UK beef sector courts US market in virtual event series

High quality offerings from the UK's red meat sector will take center stage next month in a series of virtual events targeting the US foodservice market.
calendar icon 3 May 2021
clock icon 2 minute read


AHDB has invited a selection of importers, distributors, chefs, butchers, high-end grocers and members of the media across California to the first on-line showcase – in a bid to continue efforts to boost exports to America.

The event, which takes place on 18 May, will include cooking demonstrations by sous chef Luke Rhodes who made it through the final eight of last year’s MasterChef: The Professionals, as well as award-winning Stoke Park chef Chris Wheeler.

The pair will be using their culinary skills to create two red meat recipes - Mini Picanha Roast and Pork Henry.

The online showcase will also include a butchery demonstration, as well as presentations from Red Tractor’s Philippa Wiltshire and Dr Mandy Nevel, AHDB’s Animal Health and Welfare, who will talk about the UK’s traceability, food safety and animal welfare.

Panel discussions will also be held featuring representatives from AHDB as well as five red meat exporters from the UK who will provide insight into their products and connect with potential importers.

AHDB Senior Export Manager Susana Morris, who organised the virtual events, said: “This is the first in a series of online events targeting the all-important US market. Each online event will provide our exporters with the opportunity to connect with key influencers.

“As well as showcasing the high quality of red meat from the UK, these online events will allow AHDB to promote the high standards in which red meat is produced in the UK as well as to continue making important connections within our export markets during a time when a physical presence at shows is challenging.”

The second in the series of US-focused online events will take place in June and will target Illinois, followed by a Florida session in September and a Texas-focused event in November.

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