Exports of Welsh Lamb to Italy receive a boost

Exports of Welsh Lamb to Italy receive a boost

One of the nations leading supermarkets has agreed to double the amount of PGI Welsh Lamb it buys after visiting Wales in October to assess the way PGI Welsh Lamb was produced and processed.

“The group was so impressed by the quality, commitment and investment in the whole supply chain they decided to increase the amount of PGI Welsh Lamb they import” said Deanna Leven, export market development executive with Welsh red meat promotion agency Hybu Cig Cymru (HCC).

“They have also increased the range of cuts they are buying so that they can supply more stores with cuts of PGI Welsh Lamb, including shops that hadn’t previously stocked Welsh Lamb.”

This follows further recent success for Welsh Lamb in Italy in recent months.

Following a visit by a large Italian meat importer to the Royal Welsh Show in July, a training event was held near Bologna for some of the company’s sale staff. At the event Carlo Cracco (pictured), famed Italian chef and long time supporter of Welsh Lamb, prepared a meal and a cooking demonstration to highlight the qualities of the meat.

Italian chef, Carlo Cracco (centre) has helped promote the quality of Welsh product in Italy.

“The company, which is a key supplier to the Italian independent butchers, has now doubled its order of Welsh Lamb and pledged to concentrate its sales efforts on PGI Welsh Lamb” said Ms Leven.

Italy is a key market for Welsh Lamb, worth £11million to the Welsh red meat industry in 2011, as consumers there recognise the protected status that Welsh Lamb has been awarded.

“Italians are renowned for their passion for quality foods and consumers there appreciate the importance of the EU’s Protected Geographical Indication (PGI) status” added Ms Leven.

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