17 August 2001

Direct sellers special product

A NEW direct marketing group for Welsh lamb was launched at the Carmarthenshire Festival of Agriculture.

Preseli Lamb will sell half and whole lambs bred and reared in the Preseli Hills of Pembrokeshire by mail order, or through its web-site (www.preselilamb.co.uk). Between them, the 25 members have about 20,000 breeding ewes.

Group chairwoman Llinos Davies, whose family runs 5000 ewes at Brynberrian, says members believe they have a special product, and that their self-help scheme is the best way of getting a fair return for it.

"The area has a clean green image," said Mrs Davies. "Members lambs are finished on grass and are fully traceable, which is exactly what consumers want."

Local butchers will kill and dress the groups lambs. At the launch, the prices quoted were £4.28/kg, or about £30 for a half lamb, and £50 for a whole lamb weighing about 14kg. &#42