Welsh Lamb hits the road

Hybu Cig Cymru – Meat Promotion Wales (HCC) has embarked on a roadshow in an effort to promote Welsh Lamb. 

Expert cooks, working in mobile kitchens, will be stationed in supermarket car parks across England and Wales. They will provide shoppers with the opportunity to taste a range of Welsh Lamb recipes and to encourage customers to purchase cuts in the stores.

“This is the next stage of our campaign to encourage more people to choose Welsh Lamb for the dinner table,” said Laura Pickup, HCC’s market development manager.

“We will be cooking a range of delicious Welsh Lamb recipes and emphasising its provenance and superior taste to shoppers across England and Wales.”

HCC will visit Waitrose, Sainsbury’s, Tesco and Asda stores in locations including Wrexham in North Wales, to Exeter in the south-west of England.

The roadshow comes in conjunction with a major poster campaign by HCC, which will appear in more than 150 locations, urging Britain to consume more Welsh Lamb. The campaign also provides links to recipes.

During a previous tour, HCC surveyed customers who sampled Welsh Lamb. Their research found that 65% now intended to purchase the meat more frequently, while 62% said they felt more informed on the benefits of the project. Furthermore, 45% said they would now take the country-of-origin label into account when purchasing red meat.

Pickup added: “This latest roadshow follows similar events over the past two years, when we have visited supermarkets and tourist locations across the country to spread the word about the quality of Welsh Lamb, including the clean, green production methods employed by our farmers, and information on where to buy it.”

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