Welsh lamb and beef in the spotlight on St. David’s Day
Hybu Cig Cymru – Meat Promotion Wales (HCC) marked St. David’s Day by promoting Welsh lamb and PGI beef at a number of different events in Wales and abroad.
The promotional body is currently running a multi-media campaign in Wales and England, drawing attention to the excellent record of Welsh farming on protecting the environment, and built on the St. David’s Day celebrations by serving up tasters to visitors and employees at a number of offices.
In the last ten days of February, the red meat board partnered with large retailers to provide in-store samples, recipe leaflets and information about the sustainability of Welsh livestock farming. New leaflets and other materials were provided to independent butchers who are part of HCC’s Welsh lamb and Welsh Beef Butchers’ Club.
HCC also supported trade events with foodservice distributors who stock ranges of quality Welsh Beef, Welsh Lamb and pork from Wales, and joined up with Wales Week in London to raise the profile of produce in England.
In addition, HCC supported events abroad around Wales’s National Day celebrations. A demonstration of Welsh Lamb was held for butchers and buyers in Italy, while meat was supplied to be the centrepiece of St. David’s Day festivities in Malta and the Middle East.
HCC events executive, Medi Jones-Jackson, said: “In addition to our ongoing campaign on radio, TV and social media which showcases the positive story behind Welsh red meat, we’ve also been taking opportunities to take this message directly to consumers, while also offering them samples of lamb and beef, and recipe ideas.
“St. David’s Day is always a way to raise the profile of food from Wales, and we were delighted this year to partner with a range of organisations – from Welsh Government and retailers to foodservice suppliers and chefs.”