MercoPress. South Atlantic News Agency

Argentina targets UK beef market at the Royal Show

Argentine Hereford and Aberdeen Angus beef the first option of British consumers

Argentina is looking to increase its exports of high-quality chilled beef into the UK by up to 20 percent over the next year.

While the short-term aim is to continue supplying the foodservice sector, a longer-term goal may be to move more substantially into the consumer market by dealing with more supermarkets. At the moment, Argentina only supplies Tesco. Speaking at the Royal Show, Argentine Beef Promotion Institute chairman Dardo Chiesa said he would be "happy" with a 10-15 percent increase in sales and "very happy" with 20 percent. He acknowledged, however: "We have to manage the growth, because it will affect the domestic market." Chiesa said Argentina was not seeking to replace British supplies, but if consumers were looking for alternatives, it wanted Argentine beef to be the first option. Britain is the second-biggest consumer of Argentine beef in Europe after Germany, taking about 23,000 tons a year. Being primarily from Aberdeen Angus and Hereford stock, the Argentine product is very similar to the British offering, it is claimed. The first promotion of Argentine beef in Britain was launched at IFE in March and was followed by an 'Argentine Beef Day' in May, where chefs demonstrated how the Argentine beef could be adapted to British cuisine. "We want Argentine beef to be seen more than just for the barbecue," said Chiesa. Two more UK days are planned, as well as promotions at Anuga and at the World Food Exhibition in Moscow later in the year. Similar promotions to the one in Britain are being held in Spain and Italy. The Argentine Beef Promotion Institute (IPCVA) secured an impressive stand over 100 square metres, at the Royal Show and exhibited in force alongside The Agriculture Secretariat, Wines of Argentina and the Argentine Embassy in the UK. It has been an exceptional year for Argentina in the UK market. The first quarter of 2007 has already seen an impressive 4.1% increase on the previous year in beef exports (coming directly from Argentina). Additionally in 2006 the growth of food exports rose 30 percent relative to the previous year according to the Argentine Embassy. The Royal Show is the most prestigious agricultural event in the UK. In existence since 1838, The Royal Show is set over more than 250 acres attracting more than 140,000 visitors from over 100 countries over the four-day event. Buenos Aires Herald