Welsh lamb receives celebrity chef support

Food writer and television personality Gizzi Erskine has developed a Welsh Lamb PGI recipe to be featured in new booklets by Hybu Cig Cymru – Meat Promotion Wales (HCC) this winter. 

The recipe, featuring Welsh Lamb mince with peppers and aubergine has been shared on Erskine’s social media pages, where it has received 35,000 views.

Several other of the UK’s food writers and bloggers, including Ren Behan, a regular contributor to Jamie Oliver’s website, and blogger Becky Wiggins have submitted Welsh red meat dishes to HCC’s winter booklet.

Recipes include a slow roasted shoulder of Welsh Lamb and Greek Kleftiko with Welsh Lamb. The Welsh Beef PGI pamphlet features recipes such as Welsh Beef chilli with chorizo, orange and chocolate.

“The recipes will provide warmth in the winter weather,” said HCC’s consumer executive Elwen Roberts, who also included some of her own recipes in the booklet. “They have been designed with the latest consumer trends in mind and use a number of different cuts to demonstrate the versatility of the product.

“We have enjoyed working with a number of famous food writers, who have become our ‘Lambassadors’, to develop new recipes; they have their finger on the pulse and have a knowledge of what people enjoy cooking and eating nowadays.”

The booklets will be distributed to consumers across the country by local craft butchers who make up HCC’s Butchers’ Club, a network of committed butchers dedicated to promoting Welsh Lamb and Beef.

Point-of-sale kits are regularly sent to HCC’s Butcher’s Club, with 81% of recipients claiming the summer kit was very useful. Posters and leaflets were deemed to be the most effective items for marketing Welsh Lamb and Beef.

“Consumers are increasingly keen to source local food, with over 80% in our recent HCC survey saying that they look for the labels to see if their meat is produced in Wales,” added Roberts. “People also want to cook quick and healthy evening meals in half an hour, or experiment with new flavours.

“Our new recipe leaflets will tick all those boxes and we’ve also thrown in a couple of flavoursome festive ideas too!”

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