Quality Standard Mark lamb to hit premium retail shelves in Hong Kong

Fresh and frozen Quality Standard Mark (QSM) lamb is being launched in 50 premium supermarkets in Hong Kong and will be supported by in-store promotional activity.

It is the culmination of two years’ work by the AHDB Beef Lamb export team and follows the successful launch of QSM beef in premium outlets in Hong Kong and in the foodservice sector in Macau.

Jean-Pierre Garnier, AHDB Beef Lamb export manager, said it underlined the opportunities presented and could help exports of QSM beef and lamb to thrive in the region.

“Exports are one of the cornerstones of AHDB Beef Lamb’s work, helping fully utilise the carcase and maximising returns throughout the supply chain,” he said.

“We have an established market for QSM beef and lamb in the foodservice sector in the region. Launching pre-packed lamb in these premium retail outlets in Hong Kong for consumers is the next step in showcasing what we have to offer to a wider market. In addition, chilled organic lamb will be available to foodservice outlets to serve a growing market for these products.”

Last year an AHDB Beef Lamb delegation, together with a group meat exporters, supported UKTI’s GREAT Week in Hong Kong and Macau. Activities included a beef promotion in selected restaurants in Hong Kong and a retail promotion in a high-end food store. The Macau market – which has a very influential gastronomy sector – opened for UK beef in 2013. AHDB Beef Lamb also presented beef and lamb at the Hofex and Restaurant Bar exhibitions this year.

Jean Pierre added: “We’ve made great strides with our exports to the region, but there is still a lot of work to be done and there is a lot of competition from the US, Australia and Japan. The latest developments for lamb will, however, help us continue to build on the export platform we have established to date in these markets in the Far East.”