HCC to back Welsh red meat exporters at trade fair

HCC to back Welsh red meat exporters at trade fair

Processors from across Wales with openings into the Danish retail marketplace will meet Scandinavian buyers in a Hybu Cig Cymru – Meat Promotion Wales (HCC) co-ordinated export drive at Danish trade fair, Foodexpo this weekend.

HCC market development manager, Laura Pickup. ©keith morris 2012

HCC market development manager, Laura Pickup. ©Keith Morris 2012.

The trip forms part of HCC’s move to boost exports of Wales’ PGI status products in key European territories.

More than 400 exhibitors and 25,000 visitors representing restaurants, hotels and foodservice outlets from Denmark and 29 other countries will attend the three day event, taking place between 6th and 8th March in the city of Herning.

“Increasing sales and boosting exports in new markets are vital to our work of assisting farmers and processors in Wales and to supporting lamb prices at home,” said Laura Pickup, HCC’s market development manager.

“Bringing together a prestigious team of quality processors from Wales to meet with key European players helps reinforce our premium production credentials and also raises awareness of the all-important PGI status that Welsh Lamb and Welsh Beef enjoy.

“It is reassuring that after twelve months there is already evidence that the work we have done in Denmark, alongside Italy, Germany and Sweden, has raised awareness of Welsh Lamb, Welsh Lamb’s PGI status and the broader, underlying principles of PGI status,” Pickup said.

Lamb consumption in Denmark is currently relatively low, with figures from HCC suggesting that a quarter of people but it once every three months, whilst one in ten purchase it every month.

Initiatives such as Welsh Lamb’s Danish consumer website – www.walisisklam.eu – has been designed to promote Welsh Lamb in the Scandinavian country. In the last 12 months the site has recorded 29,800 visits.

Pickup concluded: “I’m confident that HCC’s work will impact positively on the likelihood of consumers purchasing more Welsh Lamb in the future.”

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