The levy board is working with upmarket restaurants and retailers in Barbados – an island once colonised by the British until the 1960s – to promote pre-packed Quality Standard Mark (QSM) beef and lamb from the UK.
“The activity in Barbados involves all premium retailers on the island and represents significant progress for our sector in the region,” said Susana Morris, AHDB Beef & Lamb’s export manager for the Americas.
“Our product retails at a premium against competing products, mainly from the USA for beef and New Zealand for lamb. While Barbados is a small market, it is relatively wealthy and, given its strong links with the UK, presents further export opportunities for us,” she said.
AHDB Beef & Lamb has organised a range of methods to promote the high-end British meat, which includes in-store restaurant tasting sessions, distribution of recipe leaflets, a presentation at a food fair as well as radio advertising.
The levy board said it believed Barbados could be an increasingly lucrative market for UK meat and the board harbours hope it can tap into the Caribbean’s growing foodservice sector too.
“The range of pre-packed meats has been listed in the main Barbadian supermarkets since last autumn and have performed well. We hope our latest activities in the region will build on this,” added Morris.
“In addition, we are also exploring how we can develop opportunities with the foodservice sector on the island, particularly with the number of tourists it attracts, and we have high expectations for this as we move forwards in 2016 and beyond.”