The role of inward missions in trade development

Inward trade missions are a highly effective tool in trade development. They increase a country’s global presence and create a platform to showcase its products. Find out how they can add value to your business.

Farmers gain exposure to international buyers through our farm visits, which can open doors for exporting their produce. These inward missions can create new demand for farm products, especially if foreign markets are large or growing. This added demand supports higher or more stable prices at home, even when local demand is flat or falling.

So, what exactly is an inward mission – and why does it matter?

An inward mission invites foreign buyers to visit a country with the goal of exploring business opportunities. These often include organised tours of local factories, business matchmaking events, meetings with government representatives and site visits to infrastructure or production hubs.

Rather than UK meat-exporting companies travelling abroad independently, an inward mission brings global opportunities directly to them.

Inward trade missions benefit domestically focused farmers as well as those involved in exports.

A key aspect of international trade is that exports help support domestic prices. Selling to foreign markets helps to keep prices stable at home – and even lifts them when the conditions are right.

More buyers (especially international ones) mean higher demand, which can lead to better prices for farmers. Foreign markets often pay a premium for high-quality or niche products – and this benefits farmers, directly or indirectly. It can push up the average price level for domestic produce, especially when farmers improve quality to meet export standards.

Export markets become more attractive if local prices drop; they can therefore provide a safety net guarantee for prices. This prevents domestic buyers from offering unreasonably low prices, knowing farmers have other markets as options.

We have successfully used inward missions to connect global meat buyers with British meat producers. These have led to collaborations and fuelled exports, and since it was formed in 2009 we have organised over 30 inward missions.

In June 2025 we held an inward mission for beef, lamb and pork buyers from the Americas, the Middle East and Asia-Pacific who visited the UK to gain first-hand knowledge of the entire meat supply chain.

UK meat exporters were able to access new customers and consolidate relationships with existing ones. By forming relationships with overseas customers, it allowed UK meat processors to become better equipped to expand their export activities.

The UK’s meat industry has much to be proud of, and this was a key oppurtunity to demonstrate that. The Quality Meat from Britain brand is well known for its high regard for animal welfare, environmental responsibility and food safety – characteristics very much sought after in the UK’s key target markets.

During the June 2025 inward mission, overseas delegates visited three livestock farms in the West Country – for cattle, sheep and pigs.

The journey began with a guided tour of traditional livestock farms. The visits provided an insight into the daily operations of livestock farming – from the meticulous care of the animals to the environmentally responsible practices that ensure high standards of animal welfare and environmental benefits.

Delegates observed the farmers' deep connection with their animals and the land, and gained insights into the breeding programmes that focus on producing high-quality meat.

The emphasis on grass-fed systems and natural grazing highlighted the commitment to protect the environment and to ethical farming practices.

The tour culminated in dinners each evening that featured British beef, lamb and pork. The dishes showcased the high-quality and flavourful meat that has made our beef, lamb and pork sought-after delicacies both domestically and internationally.

This event underscored the pivotal role of inward missions in fostering international trade relationships. By immersing foreign delegates in the UK's agricultural practices and culinary offerings, these missions facilitate a deeper understanding and appreciation of British products.

The first-hand experience of tasting UK beef, lamb and pork not only enhanced the delegates’ appreciation for their quality but also highlighted the potential for expanding its presence in global markets.

On a farm visit in the West Country, delegates learn about the production of world-class British beef, lamb and pork.