Welsh meat industry should ‘move with the times’
Welsh red meat can “thrive in the UK market by moving with the times and aiming at premium sectors”, according to the chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC), Kevin Roberts.
In his opening address at the Royal Welsh Winter Fair in Builth Wells, Roberts explained that a key theme of the event was consolidating the position of PGI Welsh Lamb and PGI Welsh Beef in the home market, as part of contingency planning for the uncertainty of trade arrangements after Brexit.
Kevin Roberts.
He commented: “Traditional roasts are still important, but we’ve got to move with the times.
HCC’s current Welsh Beef campaign is emphasising red meat as a natural and convenient source of protein for healthy lifestyles, while targeting younger consumers with a new online recipe selector, available on smartphones, to give shoppers ideas on which cuts of Welsh Lamb to choose while on the move.
Roberts added that, if the right premium sectors were targeted, branded Welsh meat could thrive in “difficult circumstances”.
“Figures published last year showed that UK-wide spending on lamb in supermarkets fell by almost 2% in a 12-month period, while spending on branded Welsh Lamb was up by 5.6%,” he explained.
Selling high-value branded cuts offered the prospect of better returns for farmers than targeting low-value sectors, such as fast food and public procurement, according to Roberts.
In addition, he praised supermarkets and wholesalers, which had recently committed to increased sourcing, but warned that all options in the UK would need to be considered if trade with the EU was disrupted in 2019, particularly for the sheep industry.
He stated: “We’re delighted to have secured £1.5 million in funding from Welsh Government to accelerate the work of developing new export markets, but if we face a sudden loss of EU trade in 2019, there’s no way that can be made up overnight with exports to other countries.
“An oversupply of lamb in the domestic market will require radical measures, which will need all parts of the supply chain – from farmers to UK retailers – to work closely together.”
Deal with Canada
HCC has also announced a boost for business in Canada, as supermarket chain, Lococo’s, will stock a new range of PGI Welsh Lamb, while undertaking in-store promotions.
Lococo’s new range of PGI Welsh Lamb includes portion packs of rack chops, loin chops, shoulder chops, mince, stewing lamb and shanks, as well as boneless and bone-in legs.
Samples are served up to customers in an in-store promotion for Lococo’s new range of PGI Welsh Lamb.
HCC export executive, Deanna Leven, commented: “HCC’s work in Canada has involved making connections between Welsh processors, food importers, retailers and foodservice distributors, and providing assistance with branding and marketing.
“We’re seeing increasing interest in Welsh Lamb, from Ontario right across to British Columbia, particularly from retailers and restaurant suppliers who are looking for high quality meat.”
“We’re delighted to have secured this new business for Welsh Lamb,” said Pearse Dolan, president of Toronto-based food importers and distributors Dolan Foods.
“The initial in-store promotions have been very well-received. We look forward to working with Lococo’s and HCC to bring the superb taste of fresh Welsh Lamb to more Canadian consumers, with several tastings planned in December.”
Lococo’s specialises in fresh produce, and is long-established in Ontario with a number of stores in the Hamilton, Burlington and Niagara region.
Major UK retailers publish campylobacter results
UK to ship pig trotters to China
