Welsh levy board celebrates ‘Llamb’s Day’

Welsh red meat is taking centre stage at one of London’s newest restaurants. 

The eatery at London’s Tower Bridge has just been opened by Welsh chef and Masterchef: The Professionals star Tom Simmons, and he will be serving PGI Welsh Lamb from the Rhug Estate in Corwen, Wales.

In honour of ‘Llamb’s Day’ - taking place yesterday, Tuesday, 1 August - Welsh Lamb will be prepared for food writers and journalists across England. The event has been designed to promote Welsh Lamb in England.

“We take orders from chefs in the morning, the lamb is cut, packed and despatched that evening down to London in our own refrigerated van and delivered by a company with a fleet of vans around London early the next morning,” said Lord Newborough (pictured), owner of the Rhug Estate. “Chefs trust in the knowledge that the PGI Welsh Lamb they buy has complete security of provenance, backed by sustainable farming methods, producing healthy, delicious meat.”

Produce from the estate is supplied to many restaurants across London. The lamb is grass-bred in Denbighshire, with all the stages of processing taking place nearby.

Rhys Llewelyn, market development manager at Welsh levy board Hybu Cig Cymru – Meat Promotion Wales, said the UK market, particularly London and the south east, was of great importance to the Welsh Lamb industry. “PGI Welsh Lamb is available in more and more stores in England, and is particularly plentiful in the summer and autumn months,” he explained. “Our hope is to create a buzz around this high-quality product in the media.

“There’s a misconception among many consumers that spring is the best time to buy lamb. Last year we inaugurated ‘Llamb’s Day’ on 1 August to kick-off our summer and autumn marketing with a focus on seasonality. We aim to take advantage of the fact that more and more consumers demand quality, traceable produce with low food miles, and want consumers to be aware of the fantastic Welsh Lamb that’s available in their shops.”

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