German meat importers and journalists were welcomed to Welsh farms and abattoirs to learn about PGI Welsh Lamb on a visit organised by Hybu Cig Cymru - Meat Promotion Wales (HCC).
Buyers from a meat importer in Germany were joined by journalists and chefs to see how Welsh Lamb is produced, as part of HCC’s priority to increase branded PGI Welsh Lamb and PGI Welsh Beef sales in the domestic and export markets.
Organised by Welsh red meat levy body HCC, the group visited a Dunbia processing site in Llanybydder, Carmarthenshire, as well as local sheep farmers Rhun Williams from Tregaron and Richard Roderick in Brecon, who demonstrated traditional farming practices and showcased the natural environment where Welsh Lamb is produced.
A Welsh Lamb supper was served at the Falcondale Hotel in Lampeter, allowing the group to sample some of the Welsh Lamb that they had been learning about.
“This visit allowed us to demonstrate our unique capabilities in a competitive lamb market.”
Tom Coles, Dunbia
Tom Coles, UK lamb sales manager at Dunbia, commented: “It was great to welcome these buyers to learn more about PGI Welsh Lamb production across the supply chain.
“We have been building ties with German buyers over many years, and this visit allowed us to demonstrate our unique capabilities in a competitive lamb market whilst highlighting the opportunities PGI Welsh Lamb offers for consumers looking for high quality, nutritious products.”
According to HCC, European markets remain important for PGI Welsh Lamb. HCC analysis suggested that the value of Welsh exports of lamb to Germany totalled almost £41 million, which was 18% of the total volume exported from Wales during 2025, as estimated by HCC based on HMRC data.
Jason Craig, market development lead from HCC, explained: “These buyers were delighted seeing the Welsh landscape in full glory and meeting with local farmers Richard [Roderick] and Rhun Williams who shared their expert knowledge and the story behind Welsh Lamb. Equally, they were impressed with the contemporary and professional processing facilities at the Dunbia site.
“The trip has resulted in the importer seeking to expand their range of branded PGI Welsh Lamb and PR coverage for PGI Welsh Lamb in Germany.”
