Welsh meat promotion pays off

WELSH LAMB and beef sales have jumped sharply in the past year, boosted by greater consumer confidence and better promotion, according to Hybu Cig Cymru (Meat Promotion Wales).

Consumer surveys unveiled at the Royal Welsh Show by HCC showed lamb sales rose by 14%, while beef showed a more modest increase of 2.4%.

Successful exports of lighter lambs to Italy, Portugal and Spain had also helped the figures.

HCC chairman Rees Roberts said Welsh red meat was an increasingly valuable part of the Welsh food economy.

“The figures show that Meat Promotion Wales and its partners, including the Welsh Assembly, are on the right lines in promoting and developing the red meat industry in Wales.

“British and Welsh consumers have made a discerning decision.”

Lamb sales, particularly exports, had benefited from the Welsh brand’s protected geographic status and quality standard mark.

“Schools in Rome have decided to feed children Welsh lamb, based on that.”

HCC had worked to develop specific markets for Wales’ lighter mountain lambs, said Mr Roberts.

“We have developed agreements with retail outlets, particularly in Spain and Portugal.”

Successful promotion of Welsh lamb and beef meant making sure it had integrity throughout the supply chain, he said.

This included health checks for cattle and sheep and on-farm breeding programmes.