HCC seeks industry views on how to keep Welsh Lamb products on shop shelves for longer
HCC – Meat Promotion Wales has launched a new supply chain survey seeking industry views and recruiting expertise in a bid to help Welsh Lamb products stay on shop shelves for longer, increase their market value and boost export potential.
Welsh Lamb’s shelf life currently stands at a fifth of that of one of its main global competitors, New Zealand Lamb. HCC sees industry input as vital to help it gain more shelf life.
“New Zealand Lamb has a shelf life of 100 days, compared to Welsh Lamb’s shelf life of 21 days. That’s a big difference and it restricts the Welsh industry’s ability to maximise export opportunities and command UK shelf space,” said Luned Evans, HCC’s industry development officer.
“The Welsh Lamb brand is well recognised and respected across the globe but in order to take advantage of this great status we need fresh Welsh Lamb to be on shop shelves for longer and be able to export it as cost-effectively as possible.
“We have discovered that industry collaboration and clear communication has been the key to success in similar markets in other regions and countries, and we need to catch up and then lead the way in Wales,” said Miss Evans.
HCC is working with Bangor and Aberystwyth Universities through the WISE Network to develop a supply-chain wide approach to investigating how best to take full advantage of opportunities for the PGI Welsh Lamb brand. Interviews and group discussions with farmers, processors and livestock markets have already taken place in order to identify issues, such as the way in which animals are finished and methods of transport between farm and abattoir.
“Other trials continue but it’s now time to engage with the industry as a whole. The survey is on the HCC website and we will be contacting people directly with information on how to take part. All farmers, processors, distributors and retailers are encouraged to participate,” said Miss Evans.