Consumers unsure when to source new season lamb
New research conducted by Hybu Cig Cymru – Meat Promotion Wales (HCC) has revealed that there is a common misguided belief amongst consumers that spring is the best time of year for sourcing new season Welsh Lamb.
The survey showed that 57.8% thought that spring was the best time to buy new season PGI Welsh Lamb.
As part of HCC’s latest marketing campaign for Welsh Lamb PGI, a survey was undertaken during a supermarket tour in August to discover what people know and understand about the product.
The results showed that quality and country of origin were the main things shoppers looked for when buying red meat. Nearly 80% of those surveyed looked to source Welsh produce where possible, but 57.8% thought that spring was the best time to buy new season PGI Welsh Lamb, despite it in fact being most widely available during the second half of the year.
Farmer and NSA Young Ambassador, Jacob Anthony, took part in the tour. He commented: “It was a surprise to me that so many consumers thought that spring was the best time to buy Welsh Lamb. But people are really keen to source quality locally-produced produce.
“Meeting shoppers face-to-face on HCC’s cooking trailer in Bridgend, and marketing drives such as Llamb’s Day on 1st August and Love Lamb Week in early September, offer a great opportunity to engage with consumers and spread the message. Our outstanding locally-produced lamb is most widely-available in the shops in summer and autumn, and if people know when to look out for it their buying preferences can influence the decisions of the retailers.”
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