Chef Ludo helps HCC target French consumers

Chef Ludo helps HCC target French consumers

A French chef from Ceredigion has been working alongside Hybu Cig Cymru – Meat Promotion Wales (HCC) to create recipe videos featuring Welsh red meat to help attract new consumers.

Chef Ludovic Dieumegard worked alongside HCC to promote Welsh red meat to French consumers.

Chef Ludovic Dieumegard, head chef of Aberaeron’s Harbourmaster Hotel, has featured PGI Welsh Lamb in French recipe videos which have subsequently been shared on HCC’s French-language social media channels.

The videos are in response to the coronavirus pandemic which closed down foodservice sectors across Europe. Mirroring HCC’s UK marketing activity, the videos aim to encourage people to bring the restaurant experience to the home using a range of different lamb cuts.

HCC’s export development executive, Deanna Jones, said: “Usually a significant portion of Welsh sheepmeat is destined for restaurants and hotels in the French market. However, with the foodservice sector shutting down and with international trade shows cancelled, we have switched our marketing focus to targeting consumers directly.

“Ludo is a classically trained French chef who now works and resides in rural Wales and appreciates the high-quality foods which Wales produces, including Welsh Lamb. So he is the ideal ambassador for Welsh Lamb fans in France.

“We are very grateful to Ludo for helping us create these videos which have proved popular with French families and consumers on social media.”

The four recipe videos Ludo created are available to view on HCC’s French social media page. Ludo is also part of HCC’s ‘Culinary Dozen’ – a network of Wales’ top chefs who have been creating English language recipes and videos for UK consumers during the coronavirus lockdown.

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