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New exclusive club for butchers launched by HCC

An initiative to reward butchers who sell Welsh Lamb and Welsh Beef is launched by Hybu Cig Cymru – Meat Promotion Wales this autumn.

It includes a new regular newsletter, details of upcoming promotions and an article inviting butchers to apply to become the new ambassador – or ‘lamb-assador’ for Welsh Lamb.

“Independent butchers are a vital link between the farmer and the consumer,” said HCC Market Development Executive Emma Jones. “Butchers have the expertise to provide advice and guidance for both the experienced chef and the novice cook, helping them to select the best cuts of meat for their chosen dishes.

“That’s why we at HCC want to celebrate their expertise by inviting Wales’ independent butchers to join our new Welsh Lamb and Welsh Beef Butchers Club.

“By doing so they will receive regular information from HCC about upcoming promotions, competitions and point of sale material to display in their shops or hand out to customers.”

One of the first steps is the publication of a newsletter, The Butchers’ Board, which was sent to approximately 400 independent butchers in Wales who sell Welsh Lamb or Welsh Beef, both of which benefit from Protected Geographical Indication status.

“PGI is a wonderful selling point for both Welsh Lamb and Welsh Beef – it allows butchers to display our produce with pride and gives the customer confidence that when they want to buy Welsh, it really is Welsh,” said Mrs Jones.

The first edition of The Butchers’ Board includes information about a new on-pack promotion being launched by HCC in the autumn.

It also includes details of HCC’s search for a ‘Welsh Lamb-assador’ from the trade, a butcher who is passionate about the quality of PGI Welsh Lamb and willing to talk about it at public events as well as to the media.

Among the other benefits of joining the Welsh Lamb and Welsh Beef Butchers’ Club are:

• Seasonal PGI Welsh Lamb and Welsh Beef point of sale kits;
• Regular newsletters and access to a dedicated information section on the eatwelshlamb.com website;
• Invitations to exclusive Butchers’ Club events;
• Public relations and social media opportunities to build butcher profiles.

Membership of the new Butchers’ Club is free – the only requirement is that PGI Welsh Lamb and PGI Welsh Beef are sold on the premises.