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.

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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