You may be more used to seeing jewellery and fashion on TV shopping channels, but now farmers have got in on the act.

On Tuesday 8 November, QVC shopping channel will be offering its viewers best Welsh lamb alongside diamonique rings and leather handbags.

The Cambrian Mountains lamb is produced by a group of 21 farmers who are part of a rural initiative to produce high quality meat.

The initative is backed by Prince of Wales and helps sustain traditional upland farms and rural communities.

Farmer and co-founder of Rachel’s Dairy Gareth Rowlands will front the hour-long programme featuring celebrity chef Rhodri Edwards cooking recipes using the lamb.

Cambrian Mountains Company business manager Deanna Leven said: “It is a great way to raise the profile of the area and the way in which the initiative has helped to add real value to local farmers.”

With 20 million viewers tuning into QVC annually, the farmers could see their produce flying off the shelves.

If you’d like to know more about the initiative and sample some of the lamb recipes visit the Cambrian Mountains website.