Welsh red meat industry makes ‘notable success’ in new markets

Hybu Cig Cymru - Meat Promotion Wales’ (HCC) new chairman has praised the success Welsh red meat has had in new international markets, but warned that it would be for nothing should exports be lost after Brexit is complete. 

Talking to an audience of industry leaders and cabinet secretary Lesley Griffiths AM at the opening Royal Welsh Show HCC breakfast, Kevin Roberts referenced the additional 300 Spanish supermarkets supplying PGI Welsh Lamb, a retailer promotion in Canada, and supply of Welsh Lamb to a Swiss catering firm as examples of progress the sector has made on a global scale.

“HCC, working with our partners in farming and processing in Wales, has had notable success in developing business in existing and emerging markets across the globe,” Roberts explained.

“Late last year, a major Canadian supermarket chain undertook successful promotions for a new line of PGI Welsh Lamb. This year, one of Switzerland’s leading foodservice companies is expanding its premium range of Welsh red meat. And an extra 300 supermarkets in Spain will shortly be stocking PGI Welsh Lamb.

“At home, it’s good to see a number of UK retailers making commitments to sourcing more home-produced meat,” added Roberts, “Many – including companies serving all sectors from the discount to the high-end – have made commitments to Welsh Lamb and Beef in the past 12 months. But there is the uncomfortable truth: no amount of home market work can make up for a sudden loss in European exports if that’s what happens in two years’ time.

“A third of Welsh Lamb goes to our existing mature markets in the EU, and we know there’s demand in other markets, which are currently closed to us. We have an outstanding product, and stand ready to work with our partners in governments to secure unfettered access to markets in Europe and further afield.”

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