Politicians and industry figures have welcomed the announcement that Asda will be stocking Welsh Lamb at the butchery counters of 72 of its largest stores.
Premium PGI Welsh Lamb will be on sale at Asda counters across England and Wales instore from now through to the autumn. The supermarket’s announcement is described as a major boost to a sheep industry that contributes £267 million each year to Wales’s economy.
The Welsh Government Cabinet Secretary for Environment and Rural Affairs, Lesley Griffiths AM, met up with Asda UK meat counters buyer Kelly Bainbridge in Wrexham on 21st July to announce the news.
Griffiths said: “I am pleased Asda is going to stock premium Welsh Lamb at 72 of its largest stores throughout England and Wales. PGI Welsh lamb is an iconic, high quality product and I am sure it will prove popular with customers. This news will also come as a real boost to Wales’ red meat industry.”
Hybu Cig Cymru – Meat Promotion Wales (HCC) works with Asda and other UK retailers to promote PGI Welsh Lamb and PGI Welsh Beef through consumer marketing and point-of-sale material.
HCC marketing manager Rhys Llywelyn commented: “We very much welcome this new commitment from a leading British retailer to stock PGI Welsh Lamb as a premium offering.
“It’s promotion at the butchery counters of 72 of the largest stores throughout England and Wales reinforces Welsh Lamb’s reputation as a high-quality product which the modern consumer wants. It’s great to see another UK supermarket expanding its range of Welsh red meat.
“This is a boost to our summer marketing campaign for PGI Welsh Lamb, which starts with ‘Llamb’s Day’ on 1st August, and will include a range of promotional activity.”
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.
