An independent survey of people in the important trade battleground of southern England found that recognition of Welsh Lamb grew again this year, following a television advertising campaign by Hybu Cig Cymru – Meat Promotion Wales.
The study claims that Welsh Lamb is once again the most recognised lamb brand ahead of lamb from all the other countries.
The research shows that a growing number of people in the region (75%) agree that they can trust Welsh Lamb and it is the brand for them (66%).
It marks another successful year for the Welsh Lamb advert, which was voiced by Hollywood star Matthew Rhys.
The survey found that 88% of consumers in the south of England found the messages in the adverts believable and two-thirds said they were more likely to buy Welsh Lamb as a result.
In Wales, the results were even more positive, with 96% saying Welsh Lamb was something they would be happy for their whole family to eat and 81% saying they would choose Welsh Lamb over lamb from other countries.
Bill Joyce, HCC’s marketing manager, said: “More and more people are recognising the unique qualities of Welsh Lamb. This advertising campaign has centred on the theme of provenance, which is one of the main reasons why Welsh Lamb is so popular around the world.
“Where Welsh Lamb comes from is key to its quality and what makes it stand out, and this research shows that people firmly believe in the high production standards and superior taste of Welsh Lamb.”