AHDB identifies key global growth hubs for British red meat

The Agriculture and Horticulture Development Board (AHDB) has released a pivotal new report designed to help British meat producers capitalise on record-breaking global demand.

The second edition of the Market Access Prioritisation Report arrives as the sector celebrates a historic financial milestone, with export values reaching new heights.

According to the latest HMRC figures, the total value of UK red meat exports — including offal — hit £2 billion in 2025, marking a significant 12% increase over the previous year. To maintain this momentum, the AHDB’s new report identifies specific high-potential countries where the organisation will concentrate its efforts to maximise opportunities for beef, sheep meat, and pig meat.

The report highlights a diverse range of territories with high growth potential, including North America, selected regions in the Middle East, Africa, the Caribbean, and major Asian markets.

A prime example of this strategic focus is Japan. The AHDB recently hosted a British Meat Dinner in the country, bringing together Japanese industry leaders and UK stakeholders to showcase the quality of British beef, pork, and lamb. These on-the-ground efforts are essential for turning market access into long-term commercial relationships.

Ouafa Doxon, AHDB head of market access, stressed that the strategy is built from the ground up: “Levy payers are at the heart of what we do, and this report has been developed in close collaboration with industry, showing our core focus and the rationale behind it. It’s very much designed to give us strategic direction, helping us align with industry aspirations and ensuring that the views of our levy payers feed into wider government market access strategy.”

While the report sets a clear direction, the AHDB noted that the process of opening markets is both complex and time-consuming. Success requires a balance between long-term planning and the ability to react to sudden changes in the global geopolitical and economic climate.

“The report highlights markets that represent high-potential opportunities based on recent engagement and sector-wide intelligence,” Doxon explained. “However, prioritisation remains a flexible and evolving process and, as recent world events have highlighted, the landscape of international trade can change quickly. We must be agile to changes in global trade and adapt to where new opportunities arise as a result.”

The AHDB views market access as the critical “foundation stone” that allows its International Trade Development team to launch promotional activities and support export businesses worldwide. By securing the right to trade in these priority regions, the AHDB creates a ripple effect of value that benefits the entire UK production chain.

Doxon concluded by stressing the importance of a diverse market portfolio: “Any market we open benefits the entire supply chain, adding value to the whole industry. It’s important to remember, however, that we don’t open markets overnight. It takes time and a market prioritisation report will play a key role in ensuring that we maintain a broad portfolio of markets for our beef, sheep meat and pig meat.”

Doxon added: “Market access is the first step in the export process, opening the door to both new markets and broadening the scope of what we can export to existing ones. Our team on the ground will continue to work with industry and government to help maximise the potential for our red meat exports.”

The full Market Access Prioritisation Report is available for download on the AHDB website.