The introduction will be supported by promotional activities taking place in-store.
AHDB Beef & Lamb’s export team are responsible for the move, which follows in the footsteps of QSM beef in premium outlets in Hong Kong, as well as in the foodservice sector in China’s Macau.
“Exports are one of the cornerstones of AHDB Beef & Lamb’s work, helping fully utilise the carcase and maximising returns throughout the supply chain,” said Jean-Pierre Garnier, AHDB Beef & Lamb export manager.
“We have an established market for QSM beef and lamb in the foodservice 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 foodservice outlets to serve a growing market for these products,” he continued.
Last year saw AHDB Beef & Lamb, alongside a group of meat exporters, support UK Trade and Investment’s GREAT Week in Hong Kong and Macau, the latter of which opened its market for UK beef exports in 2013. This presented the chance for British beef to be promoted in selected restaurants in Hong Kong.
Garnier said that although the future for lamb exports was positive, there were obstacles to overcome. “We’ve made great strides with our exports to the region, but there is still a lot of work to be done and there is a lot of competition from the US, Australia, and Japan. The latest developments for lamb will, however, help us continue to build on the export platform we have established to date in these markets in the Far East.”