Hybu Cig Cymru – Meat Promotion Wales (HCC) has teamed up with food bloggers across Sweden in order to grow the profile of PGI Welsh Lamb.
Swedish influencers Victoria Riis and Kardenmumma Gumman have showcased the benefits of PGI Welsh Lamb to their thousands of followers and readers as well as sharing recipes featuring PGI Welsh Lamb cuts.
The recipes created included: Herb-fried Welsh Lamb racks with mashed potatoes and caramelized Madeira; Pepper-fried Welsh Lamb tenderloin in mulled wine sauce with wintry Caesar salad and Sourdough toast with Welsh Lamb, cabbage salad and saffron aioli.
“As well as this recipe series, we are also working with television chefs and running other ‘influencer’ marketing activities to continue to raise the profile of PGI Welsh Lamb in Scandinavia.”
HCC’s export market development executive, Deanna Jones, said: “Scandinavia is a key potential growth market for PGI Welsh Lamb exports and we are working with bloggers and influencers to raise awareness of our product directly with our consumers.
“These influential bloggers have thousands of followers and allow us to connect with consumers digitally. The recipes they have created make the most of Scandinavian trends and styles, ensuring that the PGI Welsh Lamb dishes will appeal to local consumers.
“As well as this recipe series, we are also working with television chefs and running other ‘influencer’ marketing activities to continue to raise the profile of PGI Welsh Lamb in Scandinavia.”
Victoria Riis explained to her readers: “Lamb from Wales is widely known around the world for its quality. The environment in which the sheep are raised plays a major role in the juicy tender meat. The lambs live on lush green hills and valleys in a climate with unspoiled nature, green grass and fresh spring water.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
