Welsh Lamb receives a Danish makeover

Top chefs from Denmark proved how versatile Welsh Lamb is as they came together to create delicious barbecue meals from the meat. 

The event took place in the nation’s capital, Copenhagen, where the country’s top food journalists and bloggers received a cooking demonstration and were later encouraged recreate the dishes themselves.

The event was organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) and coincided with the launch of a Danish micro-site that provides the country’s consumers with recipes produced by the chefs.

Alex James, export market development executive with the body, said: “It was a wonderful opportunity to showcase the quality and versatility of Welsh Lamb to Denmark’s top food journalists.

“After the journalists took the opportunity to recreate the recipes themselves, they were treated to a meal cooked by Claus Hasse, Denmark’s World Champion Grill Chef, showing how easy it is to cook a full Welsh Lamb meal in 20 minutes.”

According to HCC, the Scandinavian regions of the continent are a key export target for Welsh Lamb, with the potential to greatly increase sales in the future.

“The purpose of the event was to enable journalists to experience BBQ cooking with Welsh Lamb and to tell their readers about its versatility and provenance,” added James.

“Research carried out by HCC indicates that there is potential to further grow this market for Welsh Lamb.”

Evidently, all the hard work put in to promote the meat paid off. As a result of the marketing activity, a major Danish retailer now stocks Welsh Lamb.

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