UK exporters' guide to supplying red meat to the European foodservice sector

As European buyers become more discerning, British meat producers have a real opportunity to differentiate themselves – if they focus on what matters most. This guide walks you through what UK red meat exporters should consider, and, more importantly, how to stand out from the competition.

The European foodservice sector – comprising restaurants, hotels, butchers and distributors – offers an attractive yet demanding opportunity for UK red meat exporters.

Markets such as Germany, France, the Netherlands and Portugal each bring their own market expectations and cultural preferences to the table.

So, what are the key demand drivers and how can UK exporters stand out in a competitive market?

The foodservice sector is highly segmented. Exporters should tailor their offerings to maximise opportunities – differentiation is key.

When supplying restaurants and hotels, premium beef cuts like steaks, ribeyes and fillets are appreciated; British beef is known for tenderness and flavour.

Whole or half carcases of lamb and bone‑in cuts are strongly preferred by traditional butchers and heritage foodservice operators.

Offering flexibility in tailored cuts, trimming, marbling and packaging would certainly put a UK exporter a step ahead of competitors.

While sustainability and animal welfare practices are increasingly valuable in EU markets, these standards have now become non-negotiable rather than differentiators.

Highlighting the heritage, breed and feed system (e.g. grass-fed) gives a competitive advantage in markets such as the Netherlands, Germany, France and Portugal, and can justify higher prices for British products.

Focusing on single breeds as a point of differentiation offers opportunities in both retail and foodservice. Differentiation can also be established in factors such as non-traditional cuts to promote health and improved diet, as well as convenience.

Supporting your product with marketing, storytelling and collaborating with your partners to show traceability and UK farming quality may also be an advantage.

In competitive export markets, quality alone isn’t enough: how that quality is preserved and delivered is just as essential.

Investing in vacuum-sealed or modified-atmosphere packaging (MAP) helps maintain freshness, extend shelf life, and reduce waste throughout the supply chain. Distributors in particular value consistency, long shelf life, cost efficiency and high-quality packaging.

Increasing the volume of meat exports takes time – an important factor that exporters should take into account when establishing new business relationships with importers and distributors.

Equally important is logistical reliability. European buyers value a consistent delivery schedule, accurate lead times and smooth communication.

Volumes may be modest to start with, but a commitment to supply can result in sustainable and lucrative levels in time. A dependable cold chain and a proactive customer service will build confidence and long-term loyalty with foodservice partners.

Beyond the product itself, chefs and end users seek inspiration and support.

Exporters who go the extra mile by providing recipe inspiration, cut guides and preparation tips help customers see the full potential of British meat. Inviting importers and distributors to the UK to showcase the UK meat industry also helps raise our profile.

There’s also power in collaboration. Partnering with distributors or high-profile chefs to co-brand or co-promote products can raise visibility and showcase versatility.

These engagements reinforce the value of the product and create authentic, credible advocacy within the market.

Sustainability is no longer a side story – it’s central to purchasing decisions across the EU.

Certifications such as Red Tractor, RSPCA Assured and Organic are increasingly influential. They signal high welfare standards, environmental responsibility and full traceability.

To make these claims meaningful, practices must be documented, verifiable and communicated clearly. Whether through product labels, technical sheets or digital storytelling, transparency builds trust and helps British meat stand out in markets where ethical sourcing is a growing priority.

Post-Brexit rules, sanitary/phytosanitary regulations, and new EU import requirements are evolving. Being proactive and informed is a competitive advantage.

Adapt your offer to each country:

• Translate labels and documentation
• Understand local cuisine, portion sizes and consumer expectations
• Build partnerships with local distributors and attend relevant trade fairs

Europe’s foodservice sector is open to high-quality British red meat – but it demands consistency, transparency and storytelling. Exporters who offer quality products, reliable delivery, transparent information, and a simple, honest story will stand out from the competition.

By focusing on these areas, UK suppliers can build strong and lasting partnerships across Europe.

In addition, by investing in superior packaging, engaging chefs with practical support, and showcasing credible sustainability credentials, British meat producers can strengthen their competitive edge and meet the evolving expectations of EU buyers.

For further information on meat exports to Europe, please contact:

• Lucille Brillaud, France – brillaud@ahdbfrance.fr
• John Schilder, Netherlands – jschilder@greenseedgroup.nl
• Tim Schafer, Germany – schaefer@royal-meat.de
• Luis Garcia, Portugal – lg@greenseed.pt