US visitors bring hope for lamb exports

Two decades ago, our lamb exports to the US ceased – locking UK producers out of a valuable market, home to over 300 million people. Since that time, it has been a long-held ambition of AHDB to reopen the market and provide another lucrative destination for our sheep meat exports, delivering an estimated £37 million boost to the sector in the first five years of trade. That goal was realised earlier this year, when the US authorities amended the ‘small ruminant rule’ which prevented imports of sheep meat.

Over the last few months, AHDB has been working with government to finalise the paperwork so that commercial exports can begin – with the first shipments of UK lamb anticipated shortly. But rather than wait for the final sign off, AHDB wanted to make sure that when the green light came, the UK was on the front foot – ready to send those crucial first shipments to this fantastic market. That is why, last week we welcomed five of America’s most respected meat buyers to the UK to show them what we have to offer.

And what a successful visit it was. Not only did we connect these key importers with our lamb exporters, but we also showcased the varied breeds we have here in the UK, highlighted the rich history of farming and the high levels of animal husbandry, as well as providing many opportunities for our American visitors to sample the unique taste of lamb from the UK – with one occasion where they actually cooked the lamb themselves. The comments we received were very positive and have allowed us to hope that our lamb will soon be enjoyed by consumers in one of the largest countries in the world. Our visitors were optimistic that the US holds many opportunities for UK lamb, not just in the high-end food service, but also in retail – with claims that consumers in America would enjoy the variety and flavour of our sheep meat products.

But probably the most interesting aspect of the visit was their view on the UK’s standards in animal husbandry. The praise we received for our farmers was outstanding, with many compliments made about the passion they exhibited, and the care shown for their animals. The time spent with our sheep and beef farmers was invaluable and has really helped reinforce our reputation for high production and animal welfare standards, all of which has made us respected and valued in other markets around the world.

The visit also included a day spent at the NSA Show in Malvern, where our visitors had the opportunity to hear from AHDB experts, which included Dr Phil Hadley – the International Market Development Director – as well as Dr Awal Fuseini, who spoke about the opportunities that exist for farmers and processors to diversify to cater for the growing demand for halal meat, both in the domestic and overseas markets. They also had the chance to hear from Laura Eyles, AHDB’s Senior Signet Breeding Specialist to hear about the importance of genetics and how the use of ultrasound and CT scanners are enhancing carcass traits – all of which proved fascinating for our visitors. The response to these presentations showed that the UK is so much more advanced with its science and technology compared to other markets in the world.

Overall, the five-day event was a massive success and is the result of years of hard work by AHDB, networking and building these relationships across the US to ensure that our farmers and processors have the best opportunities to export and see millions of American consumers enjoy the delicious taste of our red meat for years to come. AHDB exports will continue to identify and work with Government and partners to open new markets for our lamb, bringing a much-needed financial boost to the sector, whilst maintaining the UK’s world-renowned reputation for high quality meat and world-class standards.