HCC looks to build PGI Welsh brand in Canada
Hybu Cig Cymru – Meat Promotion Wales (HCC) is looking to further build the PGI Welsh Lamb brand in Canada following a successful three-week long promotion of Welsh Lamb products in Loblaw stores in the country.
Branded, skin-packed PGI Welsh Lamb cutlets were available in 300 Loblaw stores in Ontario and Quebec and sample tasting events were also hosted.
Following the promotion, HCC has said it plans to continue to work with partners in the Canadian market to build business for Welsh red meat.
Rhys Llywelyn, HCC’s market development manager, commented: “We thank Loblaw Companies Limited for their involvement in the Welsh Lamb promotion, accompanied by in-store tastings and social media activity from 16th September to 7th October.
“HCC continues to work closely with our partners including processors, importers and retailers in this important market, and build the profile of our iconic PGI Welsh Lamb and Welsh Beef brands to ensure the long-term sustainability of farming and processing in Wales.”
Deanna Leven, HCC’s export development executive, added: “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.”
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