Italian sales push for PGI Welsh Lamb

Italian sales push for PGI Welsh Lamb

A reception for more than 100 existing customers and potential customers of Welsh Lamb was held in Italy this week.

The sales push was organised by Hybu Cig Cymru – Meat Promotion Wales, who invited representatives of Italy’s retail and food service sectors to the Villa de Grecis in Bari, southern Italy.

Members of the Scicilliani family and management team with HCC representatives including Chief Executive Gwyn Howells and Italian agent Jeff Martin during the reception.

Members of the Scicilliani family and management team with HCC representatives including Chief Executive Gwyn Howells and Italian agent Jeff Martin during the reception.

“Italy is a prime market for Welsh Lamb, particularly light lambs, and we were there to further investigate sales opportunities with our Italian partners,” said HCC Chief Executive Gwyn Howells who hosted the reception. “I’m pleased to say that the response to our initiative was very encouraging.”

Italian importers Sicilliani invited a selection of their customers to the reception, including representatives of retailers, wholesalers and restaurant chains.

HCC’s representative in Italy, Jeff Martin, gave a presentation on the qualities of Protected Geographical Indication (PGI) Welsh Lamb, and a well-know Italian chef gave a cooking demonstration and prepare a meal for the guests.

“It is important that we retain strong links with our Italian customers,” said Mr Howells. Last year Welsh Lamb sales to Italy were worth £7 million, and we are determined to increase that figure to help maintain returns for farmers in Wales.”

Previous / Next posts...