Shoppers urged to buy local meat during British Food Fortnight

Shoppers urged to buy local meat during British Food Fortnight

To mark British Food Fortnight, shoppers in Powys, Wales, have been given the chance to sample PGI Welsh Lamb.

Co-op stores in Machynlleth and Hay-on-Wye have been promoting the locally produced lamb in association with Hybu Cig Cymru – Meat Promotion Wales (HCC).

Elwen Roberts, TV chef and HCC consumer executive, created Welsh Lamb dishes and distributed recipe booklets in order to encourage customers to make the most of a wide variety of different lamb cuts.

Welsh Lamb producer, Susan Vaughan, Llanidloes; Lynwen Mathias, Dunbia; Cath Bennett, Poultry Agriculture Manager, Co-op; Elwen Roberts, Consumer Executive, HCC; Josh Hancock, Store Supervisor and Nia Daniel, fresh team member, Co-op Machynlleth.

Welsh Lamb producer, Susan Vaughan, Llanidloes; Lynwen Mathias, Dunbia; Cath Bennett, Poultry Agriculture Manager, Co-op; Elwen Roberts, Consumer Executive, HCC; Josh Hancock, Store Supervisor and Nia Daniel, fresh team member, Co-op Machynlleth.

As well as the Co-op, which is the official sponsor of Love British Food and British Food Fortnight, HCC has engaged with a number of retailers to provide welsh lamb tasting events at their stores in the past two months, including Sainsbury’s, Tesco, Asda and Costco.

Surveys taken during the promotion periods have shown that nearly 80% of Welsh customers are more inclined to buy local meat if possible.

Elwen Roberts said: “Shoppers obviously value locally-produced food such as PGI Welsh Lamb.

“People are also looking for healthy options, and lamb scores very highly as a source of protein within a balanced diet.

“It’s also increasingly versatile, and can be used in a wide range of dishes which are quick and easy to cook.”

Cath Bennet, Co-op’s poultry agriculture manager, added: “We are really very pleased to be supporting Love British Food this year and sponsoring British Food Fortnight. We know food provenance really matters to our customers, which drives our enthusiasm to invest in the UK economy to provide an opportunity for British food to have pride of place in our stores.

“It’s why we continue to be a leading supporter of British farming and have extended our commitment to back UK farmers by switching all of our fresh bacon and lamb to 100% British. We work closely with farmers and it is fantastic to be in store working with HCC to highlight and promote our Cambrian Mountains Welsh Lamb to customers.”

The Co-op is currently working to provide 100% British meat for their ready meals and chilled meals which are set to reach the stores soon.

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