Welsh butchers helped to promote PGI

Hybu Cig Cymru (HCC) – Meat Promotion Wales is aiming to help butchers promote PGI Welsh Lamb this month by sending them new promotional materials.

The materials, which include recipes, competition flyers, posters and window stickers, will be received by more than 200 members of HCC’s Butchers Club.

HCC explained that The Butchers Club, which is free to join, is for retailers who are confirmed as selling PGI Welsh Lamb or PGI Welsh Beef. The club offers a range of benefits, including regular promotional material.

Melanie Hughes, HCC’s market development officer, said: “We understand that butchers have an extremely important role to play in promoting Welsh Lamb. They are in the front line when it comes to customers choosing what meat they are going to have for dinner.

“We provide members of our Butchers Club with a range of tools to help them get the message across about the qualities of Welsh Lamb, and the reasons why customers should choose it before any other brand.”

A Welsh Lamb advertising campaign is already underway on the television, which HCC hopes will heighten consumer awareness about the availability and qualities of Welsh Lamb during the peak autumn season.

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