HCC teams up with AGA to showcase PGI Welsh lamb
Hybu Cig Cymru – Meat Promotion Wales (HCC) and manufacturing company, AGA, have recently been offering their expert help to consumers across the UK on how to get the best out of slow cooking with versatile meat, such as lamb.
The promotion is part of HCC’s work in the UK domestic market, targeting demographics known to be keen to experiment with new ways of cooking lamb.
At around 30 of the famous range cooker’s stores and dealerships, from Nantwich to Norwich and from Tunbridge Wells to Inverness, expert chefs have been showing customers how to create family dishes such as slow-roasted shoulders of PGI Welsh Lamb.
HCC has also been providing a range of recipe leaflets, and Welsh Lamb has featured in the AGA customer magazine.
Alongside the tastings, customers across Britain have had the chance to win AGA cooking accessories through a social media competition.
HCC marketing manager, Rhys Llywelyn, commented: “Working with AGA has been a great opportunity for us to showcase PGI Welsh Lamb to target consumers right across Britain.
“People have posted videos of the recipes online, and the number of entries to the cooking accessory competition has exceeded all our expectations”
According to Llywelyn, Welsh lamb is at its peak availability at retailers across Britain in the summer and autumn months and Llywelyn said that “this was a timely way of showcasing how to create fantastic dishes from under-rated cuts such as shoulders.”
AGA demonstrator and cookery writer, Sarah Whitaker, who presented four days of cooking demonstrations at AGA stores in the south of England, commented: “The best flavour was from roasting in the deep tin on the first runners in the baking oven. The lamb shoulders were quite perfect and delicious, tender and juicy”