Export push for Welsh lamb in Middle East market

Export push for Welsh lamb in Middle East market

PGI Welsh Lamb will feature in export marketing events in Dubai and Qatar over the coming months, despite coronavirus restrictions, with the industry aiming to continue a major growth in exports to the Middle East region.

Minister for Environment, Energy and Rural Affairs Lesley Griffiths (left) attending a previous Gulfood event (pre-Covid).

Hybu Cig Cymru – Meat Promotion Wales (HCC) will continue its presence at the Gulfood 2021 trade show until the 25th February with support from the Welsh Government via the Enhanced Export Fund. The event, which takes place in Dubai, is the first global trade show to take place in nearly a year due to the coronavirus pandemic. In-market representatives will promote PGI Welsh Lamb to buyers at the Covid-secure event.

HCC’s export development executive, Deanna Jones, said: “Welsh Lamb exports have grown rapidly in the Middle East over the last few years and the market now sells Welsh Lamb through wholesale, retail and foodservice.

“Whilst we will not be attending any events in person, it is important that Welsh Lamb has a presence at Gulfood 2021 and other trade events as we continue to build the customer base and profile of our products.”

According to HCC, the Middle East represents an important and growing export market with new export data showing the volume of UK sheepmeat exports increasing by 18.3% on levels seen in 2019 and 368% compared to 2018.

HCC helped to secure four new retailers as stockists of PGI Welsh Lamb in Qatar over the last year along with a high-end online retailer in the United Arab Emirates.

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