Hybu Cig Cymru – Meat Promotion Wales (HCC) has taken to the road in December, attending the inaugural ‘Countryfile at Christmas’ show in Wiltshire to promote Welsh Lamb and Welsh Beef as top choices for the festive season.
The two-day Countryfile Christmas in the Park event at Charlton Park Estate drew thousands of people, which featured foody favourites and Christmas shopping alongside opportunities to meet the presenters of the popular BBC show.
After two years when in-person events have been restricted, HCC took the opportunity to attend the event and prepare fresh samples of tasty seasonal beef and lamb dishes from its latest recipe booklets.
HCC’s consumer executive Elwen Roberts said,
“It was great to get back out on the road and give people a taste of Welsh red meat in the runup to Christmas.
“Retail sales of lamb and beef are well up on 2019, and we’re finding that people are interested in alternative festive meals this year.
It was a great opportunity to promote some of the new seasonal recipes that are available on our website and in booklets at local butchers and other retailers.
The Red Meat Development Programme is a major strategic initiative, funded by the EU and Welsh government.
It consists of three projects – focusing on animal health, genetics and meat quality – to ensure that sheep and beef farming in Wales meets the needs of future consumers, and will be profitable and sustainable for years to come.
