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VIP launch for Welsh Lamb campaign in Denmark

Mar 31 2015

The home of the British Ambassador proved to be the ideal venue to launch the latest promotional campaign for Welsh Lamb in Denmark.

Her Excellency Vivien Life hosted the reception at her residence near Copenhagen to allow representatives of Wales’ exporting companies to meet and discuss potential business deals with Danish importers and retailers.

The event was organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) in association with the British Embassy and UK Trade and Investment.

“It was a wonderful opportunity to highlight the qualities that had led to Welsh Lamb being granted the coveted Protected Geographical Indication (PGI) status by the European Commission,” said Laura Pickup, HCC’s Market Development Manager. “The latest export figures show that Welsh Lamb to the value of £1.1 million was sold in the country last year, and I’m confident that the Danish public have an appetite for even more.”

During her speech at the event, Mrs Pickup highlighted the similarities between the Welsh and Danish food industries.

“The Danish pig industry is known for its quality, food safety, animal welfare and traceability, creating the basis for the country becoming one of the globe’s largest pig meat producers.

“The same is true of Wales with regards to our sheep industry. While Wales may be a small country, we punch well above our weight when it comes to lamb production because we have one of the highest density sheep populations anywhere in the world.

“That goes a long way to explain why we are experts in producing some of the tastiest, most succulent lamb that can be found anywhere on Earth - in fact it’s fair to say that Welsh Lamb is a global brand,” said Mrs Pickup.

“Welsh Lamb has a well earned reputation as a quality product which explains why it was granted PGI status from the European Commission more than 10 years ago, a fact that we are extremely proud of.”

Mrs Pickup said PGI had helped Welsh Lamb reach markets across the world.

“Welsh Lamb isn’t only available in Europe – if you visit supermarkets or restaurants in Dubai, Hong Kong or Canada there’s a chance that you will find Welsh Lamb,” she said. “We’ve also recently visited countries as far apart as the USA and Thailand to spread the good word about Welsh Lamb.

“We see Denmark as an important new market for Welsh Lamb and we are keen to see our exports to the country grow.

“That’s why Denmark is the focus of a major new marketing campaign, co-funded by the European Commission, to promote the qualities that led Welsh Lamb to be awarded PGI status.”

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