The Queen’s Platinum Jubilee saw UK beef and lamb promoted in two valuable overseas markets – France and Iran.
While crowds congregated in London for the Queen’s birthday parade, guests were gathering in one of Paris’s most exclusive areas and at the centre of Tehran’s currency exchange trade to sample a special banquet.
British embassies in France and Iran welcomed government officials, sports personalities, businesses and potential buyers of UK red meat to celebrate the monarch’s 70-year reign and 96th birthday.
Both events were organised by the Department for International Trade. The export team from the Agriculture and Horticulture Development Board helped source beef and lamb from the UK and ensured everything went smoothly.
In Iran, almost 600 people tasted high quality British lamb. They included the Iranian Halal Importer Association, Mayha Protein – Iran’s largest industrial food production company – and high-end restaurant Sky Lounge.
AHDB halal sector manager Awal Fuseini said: “This event was hugely important as it allowed us to showcase halal lamb from the UK in a market, we are hoping to open for our sheep meat exporters.
“The feedback we received was very positive with words such as ‘amazing, delicious, great quality, so tender, juicy, flavoursome’ used by the guests. We have been told those potential buyers – including now the chef’s company – are interested in buying the meat.”
In Paris, around 1,800 guests enjoyed a dish of beef skewers with horseradish sauce. AHDB export market director Phil Hadley said: “It was great to remind key influencers in Paris of the high quality and exceptional taste of our meat.”