A recent drive to develop new business outside of its traditional European markets is already paying dividends for the Welsh red meat industry.
In April, Hybu Cig Cymru – Meat Promotion Wales (HCC) and Welsh meat processing companies attended the important Food and Hotel Asia (FHA) exhibition in Singapore.
Following contacts made at the event, PGI Welsh Lamb is now a firm favourite among the offerings of a high-end retailer.
Sasha’s Fine Foods, in partnership with HCC, has been working on Welsh Lamb promotions around the Diwali festival in November to raise awareness of the brand in the Singapore market.
The investment in building new exports in Asia has been supported by the Welsh Government’s Enhanced Export Programme, which has enabled HCC to undertake more work in emerging markets alongside supporting existing customers in the UK and Europe.
At the recent HCC conference in Builth Wells, delegates heard that demand for lamb in Asia was projected to grow quickly due to rising affluence, tourism and a growing population.
According to figures presented at the event, the market in the region could grow by 2% a year, and Cabinet Secretary Lesley Griffiths reinforced the message that exports were crucial to the future prosperity of the Welsh red meat industry.
The Cabinet Secretary for Energy, Planning and Rural Affairs, Lesley Griffiths, said: “The Welsh Government is investing £1.5 million over three years in helping HCC and Welsh processors to build on the successful red meat export trade and support the industry through the uncertainty of Brexit.
Global patterns of demand show Asia is likely to be a more important market over the coming years.
“It’s great to see contacts made at the FHA event, where the HCC presence was supported by the Welsh Government’s Enhanced Export Programme, have led directly to new business for Welsh Lamb in Singapore.”
HCC’s market development manager Rhys Llywelyn said: “We were pleased to join Welsh processors in Singapore earlier this year to explore the potential of this market.
“The product was very well received. Sasha’s Fine Foods is an excellent new customer for our premium quality Welsh Lamb, and I’m sure there’s more potential in the growing foodservice sector in Singapore and the wider region.”
Sasha’s Fine Foods was founded in October 2011 in an effort to make home-cooking healthier and of top-notch quality.
Sasha Conlan, founder and director, added: “Coming from the UK, I am always looking for more great quality products from home, so I had no hesitation in taking up the opportunity to sell Welsh Lamb here in Singapore.
“The quality and taste of Welsh Lamb is in a league of its own and as it is not readily available in Singapore, it is an excellent addition to our range”.
