Driving British pork promotion in China

Through collaboration with the China-Britain Business Council, Holly Chen, AHDB’s representative in China, has played a pivotal role in promoting British agriculture and food exports to this significant market since 2000, with a particular focus on the pork sector from 2003 onwards.

Her deep knowledge of both UK and Chinese markets led to her joining our Asia Pacific team eight years ago, where she has spearheaded activities to increase the visibility
and market presence of British pork in China.

Holly’s work has centred on key trade events such as SIAL China, the China International Meat Industry Exhibition (CIMIE), and Food and Hospitality China (FHC) Shanghai – vital opportunities to highlight the strengths of the UK sector and connect exporters with Chinese importers.

Even during the COVID-19 pandemic, under her guidance, AHDB maintained a strong presence at these shows, ensuring continued exposure for British products.

In-market support is critical, and Holly works closely with UK exporters and Chinese distributors to deliver trade promotions and maintain regular contact with stakeholders. Her efforts help build trusted relationships, provide valuable market intelligence and tailor support to exporters’ needs.

Chinese partners consistently cite the quality, safety and welfare standards of British pork as key advantages. While brand recognition in China is still developing, particularly at the consumer level, Holly’s work is laying the groundwork for future growth – especially through the B2B foodservice sector, where imported by-products are in high demand.