Adding value highlighted at Royal Welsh Show

Consumers are to be given an insight as to how the country’s meat sector can add value and create innovative new products at the Royal Welsh Show. 

A New Product Showcase, delivered by Hybu Cig Cymru - Meat Promotion Wales (HCC) will reveal how the industry is developing new flavour profiles and meal options to help cater to the demands of the modern consumer. “There are a number of smaller companies doing interesting work in developing new PGI Welsh Beef, Welsh Lamb and pork products for retailers’ shelves,” said Rhys Llewelyn, marketing manager at HCC.

“Adding value to all cuts of meat is an important way to ensure returns to everyone in the production chain. There will be products on show which are designed with the modern consumer in mind, and show off the product development taking place in Wales.”

The showcase will allow the sector to display the latest creations available on the retail market. Products on show will include pies, burgers and charcuterie, all of which will be prepared and cooked at HCC’s on-site kitchen.

“Our pies have been perfected using our own in-house pastry and prime cuts of meat,” said Catherine Bletcher, account manager at Village Bakery, which will be one of the companies represented. “We use the finest ingredients, including PGI Welsh Lamb and Welsh Beef and, through our local sourcing policy, we look to source the best products from the local area. We’re looking forward to being part of the showcase on the HCC stand at the Royal Welsh Show.”

The show will take place next week, starting on Monday 24 July and running until Thursday 27 July at the Llanelwedd showground. The New Product Showcase will take place on the second day at 12.30pm.

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