Hybu Cig Cymru - Meat Promotion Wales (HCC) is set to exhibit PGI Welsh Lamb at Gulfood tradeshow, and will host an event at the British Embassy in Dubai.
HCC’s trade team is joining with the Welsh Government’s food division and exhibiting alongside other unique products from Wales between 17th-21st February. Key red meat exporters will also attend the leading tradeshow held in the Dubai World Trade Centre.
In addition to the tradeshow, Welsh Lamb will be served at a special event, hosted by newly appointed Sarah Mooney, His Majesty’s Consul General to Dubai and the Northern Emirates. Key foodservice representatives have been invited to the dinner with a menu designed by Chef Russell Impiazzi to showcase the taste and versatility of Welsh Lamb.
The Middle East is considered an important destination for Welsh Lamb as it offers a market for premium cuts to higher-end customers and also helps to achieve carcase balance with other, cheaper cuts exported elsewhere. Welsh Lamb’s share of the retail market is increasing and has expanded into the Kingdom of Saudi Arabia (KSA).
HCC’s market development lead, Jason Craig said: “Gulfood is a key event in HCC’s calendar and is not to be missed due to the global reach of the buyers it attracts and the potential trading opportunities it offers for Welsh Lamb. It is a valuable opportunity to develop the product’s reputation and connect with new customers across the United Arab Emirates (UAE) region.
“We are very much looking forward to the Embassy event, which will raise awareness of the brand plus act as an opportunity for face-to-face contact over dinner with influential buyers from the UAE and KSA’s foodservice sector. As they enjoy eating Welsh Lamb, we hope to forge new supply chain links whilst also telling the story behind its unique production methods and sustainable qualities.”
The mouthwatering menu will consist of braised PGI Welsh Lamb croquette served with shaved Snowdonia Cheese, pea, mint and black garlic followed by herb roasted lamb loin, pulled lamb shoulder and sweet onion tart.
Welsh Lamb cooking demonstrations will take place during the tradeshow, led by HCC’s consumer executive Elwen Roberts. She will also prepare samples for an exclusive tasting session as part of the Welsh Government’s Blas Cymru / Taste Wales international promotion, and also for a St David’s reception, which will be held at the Embassy.
