Hybu Cig Cymru – Meat Promotion Wales (HCC) has celebrated ‘Love Lamb Week’ by working with foodservice and catering providers to bring Welsh Lamb promotions and tastings to some of the country’s largest public sector workplace cafeterias.
Beginning as a grassroots initiative by farmers four years ago, Love Lamb Week in the first few days in September has become established as a celebration of lamb, marking the period when home-produced meat is at the height of its season.
This year HCC took advantage of the celebration by organising joint promotions with large and small retailers throughout the UK, investing in targeted online advertising, and for the first time partnering with foodservice companies on workplace promotions in selected offices in Cardiff and Newport.
The marketing included tastings of PGI Welsh Lamb, a barbecue-themed promotion, recipes and other literature, as well as a competition which will run through the month of September.
The Love Lamb Week promotions are part of a co-ordinated drive by HCC and a number of Welsh suppliers to raise the profile of Welsh red meat in the UK foodservice sector, an industry currently worth £57billion a year.
Emily Rees, HCC’s UK Market development executive, said: “The home market is exceptionally important for us, especially now given the uncertainty caused by Brexit.
She added: “It’s important that we make the most of every opportunity to promote Welsh Lamb, working with supermarkets and independent retailers of course, and through the media. But also through workplaces where we can raise the profile of Welsh Lamb as a healthy and convenient meal option.
“Partnering with several foodservice companies who supply public sector workplaces, we are pleased with the results of these activities so far,” said Emily. “We plan to continue activity in the UK foodservice sector through tradeshows and other promotions.”
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.
