A leading French retailer is rewarding its staff for their efforts to promote Welsh Lamb through their stores.

Pictured are the top three Monoprix store managers who did the most to promote Welsh Lamb through their Paris stores during the summer. They are first prize winner Alain Fouineau of the Parly 2 store (right); Dominique Penichaut of the Vaugirard store (centre); and Christophe Masseron of the Pelleport store (left).

Pictured are the top three Monoprix store managers who did the most to promote Welsh Lamb through their Paris stores during the summer. They are first prize winner Alain Fouineau of the Parly 2 store (right); Dominique Penichaut of the Vaugirard store (centre); and Christophe Masseron of the Pelleport store (left).

Store managers working for the Monoprix chain were presented with their awards by Dai Davies, Chairman of Hybu Cig Cymru – Meat Promotion Wales.

“It gives me great pleasure to be in Paris among friends and colleagues to celebrate our joint success in this wonderful country,” said Mr Davies as he presented the awards.

“It’s becoming clear that a growing number of people in France are buying Welsh Lamb, thanks to the magnificent marketing efforts put in by the hardworking staff at Monoprix, assisted by HCC.”

France is the largest overseas market for Welsh Lamb. Last year, for example, France imported Welsh Lamb worth almost 90 million Euro.

“The French public are among our most important overseas customers, and for that I wish to express my sincere thanks,” said Mr Davies.

“Why is this the case? Well I believe it comes down to the fact that the French appreciate good quality ingredients and know how to cook it well.

“It is also a bonus that Welsh Lamb – and indeed Welsh Beef – have both been awarded the EU’s coveted Protected Geographical Indication status.

“PGI provides a guarantee of provenance, so consumers know that the meat comes from lambs that have been born and reared in the rich green hills and valleys of Wales.”

The awards were presented in a Paris restaurant in the presence of senior management from Monoprix and some of France’s top food journalists.

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.