Mission to build on Japanese appetite for British red meat

British red meat’s world-class reputation has been showcased as part of a drive to build on the growing appetite for it in Japan.

Last week, senior Japanese buyers, importers and trade media headed to the UK as part of an inward mission led by AHDB aimed at strengthening trade relationships and highlighting beef, sheep meat and pig meat production.

The week-long trip brought delegates from Japan to farms, processors, butchery demonstrations and industry events across Shropshire, Cheshire and Worcestershire.

It gave key decision makers the chance to experience the British supply chain from farm to fork and see first-hand why demand for British red meat continues to grow in a wide portfolio of markets, including Japan.

Delegates visited progressive beef and sheep farms, toured processing facilities, attended butchery demonstrations and met exporters supplying international markets.

Visits included a beef unit demonstration farm in Shropshire, where delegates saw how British beef producers are combining efficient production with high standards of animal welfare and sustainability.

The programme also highlighted the role British farmers play in producing high-quality meat while working in partnership with the environment.

Japan remains one of the world’s most valuable food import markets.

Consumers place a strong emphasis on quality, food safety, provenance and eating experience. British red meat is well placed to meet that demand, particularly as interest grows in premium cuts, offal and products with strong sustainability credentials.

UK red meat exports, including offal, were worth £2 billion in 2025, underlining the importance of international trade in creating value across the whole supply chain and supporting returns for producers.

We've also identified exports as critical to improving carcase balance, helping create value for cuts and offal products that often have lower domestic demand but stronger international demand. That wider market access helps maximise returns and deliver practical value back to levy payers.

Susan Stewart, Head of International Trade Development, said:

“Japan is an incredibly important market for British red meat because buyers there value exactly what our farmers produce so well: quality, consistency, high welfare standards and full traceability.

“This mission gave Japanese buyers and media the opportunity to see British agriculture up close. They met the people behind the products, visited farms and processors, and saw the care that goes into producing world-class beef, sheep meat and pig meat.

“Exports are about much more than selling product overseas. They help deliver better value across the whole carcase, strengthen demand for British red meat and create stronger returns across the supply chain for levy payers.”

The mission formed part of our wider export development work, including in-market visits to Japan earlier this year by Henry Glover, Senior Trade Development Manager, and International Trade Director Jonathan Eckley, alongside a separate visit by Susan Stewart in November.

Our market access work continues to support exporters, strengthen trade relationships and help maintain a broad portfolio of global markets for British red meat, including Japan and other priority destinations.

Susan added:

“Markets like Japan do not stand still. Competition is fierce, which is why continuing to build relationships, open doors and champion British red meat internationally remains so important for our farmers, processors and exporters.”