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Welsh farmers are being urged to enter the Meat Promotion Wales (HCC) competition to become the new face of Welsh Lamb.
The winner of the competition, open until 10 November, will become a representative for Welsh Lamb in the UK, speaking to the media and attending events to raise the profile of the famous Welsh produce.
HCC marketing manager Bill Joyce said: "We want to find a great spokesperson for Welsh Lamb, someone who is knowledgeable and passionate about Welsh Lamb - and who better than someone who actually produces it?
"Wales is famous for being a passionate nation, particularly when it comes to rugby, music and, of course, Wales itself, so there should be no shortage of candidates for this competition."
Regional heats will be held for North Wales, Mid Wales, South West Wales and South Wales. The overall winner will be announced in a national final in Aberystwyth in November.
The judging panel that will decide the winner includes London chef Anthony Demetre, Farmers' Union of Wales president Gareth Vaughan and NFU Cymru vice-president Ed Bailey.
Bailey said: "This is a great campaign to be part of. So often the farmers, who put in long, hard hours to produce fantastic tasting meat for people to enjoy, are forgotten. I can't wait to start reading the entries."
Michelin-starred chef Anthony Demetre features Welsh Lamb on the menus at his award-winning London restaurants Arbutus and Wild Honey and said he is looking for someone with passion.
"Welsh Lamb is a wonderful ingredient; in my restaurants I use it to create great quality, seasonal dishes. I will be looking for a farmer who not only produces beautiful lamb, but also has a passion for cooking and eating it."
Any farmers interested in entering the competition should contact Elin Williams at HCC to request a form or visit www.eatwelshlamb.com.
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