Asda stores throw weight behind Welsh Lamb

Asda has announced it will stock premium PGI Welsh lamb in the butchery counters of 72 of its largest stores, from now through to the autumn.

The Welsh government cabinet secretary for environment and rural affairs Lesley Griffiths teamed up with Asda UK meat counters buyer Kelly Bainbridge in Wrexham today (21 July) to reveal the move.

“I am pleased Asda is going to stock premium Welsh Lamb at 72 of its largest stores throughout England and Wales,” said Griffiths. “PGI Welsh Lamb is an iconic, high-quality product and I am sure it will prove popular with customers. This news will also come as a real boost to Wales’ red meat industry.”

Hybu Cig Cymru - Meat Promotion Wales (HCC) marketing manager Rhys Llywelyn added: “It’s great to see another UK supermarket expanding its range of Welsh red meat. This is a boost to our summer marketing campaign for PGI Welsh Lamb, which starts with ‘Llamb’s Day’ on 1 August, and will include a range of promotional activity. This year we’re launching the Big Baa-BQ, with online competitions, in order to celebrate the versatility of lamb for the grill, and developing a smartphone-compatible recipe selector for consumers.

“As well as Asda, branded PGI Welsh Lamb is also available in Aldi, The Co-op, Sainsbury's, Marks & Spencer, Morrisons, Tesco and Waitrose, as well as many independent retailers and at over 200 members of HCC’s Butchers’ Club.”

Picture shows: Welsh government cabinet secretary for environment and rural affairs Lesley Griffiths AM (right) at Asda Wrexham, discussing Asda’s support for Welsh Lamb, pictured with (l-r) Rhys Llywelyn, HCC; Wrexham store manager Shaun Leach; Asda’s Kelly Bainbridge; and Mike Jones, Asda colleague.

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