Welsh meat body appoints Dutch marketer

The red meat promotion body for Wales has appointed a Dutch marketing representative, which it hopes will increase exports to the country.

Hybu Cig Cymru (HCC) has appointed André Adolfs as its Dutch representative, to join a host of HCC employees across Europe, including France, Germany, Italy, Belgium, and Scandinavia.

The Netherlands already provides a substantial export market for Welsh Beef and Lamb, but Laura Pickup, HCC’s market development manager, said there was “room for improvement”. HCC hopes Adolfs’ experience in the industry – in roles such as sales manager at Vion (meat), national sales manager at Sara Lee Processed Meat Europe, sales director at Unilever Food Solutions and channel manager at Uniq PLC (Johma NL) – will provide the body the boost it needs.

Pickup reported: “I am delighted to welcome André to the HCC team. He brings with him a wealth of experience, which I am sure will result in increased sales of Welsh Lamb and Welsh Beef in the Netherlands.

“While we already export £14.3 million of Welsh Beef and £4.5m of Welsh Lamb to the Netherlands, our research indicates that there is still room for improvement.

“Further development of these markets is good news for Welsh producers, Welsh processors and the Welsh economy as a whole” said Pickup. “Greater demand for our high-quality produce means better prices for the primary producer and exporters, securing jobs here in Wales.”

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