Counting sheep in Denmark with Welsh Lamb

This week, the Danish population will be let in on a secret and a special recipe for success with the launch of an innovative Lamb Cam – a 24-hour live-stream of the Welsh landscape showing sheep and lambs roaming freely in their natural environment.

Two high-tech cameras have been set-up by red meat promotion agency, Hybu Cig Cymru – Meat Promotion Wales (HCC) in north and mid Wales, which will pan the landscape and capture the breath-taking beauty of the countryside over the summer months. This will form part of HCC’s latest promotional marketing campaign in Denmark which will focus on the high level of animal welfare and traditional methods of producing quality Welsh Lamb on the rolling hills and scenic valleys of Wales. 

Danes can enjoy watching from their own computer screens by simply clicking on this link - whilst a partnership with a major Danish retailer has led to a live-feed in a supermarket store where PGI Welsh Lamb can be purchased. The marketing initiative will be promoted in Denmark using new labelling on lamb packaging as well as on digital platforms, including Welsh Lamb’s Danish website and social media sites. Ground-breaking digital banners on these sites will broadcast a live-feed from the fields to coax consumers to click for more information.  

One camera has been set-up on sheep farmer Llyr Jones’ land at Derwydd, Llanfihangel Glyn Myfyr, with the other located at Mynydd Gorddu near Talybont, Ceredigion.

Llyr said: “The camera has been placed at the highest point on our mountain at Derwydd farm, Llanfihangel Glyn Myfyr. From here we can see the Berwyn, Arenig and Snowdon. This is a perfect spot to share the sheer beauty of the vast landscape and also show how the meat is produced. The sheep live off the land and are left to rear their lambs in a natural, peaceful setting which leads to a great tasting product.

“I’m very excited to be able to share my untouched, special corner of the world with the people of Denmark and at the same time, promote Welsh Lamb as part of an inventive and interesting campaign. It is a great way of using modern technology and social media to advertise the fantastic product we produce here in Wales. It would be impossible to fly the good people of Denmark to see my lambs here at Derwydd so this is an effective way of sharing our product with them, so that they can make the connection between where their lambs come from and hopefully build a good relationship with them.”

HCC’s Market Development Export Executive, Alex James said: “Wales is perfect for producing quality Welsh Lamb with its unspoilt, luscious landscape, clean air, a temperate climate and mineral rich soils, all fed by a myriad of streams and rivers. The aim of the Lamb Cam is to share the excellence of this environment with the Danes so that they can also understand and appreciate what makes Welsh Lamb so special.

“It also aims to demonstrate the transparency of its production and reinforce its complete traceability from farm to fork. This is one of the main reasons why Welsh Lamb was awarded the coveted Protected Geographical Indication (PGI) status, which it shares with other high-class products including Champagne and Parma Ham.”

The campaign will also include activities such as literally counting on-screen Welsh sheep – the answer to insomnia - and a competition with a chance of winning a holiday to Wales in one of the innovative Epic Retreats cabins located on the Llŷn Peninsula this summer. Beady-eyed entrants will have to look out for a sheep with a coloured spot to win this unique prize, which will allow the winners to personally experience Wales and its natural beauty at its best, as they relax on the land where the meat is produced.

Alex added: “The timing of this marketing campaign is important as it allows us to focus on the sale of lamb during the barbeque season, a hugely popular dining experience in Denmark, at a time when new season Welsh Lamb is widely available for all to enjoy.

“Annual sales of Welsh Lamb in Denmark have risen by as much as 25 per cent year-on-year with an import of over 120 tonnes, making the country a target market for the product. Scandinavian meat consumption has averaged around 80 kilos per capita – one of the highest in the world. The Danish market is looking very buoyant!”