High quality beef and pork, alongside a selection of cheese from the UK, will be showcased at FHC China, where more than 2,500 exhibitors from around the world will gather at the Shanghai New International Expo Centre.

For 24 years, the three-day event has been the leading trade show for international companies looking to expand their business into the Chinese market – which is continuously evolving as both the country’s economy and its middle-class consumer base grows.

Due to international travel restrictions as a result of COVID-19, AHDB’s stand will be hosted by China-based representative Holly Chen, who provides support across the AHDB sectors in the local marketplace in a partnership with the China Britain Business Council (CBBC).

Holly will also be joined at the event, which starts on 10 November, by a number of existing UK exporters who have teams locally in China.

AHDB Head of Asia Pacific Jonathan Eckley said: “China continues to be a crucial market for our red meat and dairy exports and it is imperative that we have a presence at the major shows across Asia, even when our UK-based teams are unable to travel.

“With the expertise of our locally engaged team in China, AHDB is well equipped to continue flying the flag for the UK as a source of high quality, safe and sustainable red meat and dairy products, despite the ongoing challenges we face as a result of the pandemic.”

AHDB will be joined by Quality Meat Scotland (QMS) and Meat Promotion Wales (HCC) representatives. The joint presence is financed by the Ring-fenced Fund (RFF), a £3.3 million levy fund, collected by AHDB and used jointly with QMS and HCC to support the red meat sector.