British beef was given the Royal seal of approval in Italy this week.
The Prince of Wales carved a joint ready for a meal in Rome as part of a series of events by the Meat and Livestock Commission to relaunch British beef back on to the Italian market.
Speaking at the reception and dinner for top chefs and importers, MLC chairman Peter Barr said: "I am delighted His Royal Highness Prince Charles was able to find time to launch this event. He told me he was keen to support our efforts.
"We know that Italy appreciates quality and we have the quality the market is seeking."
Before 1996, Italy was the biggest market for top quality beef, importing 42,000 tonnes and worth £126m.