Welsh Beef and Lamb gain €4.1m shot in the arm

Welsh Beef and Lamb will receive a €4.1 million boost to promote Welsh PGI meat across Europe, it was announced this morning (13 November 2014).

Deputy Minister for Farming and Food, Rebecca Evans, made the announcement during Hybu Cig Cymru’s (HCC) annual conference in Llanelli this morning. The European Commission has approved the funding, which will see HCC spend €4.1m – or just over £3.2m – on the promotion of Welsh Beef and Lamb in Germany and Italy and Welsh Lamb alone in Sweden and Denmark.

HCC’s market development manager Laura Pickup said these markets were chosen because distribution networks for Welsh red meat already exist there.

Similarly to Eblex’s latest European funding announcement, the European Commission will contribute half of the €4.1m with HCC making up the other.

“This is excellent news for the Welsh red meat industry,” said HCC chief executive Gwyn Howells. “This €4.1m funding will provide a significant boost for our efforts to raise awareness of the high standards that Welsh Lamb and Welsh Beef have to achieve in order to qualify for PGI status.

“It is particularly gratifying to know that our stewardship of the previous scheme has been judged to be a success by the European Commission – so much so that they have awarded us another €4m to continue our work.

“Raising awareness of the qualities that have earned Welsh Lamb and Welsh Beef PGI status will have a beneficial effect on farmers and processors here in Wales. I hope it will lead to increased overseas orders as awareness of the PGI stamp grows, boosting sales and helping the Welsh economy,” Howells concluded.

HCC said the promotional activity will include print and digital advertising, posters and recipe booklets for retailers, as well as attendance at trade and consumer food shows.

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