Welsh Lamb makes Danish headlines

Welsh Lamb is making waves in Denmark, after featuring on a major television flagship news programme, TV Avisen. 

The meat was part of a segment on European trade, which saw journalist Anna Gaarslev spend a day with the Lloyd-Williams family at Moelgolomen, an organic upland farm near Aberystwyth.

Hybu Cig Cymru – Meat Promotion Wales (HCC) has recognised Denmark as an important emerging market for Welsh Lamb, and the industry body has been undertaking a programme of media and PR activity to promote Welsh Lamb in the country.

Research has indicated that there is a growing awareness of Welsh Lamb’s Protected Geographical Indication (PGI) status and recognition of the Welsh Lamb logo. The research also revealed that Welsh Lamb was associated with high-quality produce and traditional and sustainable farming practices.

“Denmark and other Scandinavian countries have been identified as key emerging markets for PGI Welsh Lamb,” said Alex James, export development executive at HCC.

“HCC has been promoting Welsh Lamb with major retailers, and also through chefs and trade fairs. Welsh Lamb is a growing choice for Danish consumers as a high-quality meat for barbecues and special occasions.”

James added that market research suggested that supermarkets and consumers were taking that message on-board. “The fact that Denmark’s premier TV network, DR, has chosen to feature a farm in Wales on its main evening news programme is a good sign of the growing awareness of Welsh Lamb.”

Owner of Moelgolomen Farm, Rhodri Lloyd-Williams said he enjoyed showing the film crew around his premises. “Denmark is an exciting new market for quality PGI Welsh Lamb; it will be great for a prime-time television audience to see the beautiful natural environment where the meat is reared.”

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