HCC is focusing on Asian markets
PGI Welsh Lamb could benefit from the development expected to take place in Asia, where demand for lamb could is growing steadily year after year. Sasha’s Fine Foods, in partnership with HCC, have been working on Welsh Lamb promotions around the Diwali festival in November to raise awareness of the brand in the Singapore market.
The investment in building new exports in Asia has been supported by the Welsh Government’s Enhanced Export Programme, which has enabled HCC to undertake more work in emerging markets alongside supporting existing customers in the UK and Europe.
Demand for lamb in Asia was projected to grow quickly due to rising affluence, tourism, and a growing population. According to figures presented at the recent HCC conference in Builth Wells, the market in the region could grow by 2% a year.
The Cabinet Secretary for Energy, Planning and Rural Affairs, Lesley Griffiths, said: “The Welsh Government is investing £1.5 million (€ 1.7 million) over three years in helping HCC and Welsh processors to build on the successful red meat export trade and support the industry through the uncertainty of Brexit.
Global patterns of demand show Asia is likely to be a more important market over the coming years. It’s great to see contacts made at the FHA event, where the HCC presence was supported by the Welsh Government’s Enhanced Export Programme, have led directly to new business for Welsh Lamb in Singapore.”
HCC’s Market Development Manager Rhys Llywelyn expressed his hope that Singapore could become a gate to Asia that will allow Welsh lamb exports to grow. "We were pleased to join Welsh processors in Singapore earlier this year to explore the potential of this market. The product was very well received. Sasha’s Fine Foods is an excellent new customer for our premium quality Welsh Lamb, and I’m sure there’s more potential in the growing foodservice sector in Singapore and the wider region", he mentioned.
In April, Hybu Cig Cymru – Meat Promotion Wales (HCC) and Welsh meat processing companies attended the important Food and Hotel Asia (FHA) exhibition in Singapore and following contacts made at the event, PGI Welsh Lamb is now a firm favorite among the offerings of a high-end retailer. "Coming from the UK, I am always looking for more great quality products from home, so I had no hesitation in taking up the opportunity to sell Welsh Lamb here in Singapore. The quality and taste of Welsh Lamb is in a league of its own and as it is not readily available in Singapore, it is an excellent addition to our range", declared Sasha Conlan, founder, and director of Sasha’s Fine Foods.
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