The ‘largest supermarket in Europe’, which will open in Sweden in April and cannot be named due to commercial confidentiality, will have its shelves stocked with PGI Welsh Lamb.
Orders of over 150t were placed to supply the major retailer, after Hybu Cig Cymru – Meat Promotion Wales (HCC) organised a trade mission to Wales from Swedish importer Färskvaruhuset. In another deal, orders of 4-6t per month of Welsh Lamb will go to a separate supermarket chain in the Scandanavian country.
Laura Dodds, HCC’s market development manager, said: "We are thrilled with the outcome of recent meetings and events organised by HCC. An event in Stockholm led to a trade mission to Wales and a follow-up meeting in Gothenburg, resulting in new sales of Welsh Lamb amounting to 300t per year."