Austrian market entry boost for Welsh Lamb exports

Austria has become the latest major European marketplace to enjoy the great taste of PGI Welsh Lamb.

Prestigious foodservice giants FrischeParadis announced at an international chef’s event held in Cologne that they will be supplying two company outlets in Austria after the product proved successful in ten of their venues in Germany.

“Adding Austria to our portfolio of purchasing nations is a great move forward for HCC’s strategic marketing programme and we are delighted to be working with such a high end provider as our colleagues in FrischeParadis,” said Laura Pickup, HCC’s Market Development Manager.

“It is a vital part of its European-wide campaign to widen awareness of the crucial PGI status that gives Welsh Lamb its premium tag and quality status, and that’s what FrischeParadis are helping us achieve at Chef Sache, a significant international chefs' event held in Germany in Cologne.

“It’s where top European chefs meet and exchange the latest ideas and cooking trends; there are several top end cooking contests and a well-attended exhibition where suppliers of quality food and drink promote products for the chefs to taste, see and try,” she said.

FrischeParadies first introduced PGI Welsh Lamb into its eight German outlets more than 10 years ago and have successfully helped build its brand among top Michelin Star Chefs, celebrity chefs, hotels, restaurants and caterers as well as to high end consumers across Germany.