A new European agent is being sought to further capitalise on the growing overseas demand for Welsh Lamb and Welsh Beef.

Global exports of Welsh red meat were worth more than £224 million to the economy in 2013.

Now Hybu Cig Cymru – Meat Promotion Wales is looking to appoint a representative in the Netherlands to support marketing drives in the country.

The move, announced at the Royal Welsh Show, follows the success of a similar initiative to recruit an agent in Scandinavia, which has helped boost sales of PGI* Welsh Lamb in the region from £1.5 million in 2011 to £4.6 million in 2013.

“We have representatives in countries across the world, all working hard to promote the merits of PGI Welsh Lamb and PGI Welsh Beef to existing and potentially new customers,” said HCC’s Market Development Manager Laura Pickup.

“The outstanding success we have achieved in Scandinavia has encouraged us to look to further develop the Netherlands for our premium quality produce.

“While we already export £4.5 million of PGI Welsh Lamb and nearly £14.3 million of PGI Welsh Beef to the Netherlands, our research indicates that there is still room for improvement.

“Developing these markets is good news for Welsh producers, Welsh processors and the Welsh economy as a whole. It means that greater demand for our high quality produce means better prices for the primary producer and exporters, securing jobs here in Wales.”

Trade customers and journalists from Italy and Germany will also visit the Royal Welsh Show on Monday, July 21st as guests of HCC.

“The Royal Welsh Show provides the ideal opportunity to show off the best that Wales can offer,” said Mrs Pickup. “Experience over the years has shown us that when overseas visitors attend the show they are blown away by the excellent quality of our livestock and the high standards followed by farmers and processors.

“This often leads to further demand for PGI Welsh Lamb and PGI Welsh Beef from trade customers.”

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.