Australian Beef and Lamb on the UK and International Stage

Our purpose is to promote awareness, understanding, and insights to the Australian red meat industry and the benefits our products provide UK Chefs and Food Service professionals. Aussie Beef and Lamb has a strong record in sustainability, quality and traceability, emphasised by the attributes of Australian beef and lamb being genuine, trustworthy, safe, nutritious, and tasty.

In this blog we provide an overview of the trade shows and events, where we have proudly showcased Aussie Beef and Lamb across the UK and Europe.

Read more about these events and the variety of activities that showcase the high-quality grain-fed and grass-fed beef and lamb as real alternative to other beef and lamb imports to the UK.

Danny Young Crowned National Chef of the Year 2025

Danny Young of The Torridon was crowned National Chef of the Year 2025, impressing judges with his inventive three-course menu featuring Australian Angus Pure beef. The competition celebrated culinary excellence, creativity, and international collaboration.  

Aussie Beef & Lamb were excited to join Thomas Foods International as co-headline sponsors of the event.  

The 2025 National Chef of the Year (NCOTY) competition brought together ten of Britain's most talented chefs for an intense finale at the University of West London. After two days of high-pressure cooking, Danny Young from The Torridon in the Scottish Highlands was crowned the winner, bringing in a well-deserved victory that showcased both his technical skills and creative thinking.

How the Competition Works

Getting to the NCOTY final isn't easy. Chefs from across the country start by submitting a three-course menu that demonstrates their cooking skills, flavour knowledge, and originality. Judges review these submissions without knowing who created them, and the top 40 chefs move forward to the semi-finals.

In the semi-finals, chefs face a tough challenge: create an impressive pre-dessert using seasonal fruits or vegetables, with either a sweet or savoury twist. They also produce short videos explaining how their dishes reflect their personal cooking journey and what inspires them.

The final wasn't just about cooking, it was also about learning and connecting. Over two days, the finalists took part in special events, including VIP evenings at The Odney Club in Cookham and hands-on sessions at the Waitrose Innovation Studio in Bracknell. These experiences gave chefs access to premium ingredients and innovative techniques, whilst also allowing them to meet past winners and industry leaders.

The grand finale itself was all about performing under pressure. Each chef had to create a three-course menu in a professional kitchen, with every plate being judged by a panel of renowned culinary experts including Matt Abé, Lisa Goodwin-Allen, Hrishikesh Desai, James Petrie, Peter Joyner, April Lily Partridge, Cherish Finden, Mark Perkins, and Gary Hunter.

Australian Beef Takes Centre Stage

Danny's main course featured Thomas Foods International Australian Angus Pure beef, a premium grain-fed product known for its tenderness, beautiful marbling, and consistently high quality. This was a perfect opportunity for Aussie Beef & Lamb to show how Australian red meat meets the exacting standards of Britain's top chefs.

The dish demonstrated how versatile Australian beef is, proving it can be the star of both traditional and modern menus. For the judges and other chefs watching, it was a clear example of why Australian beef has such a strong reputation in professional kitchens.

Katie Morgan from Le Manoir aux Quat'Saisons came second, whilst Ruth Hansom-Rigby from Hansom Restaurant finished third, both excellent achievements in such tough competition.

The competition also included a Wine Pairing Challenge, run in partnership with Hallgarten & Novum Wines. Katie Morgan won this category, pairing Domaine Georges Vernay, 'Maison Rouge' Côte-Rotie 2021 with her Australian Beef 'Rossini', Braised Massaman Cheek, Shiitake and Pommes Soufflé. Judges praised both the taste combination and her awareness of sustainability.

Craig Edgell from Buoy and Oyster won the Churchill Best Presentation Award for his starter, which caught everyone's attention for its visual creativity and impact.

What Winning Means

NCOTY is more than just a competition, it's also a platform for chefs to show their skills, determination, and cooking philosophy. David Mulcahy, the competition director, said:

"This competition continues to be a launchpad for culinary talent. The energy, passion and precision we saw today was inspiring for everyone involved."

Winning opens incredible doors. Danny will take a fully sponsored trip to Australia, where he'll visit Angus Pure farms, meet the people who produce the beef, and connect with top Australian chefs. It's a unique chance to see firsthand where Australian beef comes from and understand the quality and care behind it.

He'll also receive culinary development vouchers, product sponsorships, and the opportunity to feature his dishes in Dishpatch meal kits for UK food lovers.

Why This Matters for Australian Beef

For Aussie Beef & Lamb, the NCOTY final is an important opportunity to showcase Australian red meat to influential people in the UK food industry. The competition allows top chefs to work with premium Australian beef directly, experiencing its exceptional flavour, texture, and versatility firsthand.

It also highlights Australia's high standards when it comes to animal welfare, sustainability, and traceability which are all things that matter to professional chefs and their customers.

The Angus Pure main course showed just how adaptable Australian beef is. Whether you're cooking traditional European dishes or modern, globally-inspired cuisine, Australian beef performs brilliantly. By supporting competitions like NCOTY, Aussie Beef & Lamb connects with the next generation of culinary leaders, inspiring them to use high-quality Australian products in their kitchens.

By working with Australian beef at this level, NCOTY finalists gain real experience with the product's quality. This builds genuine support and awareness that extends far beyond the competition kitchen. These chefs will remember the quality of Australian beef and are likely to use it in their own restaurants and recommend it to others.

A Story of Quality and Care

The 2025 NCOTY final reminds everyone that Australian beef is more than just a premium ingredient, it represents care, quality, and opportunity. By partnering with competitions like NCOTY, Aussie Beef & Lamb strengthens its presence in the UK market, showcasing the exceptional quality and versatility that chefs around the world have come to expect.

From the high-pressure kitchens of the competition to the farms of Australia, this year's event highlighted the skill, technique, and dedication required to be at the top of the culinary profession. With Danny Young taking the crown and Australian beef featured in the main course, the competition reinforced the strong connection between world-class chefs and world-class Australian red meat.

As these talented chefs continue to create, innovate, and inspire in their own kitchens, Australian beef remains firmly on the menu…celebrated not only for its taste but for the story behind every cut. It's a story of quality, sustainability, and culinary excellence that resonates with both chefs and the people they cook for.

A Night of Culinary Collaboration: Aussie Beef & Lamb Gala Dinner in London

The Aussie Beef & Lamb Gala Dinner at Heliot Steak House, London brought together Beef Mates, Lambassadors, and key industry stakeholders for a night of inspiration, collaboration, and celebration of premium Australian red meat. The event followed a full day exploring London’s markets and retail landscape, highlighting the versatility, quality, and global appeal of Aussie beef and lamb.

The Aussie Beef & Lamb UK team hosted an impressive gala dinner at Heliot Steak House in London, celebrating quality, flavour, and international collaboration. The event brought together leading UK Beef Mates and Lambassadors, including Chef Ioannis Grammenos, Executive Chef at Heliot Steak House.  

Other Beef Mates attending included Chef Roy Ner, and butcher Daniel Espley.  The Lambassadors Chef Tom Cook, Chef Abdul Yaseen, and Chef Francisco Martinez, helped assemble a truly diverse and accomplished cross-section of UK culinary talent. Senior Meat & Livestock Australia representatives including Michael Crowley (Managing Director, MLA) and Andrew Cox (General Manager, International Markets, MLA) were on hand to provide global industry insights and hear first-hand how the UK market is increasing its appetite for Australian beef and lamb.

A Day of Discovery in London

Before the gala dinner, guests spent the day visiting some of London's most important food venues. They toured Smithfield Market, one of the UK's most iconic meat markets, where they saw how Australian beef and lamb are traded and distributed to restaurants and butchers across the country.

The tour also included a visit to The Food Halls at Harrods, where premium Australian Wagyu beef is displayed alongside other world-class ingredients. These visits showed how Australian beef and lamb are presented in both wholesale and retail settings, highlighting the product's growing reputation among UK customers and distributors.

This hands-on experience gave everyone a clear view of the UK marketplace and the important role Australian red meat plays in the market.

An Evening of Premium Australian Beef

At the gala dinner, the focus turned to what Australian beef does best: deliver exceptional quality, texture, and flavour. Guests enjoyed a carefully selected range of premium cuts, prepared and presented by the global network of Beef Mates and Lambassadors.

From rich, beautifully marbled steaks to tender, flavourful roasts, every dish showed why Australian red meat is a favourite among professional chefs worldwide. Each cut demonstrated the consistency and quality that chefs can rely on, whether they're in London, or anywhere else in the world.

The evening created a relaxed atmosphere where guests could connect, share ideas, and enjoy exceptional food together. Attendees included government representatives, retailers, and distributors who are all key players in getting Australian beef and lamb onto tables across the UK and Europe.

Bringing People Together

The gala dinner was more than just a meal, it was an extension of the Lambassador and Beef Mates programmes, which connect chefs and industry leaders worldwide with Australian red meat.

Michael Crowley and Andrew Cox moved between tables throughout the evening, engaging with guests and discussing what everyone had learned during the day. From the morning market tours to the evening dinner conversations, the event showcased how vibrant and dynamic the UK marketplace is, whilst reinforcing why Australian red meat has such a strong global reputation.

More Than Just Great Food

The Heliot Steak House event highlighted something important: Australian beef and lamb aren't just premium ingredients… they're a platform for creativity, professional development, and international collaboration.

Chefs and industry professionals left the evening feeling inspired, with a renewed appreciation for the quality, origin story, and versatility of Australian red meat. They'd seen firsthand how the products are marketed, how they're used in top restaurants, and why they continue to be so highly regarded.

The London programme also served as a springboard for Anuga 2025 in Cologne, one of the world's largest food trade fairs. It gave the MLA team and ambassadors a chance to strengthen connections, showcase Australian products, and set the stage for further business opportunities across Europe.

The relationships built during this event, the knowledge shared, and the experiences gained will continue to benefit Australian red meat in the UK and European markets for years to come.

Aussie Beef and Lamb At ANUGA 2025

Aussie Beef & Lamb proudly represented Australia’s red meat industry at Anuga 2025 in Cologne, connecting with long-standing partners and introducing new audiences to the exceptional taste and quality of Australian beef and lamb. The stand welcomed visitors from across Europe and the UK, offering the opportunity to sample a range of premium products—from tender pasture-raised lamb to richly marbled grain-fed beef.

Chefs, distributors, and buyers experienced first-hand the flavour, consistency, and versatility that make Australian red meat a favourite in kitchens worldwide. The event also provided a valuable chance to share Australia’s story of trusted production, sustainable farming, and world-class quality assurance. For Aussie Beef & Lamb, Anuga was not just about showcasing products, but celebrating relationships, sharing culinary inspiration, and reinforcing Australia’s position as a reliable supplier of premium beef and lamb that consistently delivers on eating quality and provenance.

Read the full Anuga 2025 report.

HRC 2025 – Aussie Beef and Lamb Debut

Aussie Beef and Lamb celebrates a successful debut at Hotel, Restaurant & Catering 2025. The HRC Trade Show (March 17-19, 2025) at ExCeL London marked a significant milestone for Australian meat exports with the first-ever dedicated Aussie Beef and Lamb stand. The impressive presence reflected the growing market demand for premium Australian beef and lamb products in the UK hospitality sector.

Strong Exporter Participation

Eight Australian exporters showcased their products at the event, with half featuring premium Wagyu offerings. Returning participants included, Signature Beef, Thomas Foods International, Fletchers, JBS Australia with their Tajima brand, and 2024 World Steak Challenge winner, Jack's Creek. The stand also welcomed several first-time exhibitors including Pardoo, Stoneaxe, and MT Food Group with their Top Paddock Lamb brand.

"The level of interest in Australian produce, particularly our Wagyu beef, exceeded our expectations," noted a representative from the Australian export collective. The dedicated stand provided an excellent platform for both established exporters and newcomers to connect with UK buyers and chefs.

Culinary Excellence on Display

Throughout the three-day event, renowned chef John Torode conducted multiple cooking demonstrations featuring Australian lamb products from various exporters. These sessions highlighted the versatility and exceptional quality of Australian lamb while providing attendees with practical preparation techniques and recipe inspiration.

Aussie Beef and Lamb proudly sponsored two prestigious competitions within the Salon Culinaire program:

Beef and Beyond: Competitors received 500g of premium Australian Wagyu sirloin to showcase their culinary creativity. Winner Ian Morgan created a Blackened Wagyu sirloin, with Little Ox Red IPA sauce, caramel onions, parsnip & watercress. Ian’s winning recipe can be found here.

Junior Lamb Competition: Emerging chefs demonstrated their skills using Australian lamb chumps. Parvisha Khan from The Londoner won Best in Class with her Mint & Leek Ash Dust Duo Lamb recipe. Parvisha’s winning recipe can be found here.

These competitions not only highlighted the quality of Australian meat products but also engaged the next generation of culinary professionals.

The strategic presence at HRC 2025 generated strong leads for participating exporters, with all reporting that their objectives for the event were achieved or exceeded. The exceptional response to Australian Wagyu offerings was particularly notable, indicating growing demand for premium Australian beef in the UK market.

Aussie Beef and Lamb at Pub in the Park

Aussie Beef and Lamb were at Pub in the Park Chiswick, a three-day extravaganza in the palatial surroundings of Chiswick House & Gardens.

Chef demonstrations, pubs, restaurants, music and family fun all combined to make the ultimate food and music festival in West London.

Jeru Executive Chef, Roy Ner partnered with Aussie Beef and Lamb at the Firepit Stage on Sunday 30th June for an Aussie BBQ style, over the coals, cooking demonstration.

Aussie BBQ weather provided an ideal setting for Chef Ner to demonstrate the versatility of Australian Wagyu. Using Westholme Cross Wagyu featherblade (marble score 8-9) cut into flat iron steaks, Roy showed how a cheaper cut can produce flavoursome results.

Australian wagyu is backed by Australia’s world-leading eating quality system, Meat Standards Australia, which gives chefs confidence in the consistency of Aussie beef.

Featherblade is a cheaper, alternative cut, that can be cut into flat iron steaks. The highly marbled wagyu beef ensures the steaks are tender and full of flavour.

Chef Ner explained to the audience how cooking over coals provides a high even heat to seal in the juices of the wagyu steak. As smoke from the coals swirl around, the food absorbs the flavour giving a rich flavour.

Chef Ner paired the steaks with a green and red salsa, using the acidity to cut through the richness of the wagyu.

Australian Beef and Lamb on display in the Brand Australia booth at Food & Hospitality Week 2024.

Premium Australian lamb and Australian beef products created a sizzle at IFE 2024, Part of Food, Drink & Hospitality Week. Over 27,000 people visited ExCeL London between 25-27 March to experience the UK’s ultimate event for Food & Drink.

Australian Wagyu, grain-fed beef and pasture raised lamb were grilled by Aussie Chef, Graham Green for visitors to discover the high-quality flavour and succulence of Australian beef and lamb.

Vegemite provided a twist to sausages, an Aussie BBQ essential. The lamb, Vegemite and Cheese sausages were a favourite.

The Free Trade Agreement between the UK and Australia enabled Aussie Beef & Lamb UK to showcase even more premium red meat products to UK foodservice and hospitality professionals at the event.

Stephen Edwards, Meat & Livestock Australia Business Manager UK said:

"It was our second year at IFE with the Aussie Beef & Lamb brand and we’ve been able to do a lot more this year."

"It’s been a fantastic nine months since the FTA was signed between Australia and the UK. We’re definitely seeing an increased interest from the foodservice sector and the food industry as a whole in the UK."

"People are learning more about Australia’s high standards of food safety and animal welfare, plus we’re busting some myths along the way. Our Aussie Beef & Lamb brand is gaining recognition as a trusted trademark that stands for high-quality, premium red meat products from animals that have been well cared for."

Australian Red Meat Quality Standards

Meat & Livestock Australia (MLA) and representatives from seven Australian beef and lamb producers were on hand to explain all about Australia’s world-leading traceability, animal welfare, grading and classification programmes. Meeting stringent standards is essential to be imported into the UK as well.

New products to the UK included:

• Grain-fed Angus beef from Signature Beef, Queensland displaying its deep, consistent flavour and enhanced marbling. Achieved through decades of breeding, years of animal husbandry and nutrition and finally weeks of ageing.
• Grass-fed Wagyu from King River Wagyu, some of the finest Wagyu beef available, comes from cattle that roam rich river pastures with abundant grasses and fresh water.

Also available to sample were:

• Grain-fed Angus beef from JBS Australia, Thomas Foods International and Teys Australia.
• Grass-fed beef from JBS Australia.
• Australian Wagyu from Jack’s Creek with heavy marbling - awarded the coveted title of World’s Best Steak at this year’s World Steak Challenge.
• Pasture raised lamb from Fletcher International, Thomas Foods and JBS Australia.

International Salon Culinaire Sponsorship

Aussie Beef & Lamb sponsored the prestigious International Salon Culinaire competitions. Stephen Edwards sat on the judging panel alongside senior members of the leading chefs’ associations.

Talking of the competition, Stephen added:

"To sponsor such an esteemed competition was a brilliant opportunity for us. There were some very talented chefs involved – our products were in safe hands, and it was really interesting to see the creativity and imagination used to incorporate them into such a range of dishes."

The winners of the categories sponsored by Aussie Beef & Lamb where:

• Beef & Beyond, an Australian Culinary Challenge;
  • Clin Din-Htoo | The Dorchester | Silver | Best in Class.
• Senior Main Course Plates;
  • Nicola Harper | Craft Guild of Chefs Culinary Team | Silver | Best in Class.
  • Charlotte Harris | Chartwells | Silver | Best in Class.

Australian Red Meat Imports to the UK

Aussie Beef & Lamb launched in the UK following the historic UK-Australia Free Trade Agreement (FTA) June 2023, offering a point of difference for UK foodservice professionals and retail buyers looking for high-quality, consistent, and sustainable red meat to complement British products.

The Aussie Beef & Lamb brand represents premium Australian beef and lamb products with high levels of traceability and quality assurance.

Commenting on the import market from Australia since the FTA was agreed, Stephen Edwards continued:

"Our focus for beef has been on the higher price point and grain-fed products. This is where we felt there was a gap in the UK market for some of our more premium beef exports such as Australian Wagyu and our highly marbled grain-fed beef, that isn't as widely available here. There has been a good increase in chilled grain-fed beef since the FTA entered into force in June 2023 but still at very low volumes compared to other global markets."

"When we analyse the data, over the course of 2023 there was a fairly even split between grass-fed and grain-fed beef exports to the UK, which shows our grass-fed beef is mainly competing with Irish and South American beef in the foodservice sector."

"In terms of lamb imports we have seen a leap for both chilled and frozen products. The UK imports lamb due to seasonal fluctuations in production, usually from countries such as New Zealand and Ireland. So, I'm pleased that we have been able to leverage a percentage increase and become a competitor for this import market."

"We offer premium products at a price point that reflects that quality, and that is the position we would like to uphold going forward."

Aussie Beef and Lamb Back At ANUGA 2023

Aussie Beef & Lamb were pleased to be back at Anuga 2023 in October following the Covid pandemic. Anuga is the world’s leading trade fair for the food and beverage industry, held in Cologne every two years.

According to Stephen Edwards of Meat & Livestock Australia - UK, "The Australian exporters were extremely busy, catching up with current customers and meeting new ones as well as writing up a lot of sales during the event."

Order books were filled by customers in the Middle East, Asia and Europe.

Free Trade Agreement (FTA)

The UK and Australia free trade agreement (FTA) entered into force on 31st May 2023, allowing Australian exporters greater access to UK markets. There is demand in the UK market for imported beef and lamb, to supplement seasonal dips in availability, and to meet demand for specific varieties, such as grain fed beef, not widely available in the UK.

The Aussie Beef & Lamb team were on hand to provide advice, insights and knowledge throughout the five-day event. Our expansive display stand included a restaurant and team of chefs preparing over 150 Australian beef and lamb dishes daily. Barbecue ribeye steak was a favourite and grain fed beef provided excellent eating quality on the BBQ grill.

Sustainable Growth – A Key Theme Of Anuga 2023

The Australian red meat industry is a world leader in sustainability with a clear strategy for sustainable long term beef production and sheep grazing. Aussie Beef & Lamb were pleased to provide visitors with an update on our positive progress towards the Australian Meat Industry’s target to be carbon neutral by 2030.

The recently published Meat & Livestock Australia Sustainability Impact Report for 2023 was a valuable resource to illustrate the major industry achievements in reducing environmental impact.

Read the full Anuga 2023 blog.

Smoke & Fire 2023 at Ascot & Malden Featured Aussie Ribeye Steaks

The Smoke & Fore events are the largest summer BBQ festivals in the UK. Aussie Beef and Lamb UK were proud to supply high-quality Australian grain fed ribeye steaks for the SCA Steak Cook-off Competition which were a big hit with the contestants and judges alike. The weather was perfect for delicious BBQ meats washed down with craft beers and ciders with live music to keep everyone entertained.

BBQ Australian Ribeye Steaks

High quality and consistency are a hallmark of the Australian red meat industry, and the ribeye steaks did not disappoint, as all agreed the steaks were excellent to work with and the judges commented on the exceptional consistency across all the steaks cooked by the 12 competitors.

Meat & Livestock Australia - UK’s Stephen Edwards commented, "it was good to see every steak could be eaten and enjoyed. Typically, at these events, you get a lot of variability in the product, which makes it difficult for the chefs and judges alike."

Congratulations to Bullet Brothers BBQ, the overall winner for "SCA Steak Cook-Off Competition." The Smoke and Fire Festival was hugely successful and Aussie Beef & Lamb UK were pleased to provide high quality, Australian ribeye steaks for the event.

Read the full Smoke & Fire 2023 blog.

IFE 2023: International Food & Drink Event – Part of Food & Drink Hospitality Week

Aussie Beef and Lamb were proud to participate in the UK’s largest food and drink event in March 2023 at London’s ExCel centre. Exhibiting at the Austrade pavilion, with other leading Australian food and beverage brands, we launched the new Aussie Beef and Lamb logo.

Following the commencement of the Australia – UK Free Trade Agreement (FTA) on 31st May 2023, Aussie Beef and Lamb UK are actively promote new export opportunities with the UK market.

Aussie Beef & Lamb and four Australian red meat exporters showcased different types of high-quality beef and lamb available in the UK. You can find your local UK supplier at our Where to Buy.

Visitors to IFE 2023 were also able to sample Australian Wagyu steak grilled fresh on the stand, Aussie BBQ style. Known for very consistent product quality, grassfed and grainfed Australian beef offers a competitive alternative to South American imports, particularly for Chefs in the UK food service industry looking for the best steak for consistency and quality.

Stephen Edwards of Meat & Livestock Australia - UK said, "It was great to unveil the new Aussie Beef & Lamb logo and to meet new and existing customers of Australian Beef and Lamb in person and share some delicious Aussie beef and lamb tasters."

Read the full IFE 2023 blog.

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