British lamb will soon be on the shelves of major German supermarkets after a drive by AHDB Beef and Lamb.
The levy board had been working on six projects with German supermarkets to promote British lamb, which will be rolled out across 50 stores.
Germany is the UK’s second biggest lamb export market after France, although until a few years ago about 80% of sheepmeat exports were consumed by Germany’s Turkish community.
It is hoped the move into supermarkets will drive up sales among other German consumers and expand the market for British produce.
Jean-Pierre Garnier, head of exports at AHDB Beef and Lamb and AHDB Pork, said “big progress” had been made with German retailers.
“[German] people like the product and are not so worried about price,” he said.
Britain was now in a better position to promote lamb abroad, said Mr Garnier, with brand presentation having improved and a more professional approach.
Germany accounted for about 9% of UK lamb exports last year, compared with France, which accounted for 50%.
Export volumes to France have been pretty steady, so further growth was likely to come from other European markets, added Mr Garnier.