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Welsh Lamb the talk of the town at top Asian trade show

May 18 2017

The finest PGI Welsh Lamb was one of the most talked-about exhibits at HOFEX, Asia’s leading trade show for the food and hospitality industry this month.

Hybu Cig Cymru – Meat Promotion Wales (HCC) took full advantage of the opportunity to promote Welsh Lamb in key emerging markets at the Hong Kong show, by securing a starring role for the meat in major live butchery and cookery competitions.

Attendees at HOFEX, who included 50,000 trade buyers from across the region, witnessed competitors at the long-established HKICC culinary competition being challenged to come up with the tastiest Welsh Lamb dishes. Welsh Lamb also featured in an international butchers’ contest, and in a number of demonstrations in the vast meat hall over the three days of the fair – many of them conducted by HCC Scholar Peter Rushforth, the award-winning young butcher from Flintshire, and Chris Jones from Cambrian Training.

“The representatives at HOFEX cover a region with good potential for growing sales of PGI Welsh Lamb,” said HCC’s Export Executive Deanna Leven. “Many of our red meat clients in Hong Kong, Macau and the rest of the Far East are high-end food service and retail suppliers, who are looking for a distinctive quality product.

“Holding butchery demonstrations and supplying Welsh Lamb for use in the show’s live competitions is a cost-effective way for us to target key people who can influence their peers in the food industry,” added Deanna. “We hope to inspire young chefs to use premium Welsh meat, and show them the versatility and quality of a wide range of different Welsh Lamb cuts through the demonstrations by top-class butchers such as Peter and Chris.”

HCC continues to work with leading importers in the region to promote Welsh Lamb and Welsh Beef. Deanna Leven said; “With uncertainty over the terms of trade with Europe after 2019, it’s obviously vital that we work in a wide range of world markets in order to promote our produce. Welsh red meat has a good presence and an excellent reputation in Hong Kong. We have committed partners in the retail and catering industry, and a branch of the Welsh Lamb Club for chefs and restaurants was established here last year. Our aim is to build on this business, and use it as a springboard for helping Welsh producers to grow sales in the wider region.”

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