Welsh lamb's TV boost

Welsh Lamb will be on more dinner plates in Luxembourg after it was featured in a prime time television programme.

The 15-minute documentary about Wales and Welsh Lamb stars Luxembourg celebrity chef Tatiana De Jager and was aired on the country’s national television channel, RTL.

Customers can buy it from the country’s leading supermarket, Cactus, which has agreed to stock fully labelled PGI Welsh Lamb on its shelves for the first time. Until recently, the supermarket, which has a 50% market share, had been stocking a mix of New Zealand and British lamb but had not been advertising its origin.


It has now agreed to sell branded Welsh Lamb, and posters and the promotional video are on display in store.


Bill Joyce, Hybu Cig Cymru - Meat Promotion Wales marketing manager, said: “Welsh Lamb is being enjoyed by a growing number of people in an ever increasing number of countries and I’m very pleased that Luxembourg has become the latest to join that list.”

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