Italy’s taste for UK Wagyu

 

Earlier in March, Chris Harrison Bloom, Business Development Representative for Warrendale, along with Tom Richardson (Managing Director) headed to Vincenza, Italy, as part of an AHDB mission to promote UK beef for the export market.

Warrendale attended a Wagyu Masterclass with its client, Polo Ristorazione, a food service business in northern Italy.

The Masterclass included a presentation on creating Britain’s Best Beef from Tom and Chris, who talked about the sweet spot for marbling and sought to debunk some myths around the meat. The 120 delegates were also able to see and handle the product to really understand what makes wagyu so special. The Masterclass culminated in a live cooking demonstration, followed by a lunch selection of wagyu topside tartare with roasted bone marrow, chuck steak with potatoes and braised short rib with a chimichuri sauce.

The trip also included a showcase dinner with further presentations to both existing and prospective customers. Sales agents were on-hand to take orders whilst people were enjoying their meal. There was a lot of excitement around Warrendale’s offering.

Chris then had the opportunity to visit the Polo warehouses and distribution centres. Chris said, ‘Seeing our product in person and the impressive automation was really exciting’.

Polo have three warehouses, each 110 metres long by 17 metres high. They are all fully operated by robots for packing and distribution, creating a really efficient system.

One of the key takeaways for the Warrendale team was the importance on delivery times to Italy, as well as working to overcome the challenges in the export market that are still apparent from Brexit.

It was also a chance to understand what farmers and the wider supply chain can deliver for export: ‘In order to really grow this market, where there is such an opportunity to grow, consistency is key’, said Chris. ‘Polo require consistency for both weight and the marble score.’ Higher marble scores (at least an eight) is important for the Polo supply.

Tom added, ‘This means that to meet the export requirement for this client, along with others, a high marble score is key. And cooking and eating consistency is paramount. It is part of our role in Warrendale to share best practice with our farmer community to ensure we meet those requirements for this account’.

AHDB noted: ‘At AHDB, one of our core roles is supporting market development for the UK’s red meat sectors, and we’re delighted to back activities that open up new opportunities and help accelerate demand. Events like tonight, as well as the Masterclass on Friday, are important because they give customers the chance to genuinely experience the product and to engage in meaningful conversations about provenance, consistency, and the high standards that underpin British beef production.

Our Quality Meat from Britain brand sets out a clear proposition: British beef is produced to world-class food and farming standards, with high welfare, natural production methods, and a strong commitment to environmental responsibility. These standards and the transparency they provide are vital—they help safeguard your reputation as buyers, support the expectations of your customers, and give everyone the confidence to trade premium products.

We hope the Masterclass has sparked some fresh ideas and new opportunities for your businesses, and that this evening continues to move discussions forward for British Wagyu in Italy.’

Polo Ristorazione is a key client in Italy for Warrendale and imported some £200,000 worth of product in 2025, with more predicted for 2026.

 

 

GO BACK