Swedish supermarket giant to sell Welsh Lamb

‘Europe’s largest supermarket’, which will open in Sweden in April, will stock a range of PGI Welsh Lamb products.

This will be the first time Welsh Lamb is stocked in Swedish supermarkets. The news follows a Swedish trade mission to Wales by importer Färskvaruhuset, organised by Hybu Cig Cymru – Meat Promotion Wales (HCC).

Laura Dodds, HCC’s market development manager, said: “We are thrilled with the outcome of recent meetings and events organised by HCC. An event in Stockholm led to a trade mission to Wales and a follow-up meeting in Gothenburg, resulting in new sales of Welsh Lamb amounting to 300 tonnes (t) per year”

Over 150t of Welsh Lamb per year are expected to be supplied to this supermarket, which cannot be named due to commercial confidentiality. Meanwhile a separate deal was agreed with Färskvaruhuset to supply another Swedish supermarket chain with 4-6t of lamb products per month.

Dodds said the agreement was down to the meat’s PGI status, which guarantees authenticity, provenance and quality.

She added: “It is important that our strong relationship with these countries is maintained, so we can continue to work with Färskvaruhuset to introduce the distinctive flavour and excellent quality of Welsh Lamb to other Swedish supermarket chains.”

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