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Race to Silverstone puts Welsh Lamb in Pole Position

Oct 13 2017

Hybu Cig Cymru – Meat Promotion Wales (HCC) has raced to Silverstone Circuit in a bid to put PGI Welsh Lamb on the inside track when it comes to winning new orders in the UK’s £30 billion wholesale and foodservice sectors.

The iconic motor racing venue played host to a major trade exhibition at its ‘Silverstone Wing’ conference centre, overlooking the start-finish straight where the grid lines up for the British Formula One Grand Prix.

In partnership with one of Wales’s largest meat processors, HCC prepared delicious samples of Welsh Lamb to tempt representatives of Britain’s wholesale food and drink industry.

The Silverstone event was organised by the major wholesale group Booker, while HCC is also working with other wholesalers in a wider autumn campaign to promote Welsh Lamb in the sector.

HCC’s Consumer Executive Elwen Roberts said; “We were delighted to attend this important trade show at Silverstone. We regard PGI Welsh Lamb as being a champagne among meats, and it is in demand from many high-end restaurants, hotels and catering suppliers due to its reputation for high quality.”

“Britain’s wholesale sector is an extremely important market for us,” added Elwen. “Our autumn campaign to increase the sales and profile of Welsh Lamb in this industry has been a success so far, and we look forward to continuing to work closely with our partners in future.”

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