23rd September 2021

Levy bodies join forces in Lyon

Red meat promotion bodies AHDB, QMS and HCC join forces at Sirha in Lyon as they showcase their brands at one of Europe’s largest trade fairs for food and beverages hosted in France on 23-27 September.

Sirha is Europe’s reference event for food service and hospitality, gathering players from across the industry to innovate and gain inspiration from the produce showcased. 

On the stand a French chef will host cookery demonstrations with English meat, Scotch Beef PGI and PGI Welsh Lamb. Potential customers can sample products and learn about the quality assurance, provenance and welfare that underpin each of the brands. 

Tom Gibson, Director of Market Development at Quality Meat Scotland said: “This event gives us a platform to engage with prospective trade partners across Europe and to advocate on behalf of our farmers and processors our impressive nutrition, production and welfare credentials

“It’s so important that we can get back to attending international trade shows post Covid lockdowns, to fly the flag for Scotland and the Scottish red meat industry.”

AHDB International Market Development Director Dr Phil Hadley said: “SIRHA presents a valuable opportunity to showcase UK red meat to key importers across Europe at this hugely influential trade event. By joining forces with HCC and QMS, we will see English meat cooked alongside Scottish and Welsh, highlighting the high-quality brands we have here in the UK.

“Europe remains an important market for our red meat exports, and following an incredibly challenging year, AHDB is delighted to be back at SIRHA helping our levy payers maximise on the potential opportunities that exist in this valuable market.”

Deanna Jones, Export Market Development Executive from HCC commented: “With the foodservice industry opening up again across Europe as Covid restrictions ease, it’s important that we have a presence at this vital trade event. It’s a chance to remind customers of our continued steadfast commitment to the European market, and promote our quality, sustainable brands.”

Attendance at Sirha is a collaborative venture by Britain’s three red meat levy bodies: AHDB, HCC and QMS

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