Hybu Cig Cymru - Meat Promotion Wales (HCC) has unveiled a £300,000 campaign encouraging people across Wales to buy PGI Welsh Lamb and PGI Welsh Beef.
The campaign, titled ‘Naturally Local. Look for the logo’, will look to celebrate the quality, taste and provenance of Welsh Lamb and Welsh Beef through TV, print and online advertising.
The brand logos were created to help shoppers identify genuine Welsh Lamb and Welsh Beef products, backed by PGI status, which the promotional body said provides assurance that the meat has been produced in Wales to recognised standards of quality and traceability.
Supporting Welsh producers
HCC highlighted the importance of buying local produce, which the body said would support local farmers, rural communities and the wider Welsh food and drink industry.
Choosing Welsh Lamb and Welsh Beef can also offer decreased food miles benefits, said HCC, reducing the need for imported meat that may have travelled thousands of miles before reaching the plate.
“We want consumers to recognise, remember and actively look for the logo whenever they are buying red meat.”
Pip Gill, HCC
Lisa Markham’s farm features in the Welsh Lamb TV advert. She commented: “For us, provenance is about more than where food comes from – it’s about the people, the landscape and the generations of care behind it. Welsh Lamb and Welsh Beef are rooted in the rich farming heritage of Wales, giving consumers confidence that they are buying a product with a genuine connection to place.”
Pip Gill, HCC marketing manager, said: “Our aim is to make the Welsh Lamb and Welsh Beef logos synonymous with quality, provenance and authenticity. Through this campaign, we want consumers to recognise, remember and actively look for the logo whenever they are buying red meat. The more familiar shoppers become with the brand logos, the easier it is for them to identify genuine Welsh products and make an informed choice at purchase that supports Welsh farmers and rural communities.”
HCC said that red meat production accounts for 40% of Wales’s agricultural output, which was worth an estimated £878 million in 2024, with agriculture in Wales employing 48,000 people.
