Welsh meat body launches PGI Butchers’ Club

Hybu Cig Cymru (HCC) has launched a new free initiative which makes Welsh Lamb and Welsh Beef suppliers easier to find by consumers.

The initiative, entitled PGI Welsh Lamb and PGI Welsh Beef Butchers’ Club, will aim to support both butchers and consumers in promoting goods and identifying where to purchase the labelled meat.

One of the first members and owner of Ponty Butchers Clinton Roberts said: “Being part of the Butchers’ Club is important for me and my business as it is recognition that I am selling authentic Welsh Lamb and Welsh Beef and the promotional material that I receive from HCC is great.

“I believe Welsh Lamb and Welsh Beef are the best in the world and it is important that people know where they can go to buy the genuine product.”

Butchers who are part of the scheme will receive seasonal recipe booklets and posters from HCC to help promote the PGI brand, which only includes lambs and cattle born and reared in Wales, then slaughtered and processed at approved abattoirs.

HCC’s brand marketing officer Philippa Gill said: “We have urged consumers to look for the Welsh Lamb, Welsh Beef and PGI labels as a guarantee of authenticity. If these labels are on meat, consumers can feel assured that is exactly what is inside the packet.

“Research carried out recently shows that the two most important things for shoppers when buying red meat is quality and country of origin, and most said they would look for the Welsh Lamb, Welsh Beef and PGI logos.”

For more information and to see the full listing of butchers, visit www.eatwelshlamb.com

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