Canada boost for Welsh Lamb exports
A major Canadian retail chain has announced that it will be stocking PGI Welsh Lamb in hundreds of stores across the country, as well as holding promotions in partnership with Hybu Cig Cymru – Meat Promotion Wales (HCC).
Preparing for a promotional tasting event at Loblaws Forest Hill. (L-R) Deanna Leven, British Consul-General Kevin McGurgan; British Deputy Consul-General Fern Horine; lamb importer Pearse Dolan.
Branded, skin-packed PGI Welsh Lamb cutlets will be available in over 300 stores across Canada, including in Loblaws supermarkets in Ontario, Provigo stores in Quebec and at branches of Your Independent Grocer and Zehr’s nationwide.
Sample tasting events will also be held in stores across Ontario and Quebec throughout the autumn.
Deanna Leven, HCC’s export development executive, commented: “Canada has been an important target market for HCC and for our partners in the Welsh red meat industry for some time. Welsh Lamb has been available in eastern Canada for a few years and we attended the Connect food show last year to explore opportunities in the west. But up until now its availability had been relatively small.
“This news is therefore a major step forward in the Canadian retail market,” Leven continued. “It’s hugely significant for the Welsh lamb industry to see these new products available in 300 stores country-wide, and for a major supermarket chain to be working with us to hold promotions instore and on online platforms, such as Instagram.”
Leven added: “The reaction so far among consumers has been extremely positive. There’s been an excited reaction online among Welsh expats and food fans, who are delighted that PGI Welsh Lamb is going to be far more widely available in Canada. This is also a great opportunity to raise awareness of the product in north America, given the potential opening of the US market in the future.”
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