The first-ever television advertising campaign to promote Welsh Lamb in France was launched by HCC this week.
A month-long series of 15-second commercials, aiming to build on the country's expert success in recent years, will appear during the popular daily cooking programme Bon Appetit Bien Sur on FR3 IdF: Regional, a station targeting the key consumer market of Paris and the accompanying Ile de France region.
HCC is hoping the campaign will boost sales of Welsh Salt Marsh Lamb, which will now appear in 20 upmarket supermarket stores after a new export deal was announced this week. Almost all of these stores are in the immediate vicinity of Paris.
Sales of PGI-branded L'agneau Gallois have risen steadily in France in the past few years. The market now takes 70% of all Welsh lamb exports.