Japan and South Korea examined as new markets for Welsh meat

Japan and South Korea examined as new markets for Welsh meat

Japan and South Korea are being examined as potential new markets for Welsh Lamb and Welsh Beef following a high profile European Union trade visit to the Far East, it was revealed at the Royal Welsh Winter Fair today.

EU Agriculture Commissioner Dacian Ciolos led the Tastes of Europe campaign in the two countries which aimed to increase awareness and sales of top European foods.

“There was a lot of enthusiasm for both Welsh Lamb and Welsh Beef, driven by its provenance,” said Deanna Leven, Export Development Executive with Hybu Cig Cymru, the organisation responsible for promoting Welsh red meat at home and abroad.

“Although not much lamb is consumed in these two countries at present, there could be an opening for Welsh Lamb in particular as a high quality niche product in restaurants and hotels.”

Only European foods that have been granted protected name status were allowed on the fact finding trade mission.

Both Welsh Lamb and Welsh Beef have Protected Geographical Indication (PGI) designation, and as a result HCC was the only organisation from Wales and one of just five from across the UK among the 31 European companies taking part.

“The visit provided us with a valuable opportunity to do some market research, particularly since Japan has been identified by the Welsh Government as a country which has great potential as a customer for quality Welsh foods,” said Mrs Leven.

“We now better understand the demand for red meat in both countries and the need for high tech marketing techniques to communicate effectively with consumers in Japan and South Korea.”

A series of meetings were held in Japan, including a seminar at which Japanese food professionals received a briefing on the EU’s quality schemes for food and the added value and reassurance to consumers that these labels can provide.

In South Korea the campaign sought to raise awareness of the variety of high quality European foods and beverages that carry the European labels, encouraging them to experience them in their daily cuisine.

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