PGI proves beneficial to Welsh meat

By Ed Bedington contact

- Last updated on GMT

Related tags: European union, Wales, European commission, Beef, Lamb

The use of Protected Geographical Indication (PGI) on meat and food products has paid off, Welsh meat bosses told politicians and policy leaders at a breakfast in Brussels last week.

Hybu Cig Cymru - Meat Promotion Wales (HCC) has been running a programme in France, Germany and Italy to promote the benefits of PGI-covered products, which includes Welsh Lamb and Beef.

During the Welsh breakfast reception at the European Parliament, HCC chairman Dai Davies said: "I am delighted that our work, co-funded by the European Commission, has resulted in a substantially increased awareness of the meaning and values of PGI in target countries."

Prior to the project, consumer awareness of the PGI scheme in Germany was just 6% in 2010. Since undertaking the scheme, that awareness had risen to 27% by 2013. In France it has increased from 14% to 33% in the same period, while Italy has jumped from 34% to 57%.

Davies said: "These results show that a properly orchestrated marketing campaign to raise consumer awareness about products carrying the PGI label really does work.

"It means consumers who see the PGI logo alongside the Welsh Lamb or Welsh Beef logos know that it is a genuine product produced to the highest possible standards in Wales – which helps drive sales of our products, bringing the wealth back to Wales."

Related topics: Meat

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