Wales eyes up Germany to develop markets

PGI Welsh Lamb could soon have a more dominant presence on German menus, as trade supplier TransGourmet has added products to its listings. 

In an effort to help boost the meat further, the supplier has featured Welsh Lamb demonstrations at a major trade fair this autumn, attended by Hybu Cig Cymru – Meat Promotion Wales (HCC).

The expo took place in Augsburg and featured demonstrations by young Welsh butcher Matthew Edwards (pictured), as well as giving chefs and buyers the opportunity to sample Welsh Lamb.

“Germany is known for its love of meat, and has been an important market for Welsh Lamb for some time,” said Alex James, HCC’s market development executive. “But the new listing is a chance for us to further promote the brand among premium foodservice customers and widen its availability in Germany.

“Carrying the esteemed Protected Geographical Indication mark, Welsh Lamb is a quality product, perfect for chefs. If the reaction in Augsburg is anything to go by, there’s a keen interest in Welsh Lamb, and we may see it featured more and more in Germany’s top restaurants.”

Matthew Edwards is an award-winning butcher working at Vaughan’s Butchers of Penyffordd. Last year he was a finalist in Meat Trades Journal’s Butcher’s Shop of the Year Awards in the Young Butcher of the Year category as well as winning the WorldSkills UK butchery competition.

“We had two very busy days at the trade fair,” he commented. “The butchers, chefs and buyers there were fascinated by the butchery demonstrations, and we had an excellent reaction to the product, with many commenting on the exceptional flavour of Welsh Lamb.”

HCC’s newly-appointed market development manager, Rhys Llywelyn, said the red meat board will endure to endorse Wales’ products overseas.

“It’s good to see growth for Welsh red meat in Germany, with our produce now featuring in the listings of several importers such as Frische Paradies, Havelland Express, Schwamm and now TransGourmet. HCC will continue to work with producers to promote our premium brands in this large and important market.”

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