Welsh lamb welfare showcased for Danish campaign

Danish consumers of Welsh lamb are being granted the privilege of accessing a 24-hour live stream, allowing them to see the high quality standards in which the animals are being raised.

As part of a promotional campaign targeting Denmark, two cameras have been placed to film the rolling hills for which the country is famed.

“The camera has been placed at the highest point on our mountain at Derwydd farm, Llanfihangel Glyn Myfyr,” said Llyr Jones, who has one of the cameras on his land. “From here we can see the Berwyn, Arenig and Snowdon. This is a perfect spot to share the sheer beauty of the vast landscape and also show how the meat is produced. The sheep live off the land and are left to rear their lambs in a natural, peaceful setting which leads to a great-tasting product.

“I’m very excited to be able to share my untouched, special corner of the world with the people of Denmark and at the same time, promote Welsh Lamb as part of an inventive and interesting campaign,” continued Jones. “It is a great way of using modern technology and social media to advertise the fantastic product we produce here in Wales. It would be impossible to fly the good people of Denmark to see my lambs here at Derwydd so this is an effective way of sharing our product with them, so they can make the connection between where their lambs come from and hopefully build a good relationship with them.”

The other camera will be located at Mynydd Gorddu near Talybont, Ceredigion.

As part of the campaign, a Danish retailer will stream a live feed in one of its stores where PGI Welsh Lamb is being sold. The marketing push will be supported by new labelling on lamb packaging and receive backing on digital platforms.

“Wales is perfect for producing quality Welsh Lamb with its unspoilt, luscious landscape, clean air, a temperate climate and mineral-rich soils, all fed by a myriad of streams and rivers,” said Alex James, market development export executive of Hybu Cig Cymru - Meat Promotion Wales (HCC), which set up the cameras.

“The aim of the Lamb Cam is to share the excellence of this environment with the Danes so that they can also understand and appreciate what makes Welsh Lamb so special. It also aims to demonstrate the transparency of its production and reinforce its complete traceability from farm to fork. This is one of the main reasons why Welsh Lamb was awarded the coveted Protected Geographical Indication (PGI) status, which it shares with other high-class products including Champagne and Parma Ham.”

A competition will be held as part of the campaign, which will give the winner the opportunity to visit Wales and stay in an Epic Retreat cabin. “The timing of this marketing campaign is important as it allows us to focus on the sale of lamb during barbecue season, a hugely popular dining experience in Denmark, at a time when new-season Welsh Lamb is widely available,” said James.

“Annual sales of Welsh Lamb in Denmark have risen by as much as 25% year-on-year with an import of over 120 tonnes, making the country a target market for the product. Scandinavian meat consumption has averaged around 80 kilos per capita - one of the highest in the world. The Danish market is looking very buoyant.”

The Lamb Cam can be viewed here.

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