Welsh Lamb makes headlines on Danish TV
Welsh Lamb featured in a news item on Denmark’s DR television network’s news show, TV Avisen as part of Hybu-Cig Cymru – Meat Promotion Wales’ (HCC) recent programme of media and PR activity to promote PGI Welsh Lamb.
The advert showcased the Lloyd-Williams family’s organic upland farm in Bontgoch, near Aberystwyth.
HCC has recognised Denmark as an important emerging market for Welsh Lamb and used the advert as part of its programme to promote it to the country’s supermarkets, chefs and consumers.
As part of an item on European trade, journalist Anna Gaarslev spent a day with the Lloyd-Williams family at Moelgolomen, an organic upland farm in Bontgoch, near Aberystwyth.
Owner of Moelgolomen Farm, Rhodri Lloyd-Williams, said: “I enjoyed showing the film crew from TV Avisen a day in the life of our farm at Moelgolomen. Denmark is an exciting new market for quality PGI Welsh Lamb; it will be great for a prime-time television audience to see the beautiful natural environment where the meat is reared.”
Alex James, export development executive at HCC, added: “Denmark and other Scandinavian countries have been identified as key emerging markets for PGI Welsh Lamb.
“HCC has been promoting Welsh Lamb with major retailers, and also through chefs and trade fairs. Welsh Lamb is a growing choice for Danish consumers as a high-quality meat for barbecues and special occasions.
“Market research suggests that supermarkets and consumers are taking the message on board,” Alex continued. “The fact that Denmark’s premier TV network, DR, has chosen to feature a farm in Wales on its main evening news programme is a good sign of the growing awareness of Welsh Lamb.”
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