A group of Italian meat importers experienced a true taste of Wales and PGI Welsh Lamb on a recent trade-mission.
The trip, organised by Hybu Cig Cymru- Meat Promotion Wales (HCC), is part of an initiative to tell the story of PGI Welsh Lamb to Italian counterparts who can then fulfil their roles back in Italy with a full understanding and appreciation for Welsh Lamb: how it’s reared, produced and best enjoyed.
The group were all staff members of a large Italian meat importer and wholesaler, with representatives from various departments including buying, sales and quality control.
The trip consisted of a farm visit in Carmarthenshire; a PGI Welsh Lamb and PGI Welsh Beef supper at the Harbourmaster Hotel in Aberaeron; a night’s stay on the seafront in Aberystwyth; a butchery demonstration from Aberystwyth butcher Rob Rattray and a cooking demonstration with HCC’s Consumer Executive Elwen Roberts, both at Nanteos Mansion on the outskirts of Aberystwyth.
During the group’s farm visit in Carmarthenshire, they witnessed the naturally beautiful surroundings in which Welsh Lamb is reared as well as seeing first-hand the high welfare standards and traditional farming methods that go into producing Welsh Lamb.
There was much interest in Rob Rattray’s butchery demonstration which showed the group how the craft of butchery ensured that the most value and most appealing products were gained from the prime Welsh Lamb carcase. Whilst Elwen Roberts’ cookery demonstration established Welsh Lamb as a highly tasty and quick meat to prepare, with samples of Welsh Lamb curry, Chinese Welsh Lamb breast medallions and Welsh Lamb cutlets all enjoyed by the Italian visitors.
Speaking on the experience, Marco Della Pasqua, who works in quality control in Italy, commented “Wales is fantastic. It is very different from Italy, so many hills and clouds. We have had an enjoyable experience.” Speaking on Welsh Lamb, Marco said “The meat is very good, the cutlets and lamb breast are particularly good and very tender.”
HCC’s Export Executive Deanna Leven commented “We were delighted to welcome our Italian guests to Wales and to show them all that Wales has to offer and, moreover, the outstanding surroundings in which Welsh Lamb is produced. Our guests had the chance to meet the people behind the product and understand the story of Welsh Lamb.”
“Trade mission initiatives such as this one have proven to be a successful way to encourage appreciation for Welsh Lamb and we hope that all of our guests will return to Italy as passionate Welsh Lamb advocates.”