October 1, 2015

UK lamb hits retail shelves in Hong Kong

Fresh and frozen lamb from the UK will debut in Hong Kong retail outlets this month, competing with New Zealand and Australia meats for a greater slice of the consumer market in the special administrative region.

The AHDB Beef & Lamb, a division of the UK's Agriculture & Horticulture Development Board, said Quality Standard Mark (QSM) lamb is being launched in 50 premium supermarkets in Hong Kong and will be supported by in-store promotional activity. The QSM for beef and lamb is a scheme that provides consumers with high levels of assurance about the meat they buy produced in the UK.

Jean-Pierre Garnier, AHDB Beef & Lamb export manager, said the sale of the premium-quality meat in at least 50 supermarkets was the culmination of a two-year work, adding it could help exports of QSM beef and lamb to thrive in the region.

"Exports are one of the cornerstones of AHDB Beef & Lamb's work, helping fully utilise the carcase and maximising returns throughout the supply chain", he said.

"We have an established market for QSM beef and lamb in the food-service sector in the region. Launching pre-packed lamb in these premium retail outlets in Hong Kong for consumers is the next step in showcasing what we have to offer to a wider market. In addition, chilled organic lamb will be available to food-service outlets to serve a growing market for these products", Garnier added.

Last year an AHDB Beef & Lamb delegation including meat exporters did beef-promotion activities in selected restaurants and in a high-end food store in Hong Kong as part of the UK Trade & Investment's GREAT Week. AHDB Beef & Lamb also presented beef and lamb at the Hofex and Restaurant & Bar exhibitions this year.

Garnier said they have made "great strides with our exports to the region" but that "there is still a lot of work to be done and there is a lot of competition from the US, Australia and Japan".

Earlier in 2013 the nearby Macau market—which has a very influential gastronomy sector--opened for UK beef.