Italian stores in Welsh Beef promotion

Welsh Beef is available in Italy for the first time, as the PGI product has hit the shelves of 80 stores in a special promotion this spring.

Following a Welsh government trade mission to Italy in 2013, a range of Welsh products, including Welsh Beef and Lamb, are available at Bennet stores in northern Italy from 27 March until 9 April.

Alex James, export market development officer at Hybu Cig Cymru Meat Promotion Wales (HCC), said: This will be a great opportunity to increase consumer awareness of the quality of PGI Welsh Beef. PGI Welsh Lamb has an established market in Italy, but this campaign is a chance to further enhance its promotion.

Bennets in-store promotion is also being advertised in the companys leaflet, which is distributed to 1.6 million households in Italy.

Dr Bartesaghi, head of fresh produce purchasing at Bennet, said: We are delighted to have begun a new collaboration experience with some of the most highly renowned Welsh producers in the agri-food sector.

For the first time, Italy can now enjoy many of the most typical aromas and flavours of Welsh produce. We are confident these products will be extremely popular with Italian consumers.

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