Beyond Borders: Practical insight for UK red meat exporters

Latest market news

Livestock disease continues to disrupt European sheep and cattle supply

Bluetongue disease continues to affect sheep production across France and parts of Europe, with the impact expected to persist throughout 2026.

French producers are still rebuilding flocks following significant losses linked to the 2024 outbreak, while animal health restrictions continue to influence production and movement patterns.

Alongside bluetongue, concerns are also growing around other livestock diseases affecting cattle movements and trade flows within Europe. Industry organisations are calling for continued vigilance and stronger sanitary coordination to limit disruption to production and exports.

Ongoing disease pressure across continental Europe could continue to tighten domestic supply availability in some regions, particularly in sheep meat.

At the same time, sanitary concerns are increasing the importance of traceability, origin and supply chain reassurance within the French market.

Brazilian beef exports to the EU remain under close scrutiny

Questions continue to be raised within the European meat sector over Brazil’s ability to maintain and expand beef exports into the EU market. Industry discussions remain focused on competitiveness, sanitary standards, and the growing presence of South American beef within European supply chains.

Brazil has continued to strengthen its position in international beef trade thanks to competitive pricing and strong production volumes.

However, concerns around traceability, environmental standards and regulatory compliance remain sensitive topics within parts of the European market.

For UK exporters, increased South American competition could continue to place pressure on pricing and positioning within some EU channels.

At the same time, this may reinforce opportunities for British beef to differentiate itself through provenance, quality assurance and grass-based production systems.

EU trade quotas allow 185,000 tonnes of imported sheep meat

The European sheep meat market is facing increased volume from international suppliers. In 2025, nearly 185,000 tonnes (carcase weight equivalent) of sheep meat were permitted to enter the European Union through established import quotas and free trade agreements.

This substantial volume is set to increase further. Upcoming trade concessions currently being finalised with Australia and India will soon add to these existing quotas.

This growing influx is raising concerns among European agricultural groups regarding market saturation and price pressure.

For UK exporters, the expanding presence of non-EU sheep meat means competition will intensify across standard retail and foodservice channels. To navigate this, exporters should continue to strongly differentiate their products.

Focusing on proximity, freshness, robust traceability and high welfare standards will be essential to ensure British lamb maintains its premium positioning and appeals to quality-conscious European buyers.

New Zealand meat exports surge under EU free trade agreement

The free trade agreement between the European Union and New Zealand is significantly impacting the European market. According to recent 2025 figures, overall New Zealand exports to the EU increased by 29%, driven heavily by the agricultural sector.

Dairy shipments saw dramatic increases, rising by 58% overall, with butter up 121% and cheese soaring by 400%.

The meat sector has also experienced substantial gains. Total meat exports grew by 38%, largely fuelled by a 50% increase in sheep meat volumes entering Europe.

For UK exporters, this influx of highly competitive New Zealand lamb intensifies market pressure.

To remain resilient, exporters must aggressively differentiate their products by highlighting geographic proximity, shorter supply chains, lower carbon footprints and premium quality assurances.

Emphasising these attributes will be vital to appeal to European buyers who prioritise regional sourcing over distant imports.

Retail news

British lamb promotion goes live in Monoprix

A retail promotion for British lamb is currently live across 50 Monoprix stores, targeting one of France’s most recognised premium urban retail chains.

The campaign is designed to increase in-store visibility and shopper engagement through a comprehensive suite of AHDB-supported POS materials, including shelf talkers, window stickers, and recipe cards.

Messaging strongly highlights British lamb as "simply delicious" and champions its outdoor-reared and grass-fed credentials.

Recent store visits by the team confirmed strong compliance and excellent placement at the point of sale.

These insights will help refine and strengthen future retail activations across the French market, offering UK exporters enhanced visibility and premium positioning in key urban outlets.

Consumer insight

The connected plate: Digital influence on French consumers

Digital platforms are increasingly driving food purchases in France. A recent OpinionWay study reveals that 52% of French consumers are influenced by social media when making food choices.

This digital immersion translates into direct commercial impact, with nearly a quarter of shoppers purchasing a product specifically because it gained traction online.

Key trends for exporters:

• Visual appeal is critical: 38% of consumers actively prepare recipes discovered online
• The 18-24 demographic increasingly uses platforms like TikTok as their primary culinary search engine
• Social proof and online engagement directly influence retail success and buyer confidence

AHDB's digital presence in France: 

• Quality Meat from Britain website
• Facebook
• Instagram
• LinkedIn
• YouTube

AHDB market activity

Major wholesale engagement at Metro Macquet event

British lamb was successfully showcased to key foodservice buyers at the high-profile Metro event, hosted for wholesalers and chefs across the Paris region, in partnership with Macquet, a French importer of UK lamb.

The evening event attracted 3,000 industry professionals, including warehouse directors, butchery managers and Michelin-starred chefs representing various French regions.

Attendees sampled sautéed leg of lamb and lamb meatballs, which were exceptionally well received.

The strong engagement from top-tier buyers and regional chefs demonstrates a robust appetite for high-quality British lamb within the French foodservice sector.

This successful activation provides excellent momentum and opens the door for valuable commercial conversations for UK exporters targeting the wholesale channel.

Latest market news

Domestic production under pressure

At their joint annual conference in Berlin in early June 2026, the Federal Association of German Sausage and Ham Producers (BVWS) and the Association of the Meat Industry (VDF) highlighted a growing discrepancy in the market.

While overall meat consumption has risen, domestic meat production is declining as imports from other European countries increase.

The industry associations warned of growing competitive disadvantages for Germany as a production location, citing high energy costs and national special regulations that frequently exceed European Union standards.

Despite these challenges, the German meat industry remains one of the largest branches of the food sector, generating over €45 billion.

Summer tourism stabilises Austrian retail

In Austria, the market is currently benefiting from a stable demand structure in the food retail sector.

The start of the early summer tourism season is providing a reliable boost, particularly supporting price levels for premium cuts and regional beef products across supermarkets and gastronomy.

Pork news

Severe price pressure and oversupply

In early June, the pressure on the slaughter pig market intensified significantly. The Association of Producer Groups for Livestock and Meat (VEZG) responded to massive demands for price reductions from slaughterhouses by lowering the association price by a substantial 10 cents down to €1.50 per kg.

Slaughtering activities have been noticeably reduced and almost all regions are reporting overhangs of slaughter-ready pigs, a situation exacerbated by the recent public holidays.

The downstream sectors cite a very difficult domestic meat market and massive intra-European competition. All pork cuts are available in large quantities, and meat from neighbouring EU countries is being offered at very low prices.

The market is being flooded with older frozen and chilled meat from cold storage facilities that must be sold due to approaching expiration dates, further increasing the downward pressure on prices.

Beef news

Demand and price pressure on slaughter cattle

Following the price drops earlier in the year, the beef market began to see some stabilisation transitioning into June.

The supply of young bulls has tightened noticeably. This is attributed both to farmers focusing heavily on seasonal field work, and to high summer temperatures slowing down the animals' weight gain.

The market for slaughter cows shows regional differences. In southern Germany, slaughterhouses have increasingly demanded price cuts, citing low retail margins in the meat trade.

However, since cows are scarce in other regions, the national market remains largely balanced, preventing significant overall price drops.

Lamb news

Summer demand shift and event-driven consumption

Following the post-Easter lull, the lamb market in June is experiencing a revitalised, highly specific demand structure.

Driven by the onset of constant warm weather and large-scale public viewings for the 2026 World Cup, there is a notable shift away from traditional roasts towards convenience and quick-grill items.

Lamb skewers (souvlaki and spiedini styles), Merguez sausages, and minced lamb for burgers or cevapi are seeing a sharp increase in retail orders, catering to the growing trend of Mediterranean and Middle Eastern barbecue styles in Germany.

Domestically, June marks the beginning of the traditional ‘Weidelamm’ (pasture lamb) season. Regional butchers and premium supermarket tiers are heavily promoting these local, pasture-raised animals based on animal welfare and short transport routes.

However, domestic volumes remain structurally limited and cannot cover mass retail demand, keeping prices at a premium.

With live exports from the UK restricted due to BTV-3 (Bluetongue disease) regulations, the German market continues to absorb high volumes of fully butchered, chilled British and Irish lamb.

At cash and carry wholesalers (Metro, Selgros), prices for standard lamb cuts have plateaued. Premium cuts like French racks and lamb loins are seeing slight price increases due to heightened gastronomy demand for outdoor dining and high-end event catering.

New Zealand frozen goods are increasingly relegated to system gastronomy and frozen retail aisles.

Retail prices overview - mid-June 2026

Lamb

Germany

Austria

Beef

Germany

Austria

Producer and wholesale prices overview

Germany

At the producer level (VEZG quotations and Chambers of Agriculture), prices are stabilising.

Beef (VEZG Quotations, Ø June 2026)

• Young bulls R3 (meat breeds): €6.20/kg carcase weight
• Young bulls U2/U3: Range of €6.25 to €6.35/kg carcase weight
• Slaughter cows R3: €5.80 to €6.00/kg carcase weight (June average approx. €5.87)
• Slaughter cows O3: €5.70 to €5.90/kg carcase weight (June average approx. €5.77)

Lamb

• Slaughter lambs (Class I, up to 45 kg live weight): €4.30 to €4.50/kg
• Lamb carcase (Ø 20 kg): €10.93/kg carcase weight in wholesale purchasing

Austria

Agrarmarkt Austria (AMA) reports a generally positive market development for beef in week 24, as regional supply struggles to meet the full seasonal demand.

Slaughter cattle (AMA target prices, gross incl. 13% VAT)

• Young bulls E-P (Class 2, 310-470 kg): €6.52/kg carcase weight
• Oxen E-O (Class 3, 300-440 kg): €6.55 / kg carcase weight
• Heifers E-O (Class 2, 270-400 kg): €6.39/kg carcase weight
• Slaughter Cows R2: €6.72/kg carcase weight (boosted by strong export opportunities, e.g., to Switzerland)
• Organic surcharges: Organic calves achieve peak prices of up to €10.72/kg carcase weight.

AHDB marketing activities  

Promoting British beef and lamb

In June 2026, many marketing activities across Germany and Austria are heavily focusing on the height of the summer barbecue season.

Major culinary events and public festivals are serving as key platforms to actively promote premium British meat, where high-quality British lamb remains a traditional centrepiece alongside premium beef cuts.

Most notably, recent promotional activities are introducing high-end English Wagyu beef to trade buyers and gourmet consumers alike.

To maximise impact, representatives from the German BBQ Association (GBA) and the certified German Meat Sommeliers are prominently showcasing these two types of meat through high-profile presentations.

These large-scale activations leverage interactive live-cooking demonstrations and expert masterclasses to establish British lamb and beef as ultimate premium choices for upscale outdoor dining.

Latest market news

Rising beef prices due to market shortages

Worldwide, the availability of beef has decreased, with a production loss of 2.5% in the first quarter and an estimated decline of 2.2% for all of 2026, according to Rabobank.

This has led to price increases of 2–9% in most countries. In Europe and the United Kingdom, production in early 2026 was 4% lower, while the cattle herd continues to shrink.

Europe is increasing imports, especially from South America, Australia, and Oceania, partly due to new trade agreements.

The Netherlands saw a 3% increase in production but still faces shortages and high costs. China constitutes a major demand factor but import quotas may reduce demand in the second half of the year, leading to increased competition in other markets.

Brazil is exporting record volumes, primarily to China and the United States. Higher costs and inflation could further pressure beef demand, especially in Africa and Asia, where consumers are increasingly choosing alternatives such as poultry.

Further IBR outbreaks reported in the Netherlands

According to Royal GD (animal health service), there have been more infectious bovine rhinotracheitis (IBR) outbreaks on free-range dairy farms in the Netherlands for over half a year, with a concentration in the eastern part of the country.

In 2025, there were 26 outbreaks, 15 of which occurred in November and December. By 2026, this had risen to 24. While the outbreaks are spreading nationwide, the focus remains on the eastern region.

GD emphasised the importance of being alert to clinical signs such as nasal and eye discharge, fever, decreased appetite and reduced milk production, and recommended immediate testing by a vet.

Various methods are used to diagnose IBR, including bulk milk testing and nasal swabs. Virus circulation has also been detected on beef cattle farms without IBR status.

The increasing number of outbreaks highlights the need for timely recognition and diagnosis to prevent further spread.

NVWA closely monitors slaughter activities during Eid al-Fitr festival

During the Eid al-Fitr festival, the Dutch Food and Consumer Product Safety Authority (NVWA) conducted strict oversight of the slaughter process.

NVWA vets were at all 30 participating slaughterhouses to monitor compliance with animal welfare regulations and intervene in case of violations.

The slaughter process includes both stunned and unstunned slaughter, primarily of sheep, goats and cattle. The proportion of stunned slaughter is increasing – 68% in 2025, compared to 64% in 2024 and 54% in 2023.

Unstunned slaughter is only permitted under strict conditions in recognised slaughterhouses, in accordance with Islamic and Jewish religious guidelines.

Outside recognised slaughterhouses, additional inspections were carried out to stop illegal practices. Violations are met with severe penalties, including fines up to €103,000 euros and prison sentences of up to six years.

During this period, the NVWA and the police are committed to ensuring animal welfare, food safety and compliance with the law.

Economic losses in the meat supply chain exceed food waste

The European research project Breadcrumb emphasises that reducing losses in the meat supply chain involves not only food waste but also preventing economic value loss.

Sector organisations and meat processing companies investigated when and why value is lost, for example when products no longer meet quality standards or market segments, even though they are still safe and edible.

An important insight is that value loss does not automatically mean food loss; products can still be sold in lower market segments.

Strict regulations regarding food safety and animal welfare can limit the possibilities for alternative uses, but the sector already uses by-products for animal feed and other purposes.

Innovative solutions, such as processing meat trimmings into shampoo powder, demonstrate that more efficient use of raw materials is possible without compromising quality.

The project highlights that maintaining animal proteins within the human food chain should remain a priority, and that preserving value is essential for a more sustainable food system.

By distinguishing between food waste and economic declassification, Breadcrumb provides insights into value losses and opportunities for better valorisation, contributing to a more sustainable and efficient food production in Europe.

Official opening of the world's first cultivated meat farm

Respect Farms opened the world's first cultivated meat farm on June 5 in The Netherlands.

This innovative project combines agriculture and biotechnology by developing a decentralised, farm-based model for cultivated meat production, rather than large-scale facilities.

The goal is to provide farmers with an additional role in the food chain, where they are not replaced but take part in the transition to more sustainable meat production.

After a pilot in 2025, the site is now an experience centre, where farmers, policymakers, researchers, students and the public can learn about the technology and discuss the future of food production.

Respect Farms aims for a future where farmers remain central, while dependence on animal breeding decreases and environmental impact is reduced.

Cultivated meat is produced by growing animal cells in bioreactors without slaughtering animals. This offers a more sustainable and animal-friendly alternative to traditional meat, capable of reducing the societal and ecological impact of meat production.

Meat industry concerns over possible ban on temporary agency work

Slaughterhouses and meat processors are trying to prevent a possible ban on temporary agency workers due to sector misconduct, such as underpayment and poor working conditions.

The sector relies heavily on agency workers from European countries and although companies claim to treat employees well and invest in better working conditions, unions and reports have raised concerns about abuses.

Union CNV criticised the sector, which appears to primarily seek cheap labour and quick dismissals. The government is considering measures, including the Law on the Admission for Provision of Workforce (WTTA), which aims to regulate the temporary agency market from 2027 to prevent misconduct.

Companies will be required to verify whether staffing agencies are registered. The sector points to changes and investments but remains under pressure due to negative publicity and new regulations.

More irregularities found at Esro Meat

More issues than previously thought have been discovered at Esro Vlees B.V., a meat processing company in the Netherlands.

Despite being safe, the Dutch Food and Consumer Product Safety Authority (NVWA) has urged the company to withdraw hamburgers, snacks and soups from the market as they do not meet legal requirements.

In April, the company was caught during a raid by the FIOD and NVWA for processing unsuitable and potentially spoiled beef, after it was revealed that it had been grinding up de-boned beef heads.

The company's licence was revoked, it was closed down and its management was arrested.

Following an initial recall in April, new investigations revealed that the processing of unsuitable raw materials, such as beef heads, was more extensive and systematic than previously believed.

Additionally, the inspections of the meat were inadequate, allowing feed remnants in the products.

While the products are well heated, reducing the risk of illness, a precautionary measure recommends removing all heated products from sale

It is unclear which products contained the spoiled meat, as the company is suspected of forging documents.

Latest market news

Global beef supply constraints continue to shape trade

Tight global beef supply is limiting the extent to which new trade deals can translate into immediate export growth. Production shortages are restricting volumes and keeping prices elevated.

US cattle numbers show early signs of rebuilding, but progress remains slow, meaning supply tightness will persist.

For UK exporters, this supports price strength but limits volume growth, favouring premium, high-value opportunities.

US policy uncertainty creates volatility in beef and pork markets

US policy remains uncertain, with internal divisions over beef trade and tariffs.

US–Mexico USMCA discussions without Canada highlight shifting regional dynamics.

This could disrupt trade flows and create both risks and short-term opportunities for UK exporters.

Animal health issues disrupt North American trade flows

New World screwworm cases in the USA have triggered import restrictions from Canada and Mexico.

Canada has also restricted US pork by-products following pseudorabies detection.

For UK exporters, these disruptions can create short-term export opportunities while reinforcing the importance of strong animal health standards.

US beef prices expected to rise further

USDA forecasts indicate continued price increases due to tight supply and strong demand.

Despite high prices, consumer demand remains resilient, although early signs of softening are emerging.

UK exporters may benefit from premium demand but should monitor growing price sensitivity.

Exports shift as global demand patterns evolve

US pork exports are growing, particularly into Central America, while US beef exports face challenges, including limited access to China.

Argentina shows strong value growth despite lower volumes, highlighting the importance of targeting premium markets.

Supply chain and geopolitical risks increase

Geopolitical tensions are increasing logistics costs and supply chain uncertainty.

Import competition and differing production standards are adding pricing pressure.

Exporters should prioritise resilience and differentiation.

Industry restructuring reflects tightening margins

Processing closures and restructuring highlight margin pressures.

The pork sector outlook remains profitable despite weaker conditions.

Reduced capacity may support import demand in some markets.

Consumer and market dynamics

Strong meat demand persists but early pressures emerging

US consumers continue to prioritise meat, with beef driving retail value growth.

However, inflation is increasing price sensitivity, which may impact purchasing decisions.

Key takeaways:

• Meat demand remains resilient
• Price sensitivity is increasing
• Premium needs clear value justification

Maintaining differentiation and clear quality messaging will be critical for UK exporters.

Global trade and regulatory developments

EU–Mercosur agreement raises both opportunity and competition

The agreement presents export opportunities but increases competition from South America.

UK exporters should emphasise standards, provenance and quality differentiation.

Retailer promotions

Sonae/Continente

The highlight of Continente’s promotions is maminha (rump tip) from the UK at €14.99/kg.

Picanha as usual is a must have, from the EU, sliced, at €18.99/kg.

Other referenced products are from South America, with frozen entrecote and striploin, both at €19.99/kg.

Their offer is completed with:

• Angus cuts – their strategic product, with striploin bone-in at €18.99/kg and diced from breast for stewing at €13.99/kg
• Limousine from their local Producers Club – curiously a similar offer in cuts and prices to Angus, with rump steak at €18.99/kg and chump for stewing at €13.99
• Topside steak from Portugal at €16.99 and chump at €12.99, of unknown origin

Of note on the lamb side was the frozen leg from New Zealand promotion at €12.99.

Jer Martins/Pingo Doce

It is no surprise that five of the products highlighted on the beef promotions are from South America:

• Picanha, from the EU at €15.99/kg and from South América at €19.98/kg
• Vazia (striploin) from the EU at €15.99/kg and €16.99/kg from South America
• Knuckle from South America at €13.99/kg

South American beef is increasing its share substantially with Portuguese retailers. There are now close to one million Brazilian ex-pats in Portugal, varying from lower-class workers to wealthy families that moved to the upper real estate in Lisbon.

This market has been tackled quite aggressively through Frimarc, an importer based in the Algarve that now accounts for between 80% and 90% of the total imports of South American beef into Portugal, combined with exports to other EU countries.

Frimarc was founded in 2017 and it is expected to reach a turnover of €170 million this year in Portugal, mostly from South America, far  ahead of any other Portuguese importer.

On the lamb side, it was surprising to see Pingo Doce promoting a new range of skin-packed processed cuts such as burgers, selling at €5,99 for a 270 g burger, a single kebab (Espeto) also at €5.99 for a 275 g piece and multiple kebabs for €8.99/kg for 450 g, at a promotional price.

It seems that the Pingo Doce strategy is two-fold with this range – catering to the barbecue consumer wanting to taste more innovative products, and to the Muslim community, whose growth in Portugal is increasing, though there is no mention if the product is halal.

AHDB marketing activities

Inward mission

At the end of May we organised a successful trip to the UK with the top beef decision-makers at Sonae – José Cabral, the meat unit director, and Mauro Soares, the beef category manager.

We had the opportunity to visit two leading beef slaughterhouses/processors, farms associated with the processors and local shops.

The trip ended at the National Beef Association bi-annual congress where the group learned about the latest developments occurring in the sector from animal rearing to advanced technology. It was also a good opportunity to watch some seminars and engage with leading personalities from the UK beef scene.

In-store cooking showcase

Coordinated by our chef Pedro Sommer, we ran an important cooking demonstration at the Continente Guia store in the Algarve for three days.

It was a great opportunity to show the local British ex-pat community that they could buy quality pre-packed lamb cuts from the Posh range.

They were grateful us for such an opportunity, which also brought an emotional touch as this was the first time they had seen such a product available in the Algarve.