Welsh to present PGI Beef and Lamb at IFE

Hybu Cig Cymru – Meat Promotion Wales (HCC) is preparing to showcase Welsh Lamb and Welsh Beef at the UK’s largest food and drink event, IFE.

Running from 22-25 March at the ExCeL exhibition centre in London’s Docklands, IFE 2015 is set to attract around 30,000 visitors and 1,000 exhibitors from 50 countries.

HCC will be present, “cooking a wide variety of dishes containing Welsh Lamb and Welsh Beef and giving away samples to highlight their versatility to visitors”.

Laura Pickup, HCC’s market development manager, said: “This is an ideal opportunity to showcase the qualities that have earned Welsh Lamb and Welsh Beef the coveted Protected Geographical Indication (PGI) status from the European Commission, putting both products on a par with other protected foods such as Parma Ham and Champagne.”

Top chef Francesco Mazzei, owner of L’Anima restaurant in London and a member of HCC’s Welsh Lamb Club, will give a masterclass on the event’s Great British Kitchen stage on Monday 23 March from 12.15pm to 1pm.

Pickup added: “IFE is, without doubt, the place to be to raise even greater awareness among trade buyers of the wonderful meat produced by Wales’ farmers and processors. Welsh Lamb and Welsh Beef are world-class brands, something that we in Wales can feel immensely proud of, and much of that success is down to the high environmental and animal welfare standards employed by our farmers.”

HCC also reported a marketing drive to put Welsh Lamb and Welsh Beef on the menus of restaurants in Brussels, which the organisation called “the cosmopolitan capital of the world”.

The Welsh red meat body attended Horecatel, Belgium’s premier trade show for the hotel, restaurant and catering trade.

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