HCC launches campaign to boost demand for Welsh red meat

Welsh red meat levy body Hybu Cig Cymru (HCC) has launched a £300,000 campaign encouraging shoppers to choose PGI Welsh Lamb and PGI Welsh Beef by looking for the official product logos.

The levy body’s “Naturally Local. Look for the Logo” campaign is the first major initiative under its new strategic action plan and aims to increase recognition of Welsh red meat throughout the year.

Television, print and online advertising will promote the quality, provenance and traceability of PGI Welsh Lamb and PGI Welsh Beef.

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The protected geographical indication (PGI) logos are intended to help consumers identify meat produced in Wales to recognised standards.

One of the farmers featured in the television campaign is Lisa Markham, of Pennant Farm, Llanfihangel-y-Pennant, near Cader Idris.

“For us, provenance is about more than where food comes from – it’s about the people, the landscape and the generations of care behind it,” she said.

“Welsh Lamb and Welsh Beef are rooted in the rich farming heritage of Wales, giving consumers confidence that they are buying a product with a genuine connection to place.”

Increased recognition

HCC marketing manager Pip Gill said the campaign aimed to make the Welsh Lamb and Welsh Beef logos more widely recognised by consumers.

“Our aim is to make the Welsh Lamb and Welsh Beef logos synonymous with quality, provenance and authenticity,” she said.

“The more familiar shoppers become with the brand logos, the easier it is for them to identify genuine Welsh products and make an informed choice at purchase that supports Welsh farmers and rural communities.”