The introduction of the new UK Subsidy Control Act now enables industry trade bodies to feature ‘British’ and the ‘Union Flag’ more prominently in their promotional work, both domestically and internationally, giving heightened awareness and recognition to British meat and dairy products.

Under the EU State Aid Rules, UK food promotional bodies had been restricted from using ‘British’ as the primary message of their campaigns. In early 2023 guidance on the new UK rules – part of The Subsidy Control Act – was published that overturned previous guidance.

British dairy will take pride of place in front of an international audience at Anuga 2023, the global trade fair for the food industry. A total of 14 dairy exporters will be on the British Dairy Pavilion on 7th – 11th October in Cologne in a collaboration between the Agriculture and Horticulture Development Board (AHDB) and UK Government.

Anuga will give dairy exporters the chance to engage with international buyers, forge new trade relationships and expand the UK’s presence in the global market. It will be the largest trade fair AHDB will attend since the launch earlier this year of its seven-point export strategy, ‘Beyond Borders’.

British farming celebrated globally

Visitors will have the opportunity to taste dairy products that are naturally and sustainably produced by British farmers. AHDB stated that “Anuga 2023 is the most important event in the calendar this year for the global food industry, attracting well in excess of 100,000 influential visitors from around the world, taking place every two years.”

In addition to the exporters, four farming influencers have also been given the opportunity to attend the trade fair to gain valuable insights into the workings of global trade and promote British red meat and dairy.

Jonathan Eckley, AHDB head of International Trade Development, said: “We are excited to showcase the Union Flag at Anuga 2023 and highlight the exceptional quality of British red meat and dairy products. Our participation reflects the commitment to deliver on the objectives to develop international markets for our producers, provide valuable market analysis and insights, and promote the reputation of our products to foreign buyers.

“We aim to lay the groundwork for every British producer to see how important exporting is in underpinning the future of their farmgate returns. Anuga presents a unique opportunity to further strengthen existing partnerships, establish new connections, and bolster the reputation of British red meat and dairy in the global marketplace.”

Lucy Randolph, AHDB senior exports manager, added: “Anuga illustrates how the collaborative approach between industry, AHDB and Government can help our exporters seize the opportunities presented on the global stage.

“This collaborative approach will build on the Government’s commitment earlier this year to invest £2 million to boost its programme of global trade shows and missions, £1.6 million for the GREAT food and drink campaign and a new £1 million bespoke export support fund for the dairy sector.

“We welcome the Government’s commitment which will complement AHDB’s £8 million annual investment in exports to facilitate trade and grow our reputation as a producer of quality, safe and wholesome food.”