Welsh Lamb strengthens ties with French consumers

The Welsh red meat industry said that it is “determined” to show its commitment to its European customers, including France, which is its largest overseas market.

To help build ties with its French consumers, shoppers that purchase PGI Welsh Lamb at selected Monoprix butchery counters have the opportunity to win a weekend break where they will learn about the production process of the esteemed meat.

The PGI (Protected Georgraphical Indication) label that is carried by the lamb has a reputation as signifying high quality produce in France, which sees champagne and a vareity of cheeses also bearing the mark.

“One of the biggest selling points for premium PGI Welsh Lamb is our farming methods and the superb environment in which it’s reared,” said Deanna Leven, export development executive for Hybu Cig Cymru - Meat Promotion Wales (HCC).

“So what better way to tempt French shoppers than to offer a trip to Wales as a prize in the latest supermarket promotion? France is the largest single overseas market for red meat from Wales. Despite the political uncertainties as the UK prepares to leave the EU, HCC is determined to show that we’re committed to our industry’s existing partners in Europe.”

Later this month, the Royal Welsh Show is taking place from 24-27 July, where a number of European buyers and journalists will be welcomed by HCC. “The red meat export trade to France alone is worth £50 million a year, ensuring free and unfettered trade after Brexit would be hugely important to our industry,” concluded Leven.

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