New country focus reports released by AHDB

Valuable insight into how the UK can grow its meat and dairy exports in key markets has been revealed in three new reports – launched recently at the Oxford Farming Conference. The new ‘Country Focus Reports’ focusing on China, the USA and Japan, provide a topline look at consumer eating habits and buying behaviour in these key target markets.

In 2017, the work of the Agriculture and Horticulture Development Board (AHDB) played a significant role in the export of around £3.3 billion worth of UK red meat, dairy, potatoes, cereals and oilseed products.

Safety and heritage will be the key to capitalising on the lucrative Japanese market, with market access for beef and sheep meat being granted this week, in part due to the work done by the AHDB exports team, click here to find out more. The UK currently ships pork and dairy products to Japan, both of which have seen growth in terms of volume and value over the last year. The high value economy of Japan offers great prospects for our UK producers and the variety of cuts consumed in the country presents carcase balance opportunities.

The China report shows that food safety is critical to consumers. Messages about heritage, safety and nutritional benefits are likely to do well and exporters need to tell a story about ‘Brand Britain’ that resonates with shoppers. Consumers have positive feelings towards British food, associating it with quality and safety.

In the USA, quality is top of mind for most Americans but value for money is critical, especially when shopping for meat. However, consumers don’t expect low priced products to be of a low quality. Raising consumer confidence in British products is key to increasing exports, which are likely to be at the premium end of the market, click here to read the full USA report.