An Italian foodservice supplier visited Wales as part of an inward mission organised by Hybu Cig Cymru - Meat Promotion Wales (HCC).
In collaboration with red meat processor Kepak, five sales people from Polo Ristorazione visited the Kepak processing site in Merthyr Tydfil as well as visiting a traditional Welsh sheep and beef family farm in Merthyr Cynog, near Builth Wells, in mid Wales.
The group were hosted by Welsh beef and sheep farmer John Davies, who gave them a tour of the farm and explained how Wales’s landscape and climate were the “perfect foundation” for producing high-quality, sustainable red meat.
The group also enjoyed a PGI Welsh Lamb dinner at independent hotel The Bear in Crickhowell.
Polo Ristorazione is an Italian supplier to the restaurant and catering industry, based near Venice. HCC analysis suggested that the Italian market accounted for £7.8 million of sales of sheepmeat from Wales in 2024 and is a key destination for PGI Welsh Lamb.
“Visits like this help strengthen our relationships across the supply chain, grounded in shared values of transparency, sustainability, and trust.”
Prys Morgan, Kepak
HCC market development lead, Jason Craig, commented: “Italy is one of the leading destinations for PGI Welsh Lamb and the team at Polo Ristorazione showed a great enthusiasm for understanding more about how Welsh Lamb is produced and what makes it so special.
“Inward missions provide a unique platform to sell the story behind the product and give an incomparable experience to Welsh Lamb customers – arming them with the tools to be Welsh Lamb advocates themselves in their respective marketing.”
Prys Morgan, UK procurement director for Kepak, commented: “It was a pleasure to welcome the Polo Ristorazione sales team to Wales and showcase the landscape and sustainable farming systems behind the exceptional flavour and nutritional quality of PGI Welsh Lamb. Visits like this help strengthen our relationships across the supply chain, grounded in shared values of transparency, sustainability, and trust.”
