Red meat from the UK will be showcased in Germany this week at Anuga – the world’s largest trade fair for food and drink.
Thousands of visitors from around the world will descend on Cologne this weekend for one of the most important industry events, which for the first time will see a hybrid audience.
Throughout the five days, AHDB will be joined in the Meat Hall by seven red meat exporters flying the flag for beef, lamb and pork from the UK.
It marks the first in-person event attended by AHDB’s export team in the past year, due to international travel restrictions as a result of the pandemic.
AHDB International Market Development Director Dr Phil Hadley said: “Anuga has always been a hugely important event for our exporters as it attracts all the major red meat importers from around the world.
“After months of being unable to travel, we are delighted to be back in Germany, showcasing the high quality and welfare standards of our red meat and helping our exporters secure valuable business in this important market.”