EBLEX to showcase product advances on global stage

The beef and sheep meat division of the Agriculture and Horticulture Development Board (AHDB) will be among 1,000 exhibitors from more than 50 countries at the event on May 22 at the ExCel Building in London.

The last IFE exhibition attracted more than 26,000 visitors from across the retail and food service sector. This year EBLEX’s stand will showcase the new thin cut range, as part of the Steak Bar, featuring promotional recipe support material for the retail and food service sectors.

Latest knowledge transfer work on casseroles and braising will also be featured, following EBLEX research into the category. New cuts, as well as point of purchase support for retailers, will also come under the spotlight.

Mike Whittemore, head of trade marketing for EBLEX, said

“The IFE is a major UK event, bringing together key industry stakeholders from across the international food trade.

“EBLEX will be featuring two key areas at the show. The first is part of the Slowly does it campaign, based on EBLEX commissioned research. It focuses on casserole cuts and understanding today’s consumer needs concerning slower cook methods. We will be showcasing the outcomes of this research, along with new product developments.

“Similarly, we will also share initial research into the use of thin steak cuts and their standing in the market place. Both of these key initiatives will be supported by marketing material designed to educate consumers, and will be available on stand.”