Welsh lamb initiative sets ‘new standard’ for Danish industry

Danish butchers and retail representatives have praised Wales’ Lamb Cam initiative. 

The campaign, which is the brainchild of Hybu Cig Cymru – Meat Promotion Wales (HCC), allowed the Danish industry to gain an insight into Wales’ lamb welfare standards by providing a 24-hour camera stream via two on-farm cameras.

Following on from the success of the initiative, a selection of butchers and buyers from Denmark were invited to Wales to witness Wales’ standards first-hand.

Dai Charles Evans, who farms at Silian near Lampeter in Ceredigion, hosted the group, which consisted of five master butchers who were provided with the opportunity to visit the country by the supermarket they supply.

“The Lamb Cam has been a great success,” said Ken Sørensen, HCC’s overseas representative. “In fact, it has created a new standard in Denmark of how to promote a product, as it shows consumers exactly what they are getting. There is no better way to create ambassadors of our fine produce of Welsh Lamb than to bring supermarket representatives and in-store butchers over to Wales to see its authenticity for themselves.”

Evans explained to the delegates how farm practices had adapted since his great-grandfather purchased the farm 100 years ago. He also gave them an insight into the benefits of rearing the animals on grass.

“The Lamb Cam is fantastic as it shows how Welsh Lamb is produced and how beautiful Wales is,” he commented. “The produce here is extremely natural – the lamb feed on grass and we produce grass that is of a very high standard and this is what those visiting the farm will see.”

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