The near complete closure of the multi-billion-pound eating out sector at home and abroad due to the coronavirus pandemic has caused major instability in market prices, according to Hybu Cig Cymru - Meat Promotion Wales (HCC).
HCC is responding to the crisis by targeting activity in the domestic market to robustly support the supply chain whilst guiding consumers towards new cooking options. The campaign will aim to encourage house-bound families and individuals to increase purchasing of PGI Welsh Beef and PGI Welsh Lamb from supermarkets, independent retailers and butchers.
Rhys Llywelyn, market development manager at HCC said: “Consumers are seeking out new ways to cook whilst many have more time available to them. The campaign aims to guide these consumers on ways of cooking with steaks and larger cuts, to ‘bring the restaurant to your home’ and encourages experimentation with slow cooked dishes. We know how tender and succulent dishes cooked low and slow with PGI Welsh Beef and PGI Welsh Lamb can be, whilst being both nutritious and comforting.
“For families, we’ll be making sure we spark a passion in kids by providing recipes suitable for all ages to get involved with. These will also help consumers use store cupboard staples and leftovers, and will suggest substitutions meaning they are accessible for all. We’ll even be offering advice on the safest methods of defrosting as many consumers will have frozen meat that was purchased in March.
“We’ve found having chefs and influencers helping us to deliver our messages with video content to be really successful in the past. We’ll be looking to do the same to encourage consumers to bring the experience and luxury of restaurant dining to their own homes.”
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.
