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Welsh Lamb and Beef take centre stage at major UK trade show

Mar 13 2015

The quality and versatility of Welsh Lamb and Welsh Beef will take centre stage at the UK’s largest food and drink event in London later this month.

IFE 2015 – the International Food and Drink Event – runs from March 22nd to the 25th and attracts more than 30,000 leading figures in the global food industry to the Excel exhibition centre in the city’s Docklands.

Hybu Cig Cymru – Meat Promotion Wales (HCC) will be cooking a wide variety of dishes containing Welsh Lamb and Welsh Beef and giving away samples to highlight their versatility to visitors.

“This is an ideal opportunity to showcase the qualities that have earned Welsh Lamb and Welsh Beef the coveted Protected Geographical Indication (PGI) status from the European Commission, putting both products on a par with other protected foods such as Parma Ham and Champagne,” said Laura Pickup, HCC’s Market Development Manager.

As well as providing detailed information and samples of the product to potential buyers on the HCC stand, a top chef will also give a public demonstration using Welsh Lamb.

Francesco Mazzei is the owner of L’Anima restaurant in London, a member of HCC’s Welsh Lamb Club for leading chefs and is a regular on TV cookery shows including the BBC’s Saturday Kitchen. He will give a masterclass on the event’s Great British Kitchen stage on Monday, March 23rd from 12.15pm to 1pm.

“IFE is without doubt the place to be to raise even greater awareness among trade buyers of the wonderful meat produced by Wales’ farmers and processors,” said Mrs Pickup.

“Welsh Lamb and Welsh Beef are world class brands, something that we in Wales can feel immensely proud of, and much of that success is down the high environmental and animal welfare standards employed by our farmers.

“Welsh Lamb is already available throughout Europe, Scandinavia, The Far and Middle East as well as Canada. I am confident that our presence at IFE 2015 will result in more enquiries for our world-class products.”

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