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Press Release   •   Feb 11, 2013 12:00 GMT

Hugh Judd (L) and Martin Eccles (R) at work on the EBLEX stand at SIRHA.

Quality Standard Mark beef and lamb made a positive lasting impression on independent butchers and chefs at a recent trade exhibition in France.

The EBLEX trade marketing team was on hand at the SIRHA International Hotel Catering and Food Trade Exhibition in Lyon, to demonstrate the quality and versatility of Quality Standard Mark beef and lamb and to raise the profile of the St George’s brand, which is used to represent the product in France.

The event, which took place from 26-30 January and saw over 180,000 visitors through the doors, was a great success for EBLEX, with many commenting on the tenderness and succulence of the featured beef and lamb products.

Master butchers Dick van Leeuwen and Martin Eccles carried out a number of butchery demonstrations on the EBLEX stand, to showcase a range of beef and lamb cuts developed especially for the French market.

Dick said: “Our work with the French market continues to go from strength to strength, thanks in part to the tenderness and succulence of Quality Standard Mark beef and lamb, which results from the ageing process. It’s widely used in England and because it’s not a method that is commonly used in France, French butchers and chefs are increasingly importing Quality Standard Mark beef and lamb to satisfy their customers.”

In light of the increasing demand for Quality Standard Mark beef and lamb overseas, EBLEX has produced a bespoke French Beef Purchasing Guide and over 200 copies were handed out at SIRHA. A Spanish version will also be available in the near future.

EBLEX foodservice project manager, Hugh Judd, cooked up a number of the cuts featured in the French Meat Purchasing Guide for onlookers to try. He said: “This visit provided a fantastic opportunity to shout about the excellence of Quality Standard beef and lamb and it’s great to see it really being appreciated in France.”


EBLEX is the organisation for beef and lamb levy payers in England and is a division of the Agriculture and Horticulture Development Board (AHDB).

It exists to enhance the profitability and sustainability of the English beef and lamb sector. Its aims are:

  • To help the beef and sheep meat supply chain become more efficient
  • To add value to the beef and sheep meat industry.  

The EBLEX Trade Marketing team supports businesses throughout the retail and foodservice supply chains for beef and lamb. From abattoirs and processors to wholesalers, independent and multiple retailers and foodservice operators, we work with businesses to improve their operational effectiveness and assist with beef and lamb product development, marketing and promotion. Visit our website. Twitter. Facebook.

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