Marketing marathon for Wales’ red meat industry
The first fortnight in May will be a marketing marathon for Wales’ red meat levy board as it sets to promote PGI Welsh Lamb and PGI Welsh Beef across three continents beside its English and Scottish counterparts.
HCC marketing team will be flying the flag for Welsh red meat at trade events in Toronto, Milan and Hong Kong; three diverse markets that offer opportunities for the red meat sector in Wales.
"The markets in Canada and Hong Kong offer significant potential for Welsh red meat beyond the European Union. It is crucial that we explore this potential and bang the drum for Welsh Lamb and Welsh Beef which are produced to an exceptionally high standard by farmers in Wales.
Despite the uncertainty that Brexit brings to our red meat sector, we must not dismiss the importance of our markets within the EU, which currently import around a third of the total production of Welsh Lamb. Visitors to Tutto Food will be given a flavour of our country’s iconic product and reminded of its Protected Geographical Indication (PGI) which is highly regarded in Italy and guarantees the quality, authenticity and integrity of the Welsh Lamb brand", declared HCC’s Market Development Manager, Rhys Llywelyn.
In the last 10 years, Canada and Asia have been increasing their demand for Welsh Lamb and Italy has been a well-established market for Welsh Lamb and the country also has a growing appetite for Welsh Beef. According to HCC’s export agent in Italy, Jeff Martin, negotiations for the coming season are already underway and Tuttofood expo is representing "a good platform to reassure customers concerned about Brexit".
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