AHDB introduces UK pork to the Canadian market

The Agriculture and Horticulture Development Board (AHDB) is hosting a virtual launch event for UK pork to the Canadian market.

The two-day event will begin on Tuesday, October 27, with the first day of the virtual event targeting members of the press along with butchers and chefs.

On Wednesday, October 28, the event will target importers, distributors and wholesalers.

AHDB senior export manager Susana Morris said:

The Canadian market is a hugely valuable region for our pork exports and we are delighted to be able to host a second virtual event of our red meat in the North American market.

“The aim is to showcase the exceptional taste and quality of our pork but also to speak directly with potential buyers and influencers about the high welfare standards and production processes here in the UK, which makes our pork even more appealing to the Canadian consumer.”

UK beef introduced to the US

The AHDB has already held a virtual launch event for UK beef to a select group of US influencers and buyers last week.

A group of chefs, butchers and members of the press were be targeted in the first showcase on October 13, with a select number receiving a cut of sirloin cannon and topside mini beef joints.

The following day will see importers, distributors and wholesalers sampling the cuts, in a bid to highlight the exceptional taste and quality of UK beef.

Also Read: UK beef to be served up in the US at AHDB launch event

This first shipment to the US comes after market access for UK beef was granted in March of this year after extensive efforts by both government and industry to demonstrate food safety controls during production.

The beef was flown to the US from a processing plant in Northern Ireland, marking an historic moment for UK beef exports in a deal estimated to be worth £66 million over the next five years.

The AHDB ‘British Roast Beef’ launch, which targets New York, New Jersey and Pennsylvania, aims to introduce American consumers to UK beef for the first time in more than 20 years.