consulates and local government partners to promote international cuisines and cultural exchange, featured a menu centred around British pork.

Dishes included a traditional Sunday roast using pork belly, Chongqing-style crispy pork, steamed pork with pancake, five spice hock roll and crystal hock aspic.

The event was co-organised by the Chongqing local government, the Western Returned Scholars Association and the British Consulate in Chongqing.

A total of 120 guests attended, including representatives from Chongqing-based businesses, Chinese government officials and a visiting business delegation from Jiangsu Province.

Our in-market representative, Holly Chen, delivered a presentation and was joined by a British pork exporter, who did interviews with Chinese media representatives.

The pork products, supplied by several British exporters, were very well received, generating positive feedback from attendees and highlighting the strong appeal of British pork in the Chinese market.

Market update

Japan

UK pork exports to Japan continue to increase year on year (to May 2026). Japan is currently the third-largest non-EU export market by volume.

UK beef exports remain above last year's levels (to May 2026), although there are signs of growth slowing. Export volumes in May 2026 were lower than in the same month of 2025.

China

UK pork export volumes to China have generally remained stable; however, export values have fallen significantly in line with lower global pork prices.

Chinese pork prices reached an 18-year low earlier this year, with domestic supply remaining plentiful. Demand for offal products, however, continues.

China's beef safeguard measures and import quota system are influencing global trade flows.

As a result, some beef that would previously have been destined for China is being redirected to alternative markets, including the United States, the Middle East, South East Asia and Russia.

Although the UK does not currently have access for beef exports to mainland China, exporters should be aware of these developments as they are affecting competition and pricing in other markets.

Hong Kong is also expected to play an important role due to its status as a regional trading hub and its separate treatment from mainland China's quota system.

Africa

UK pork and beef exports to South Africa continue to demonstrate resilience and growth, with the country ranking as the fourth-largest non-EU export market for both categories in 2025.

Exporters should continue to monitor the market, as ongoing disease challenges, including African swine fever (ASF) and foot-and-mouth disease (FMD), are supporting import demand.

UK sheep meat exports to West African markets have declined year on year, reflecting the impact of high prices.

Price-sensitive markets such as Ghana and Côte d'Ivoire have responded negatively to elevated price levels, reducing demand

Retailer promotions

In July, promotional materials have focused on barbecue products as expected.

Sonae/Continente

Sonae's beef offer focused on animal welfare, as it improves meat quality and guarantees a fairer and more sustainable supply chain. All the products were marketed with the corresponding certification.

Key products were the Angus rump steak sliced at €18.99/kg and the Angus breast diced for stewing at €13.99/kg. We know the importance of the Angus for Sonae, which has registered the brand for Angus imported predominantly from the UK and Ireland. 

For the same price of the former, there was sliced picanha from the EU and striploin with bone from Limousin. For the same price of the latter, beef chump for stewing and a non-defined cut for roasting.

Pre-packed bavette and striploin from South America at the Butchery Corner were both €19.99/kg.

Finally, from the Blue Smoke frozen range was T-bone and cowboy steak at €19.99/kg, and club steak and tomahawk at €17.99/kg.

The curiosity in the lamb promotion was the launch of picanha steaks imported from New Zealand by NIPA, skin-packed and sold at €23.99/kg.

Jer Martins/Pingo Doce

Pingo Doce's focus has always been the Butchery Corner. What they sell in the self-service are either pre-packed products supplied by third-parties, or trays prepared in the Butchery section of the store.

While this has avoided the need for Pingo Doce to invest in a deboning/packing factory, it has been the source of significant product throw-away, which is not fit for consumption after two days.

This situation is changing. Pingo Doce has launched a range of the cuts most preferred by Portuguese consumers – pre-sliced and bundled together for the grill. These are called the 'selected' range and are picanha, maminha and vazia (striploin).

There is a smaller version of these cuts for individual consumption, which also includes rumpsteak and entrecote. Prices start at €16.99/kg.

On top of the above they sell vacuum-packed Picanha at €19.98/kg, fraldinha (bavette) at €14.99/kg and striploin at €15.99/kg.

Lidl

Lidl is also promoting higher value branded beef, such as True Born Beef supplied by a Portuguese processor and recently bought by a Chinese group.

It comes frozen in a skin pack at surprisingly high prices for a retailer such as Lidl. Entrecote boneless is at €30.48/kg, bone-in at €26.99 and selected steak at €24.98/kg, pica pau at €23.99/kg.

This brand was being offered previously only at small supermarkets and deli shops.

Intermarché

Intermarché also focused on the grill as the key selling point.

Main supplies come from:

• South America – picanha at €19.99/kg and entrecote at €18.99/kg
• Fortunna - a pre-packed prestige brand that buys from selected Portuguese farmers, in this case from the Azores. Silverside steak at €14.99/kg and forerib steak at €13.99/kg

AHDB marketing activities

Due to the summer and very low lamb consumption, the in-store show cookings at Sonae stores have been postponed until September.

We are currently planning an inward mission with an importer from Portugal.