Welsh Lamb exports to Germany have received a huge boost as TransGourmet, a supplier to restaurants and caterers in Germany with a turnover of approximately €1.3 billion, has added the product to its listings.
The company will also be featuring Welsh Lamb demonstrations at its major client fairs this autumn.
According to Alex James, Hybu Cig Cymru – Meat Promotion Wales’ (HCC) market development executive, TransGourmet’s listing is another important step forward for Welsh Lamb.
“Germany is known for its love of meat, and has been an important market for Welsh Lamb for some time,” he said. “But the new listing is a chance for us to further promote the brand among premium foodservice customers and widen its availability in Germany.
“Carrying the esteemed PGI (Protected Geographical Indication) mark, Welsh Lamb is a quality product, perfect for chefs.”
HCC took part in a trade fair in Augsburg in Germany recently, which featured demonstrations by young butcher Matthew Edwards and samples of freshly cooked Welsh Lamb for chefs and trade buyers.
James continued: “If the reaction in Augsburg is anything to go by, there’s a keen interest in Welsh Lamb, and we may see it featured more and more in Germany’s top restaurants.”
Rhys Llywelyn, HCC’s newly-appointed market development manager, added: “It’s good to see growth for Welsh red meat in Germany, with our produce now featuring in the listings of several importers such as Frische Paradies, Havelland Express, Schwamm and now TransGourmet. HCC will continue to work with producers to promote our premium brands in this large and important market.”
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.
