British red meat and dairy products were on display at a major international food and drink show in Canada this week.
AHDB, alongside Quality Meat Scotland (QMS) and Meat Promotion Wales, showcased premium meat and cheese from Scotland, England and Wales, at the three-day SIAL event in Montreal.
The event, which attracts almost 1,000 exhibitors from 50 countries and more than 18,000 visitors, brings together retail, foodservice and equipment industries under one roof.
The presence of the three levy bodies at the trade fair was financed from a £2million fund of AHDB red meat levies, which has been ring-fenced for collaborative projects.
The fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England for animals which have been reared in Scotland and Wales.
AHDB senior export manager, Susana Morris, said: “This is an incredibly important market for us.
“Canada is the sixth largest importer of food products. It is vital that we look at new markets and opportunities to ensure that British meat and dairy products are front of mind for importers.”
QMS director of strategic engagement, Laurent Vernet, said the market in Canada offered significant potential for British meat sales growth in the coming years.
He said: “Canadian consumers have a genuine appetite for quality natural lamb produced with traditional grass fed and extensive methods, so SIAL Canada is a fantastic opportunity for us to meet with buyers, reinforce the key messaging and secure trade for our exceptional brands with a specific focus on Scotch Lamb PGI.”
Last week the three levy bodies attended international trade show, Food and Hotel Asia, in Singapore. The trip was also funded from the £2m ring-fenced fund for collaborative projects.