In a presentation to delegates at the HCC Annual Conference in Llanelli, Wales, Martin explained the Welsh lamb success story, saying it had now overtaken Sardinian lamb as the dominant premium lamb brand in the country.
He congratulated the Welsh producers in the audience at the conference, saying, "You are market leaders in Italy now. We are now the most well-known brand of lamb in Italy. In fact, we are increasing our market share steadily, and we are increasing our penetration thanks to the PGI scheme. The PGI aspect guarantees a certain quality to the Italian consumer. It is a premium product," he added.
Legislation is due to come into force in 2015, which will make it compulsory for producer details to appear on labels; Martin said this will help the Welsh Lamb in Italy, as its PGI status will now be more visible on shop shelves.