Welsh Lamb companies in positive mood after Swedish trade talks

Welsh Lamb companies in positive mood after Swedish trade talks

Welsh companies have returned from Sweden in optimistic mood after trade talks with companies keen to import Welsh Lamb.

Representatives of the three major processing companies in Wales attended a reception at the British Ambassador’s residence in Stockholm to meet trade buyers and journalists.

“The aim was to further impress on them the qualities that make Welsh Lamb a sought after global brand,” said Gwyn Howells, chief executive of Hybu Cig Cymru – Meat Promotion Wales.

“More than 30 representatives of Sweden’s retail and food service sector as well as journalists were at the Embassy to hear what makes Welsh Lamb so special and why customers as far apart as Canada and Hong Kong have taken it to their hearts and diets.”

Welsh Lamb first went on sale in Sweden in 2011, and demand among consumers has steadily grown.

“Retailers like the fact that Welsh Lamb has been awarded Protected Geographical Indication (PGI) status by the European Commission, which provides the guarantee of provenance that discerning consumers demand,” said Mr Howells.

“Research carried out by HCC and Welsh processing companies indicate that there is potential to further grow this new market, and that has been backed up by talks we have had with Swedish importers and retailers at the British Embassy.”

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