Hybu Cig Cymru – Meat Promotion Wales (HCC) chair Catherine Smith has hailed positive news for the Welsh livestock farming sector in the form of increased support by UK-wide retailers.
Marks and Spencer (M&S) has launched a seasonal range of premium cuts of PGI Welsh Lamb which will be available across all Welsh and English stores for the first time.
The range will be supported by an integrated marketing campaign to promote Welsh Lamb to shoppers, including editorial content, social media, email marketing and in-store signage.
New Welsh Lamb signs can be found in all English and Welsh stores and email marketing will reach an estimated two million shoppers.
HCC offers support to all retailers, from supermarket chains to independent butcher shops, on a range of promotional activities to advertise PGI Welsh Lamb and PGI Welsh Beef.
‘Consumers want to back local farmers’
HCC chair Catherine Smith (pictured top) said: “The latest data shows that consumers love the great taste of PGI Welsh Lamb and Welsh Beef but, increasingly, they also like what they are hearing about Welsh red meat’s background story.
“They want to know more about traceability – where their food is coming from. They like the story of Wales’ network of family farms. They tell us they want to back local farmers.
“We’re very pleased that retailers are signing up to support this agenda. Welsh farmers lead on the solutions to sustainability. We have a temperate climate and topography, natural woodland areas, grassland and shelterbelts.
“As well as supporting retailers in promotional activities, HCC will work with producers to develop their farming practices. Together we can deliver the quality, sustainable food that the consumer craves.”
M&S Food head of agriculture Steve Mclean said: “We’re really excited to be able to introduce Welsh Lamb across all our English stores, as well as our Welsh ones, from this summer. 100% of the fresh lamb sold at M&S is British all year round, and the quality of the meat our Welsh farmers produce is outstanding, the animals really benefit from the rich grass pastures and natural resources from the surrounding environment.
“We look forward to seeing how customers in the UK respond to seeing more Welsh Lamb on the shelves, and the great diversity of meals you can make with it.”
HCC works with all the multiple retailers who stock Welsh Lamb as well as independent shops and online sellers.
