Aussie beef and lamb targets UK market following free trade deal

Australian red meat producers are to increase the volume of exports to the UK with the launch of the Aussie Beef and Lamb brand.

Following the UK-Australia Free Trade Agreement, which came into force in June 2023, it is possible for Australia to market meat products at improved prices.

Stephen Edwards, UK business manager for Meat and Livestock Australia, said that the organisation was focussed on marketing premium grain fed and wagyu beef to foodservice operators.

He added: "Prior to the Free Trade Agreement coming into effect, there was a tariff on all Australian beef coming in to the country, which has now been removed and that will essentially allow red meat to be imported at better value.”

Edwards said that rather than flood the market with low-cost product, the focus would be on premium cuts that provide a point of difference for restaurants at an improved price point.

He said: “We're much more focused on bringing in premium product such as wagyu or grain fed beef that isn't as widely available here as a point of difference, as well as servicing some of the import market in low season, but the price on this will obviously be better than previously, because the tariff has been removed.

“Chefs and foodservice professionals are well attuned with the benefits of grain-fed beef, and it is here that we see a real opportunity. Grain-fed beef is not yet established in UK retail, but awareness is growing with understanding of taste and the eating-quality benefits of intramuscular fat.”

Edwards believes Australian red meat can be a viable alternative to South American meat and fill in supply gaps when domestic production is low.

He added: “We offer excellent quality product which has high levels of traceability and the highest food standards in line with food safety standards domestically. Chilled Australian beef achieves up to 140-day shelf life from production, the aging ensuring eating quality.

“For sheep meat, we aim to service the demand for certain cuts and during high seasonal demand. Lamb legs for instance are hugely popular in the UK, but there is obviously only a certain volume of legs available from domestic producers. We see an opportunity during peak season at Easter and Christmas too. As the popularity of lamb continues to grow, we can meet the demand with a range of cuts and product lines with naturally processed, free range, pasture-raised, grass-fed and table-ready sheep meat with no added hormones, chilled Australian lamb achieves a 90-day shelf life from production, the aging ensuring eating quality.”