Hybu Cig Cymru – Meat promotion Wales (HCC) is taking PGI Welsh lamb to the Dubai food and drink event Gulfood.
HCC’s trade team will be joined by Welsh exporters to showcase Welsh lamb at the event, which takes place between February 19-23, 2024, at the Dubai World Trade Centre.
The middle eastern market is an important, growing export market for the Welsh red meat sector with Welsh lamb exports growing in volume and value in recent years, HCC said.
HCC market development executive, Gareth Evans, said Gulfood is a “key event” within the global food and drink calendar.
“Buyers from over 120 countries will be in attendance and it is a key opportunity to grow Welsh lamb’s reputation and connect with new customers across the region,” he said.
‘Celebration of Welsh Lamb’
In addition to attending the tradeshow, HCC has organised for a ‘Celebration of Welsh Lamb’ event to be hosted at the British embassy in Dubai.
His Majesty’s trade commissioner Oliver Christian will be in attendance at the event where he will be joined by decision-makers in the hospitality and catering sector from Dubai and the middle east.
The three course ‘Celebration of Welsh Lamb’ menu has been curated by Dubai-based executive chef Russell Impiazzi.
It includes charred PGI Welsh lamb shoulder and herb roasted PGI Welsh lamb loin.
The menu also features a selection of other Welsh food and drink products including Tŷ Nant Water, Halen Môn sea salt, Snowdonia Cheese, and Penderyn Whiskey.
Delegates will also hear an address from a HCC representative explaining the provenance and story behind Welsh lamb, aimed at championing Welsh farmers’ sustainable farming methods.
HCC’s events executive Medi Jones-Jackson said: “This embassy event will allow HCC to connect with key buyers and decision makers across the region and give them a true taste of why PGI Welsh lamb is so special.”
