An ancient summer tradition and a renowned Welsh festival will coincide and combine on August 1 to mark the inaugural ‘Llamb’s Day.’
A feast of song, dance and Welsh Lamb will be served at the National Eisteddfod in Abergavenny this Monday where Hybu Cig Cymru – Meat Promotion Wales (HCC) will be promoting a renewed marketing campaign for Welsh Lamb in the UK market.
Wales YFC will sing the praises of Welsh Lamb with fabulous free samples all morning, followed by cookery demonstrations by HCC’s Elwen Roberts in the Monmouthshire County Council pavilion. Elwen will prepare a number of Welsh Lamb recipes, including a special ‘Llamb’s Day’ Welsh Lamb and Caerphilly Cheese burger which will be dished out on the Farmer’s Union of Wales (FUW) stand in the afternoon.
Welsh Lamb will also be centre stage at the Eisteddfod’s Pl@tiad restaurant where a tasty tagine will be served all day to hungry competitors and visitors.
Elfed Roberts, Chief Executive of the National Eisteddfod said: “The Eisteddfod brings people together for a celebration of all things Welsh. We are pleased that this includes Welsh Lamb, a product that is traditionally associated with Welshness and we look forward to providing a stage for one of our favourite foods during the festival.”
Chef Colin Gray of Capital Cuisine runs Pl@tiad and said: “Our menu will feature a slow cooked Welsh Lamb tagine, cooked with garlic, ginger, cinnamon, honey, apricots and almonds. It is a favourite amongst Eisteddfod goers with the ingredients complementing the amazing flavour of the lamb. At Pl@iad, and in all other events catered by Capital Cuisine, we only use the best Welsh Lamb, it delivers on flavour and never lets us down.”
Elwen Roberts said: “We look forward to marking the arrival of new season PGI Welsh Lamb during Wales’ biggest and busiest cultural event, held in a rural area where red meat production is crucial to the local economy.
“It is also fitting that one cultural tradition is used to build on another – known as Calan Awst, Lammas or Lughnasadh– which historically commemorated the first harvest festival.
“We look forward to working with producers to serve Welsh Lamb samples to performers from all over Wales at the Eisteddfod.”
‘Llamb’s Day’ will also kick start a supermarket tastings tour, PR, advertising and social media activity, building on the year-round marketing efforts of HCC in the UK and export markets.