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Launching Welsh Lamb and Welsh Beef into overseas markets

Oct 20 2014

A new multilingual DVD promoting red meat from Wales will be launched today during a reception at the largest trade food fair in the world.

The SIAL trade event in Paris attracts more than 150,000 visitors from over 200 countries, which is why Hybu Cig Cymru – Meat Promotion Wales (HCC) has decided to give the first public showing of this 13 language DVD at this major event.

The DVD will be launched by the Deputy Minister for Farming and Food Rebecca Evans AM during a reception held on the HCC stand.

The Deputy Minister said: “We pride ourselves on supplying some of the finest produce in the world, including Welsh Lamb and Beef, so I am delighted to be at this world renowned food exhibition to launch this promotional DVD which highlights the premium quality of Welsh red meat. 

“Hybu Cig Cymru and Welsh processors are working hard to gain access to emerging markets and I hope this new DVD will help identify and persuade new customers across the world to buy Welsh Lamb and Welsh Beef.”

The English and Welsh voiceovers on the DVD are by Welsh actor Richard Harrington, star of the acclaimed BBC/S4C crime thriller ‘Hinterland/Y Gwyll’ which has been screened around the world.

It has been produced for an international audience and features iconic aerial images of the Welsh countryside, sweeping across mountains and valleys to the coastline to emphasise the clean, green environment in which Welsh sheep and cattle thrive.

“The DVD will be displayed at SIAL and other future overseas trade shows. It will also act as an introduction to meetings and events with existing and potential foreign customers,” said Laura Pickup, Market Development Manager at HCC.

“It includes shots of experts filmed on farm, in a butcher’s shop and in a restaurant and is packed with dynamic shots of our rolling hills and beautiful coastline. By showing Wales’ dramatic landscape and mouth-watering meat to potential buyers, it is hoped that they will be instantly persuaded to purchase PGI Welsh Lamb and Beef!”

The DVD will be on display on the HCC stand throughout the show. It has voiceovers and subtitles in 13 different languages and features the PGI (Protected Geographical Indication) logos for Welsh Lamb and Welsh Beef. This coveted status is a recognised selling point across the world.

SIAL Paris runs for five days between 19-23 October. 

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