Stone Axe Wagyu launches into UK on back of significant Aussie Beef & Lamb market growth

Australian beef exports to the United Kingdom (UK) increased 162% in the 2024 calendar year. Taking advantage of this growth in UK consumer demand, Meat & Livestock Australia (MLA) hosted a trade site at London’s Food Week Hospitality, Restaurant & Catering (HRC) show in March, 2025.

The Aussie Beef & Lamb-branded trade site featured eight of Australia’s most prominent red meat exporters, and more than 25,000 chefs, media, influencers, and retail and wholesale procurement teams attended the trade show.  

Steve Shields, Company Group Sales & Marketing Manager from the Australian full blood Wagyu brand, Stone Axe Pastoral Company, said HRC 2025 provided a great platform to connect directly with the UK and broader European (EU) market and led to them securing a local distributor for their full blood Wagyu product.

“We were able to connect with high-end butchers, luxury food retailers and top-tier chefs, as we had hoped to,” he said.

“We received strong interest in our full blood Wagyu from several key distribution partners and premium foodservice operators. Since then, we have commenced working with UK-based distributor Tom Hixson of Smithfield. Our first UK order was exported in May this year.

“HRC also gave us a valuable opportunity educate the market on what sets our full blood Wagyu apart.

“Launching with Tom Hixson of Smithfield has already secured placement with several high-end restaurants with strong interest in a range of cuts. While many chefs are already familiar with the ‘kings of the grill’ i.e. sirloin, rib eye and eye fillet, there are so many opportunities for lesser-known cuts, such as knuckle, brisket, chuck and shin, to wow customers and create a tangible point of difference, which speaks to the growing sophistication of the UK & EU market.”

Since HRC and launching in the UK, Stone Axe has Wagyu has featured on prominent social media accounts including UK-based Thomas Joseph Butchery (@thomas.joseph.butchery) and Nutritionist, Emily English (@emthenutritionist).

“We love to interact with our customers across the globe and share content daily with our highly engaged Wagyu community. The UK will be a key market for Stone Axe moving forward,” Steve said.

“The UK and EU represent a discerning market where quality and provenance matter - a demand that perfectly aligns with the Stone Axe brand. Our focus continues to be building long-term relationships with our distributors, chefs and retailers who value consistency, integrity and world-class quality.

“We have major growth aspirations for the UK and EU and welcome opportunities to showcase our Australian Wagyu brand by working with Meat & Livestock Australia at events such as HRC.”

Aussie beef and lamb enjoy steady growth in UK market

MLA Country Manager – UK, Richard Sanders said Australian red meat was gaining traction in the UK, particularly among hospitality professionals, as it becomes better known for its excellent eating quality, consistency and a superior eating quality grading system.

In addition to the 162% beef export increase in 2024, more Australian beef and lamb statistics include:

• Australia exported 18,852 tonnes of sheep meat (+47% vs year actual (YA)) to the UK. This increase comes primarily from growing demand for frozen lamb shanks which contribute 17% of the volume.
• Australia exported 6,296 tonnes of beef to the UK (+162% vs YA). Topside/inside cut is still the best performing cut but only contributes to one quarter of total exports (vs 32% YA). Demand is growing for cuts like the rib eye, striploin, rump, and tenderloins - demonstrating the UK’s growing preference for premium steaks from a consistent quality supplier.
• Australian lamb production is forecast to remain near record levels in 2025 and 2026.
• High carcase weights and stable herd numbers will drive Australian beef production to record highs in 2025 and should remain stable in 2026.

“What these figures demonstrate is that seasonal fluctuations in supply and demand for premium products and cuts are driving sales of Australian beef and lamb in the UK. We’re very pleased with how our products are being received by the foodservice industry and also that we’re now beginning to gain traction in the retail market,” said Richard.