Britain intends to increase the supply of lamb to the US

But Mr. Coles acknowledges that growing mutton exports will be problematic due to its high price and competition from existing importers.

“Because lamb is more expensive compared to other proteins, and other countries such as Australia and New Zealand are already established in this market, the biggest challenge I see is reaching those discerning customers in the premium food service sector in the hope of that the popularity of lamb will continue to grow,” he said. “But the UK has one of the most sustainable production systems in the world, using our natural resources such as grass, sun and abundant rainfall to produce very nutritious, juicy and delicious lamb. it is through the demonstration of these key qualities that opportunities will begin to open up.”

Mr. Cole's comments were made at the annual MEAT conference in Dallas this week, where he joined AHDB and Hybu Cig Cymru - Meat Promotion Wales (HCC) to showcase British lamb to more than 1,500 attendees, mostly Americans.

Also joining AHDB was James Hutcheson, ABP's commercial DIRECTOR, who was pleased with the willingness of US importers to work with UK processors. He noted: “One of the most pleasant surprises was the general willingness to cooperate on the part of US importers. There is an active interest in British meat and the most pleasant surprise was the level of engagement they provided us as a newcomer to the market.”

AHDB International Market Development Director Dr Phil Hadley said: “This is our first time attending the annual Meat Conference and we are delighted with the welcome we have received and the number of new leads we have provided to our UK exporters. The US is an important and growing market and AHDB is committed to continuing these activities and missions to the States to increase our red meat supply in the coming years.”