Welsh Lamb sets out stall to overseas visitors

By Oli Haenlein

- Last updated on GMT

Norweigan retailers have decided to focus one of their 2015 promotional campaigns on Welsh Lamb
Norweigan retailers have decided to focus one of their 2015 promotional campaigns on Welsh Lamb

Related tags Welsh lamb Wales Lamb

Hybu Cig Cymru – Meat Promotion Wales (HCC) has hosted a number of recent trade missions and media trips from countries interested in Welsh Lamb, the meat body has revealed.

It reported two separate visits from groups of retailers and importers from Norway and Denmark, as well as trip from Japanese journalists.

HCC said the Norwegians and Danes had tours of one of Wales’ major processing plants, looked around a local farm, and then dined on Welsh Lamb afterwards. The Scandinavian market has become increasingly important for Welsh Lamb, with exports to Norway, Denmark and Sweden worth £5 million in 2013, it added.

Alex James, HCC’s export market development officer, said: "We had very productive and encouraging meetings with influential foreign customers who were planning ahead for 2015.

"They were very satisfied with the standard of both the processing plant and local farms, and were very impressed with the flavour and tenderness of the meat.

"The Norwegian retailers have since decided to focus one of their promotional campaigns in 2015 on Welsh Lamb, as sales in their stores have increased substantially since the start of 2014.

"One importer plans to increase the volume of Welsh Lamb they purchase next year. This is obviously excellent news for the industry in Wales."

Japanese journalists from a newspaper with a readership of 4.5 million also visited Wales and were looked after by HCC; with a visit to a sheep farm in Monmouthshire, followed by a working lunch.

HCC chairman Dai Davies said: "While we do not currently export to Japan, this was a perfect opportunity to promote Wales’ farming heritage and its natural and sustainable production methods to a new audience. It helped to boost Wales’ profile in advance of when Welsh Lamb is eventually available to purchase in Japan.

"Journalists play an important role by providing clear and independent information to the wider general public about our food and farming industries. We were therefore delighted that they returned home with an excellent impression of Welsh farming in general and Welsh Lamb in particular."

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