Defra has appointed a new agriculture and food counsellor in China to help boost food and drink exports to the country.
The new counsellor will help British food and drink firms tap into the Chinese speciality food market, which is expected to be worth around £39billion this year.
A former private secretary to Defra farm ministers, and the current head of Defra’s competitive farming team – Karen Morgan – has been appointed to the role.
She will be based in the British embassy in Beijing and will start the post in the spring.
Defra secretary Liz Truss said British food and drink firms exported a record £215million of produce to China in 2013, up from £136million in 2012.
While, pig meat trade to China was estimated to be worth £50million last year.
“The UK has a worldwide reputation for producing top class, quality food and drink and we are increasingly seeing British firms taking advantage of the growing demand in China for our produce, from whisky and pork to Yorkshire tea,” said Ms Truss.
“The appointment of our first agriculture and food counsellor in Beijing will strengthen our trade and negotiating presence in China and help UK businesses take advantage of the vast opportunities the Chinese market represents.”
AHDB chairman and former president of the NFU south of the border, Peter Kendall, said: “This new post represents a long term strategic levy investment by AHDB, together with our continued close cooperation with the China Business Council. I know the AHDB export team is looking forward to working with Karen to expand our activities in China’s meat, livestock and dairy markets and to help create new opportunities for fresh produce and cereals.”