Aussie Beef and Lamb Brings the Heat to HRC 2026

The UK red meat market is evolving. Demand for high-quality protein remains strong, but supply is tightening and dependable product is becoming a critical factor for chefs, buyers and retailers alike. In this environment, the ability to source reliable, high-performing product is as important as provenance.

Against this backdrop, Aussie Beef and Lamb’s presence at Hotel, Restaurant & Catering (HRC) 2026 was more than a showcase. It was a clear demonstration of how Australian red meat is positioning itself within the UK market.

Held at ExCeL London as part of Food, Drink & Hospitality Week, HRC welcomed more than 25,000 industry professionals across three days. At the centre of it, the Aussie Beef and Lamb stand brought together scale, capability and a focused message: consistency, quality and supply you can rely on.

With 13 Australian exporters on the stand, a compelling programme at the Chef HQ stage and a celebratory evening at Australia House, HRC 2026 was a landmark moment for Australian red meat in the UK. 

A Bigger Presence Than Ever 

Located in South Hall, the Aussie Beef and Lamb stand was a hub of activity from the moment the doors opened. This year, 13 of Australia's leading beef and lamb producers and exporters were on the ground connecting directly with UK chefs, buyers and industry partners: 

• Thomas Foods International 
• JBS Australia 
• Jack's Creek 
• Fletcher International Exports 
• Signature Beef 
• Stella Foods Australia 
• Teys Australia 
• Mulwarra Export 
• Greenham Australia 
• Marble King Wagyu 
• Providore Global 
• Endeavour Meats 
• Beaufort River Meats (trading as Ausvision Meat Producers) 

Up from eight exporters in 2025, the increased presence reflected growing momentum and confidence in the UK market. Demand to participate was high, with more exporters interested than space allowed… a clear indicator of intent from Australian suppliers.

Day one was a full day of meetings and catch-ups, meaning a steady flow of familiar faces alongside plenty of new ones discovering Australian red meat for the first time. All 13 suppliers reported strong engagement and productive conversations across the show floor. Across the three days, engagement was consistent and commercially focused. Conversations centred on supply reliability, product consistency and how Australian red meat can support UK businesses in delivering a dependable offer to customers.

Taking Over Chef HQ 

The standout moment of HRC 2026 was the Aussie Beef and Lamb takeover of the Chef HQ stage on the Tuesday afternoon, organised in partnership with Chef Publishing and supported by Austrade. Chef HQ is one of the most prominent and well-attended stages at HRC, drawing a professional audience of chefs, caterers and hospitality buyers throughout the day.

The afternoon programme was designed to do more than simply showcase Australian red meat. It was an opportunity to tell the full story, from the vast Australian landscapes and generations of farming expertise to the world-leading quality assurance and traceability systems that underpin every cut. 

The Chefs: Flavour, Fire and Expertise 

Aussie Beef Mate and celebrated chef Mike Reid opened the afternoon with a live cooking demonstration that drew crowds for the duration. Mike created an inside skirt served with a bone marrow sauce and beef-fat-fried crumb sprinkle, a dish that showcased the depth of flavour and versatility that Australian beef delivers in skilled hands.

Mike has been using Australian beef since 2014 and was among the first UK chefs to champion it in his restaurants. He now operates two restaurants, with a third on the way, and is a regular face across UK and Australian food media. His passion for Australian beef is both genuine and eloquent.

Alongside the cooking demonstration, MLA's Richard Sanders delivered a butchery masterclass, illustrating how thoughtful cut selection and skilled preparation can unlock both yield and flavour. For the chefs and buyers in the audience, it was a practical and illuminating session. Chef Lara Norman closed the afternoon with a brilliant cooking showcase, setting up the smoker for a rolled lamb shoulder that brought the session to a high-energy and delicious conclusion. Lara's Spanish culinary heritage was evident in her approach, bringing bold, confident flavours to her smoked rolled lamb shoulder. 

The Panel: Consistency, Supply and Confidence 

The panel discussion provided a clear view of how Australian red meat is being positioned within the UK market.

Facilitated by MLA’s Emma Boughen, the session brought together chefs, exporters and industry leaders to explore supply, quality and the evolving expectations of buyers.

A consistent message emerged: Australian and British red meat are not in competition. They serve different roles within the same market. Peter Hounsome, Managing Director of Hilton Food Solutions, one of the UK’s leading meat processing and supply businesses, captured this well: “The two complement each other. There's room for everybody at the table.”

For buyers, the conversation is increasingly about reliability. Supply pressures and variability in product can create challenges for menu planning and customer experience. Australian red meat addresses this by offering a high level of consistency, supported by independent grading and structured production systems.

As Mike Reid explained: “The quality and the consistency of Aussie meat is probably what I love the most. It's so consistent, all year round.”

Kaine Allan of Jack’s Creek reinforced this point: “When it comes to Australia, they know what they're getting.”

This predictability reduces risk for chefs and operators, helping them deliver consistent dishes and manage costs more effectively.

The discussion also touched on sustainability and provenance, with a shared view that education remains key. As understanding grows, so too does confidence in Australian red meat as a credible and reliable option within the UK supply mix.

Richard Sanders of MLA put the supply picture plainly for the audience: British beef and lamb production volumes are declining, creating a deficit. "So the UK market needs to get it the shortfall from somewhere," he said. "Which country aligns with the UK’s animal welfare and ethics? That's Australia."

DAFF's agricultural counsellor to the UK, Amy Little, reinforced the point that the UK and Australia are closely aligned on animal welfare and traceability, noting that while both countries have strong standards, the approaches differ naturally given the vast differences in scale, climate and terrain between the two nations.

Beyond the Stand: Building Relationships 

The conversations at HRC extended well beyond the exhibition floor. On the Tuesday evening, Austrade hosted an invitation-only reception at Australia House, bringing together a carefully selected group of UK chefs, restaurateurs, foodservice distributors, media and government and trade representatives.

The evening was broader in scope than the show itself, reflecting Australia's wider food and drink offering in the UK market. Alongside beef and lamb exporters, guests included suppliers and distributors of other Australian food products, reinforcing the depth and diversity of the Australia-UK food trade relationship.

Chef Mike Reid curated a menu designed as a culinary journey through Australia, featuring beef and lamb alongside prawns, fish and octopus. A selection of Australian wines completed the evening, giving guests a full picture of what Australian food and drink producers bring to the UK market.

For exporters and buyers alike, evenings like this are an important part of the broader strategy. Away from the intensity of the show floor, they create the space to build relationships, share knowledge and have the more considered conversations that underpin long-term commercial partnerships. 

Growing Momentum in the UK Market 

HRC 2026 confirmed what Aussie Beef and Lamb has been seeing build steadily since the UK-Australia Free Trade Agreement came into force: the interest in Australian red meat across the UK is not just growing, it is accelerating. Emma Boughen, MLA's UK Business Development Manager, noted a particularly encouraging trend emerging beyond the established foodservice sector. Specialist and high-end retail butchers, particularly across London, are increasingly introducing Australian beef and lamb; initially as specials, then as part of their regular offering. For a market traditionally anchored to British produce, this recognition of Australian quality and consistency is a significant development. The growth in exporter participation tells its own story. From eight exporters at the stand in 2025 to 13 in 2026, with further companies unable to be accommodated, the enthusiasm among Australian producers for the UK market is clear. Many are actively investing in retail-ready packaging, new product lines and educational activities to introduce UK buyers to cuts and styles they may not yet be familiar with.

First-time participant at HRC, Gerard Mayne, Managing Director, Stella Foods Australia said of the HRC event; "With the UK free trade agreement and the change of demographics in the UK market, plus the world pressures challenging other markets – it's a really good opportunity, and it will certainly convert into increased business."

Australian beef industry publication, Beef Central covered the event and noted that when exporters on the stand looked out over the Chef HQ crowd, they saw real buyers. That observation speaks to the quality of audience HRC attracts and the genuine commercial opportunity the show represents for Australian red meat.

For more on what happened at HRC 2026, Meat & Livestock Australia's On the Ground podcast (available on Spotify) includes interviews with exporters and the team on the ground from the week. 

Looking Ahead 

HRC 2026 was not just a successful event. It was a clear indication of direction. Australian red meat is increasingly seen as a consistent, reliable and high-quality option within the UK market, not as a replacement for domestic product, but as a complementary supply that helps meet demand and maintain standards.

As buyer expectations continue to evolve, the importance of consistency, traceability and performance will only increase. Australian beef and lamb are well positioned to meet those expectations.

The conversations that began at HRC are set to continue, shaping how the UK market sources, understands and values red meat in the years ahead. To find your nearest stockist of Australian beef and lamb, visit our Where to Buy page.

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