NSA welcomes mission to promote British lamb in Middle Eastern market

As part of the mission, five exporters will join AHDB in Kuwait from 25^th to 27^th September to highlight sustainable UK meat production and to examine potential new business opportunities with local buyers.

The visit follows the recent launch of AHDB’s new export strategy Beyond Borders, which is aimed at increasing market access and export sales while encouraging and supporting more businesses to export.

AHDB’s halal sector senior manager Dr Awal Fuseini explained that the Middle East and North Africa (MENA) market is a key target market for exporters, due to the region’s population growing quickly and more people having a high disposable income.

Combined with a limited production capacity, Dr Awal believes these factors are set to drive up food imports to the area over the next decade. He also highlighted the significance of the Gulf Cooperation Council (GCC), a regional trading bloc made up of Kuwait, Bahrain, Oman, Qatar, Saudi Arabia and the UAE.

“The GCC is a high value market which presents new opportunities for UK exporters,” he said. “The region is very import-dependent and food import regulations and standards are strictly enforced, given strong adherence to the Islamic faith.

“The expansion of the middle-class consumer in Kuwait and the entire GCC region is driving an increased demand for meat and dairy, and for high quality imported foods,” Dr Awal continued. “The UK is well placed to capitalise on this increased demand with the UK brand associated with quality and heritage in these markets.”

Export development is one of AHDB’s key strategic objectives, working collaboratively with industry and government, to cultivate further opportunities for its red meat and dairy sectors.

NSA chief executive Phil Stocker has welcomed emerging opportunities for UK lamb and the launch of AHDB’s Beyond Borders report, which he said is a valued part of the work levy bodies are doing to increase market access for British exporters.

“This is exciting work by AHDB and highlights just how valuable our product is to the rest of the world. UK farmers can be proud of the high quality produce they grow under world leading sustainable methods,” he said.

Mr Stocker urged UK exporters to capitalise on the reputation of British produce and exploit the rising global demand for high-quality food produced in the UK.

“NSA is pleased to see AHDB delivering on its strategic objectives and working collaboratively across industry and governments on a worldwide level to cultivate the opportunities that ensure a thriving, robust sector with longevity for generations to come.”