Showcasing Quality Standard Beef and Lamb at SIAL

The team from our French office helped ensure Quality Standard beef and lamb was showcased at SIAL.

Around 150,000 high profile visitors at this year‘s SIAL event, at the Parc des Expositions, had the chance to head to the EBLEX stand to find out more about our produce. The traditional English pub-themed stand served as a meeting platform for the meat industry to greet and do business with new and existing customers, and sample some produce.

Visitors this year included Defra Secretary of State, Liz Truss, who talked to exporters and met with members of the UK trade press.

The stand also highlighted some of the new products and packaging available to French consumers, cutting manuals to share expertise and a demonstration of a tablet and smartphone app which demonstrates all carcase cuts, including the lesser-utilised fifth quarter.

An announcement was also made on the EBLEX stand about a €7.7million campaign to be launched, thanks to a co-promotion deal that we have secured along with the EU, Ireland and France. The aim of the campaign is to encourage more people to cook with lamb.

The three-year programme will see an annual investment of €1.5m (£1.19m) from EBLEX, Board Bia and Interbev matched by the EU, across England, Ireland, France, Belgium, Germany and Denmark – all markets which have been identified as having significant potential.

EBLEX at SIAL 2014: Exporting high quality beef & lamb to the world