Celebrity chef promotes English beef in Hong Kong
Published:  18 March, 2014

Michelin-starred chef Jason Atherton promoted Quality Standard beef at an event in Hong Kong last week, to coincide with UK Trade & Investment’s (UKTI) Great Week.

UKTI’s Great Week was a government-led trade mission to promote British produce in Hong Kong and Macau. The chef's beef promotion was part of the delegation, which saw the media try a number of innovative dishes using British beef.

Atherton, who is soon to open his third restaurant in Hong Kong, spoke to journalists about his passion for grass-fed beef and British produce. Eblex chairman John Cross was also present at the event, held the Watermark Restaurant, and he gave an overview of beef production in England.

Cross said: “Hong Kong is the UK’s most important hub in Asia and represents a very exciting opportunity for UK beef.

“The rate of growth of the economy, both here and in neighbouring Macau, is really impressive, as is the appetite for luxury items, a category into which our quality, grass-fed product can easily fit.

“Establishing a strong market for UK beef in Hong Kong and Macau would also mean we would be better-placed to take advantage of the enormous opportunities on mainland China when we eventually succeed in opening that market to our products.”

Quality Standard beef is on restaurant menus in Hong Kong until the middle of April.