Why European buyers choose British: Quality, heritage and halal

As demand for high-quality meat continues to grow across Europe, British meat has carved out a strong and trusted position in the European market. Below, Dorit Cohen, International Trade Development Manager, outlines what sets the UK apart.

From its globally recognised livestock breeds to a year-round supply, including halal-certified products, the UK meat sector offers a compelling package that appeals to both mainstream and specialist buyers across the continent.

So, what exactly makes British meat stand out in a competitive global market and what are the key drivers and differentiators that make UK meat – especially lamb and beef – attractive to European buyers?

The answer lies in a combination of taste, trust and tailored supply.

Premium breeds and a climate that set the UK apart

British meat, especially lamb, is celebrated across Europe for its balanced flavour and tender texture – a result of the UK’s temperate climate, natural grazing systems and high-welfare farming practices.

The UK is also the birthplace of some of the world’s most prized livestock breeds, including:

• Swaledale, Romney and Suffolk (sheep)
• Angus, Hereford and Red Poll (cattle)

These breeds are selectively developed for their meat quality, marbling and eating characteristics, giving British meat a premium edge that’s difficult to replicate.

Specialist cuts for diverse markets

British exporters have the experience and skill to deliver market-specific carcases and cuts tailored to European preferences and industries.

Whether it’s bone-in lamb for traditional home cooked-dishes, dry-aged beef for fine dining or custom-packaged retail cuts, UK meat processors understand the needs of diverse consumer bases across France, Germany, the Netherlands and beyond.

Reliable supply, year-round

One of the key reasons European buyers favour British meat is the dependability of supply.

UK processors and exporters offer consistent volumes throughout the year, ensuring that supermarkets, foodservice providers and wholesalers can meet their customer demand season after season, all without the need to switch between suppliers.

British heritage and trusted standards

British meat is more than just a label – it’s a brand built on quality, high animal welfare and traceability.

UK farmers and processors are proud custodians of a food heritage that values integrity and environmental responsibility.

Assurance schemes like Red Tractor, alongside transparent supply chains, help reinforce confidence among European buyers that they’re sourcing meat from a trusted and regulated system.

Halal certification: Meeting a growing market need

An increasingly important factor for European buyers – particularly in France and Germany – is the supply of certified halal meat.

The UK is a reliable and trusted supplier of halal lamb, meeting the religious and quality requirements of Europe’s large and growing Muslim populations.

With rising demand from ethnically diverse urban centres, British halal meat is playing a crucial role in supplying a market that values both faith-based preparation and high product standards.

Thinking about exporting to Europe?

Whether you're an experienced exporter aiming to grow your presence in Europe or you're just starting to explore opportunities in the market, we’re here to help.

At AHDB, we support businesses like yours with the insights, connections and resources you need to navigate the European market with confidence.

Get in touch with us today to find out how we can support your export journey.

E: exports@ahdb.org.uk