Selling meat to the world at Anuga 2013

Sellers and buyers deep in discussion at Anuga.

Meat exporters were out in strength in Germany in early October at Anuga 2013, the biennial global food trade fair, talking about New Zealand meat with customers from all over the world.

The fair attracted around 155,000 trade visitors from 187 countries over the five days to see 6,777 exhibitors across the whole range of foods. As usual, meat was a significant part of the show with 800 suppliers exhibiting from 50 countries over three halls of the exhibition.

The number of visitors was down from previous years, but the quality of visitor was very high, observed Katrina Allan, Alliance Group sales manager for sheepmeats/North Europe and venison.

“All of the decision-makers from domestic and international trade were represented,” she says, adding that the focus at Anuga this year trended more towards freshness and sustainability. .

Alliance shared a stand with its German importer Prime Meat, but this year had a first showing for its revitalised Pure South brand. Chilled venison and beef cuts joined lamb in the packaged range of high-value cuts, including frenched racks, boneless loins, legs and shoulders. Allan reports the range was very well received from a variety of different customers, both established and those looking for new suppliers.

“Comments were that it ‘looks fresher’, ‘more modern’ and ‘really stands out from the competition’. Still being able to view the product in the packaging was an important feature for many.”

She says the atmosphere at the show this year was more positive, especially for sheepmeat, “as everyone finally accepts the impact of China on the lamb and mutton supply fundamentals.”

European importers were appreciative that stocks were moved away from a depressed European market to China, however, the caution was expressed on the over-reliance of one market, says Allan.

“This year’s event had a higher volume of interest from Chinese, Russian and North African visitors as people react to the ‘China Syndrome’ and look to shore up supply lines.”

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