Canada deal seals major boost for Welsh Lamb exports

Canadian consumers will soon be seeing far more Welsh Lamb in their shops. A major retail chain has announced that it will be stocking the meat in hundreds of shops across the country, and holding promotions in partnership with Hybu Cig Cymru – Meat Promotion Wales (HCC).

Branded, skin-packed PGI Welsh Lamb cutlets will be available in over 300 stores nationwide; at Loblaws supermarkets in Ontario, Provigo stores in Quebec, and at branches of Your Independent Grocer and Zehr’s nationwide. A larger range of Welsh Lamb products will be available at a number of Loblaws Inspire stores following the promotion.

Tasting events will be held at many stores across Ontario and Quebec during the autumn, giving Canadian customers the chance to sample the fabulous taste of Welsh Lamb for themselves.

On Saturday and Sunday, 1-2 October, shoppers at Loblaws Forest Hill Market in Toronto were joined by the UK Consul-General and Deanna Leven, HCC’s Export Development Executive, to celebrate the excellent news for Welsh Lamb in Canada.

“Canada has been an important target market for HCC and our partners in the Welsh red meat industry for some time,” said Deanna. “Welsh Lamb has been available in eastern Canada for a few years and we attended the Connect food show last year to explore opportunities in the west. But up until now its availability had been relatively small.

“This news is therefore a major step forward in the Canadian retail market. It’s hugely significant for the Welsh lamb industry to see these new products available in 300 stores country-wide, and for a major supermarket chain to be working with us to hold promotions in-store and on online platforms such as Instagram.

“The reaction so far among consumers has been extremely positive,” added Deanna. “There’s been an excited reaction online among Welsh expats and food fans, who are delighted that PGI Welsh Lamb is going to be far more widely-available in Canada. This is also a great opportunity to raise awareness of the product in north America, given the potential opening of the US market in the future.”