Getting around your markets to gain a better understanding of them is an important part of any business.
Alliance Group are 100 percent farm-owned, and one of the world's largest processors of sheep meat.
Director Dawn Sangster has recently returned from a fact-finding mission in eastern Europe.
Director travel into the markets is "very important to gain knowledge of what our customers want and need," she says.
Visiting places like Prague, Krakow, Budapest and Croatia, Mrs Sangster says there wasn't a lot of lamb visible in retail, but that it was beginning to appear frequently in high-end restaurants.
She agrees that this is a positive because food-service offers more value to the vendor than retail.
Watch the full interview with Dawn Sangster above.