Love Lamb Week, the farmer-led UK-wide annual celebration of all things lamb and mutton, is being celebrated in Wales with promotions designed to help the foodservice and catering sector to get back on its feet after the Covid pandemic.
A unique collaboration between industry promotion body Hybu Cig Cymru – Meat Promotion Wales (HCC), the Welsh Government and suppliers Compass Cymru will see five delicious lamb recipes promoted in restaurants in government offices across Wales during the first week in September.
Staff and visitors to Welsh government hubs will be able to try new recipes, such as a Lamb Pesto Pizza dish developed by HCC and a Welsh Lamb sub roll, as well as receiving information about how lamb is produced in Wales and the sustainable methods of farming.
The venture is part of a wider programme of promotion in Wales around Love Lamb Week. Recipe cards are available through members of HCC’s Butchers’ Club, HCC will lead advertising over social media, and several multiple retailers and foodservice suppliers will also mark the occasion with special promotions.
HCC’s senior market development officer Laura Howells said: “HCC is delighted to be working with colleagues in Welsh Government and Compass Cymru to mark Love Lamb Week, and particularly to promote the story of how PGI Welsh Lamb is produced to exceptional standards of sustainability and traceability.
“This year in particular we’re focusing on offering promotions alongside the foodservice sector which has been impacted by Covid restrictions over the past year.”
Minister for Rural Affairs Lesley Griffiths said: “It’s great to be getting on board with Love Lamb Week and I’m delighted we are supporting our farmers and foodservice suppliers through promotions at Welsh Government workplace restaurants right across Wales.
We have put tackling climate change at the centre of everything we do as a Government. Welsh livestock farmers have an integral part to play in addressing many of the serious challenges facing our natural environment and we have made a clear commitment to supporting them in improving their environmental sustainability.
“This will only enhance the quality of our produce and drive demand both here and internationally.
“PGI Welsh Lamb is an iconic product recognised worldwide, its reputation speaks for itself. We’re looking forward to trying the tasty new recipes during the first week in September.”
