HCC - Meat Promotion Wales took advantage of the show to launch a new multilingual CD Rom about Welsh lamb and Welsh beef.

The CD Rom offers users a choice of six languages: Welsh, English, French, Spanish, Italian and Arabic and contains important downloads and reference sections on Welsh beef and Welsh lamb production, as well as farm assurance, PGI status and both beef and sheep carcase classification.

The HCC stand at Sial was manned by marketing executives Michael Rees Thomas and Graham Titchener, who were giving the CDs to traders as part of the drive to win new export business. "Our exporters have been using it when speaking to oversees traders," said Titchener.

"It provides a snapshop of the quality and type of Welsh meat." Gwyn Howells, HCC's chief executive said: "HCC strives to provide an additional competitive edge for our producers and this multi-functional CD format offers transportable information on demand, available where and when our customers across Europe want it.

"With the expansion of the European Union there are many new opportunities to spread the message of the quality, the assurance and the traceability that comes with PGI-backed Welsh Lamb and Welsh Beef."

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