UK exports activity: Monthly headlines from AHDB

January 2025's round-up of AHDB's export activity and international market news.

France

Rising prices for young cattle: 'Conditions are set for prices to stay high'

Summary

The prices for French young cattle (broutards) have reached unprecedented levels due to a supply shortage amidst strong demand both domestically and in Europe. Prices are expected to remain high given this context.

  • Unprecedented price levels: Week 2 prices reached €4.18/kg for a 450kg Charolais male and €4.20/kg for a 350kg Limousin, marking year-on-year increases of 28% and 11%, respectively. Prices now exceed production costs, which is rare
  • Supply shortages: The reduced supply is attributed to a decline in calf births, down 5.8% year-on-year for the first 11 months of 2024, partly due to the effects of Bluetongue disease (BTV). Abortions have been widely reported, despite low adult mortality rates
  • Strong demand: European demand for young cattle remains robust, with Italy being a key market. However, French exports of young cattle have decreased, falling below one million head in 2023 and projected to drop further in 2024. Italy remains reliant on French cattle, despite exploring alternatives
  • Shift to domestic processing: Some young cattle that would traditionally be exported are now being processed domestically to counteract declining slaughterhouse activity. The slaughter of young beef cattle in France rose to 665,000 head in 2024, compared to 657,000 in 2023
  • Market outlook: The price increases for young cattle are mirrored by rising prices for young beef cattle, maintaining profitability for both farmers and feedlot operators. Decreasing feed costs may further support this trend. Demand across Europe for beef remains high, sustaining elevated prices

Key challenge

The potential impact of a trade agreement with Mercosur countries could disrupt the market dynamics, though this remains uncertain. 

Offering French meat adds value to restaurants for 97% of French consumers

At the Sirha trade show in Lyon at the end of the month, Interbev revealed a study on the importance of French-origin meat for consumers. Highly favoured, it is seen as a mark of quality when featured on the menu.

The classic steak-and-fries dish remains a popular choice. According to a survey by Audirep for Interbev, 91% of French people consume steak at restaurants, 89% enjoy flank steak or hanger steak, and 88% prefer ribeye. But beyond this apparent love for beef, the study aimed to uncover what drives consumers' choices.

French origin as a key selection criterion

The survey revealed that the type of cut offered is as significant as the French origin of the meat. The label ‘French Beef’ was the third most important criterion, narrowly surpassing the preference for locally sourced products. French meat remains highly esteemed, with 98% favourable opinions driven by its perceived quality and the guarantees provided by strict French regulations.

Why consumers choose French meat

Respondents associate choosing French meat with valuing the expertise of French farmers, supporting French food sovereignty, and boosting the local economy.

French meat elevates restaurants' perception

Restaurants featuring French meat on their menu are viewed as prioritizing quality, ensuring freshness, and supporting French farmers. This choice positively impacts the restaurant's image for 97% of those surveyed, and 92% indicated they would be more likely to return.

Transparency in meat origin matters to diners

The survey showed that 82% of respondents want more information on meat origin from restaurants, and 95% expect French meat to be offered. Additionally, 91% are more likely to select a dish labelled ‘French Meat’, with 97% choosing French-origin meat over alternatives when presented with the same dish.

Interbev's perspective

"While 60% of beef and 47% of veal consumed in commercial dining are imported, this study demonstrates the French public’s desire for restaurateurs to offer more meat sourced from our territories," Interbev said.

 

What’s new in retail in France?

  1. The data revolution in retail
    Retailers have access to vast amounts of data from multiple sources, offering opportunities to optimize operations and enhance customer experiences. However, fragmented data poses challenges, with 77% of executives concerned about data reliability. To address this, retailers invest in modernizing their data infrastructure, enabling real-time stock adjustments, personalized offers, and improved decision-making, which provide a competitive edge.
  2. Strategic adaptation to changing consumer expectations
    Inflation and economic uncertainty have led to more price-sensitive consumers, increasing demand for private-label brands. Retailers are leveraging data analytics to refine their offerings, optimize pricing, and create targeted promotions. Innovation in services, such as AI-powered fresh food management, helps retailers respond effectively to evolving shopping behaviours and maintain customer loyalty.
  3. Transforming the role of frontline employees
    High turnover rates challenge the retail workforce, despite wage increases. Retailers are adopting digital HR platforms for workforce management and investing in continuous training, particularly in digital skills. By empowering employees with more flexibility and career development opportunities, retailers enhance job satisfaction, retention, and overall productivity.
  4. Omnichannel strategies to meet consumer demand
    With e-commerce growth, seamless integration between online and physical retail is essential. Consumers expect a consistent experience across all channels, necessitating real-time stock synchronisation, personalized promotions, and last-mile delivery solutions. AI and augmented reality enhance the shopping experience, while automated pickup points and delivery partnerships help manage logistics efficiently.
  5. AI as a human potential catalyst
    AI is reshaping retail by augmenting, rather than replacing, human roles. It enables store managers to optimize staffing and inventory, helps employees shift from transactional tasks to customer service, and provides personalized training. Automation frees workers from repetitive tasks, improving job satisfaction and overall efficiency. AI-powered tools also enhance internal communication and decision-making.

By embracing data-driven strategies, omnichannel models, and AI-powered innovations, retailers can navigate industry disruptions while improving customer and employee experiences, ensuring long-term competitiveness.

SIRHA

AHDB showcased top-quality British beef and lamb at Sirha Lyon, a leading international hospitality and food service trade show. This event provided a platform to highlight the exceptional flavor, tenderness, and provenance of British meat to a discerning French audience.

Adding to the excitement, Team GB's Bocuse d'Or representatives made an appearance at the stand, further demonstrating the UK's culinary excellence. Three British meat exporters also attended Sirha, connecting with potential buyers and strengthening trade relationships.

Visitors to the AHDB stand had the opportunity to taste and learn more about these premium products. This participation underscores AHDB's commitment to supporting exporters and promoting British produce in key international markets.

Instore activity

12 instore activations were organised in the Paris region and the south east.

Quality Meat from Britain launches

Ambitions to maximise the potential of red meat exports to Europe are being given a boost with the further roll-out of the Quality Meat from Britain brand.

Underpinned by a new multilingual website site developed by AHDB, Quality Meat from Britain is aimed at providing consistency of messaging around provenance and high production standards for British red meat in the European market.

Providing key information on British red meat in English, French, Dutch, German and Portuguese, the website supports the roll out of the Quality Meat from Britain brand which took place during the second half of last year (2024). Information in Turkish, Spanish and Italian will be included later this year.

Europe remains the UK’s biggest trading partner. Globally, red meat exports were worth £1.7 billion in 2023 with shipments to the EU accounting for £1.3 billion.

Gareth Renowden, AHDB Head of International Marketing, said: “Consistency of messaging is key to driving success in multiple markets and Quality Meat from Britain is about just that - having one voice for one brand, showcasing the world class red meat products that Britain has to offer.”

Quality Meat from Britain branding will feature at international events and on digital platforms to coincide with the website launch. The brand has already been rolled out in other markets around the world and featured strongly on the AHDB red meat stand at the 60th anniversary of SIAL in October.

Declining sheep meat production in Europe

The global sheep meat market in 2024 has been complex, with the EU facing a lamb shortage, while record production in Australia supplied North African and American markets. New Zealand increased its presence in Europe due to weaker Chinese demand. In 2025, global sheep meat flows and prices are expected to depend heavily on China.

European market: Declining production but stable demand

EU sheep meat production dropped by 9% in the first nine months of 2024, with further declines expected in 2025 due to Bluetongue disease affecting livestock. Despite record prices (€930.7/100kg carcass, +20% YoY), demand remains stable. Imports fell 4%, mainly due to a decline in UK exports, but the EU is expected to maintain its import needs.

China: Overproduction and market impact

China faced sheep meat overproduction, leading to lower prices and a 17% decline in imports in early 2024. However, production is expected to fall in 2025, which may stabilize or increase global prices.

Export Trends: UK loses ground to New Zealand

  • New Zealand overtook the UK as the EU’s top supplier, increasing its market share to 44% (up from 40% in 2023).
  • UK sheep exports to the EU fell 13%, with the British flock reaching a historic low (31.02 million sheep).

Global supply shifts

  • New Zealand: Sheep farming is declining (-5.2% flock reduction expected in 2025) due to urbanization and land conversion. Low prices (7-year low) and rising costs put pressure on farmers. Despite this, NZ exports to the UK (+47%), US (+30%), and EU (+7%) increased.
  • Australia: Booming exports (+16% in early 2024), particularly to North Africa and the Middle East (30% of total exports, vs. 2% in 2023). However, increased ewe slaughtering may reduce 2025 supply.

Outlook for 2025

  • The EU will remain a strong importer despite local production declines.
  • China’s demand will be a key factor in global price trends.
  • The UK and NZ will face ongoing challenges, while Australia’s high exports may slow.

Promotions on pork: ‘Retailers should not rely solely on price cuts’

At the end of January, French retailers like Leclerc, Auchan, and Carrefour launch promotions on pork cuts to clear stock after the holiday season slump. This year, promotional prices include pork chops at €1.95/kg and pork loin at €1.98/kg, compared to an average non-discounted price of €5.89/kg in November.

Concerns from the pork industry

François Valy, president of the National Pork Federation, acknowledges that these promotions help boost sales and consumption. However, he criticizes the extremely low prices, which can drop to €2/kg during promotions while reaching €10/kg the rest of the year. These prices do not reflect the economic realities of pig farmers, who are paid stable but insufficient rates. Valy warns that selling pork at such low prices devalues the product in consumers’ minds and may even constitute illegal loss-making sales.

Impact of Egalim laws

The Egalim laws, which regulate agricultural pricing, have not significantly changed promotional pricing. While the laws have helped stabilize base prices outside of promotions, retailers still apply drastic discounts that do not align with year-round prices.

Solutions for better pork valuation

Valy suggests that retailers should focus more on promoting French pork throughout the year, rather than relying on aggressive price cuts. He recommends communication campaigns highlighting the quality and origin of French pork, as well as improved visibility of pork cuts in stores year-round.

Germany

Foot-and-mouth disease found in water buffalo

On January 10, a case of foot-and-mouth disease (FMD) was confirmed in water buffalo in the Märkisch-Oderland district of Brandenburg.

Official measures to kill the affected animals and set up restricted zones were initiated immediately. Epidemiological investigations to clarify the origin of the disease and to identify possible contact farms are currently being carried out with the support of the Friedrich Loeffler Institute.

The authorities in Brandenburg set up restricted zones (protection zone with a radius of at least 3 km around the affected farm, surveillance zone with a radius of at least 10 km around the affected farm) from which, among other things, the transport of animals and their products is generally prohibited. Another suspected case has not been confirmed, so the transport of cattle, pigs, sheep and goats is permitted again in Brandenburg, along with animal body parts and liquid manure.

At the moment there is still no evidence of the spread of FMD. The German Raiffeisen Association estimates that the industry has already suffered damage amounting to €1 billion.

In order to strengthen the ability to react in the fight against FMD and in coordination with the other federal states, Brandenburg has applied for the activation of the FMD vaccine bank as a precautionary measure in order to be prepared for all future scenarios, including outside of Brandenburg. The Potsdam Ministry of Agriculture stressed that the decision to activate the FMD vaccine bank was not a decision to use the vaccine.

The industry is suffering from the import bans. The major trading partners outside the EU, including Great Britain, South Korea and Vietnam, have already imposed import bans on many products from Germany. Farmers' President Joachim Rukwied fears that even if the situation is quickly contained, these will remain in place for up to six months.

Retail offers less meat at promotional prices

The German food retail sector slightly reduced advertising meat at promotional prices in 2024, decreasing by just under 2%.

Natural chicken steak was the most frequently advertised product in food retailers’ flyers. With over 1,000 advertising campaigns, the number rose by 6% compared to the previous year. Natural pork steak came in second (+4%) and Bratwurst saw a clear decline. The number of advertising campaigns fell by 38% to 650. Marinated pork steak and roast pork were also advertised less frequently.

More meat in supermarkets from better farming

In German retail is offering more meat raised in better animal husbandry conditions. However, there are still major differences depending on the type of animal. After husbandry labelling was introduced in retail, the proportion of meat from stables that only met the legal minimum requirements fell.

The sponsoring company announced this at the Green Week agricultural trade fair in Berlin. According to new data for 2023, 1.5% of pork from the self-service shelf still came from the lowest level 1 – down from 7.1% in the previous year. Level 2 of the private labelling, with slightly higher requirements, now accounts for 90.5% of pork from the self-service shelf, compared to 84.9% previously. The proportion of the higher levels 3 and 4 rose to 2.6% and 5.1%. However, in the case of beef, more than three quarters still comes from level 1. The share fell from 77% in 2022 to 75.6% in 2023. The figures refer to fresh meat and preparations such as minced meat from retailers' own brands, which make up a large part of the supply. The share of level 3 rose from 1.2% to 5.6%. In addition, 14.4% now comes from level 4.

The voluntary "husbandry method" labeling of supermarket chains, which has been in place since 2019, applies to meat and processed products from pork, beef and poultry. It has so far used numbers 1 to 4 on the labels for four levels with increasing requirements for the conditions of animal husbandry. The system is currently being converted to five levels in order to align with a state logo, which will initially be mandatory for pork from the summer.The reason for the changes is an increasing switch to the Animal Welfare Initiative program, which has been running for 10 years. In the initiative, which is supported by agriculture, the meat industry and trade, 14,000 participating companies receive price premiums for additional animal welfare requirements. This covers 20% of the market for cattle, 60% for pigs and 90% for poultry.

Aldi promises ‘no more meat from the lowest category’

Aldi South is completely eliminating chilled meat, sausage and ham products, and meatballs produced from the lowest form of farming (level 1), not only in its local stores but also in all of its 2,000 branches. International specialties, as well as convenience and ready meals, are excluded from this. This measure supports the complete conversion of the Aldi range by 2030.From now on, the discounter will only offer its own sausage products from husbandry types 2 and higher. For two years now, all sausage items in the fresh counter have only been available in the highest husbandry type, the company says. By 2030, Aldi wants to convert 100% of its fresh meat, drinking milk and chilled meat and sausage products to husbandry types 3 and 4.Aldi Nord also plans to stop selling products from the lowest form of husbandry by the end of the year, as do Rewe and Penny for pork and poultry. While the changeover at Lidl is almost complete, Edeka, Kaufland and Netto also want to reduce the level 1 share, but without specifying a time frame.

Agricultural producer prices rise

Producer prices for agricultural products were 4.1% higher in November 2024 than in November 2023. In October 2024, the rate of change compared to the same month last year was +3.0%, and in September 2024 it was still -0.1%.As the Federal Statistical Office (Destatis) further reports, producer prices for agricultural products rose by 1.3% in November 2024 compared to the previous month. Compared to the previous year, prices for products from plant and animal production went in opposite directions in November 2024, as in the previous months. Prices for plant products fell by 4.0% compared to the same month last year, while prices for animals and animal products rose by 9.6%. Compared to the previous month, both plant-based products (+1.4%) and animal-based products (+1.3%) became more expensive in November 2024.

Pork

German pig population remains almost unchanged

The number of pigs kept in Germany continues to stabilise. According to preliminary data from the Federal Statistical Office, the November count last year recorded 21.2 million pigs, 0.2% fewer than in the previous year.

Pig slaughter market remains tense

On the market for slaughtered pigs, supply remains high and demand is clearly exceeded. Although stocks are decreasing regionally, there has been no significant change in the current situation so far. The same applies to slaughter weights, which have fallen slightly but are still high. Despite the tense situation, there are cautious hopes that the market could stabilise in the coming weeks. The recommended price for slaughter pigs is currently around €1.72/kg, but the market environment remains challenging.

Beef

Fewer cattle kept in Germany

The trend of declining cattle populations continued in Germany at the beginning of November 2024. With 10.5 million animals, 3.5% fewer cattle were recorded compared to the previous year.

Lamb

Market remains stable

The current foot and mouth disease situation seems unlikely to spread so the lamb market, in contrast to other meat markets, appears to be largely spared from the economic consequences of the FMD outbreak. Otherwise, the lamb market has hardly changed. There is still a balance between low supply and low demand. Prices are moving slightly upwards as the price of imported English carcasses has also increased and supply is falling. The national German average prices for lamb varies from 4.10 to 4.30 € per kilogram of live weight class 1 (including VAT).   

Prices

Lamb

Supermarket

No. of stores

Date

Element

Price €/kg (incl. VAT)

Origin

EDEKA

11,000

24.01

Lamb French racks

39,90

NZ

Kaufland

770

24.01

Lamb leg bone in

10,99

NZ

Metro

102

24.01

Lamb neck

25,67

IR

Metro

102

24.01

Lamb hind shanks

11,22

NZ

Metro

102

24.01

Lamb neck

19,25

IR

REWE

3,800

24.01

Lamb chumps deboned

29,90

N/A

REWE

3,800

24.01

Lamb loins

39,90

N/A

Beef

Supermarket

No. of stores

Date

Element

Price €/kg (incl. VAT)

Origin

REWE

3800

24.01

Rump steak

22,20

FR

REWE

3800

24.01

Beef liver

22,20

FR

EDEKA E Center

500

24.01

Roastbeef young bull

22,20

DE

Metro

102

24.01

Goulash heifer

12,83

DE

Metro

102

24.01

Ems Rind Core de Boeuf

18,18

DE

Metro

102

24.01

Roast beef

25,67

ARG

Metro

102

24.01

Goulash

11,76

IR

Metro

102

24.01

Entrecote

25,67

ARG

Aldi Süd

2000

24.01

Minced beef

7,99

DE

January activities

New Butcher Wolfpack team unveiled

The German national butcher team, the Butcher Wolfpack, is defending the world championship title in Paris. On January 15, team captain Dirk Freyberger presented the team's new line-up to the trade press present and gave a cutting demonstration with English lamb. Dr Tim Schäfer, AHDB Marketing Manager, explained the background to English lamb and answered questions from the press. Afterwards there was a tasting of English lamb and other types of meat.

The senior team now consists of Dirk Freyberger, Matthias Endrass, Jürgen Reck, Katharina Endrass-Lacher, Katharina Bertl and Sabrina Minkenberg. Pascal Karatay and Carina Schüßler represent the young butchers, who have been very successful in the Butcher Wars competition.

Karatay won the Butcher Wars Germany 2024 and Schüßler was in the top five of the Butchers Wars England 2024 as the best woman. Also new is Lina Martha Wachter, who will represent Germany as a trainee on March 30 and 31 in Paris.

"We know that all eyes are now on us. This championship will be different," said the team captain Freyburger. Before, they were chasing the title, now the hunters are becoming the hunted.

Find out more about the team.

The Netherlands

Dutch Minister of Agriculture ‘positive but cautious’ over FMD

The German state of Brandenburg has decided not to extend its temporary foot-and-mouth disease (FMD) transport ban. The Dutch Minister of Agriculture described this as a "cautiously positive" development.

After the cabinet meeting, the minister was careful not to speculate about a possible lifting of the FMD measures. She had imposed a ban on the transport of veal calves and on visitors to veal farms.

The Dutch minister is relieved that the outbreak in Germany appears to be limited to one farm, but she remains cautious.  Due to the proximity of the outbreak, she had already announced that she would not be attending the Green Week agricultural fair in Berlin.

A spokesman for the agricultural organisation LTO Nederland said that it was a positive sign that a second outbreak of FMD had not been found in Germany, as had been feared at first.
The LTO is confident in the way the German authorities have dealt with the foot-and-mouth outbreak.

Calves allowed to be shipped again

Calf farmers have been allowed to import calves again. This follows a two-week period during which imports were banned due to the FMD in Germany.The Association of Calf Farmers (VVK) has announced that the Foundation for Industry Organisation in the Calf Sector has decided that companies affiliated to the Foundation for Calf Farming (SKV) will be allowed to import calves again starting on 23 January. Companies without animals will be the first allowed to import and the ban will be lifted for other calf farmers on 24 January. The industry organisation will also end its own export ban.

However, the government-imposed export ban will continue to apply. Dutch Agriculture Minister Wiersma expects that, provided all antibody test results are negative and no clinical signs of FMD have been observed, this ban and other related measures would be lifted on 24 January.

The calf sector had initially decided to wait to make a decision on the import and export ban, but decided to meet earlier following reassuring signals from Germany on the FMD situation.
So far, there has been no evidence of the spread of the virus outside the water buffalo herd. The industry organisation is asking the calf sector to respect the ban on visitors while it remains in place.

Dutch state loses Greenpeace nitrogen case

Greenpeace has won a court case against the Dutch state. The judge has decided that nitrogen deposition on nitrogen-sensitive nature must be significantly reduced by the end of 2030.
But Greenpeace's demand for a hard deadline of 2025 was rejected.

The judge said that the government must ensure that nitrogen deposition on 50% of nitrogen-sensitive nature does not exceed what the environment can tolerate, with a focus on the most sensitive areas, such as the Dutch nature reserve the Veluwe. The ruling emphasises that the government has long done too little to protect nature.

The case stems from the abolition of the National Program for Rural Areas (NPLG) and the Transition Fund, which previously provided opportunities to prevent environmental degradation.
The court concluded that the current nitrogen policy is ineffective and that there is no alternative to the programs that have been abolished.

Dutch Minister of Agriculture Wiersma criticised the ruling but denied that a plan that included the NPLG would have led to a different judgement. She made it clear that forced buyouts were not going to happen.

Dutch politician Caroline van der Plas (BBB – Farmers party) said she was satisfied with the decision as it removed the pressure of an unrealistic 2025 deadline and made it possible to adapt the legislation.

Complexity of meat and meat substitutes

The debate is more complex than often assumed when it comes to meat substitutes versus meat. Jacques de Groot, Quality Assurance Project Manager at the Van Drie Group, emphasised that we should see animals as part of a circular agricultural system and not just as a source of methane emissions. Former politician Boekestijn argued that meat substitutes cause less environmental damage than meat during a debate at the COV Meat Café.

De Groot responded by saying that the production of plant-based proteins, such as beans for meat substitutes, also generates a lot of byproducts that are not directly consumable.
Approximately 80% of bean production is inedible and is often used as livestock feed. In animals, these by-products are converted into proteins that are of benefit to human beings.

This process is part of a circular approach. Animals help reduce food waste and maximise the use of agricultural products. Regarding the impact of methane on the climate, De Groot explained that methane is a more potent greenhouse gas than carbon dioxide, but it broke down much faster in the atmosphere.

Climate scientist Kuiper supported this view, pointing out that methane is up to 86 times stronger in warming the atmosphere in the short-term, but its long-term effects are less severe than those of CO2.  De Groot also highlighted the limitations of climate models, which are often simplified and do not always reflect the complexity of reality. The models developed for fossil fuels are now also being applied to methane emitted by animals, which does not always allow an accurate comparison to be made.

There are no simple answers, as estimates of methane's potency vary widely. In essence, De Groot is arguing for a re-evaluation of the role of animals in the agricultural sector. By converting by-products into useful proteins, they can help combat food waste. They can contribute to a more sustainable agricultural system.

Jan Zandbergen Group launches EKO Wagyu X

Jan Zandbergen Group has introduced EKO Wagyu X beef from Australia, which is affordable for mainstream restaurants.
This meat approaches the luxury of traditional Wagyu with its fine marbling and buttery flavour, but at a lower price. This means that more restaurants will be able to offer this high-quality meat on their menus.
The cattle are carefully selected through a complex breeding programme and fed a grain diet for over 350 days. They are reared in a natural, stress-free environment on farms in Australia, without the use of growth-promoting hormones. EKO Wagyu X is fully traceable, allowing consumers to know where the meat comes from.

Prices

STORE

No. of stores

Date

Days

Piece

Origin

Price per kg

Dekamarkt

99

1 Jan

31

Entrecote

NL

€29,89

Dekamarkt

99

1 Jan

31

Rib-eye

NL

€29,89

Dekamarkt

99

1 Jan

31

Rump steak

NL

€28,89

Dekamarkt

99

1 Jan

31

Tenderloin

NL

€54,88

Plus

270

1 Jan

31

Entrecote

FR

€32,90

Plus

270

1 Jan

31

Rib-eye

FR

€32,90

Plus

270

1 Jan

31

Rump steak

FR

€29,99

Plus

270

1 Jan

31

Tenderloin

FR

€54,90

Quality Lamb from Britain successful at Horecava Amsterdam

Horecava Amsterdam was a great success, hosting more than 64,000 food professionals over four days.

AHDB’s presence was prominent, with Quality Lamb from Britain branded banners and stickers inside and outside promoting high-quality British lamb. The event marked the starting point of a wider campaign to support the launch of the new Quality Meat from Britain branding. 

There has also been good press coverage of the Quality Meat from Britain brand:

https://www.foodpersonality.nl/productnieuws/productnieuws/18990/ahdb-zet-brits-rund-en-lamsvlees-op-de-kaart

https://www.slagersvak.biz/nl/nieuws/09-01-2025-2025-luidt-merkimpuls-in-voor-export-brits-rund-en-lamsvlees/

https://www.vmt.nl/70971/ahdb-zet-in-op-uitrol-leveranciers-voor-export-brits-vlees

https://www.meat-co.nl/nl/nieuws/09-01-2025-2025-luidt-merkimpuls-in-voor-export-brits-rund-en-lamsvlees-naar-europa-/

AHDB January activities

  • Horecava Trade Fair
  • Quality Meat from Britain campaign
  • Lamb campaign

AHDB February activities

  • Lamb demonstrations
  • Continued Quality Meat from Britain campaign
  • Promotion Bidfood

News from other markets

AHDB beef and lamb social networks

YouTube: I love beef and lamb

Website: I love beef and lamb

Facebook page I love beef and lamb

  • Our Facebook is on the rise again: we have reached close to 20,000 users this month, thanks to the holiday season and festive recipes.
  • Content interaction has also doubled in comparison to last month, showing increased audience engagement
  • A new Mastercooks of Belgium video was shared on Facebook, where it generated an additional 15,800 views. The chef Elien Verhulst herself shared the video, both on her private Facebook page and on her restaurant Facebook page with some very positive comments
  • The Mastercooks of Belgium shared four of our recipes on their private Facebook group
  • On the Mastercooks of Belgium Facebook public page, one of our collaboration recipes was shared as the “recipe of the month”
  • Chef Elien Verhulst’s recipe was also shared in the Mastercooks of Belgium newsletter

Instagram

  • Our Instagram organic reach has increased slightly.
  • The same recipe was also posted as “recipe of the month” on the Mastercooks of Belgium’s Instagram page.

Retail promotions

Promo - papers

Promo - online

News

United States

  • As of January 13, US Customs and Border Protection reports that the ‘Other Country’ beef import quota has received 55,735 tonnes or 85.74% of the available quota for 2025. (Source: MICA)
  • Tyson Foods Inc. announced the February 2025 closure of its Emporia, Kan., pork and beef non-harvest processing facility. It also announced the closure of two more plants in Philadelphia, Pa., subsequently affecting 229 jobs. This news follows Tyson’s closure of multiple processing plants in an attempt to cut costs and boost operational efficiency. (Source: The National Provisioner)
  • Outgoing USDA Secretary Tom Vilsack sent a letter to Mexico’s Secretary of Agriculture acknowledging the progress made in reopening cattle trade between the two countries following the detection of New World Screwworm, but says more action is needed to resume trade. (Source: Drovers)
  • Cattle producers throughout North America are holding their breath with President Trump (January 17).They are hoping he will not go ahead with his threat to impose 25% tariffs on all goods from Canada and Mexico, an additional 10% in tariffs on all Chinese imports and a 100% tariff on imports from the BRICS nations and several nations in the Middle East and North Africa. (Source: Beef Central)
  • The big question on the supply side of the industry will be whether higher prices will encourage cow-calf producers to retain more heifers than they did in 2024 and start expanding their herds. Three potential negatives to this would be widespread drought, tariffs and sudden decline in beef demand. Right now, beef production is forecast to decline 5% this year from last year, which will likely push retail beef prices higher. (Source: beef Central)
  • US pork exports were up 5% y-o-y in volume, 2.76 million t, in the first 11 months of the year and up 6% in value to $7.85 billion. (Source: Drovers)
  • For January through November, beef exports increased 5% in value to $9.56 billion, from the same period in 2023, despite a 1% decline in volume to 1.18 million t (Source: Drovers)

EU/Mercosur

  • The new free-trade agreement between Mercosur and the European Union, allows Mercosur countries to export 99,000 tonnes of carcass-weight beef to the EU with preferential tariffs. This quota is split into 55% chilled and 45% frozen cuts, both subject to 7.5% tariff. The agreement offers Mercosur a chance to increase export quotas like the Hilton and 481. (Source: Tridge)

Canada

  • The market continues to digest the US border closure to Mexican feeder cattle, which is drawing more US demand towards Western Canada. Auction market volumes are declining at this time of year (December 2024). The quality of cattle was sub-par in some regions which caused prices to be quite variable (Source: Country Guide)

Mexico

  • Costco in Mexico expands sales of US beef and pork to foodservice clientele. (Source: Drovers)

AHDB events

4–6 March –  Monterrey NL: Expo Carnes y Lácteos is a bi-annual leading trade show for the meat and dairy industries, connecting key suppliers, producers and industry professionals from Mexico and Latin America. We will be promoting British pork at booth 2438.

24–26 March – World Center Marriott, Orlando, FL: We will be exhibiting at AMC in the meat hall, providing visitors with the chance to sample our high-quality and sustainably produced pork and lamb. It is the premier event industry for meat operations. We will be at booth 1026

Prices

Tuesday 21 January

 

Quebec Average (C$/cKg DW) 100 index

 

USDA Wholesale pork prices (US$/cwt) (LM PK602)

$92.31

Loin

$85.92

Butt

$106.82

Picnic

$66.64

Rib

$148.73

Ham

$79.84

Belly

$134.45

Monday 20 January

 

 

USDA Beef Cutout values

Values reflect US$ per 100 pounds

 

Choice

Select

 

600-900

600-900

Current Cutout Values

333.16

319.44

Change from prior day

(-0.53)

(-0.39)

Primal Rib

498.57

438.74

Primal Chuck

303.67

303.39

Primal Round

303.07

301.84

Primal Loin

397.11

369.02

Primal Brisket

267.06

255.42

Primal Short Plate

223.58

223.58

Primal Flank

155.73

155.73

Mexican pork prices

Tuesday, 21 January 25

 

Mexican pesos per Kg

 

Carcass/Canal

$73.00

Loin/Lomo

$102.50

Butt/Cabeza de Lomo

$100.00

Picnic/Espaldilla

$76.00

Tongue/Lengua

$63.50

Ham/Pernil

$82.00

Belly/Tocino

$125.00

Offals/Visceras

$8.00

Fat/Grasa

$32.00

Head/Cabeza

$37.00

Brains/Sesos

$95.00

Market activities

Sonae/Continente

Lamb activity was minimal this month as it has been the focus for Christmas. Only Spanish supplier DCA 85 offered lamb cutlets at €15.99. Due to the impossibility of buying carcases there has been no UK activity.

For beef, Maminha with their Angus brand (from Ireland) was a highlight at €14.99/kg. There were other Angus skin pack steaks supplied by NIPA - T-bone at €21.99/kg, bavette at €3.99/200g, flat iron at €3.99/200g, rump steak at €4.99/250g, underblade fillet at €3.99/200g and rib-eye bone-in at €21.99/kg.

Jeronimo Martins/Pingo Doce

Pingo Doce also did not promote any lamb. The focus was on picanha from South America at €19.98/kg and from Europe at €12.98/kg. Striploin steak from South América at €13.98/kg was a very competitive offer

Intermarche

The major focus of Intermarche was also the picanha, from Europe at €12.98/kg and topside steaks from South American Angus at €12.99/kg

Promotional activities

Major activities on January were focused on preparing for two major events in early February:

  • An in-store show cooking at the Continente Matosinhos (Porto) on 1 and 2 February featuring UK lamb
  • We are organising lunch for the management of Sonae's meat sector on 4 February, with our chef Pedro Sommer cooking lamb cuts

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