Swedes bid for Welsh Lamb

For the first time, Swedish consumers are able to bid for Welsh Lamb on online auctioning site, Tradera.

The auction for the lamb, one of the first of the 2016 spring flock, began at 6pm on 15 May and will last for a fortnight. This is the first auction of a whole lamb since the site was launched in 1999.

Welsh industry body Hybu Cig Cymru Meat Promotion Wales (HCC) has been working hard to increase the awareness of lamb in Sweden by undertaking a range of promotional activities as part of an export drive.

According to HCC, research has suggested there is an increased interest with consumers for PGI branding, which Welsh Lamb carries. Research also showed that the meat is considered as a high-quality product.

This online auction is a great way of drawing attention to the growing popularity of Welsh Lamb in Sweden, said Alex James, export development executive at HCC.

HCCs recent promotional activities in Sweden included work with supermarkets and chefs, as well as a presence at the GastroNord exhibition.

Market research undertaken since shows that PGI Welsh Lamb is well-regarded for its quality, and is strongly associated with the beautiful environment and traditional farming practices where it is produced, he continued. Sweden is set to be an important export market for Welsh Lamb.

The winner of the auction will be able to collect the meat, which adds up to around 20 cuts of lamb totalling 13-15kg, in a nearby supermarket shortly afterwards.

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