Welsh Lamb seeks to start trading with Sweden

Representatives from the Welsh Lamb industry visited Sweden last week to discuss trading following a growing demand for consumers.

Three major Welsh processing companies travelled over to attend a British Ambassadors reception in Stockholm, which was later described as a positive visit.

Chief executive of Hybu Cig Cymru (HCC) Gwyn Howells said: The aim was to further impress on them the qualities that make Welsh Lamb a sought-after global brand.

More than 30 representatives of Swedens retail and food service sector, as well as journalists, were at the Embassy to hear what makes Welsh Lamb so special and why customers as far afield as Canada and Hong Kong have taken it to their hearts and diets.

HCC explained the importance of Protected Geographical Indication (PGI) to Swedish consumers, which they see as a guarantee of provenance.

Howells added: Research carried out by HCC and Welsh processing companies indicate that there is potential to further grow this new market, and that has been backed up by talks we have had with Swedish importers and retailers at the British Embassy.

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