On 19 November 2024, the 'More than Only Food & Drink' campaign made a significant impact at the WSC Meat Roundtable held at Flat Iron Waterloo, London. Organised in partnership with William Reed, this exclusive B2B event brought together leading trade professionals, including importers, restaurateurs, butchers, and trade associations, to explore opportunities for EU beef in the UK market.
The event kicked off with an engaging presentation by Rupert Claxton, Meat and Livestock Director at Gira, who provided an insightful overview of European quality schemes such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and organic certification. Drawing on global data, Claxton underscored the EU’s leadership in sustainable meat production and its strong export capabilities.
Safety, authenticity, sustainability
A panel discussion followed, delving into key topics affecting the UK’s beef market. Panellists highlighted the EU’s strengths in producing consistently high-quality beef, with messaging focused on safety, authenticity, and sustainability. They noted that while UK consumers may have limited knowledge of certifications like PDO and PGI, these labels are increasingly associated with premium quality and rich culinary heritage.
The discussion also addressed sustainability - a cornerstone of EU beef production. Panellists emphasised the benefits of organic farming practices, including reduced pesticide use, enhanced biodiversity, and robust animal welfare standards. These commitments align with the growing demand among UK consumers for ethically sourced meat, though the higher production costs present a marketing challenge.
Another highlight was the focus on consumer education. Panellists discussed strategies for increasing awareness of diverse beef cuts and preparation techniques, noting opportunities to expand UK preferences beyond familiar cuts. Examples included promoting dry-aged and grass-fed options and providing tools like digital thermometers to enhance cooking results and the overall dining experience.
Brexit challenges
Logistical challenges posed by Brexit were also explored, with the panel recognising the added complexities of customs and importation. Despite these hurdles, EU beef remains a major player in the UK market, with Ireland, Poland, and Spain leading the charge. The consistent supply and shorter transport times compared to global competitors were identified as clear advantages.
The evening concluded with an exclusive tasting session showcasing the versatility and quality of EU beef. Attendees sampled an array of products, including two cured meats, five steaks, and five wines from 13 EU Member States.
The WSC Meat Roundtable offered a compelling platform for promoting EU beef’s exceptional quality and sustainability credentials. As panellists noted, the challenge ahead lies in strengthening consumer understanding of certifications and engaging emotionally with buyers. With the right mix of education and marketing, EU beef is well-positioned to remain a trusted choice for UK trade professionals and consumers alike.
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