UK beef to be served up in the US at AHDB launch event

Monday, 5 October 2020

The first shipment of UK beef to the US will be sampled by key influencers and buyers across three states next week, as part of an AHDB virtual launch event.

A group of chefs, butchers and members of the press will be targeted in the first showcase on October 13, with a select number receiving a cut of sirloin cannon and topside mini beef joints.

The following day will see importers, distributors and wholesalers sampling the cuts, in a bid to highlight the exceptional taste and quality of UK beef.

This first shipment to the US comes after market access for UK beef was granted in March of this year after extensive efforts by both government and industry to demonstrate food safety controls during production

The beef was flown to the US last week from a processing plant in Northern Ireland, marking an historic moment for UK beef exports in a deal estimated to be worth £66 million over the next five years.

The AHDB ‘British Roast Beef’ launch, which targets New York, New Jersey and Pennsylvania, aims to introduce American consumers to UK beef for the first time in more than 20 years.

AHDB Senior Export Manager Susana Morris said: “This is an historic moment for the UK’s beef sector and we hope to put these two prime cuts on the radar of around 30 key influencers and buyers in three important US states.

“Due to travel restrictions as a result of Covid-19, we have changed our plans to a virtual launch event, ensuring we continue our important role of promoting our red meat in key target markets and helping to boost exports in the months and years to come.”

The launch event will feature a presentation by Susana, who will discuss the high welfare, sustainability and world-leading food standards operating in the UK. There will also be a butchery presentation by AHDB’s Martin Eccles, before a run through of recipes for the two cuts of beef by AHDB’s Food Communications Manager Denise Spencer-Walker.

There will also be an opportunity for importers and buyers to speak directly with the three UK beef processors who were given the go-ahead to export last month.

Susana added: “This is a very exciting phase in our ambitions to start exporting beef to the US. This new market access is the result of years of working collaboratively with UK and devolved governments as well as industry bodies to get this deal over the line.

“This AHDB event will hopefully be a launchpad for our beef exports and we look forward to seeing more shipments heading to the US in the near future.”