Welsh meat gains traction in Hong Kong

By Aidan Fortune

- Last updated on GMT

HCC's Gwyn Howells and Deanna Leven inducted new members into the Welsh Lamb Club
HCC's Gwyn Howells and Deanna Leven inducted new members into the Welsh Lamb Club

Related tags Wales Lamb

Hybu Cig Cymru – Meat Promotion Wales (HCC) made significant progress in improving Welsh meat exports to Asia, as a branch of its Welsh Lamb Club was founded in Hong Kong this week.

At a reception at Hong Kong’s Grissini Restaurant at the Grand Hyatt, HCC chief executive Gwyn Howells inducted four new members into the Welsh Lamb Club – chefs Albert Au, Calvin Soh and Kenneth Law, and restaurant manager Kevin Lee.

HCC’s Welsh Lamb Club includes chefs and restaurateurs who are dedicated to sourcing and using PGI Welsh Lamb on their menus.

In addition, during their visit HCC’s Howells and Deanna Leven met a number of retailers in Hong Kong who stock PGI Welsh Lamb, as well as representatives of leading food importers, for discussions regarding expanding the market for both Welsh Lamb and Welsh Beef.

“The establishment of a Welsh Lamb Club branch in Asia is a sign that our brand is growing in these markets,”​ said Howells. “The newest members of our Welsh Lamb Club represent four top-quality restaurants across Hong Kong and Macau. They’re all committed to serving the very best PGI Welsh Lamb, and will act as powerful ambassadors for our product.

“We have excellent partners in Hong Kong who are proud to source and market Welsh red meat as part of their premium offering,” ​he added. “From speaking to importers and retailers, I’m confident that we can grow the brand further, and help producers to gain more sales in the region.

“A strong presence in Hong Kong and Macau is potentially an important foothold for the future. We continue to work with the Welsh Government towards gaining access for red meat exports to the huge market in mainland China.”

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