This summer there have been a range of promotions for Welsh Lamb by Hybu Cig Cymru – Meat Promotion Wales (HCC), with local retailers in Denmark.

MENY, which runs 120 superstores throughout the country, has been rewarding its in-store butchers for whoever sells the most Welsh Lamb, as means of promoting the industry.   Huw and Sheila Davis, of Llandre Farm on the National Trust Dolaucothi Estate in Carmarthenshire, were host for the winning butchers and MENY managers, who all got to discover how PGI Welsh Lamb is produced during their trip. These butchers also got the chance to see traditional and sustainable farming practises whilst at Llandre Farm.

Huw Davis said: “The butchers were fascinated by the way we handle the sheep… Denmark is a very flat country so they saw a great contrast in what we have here in the spectacular Dolau Cothi valley.”

Huw later discussed that by showing the butchers and MENY managers round, he hopes it will help HCC promote Welsh lamb for Denmark and the Scandinavian market: “Welsh Lamb is their lamb of choice and that it’s been taken up very well by customers there. It was a joy to show them around.”

According to Mike Rasmussen, a manager for MENY, there has been a 20% growth in sales of Welsh Lamb: “We started selling lamb from Wales last year and have seen its potential. Welsh lamb is very nice, it has a very good story and it was really nice to see it with my own eyes.”

Rasmussen continued: “Danish customers like cuts which are easy to cook with without too much fat. This trip will motivate the butchers working in the stores to tell their customers about how Welsh Lamb is produced and tell the story to the Danish people.”