International markets grow for Welsh lamb

Austria has announced it will become the latest country to supply PGI Welsh Lamb.

The news was revealed by German foodservice company FrischeParadies at a global chef’s event in Cologne. Following the success of the products at ten of their German venues, the company said they will be supplying to two company outlets in Austria.

Hybu Cig Cymru – Meat Promotion Wales (HCC) said that it was excited about these new opportunities. “Adding Austria to our portfolio of purchasing nations is a great move forward for HCC’s strategic marketing programme and we are delighted to be working with such a high end provider as our colleagues in FrischeParadies,” said Laura Pickup, HCC’s market development manager.

PGI Welsh Lamb was first presented by FrischeParadies into Germany more than 10 years ago. Since the introduction, it has successfully helped to promote the meat products among Michelin star chefs and high end consumers throughout the country.

“It is a vital part of its European-wide campaign to widen awareness of the crucial PGI status that gives Welsh Lamb its premium tag and quality status, and that’s what FrischeParadies are helping us achieve at Chef Sache, a significant international chefs’ event held in Germany in Cologne,” added Pickup.

“It’s where top European chefs meet and exchange the latest ideas and cooking trends; there are several top end cooking contests and a well-attended exhibition where suppliers of quality food and drink promote products for the chefs to taste, see and try.”

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