The finest PGI Welsh Lamb played a starring role on Italian television this month, as specialist foody channel Alice TV featured a mouth-watering live cooking demonstration.
As part of its broadcast from the important Tuttofood trade fair in Milan, chef Fabio Zanetelli showed viewers an easy yet delicious recipe for Welsh Lamb cutlets with artichokes, apple and mustard. He explained that the taste and quality of the meat was paramount for such dishes – “Il gusto ѐ importante!”
The TV broadcast also included an interview with Jeff Martin, the Italian market agent for Hybu Cig Cymru – Meat Promotion Wales (HCC), who discussed the different cuts of PGI Welsh Lamb that were available in Italian supermarkets.
“I was pleased that Alice TV was able to showcase PGI Welsh Lamb during its special broadcast from the Tuttofood fair,” said Mr. Martin. “It was a great opportunity for us to share the story of how versatile the meat is, and the positive story of the outstanding natural environment in which it’s produced.
“Italy is a very important market for PGI Welsh Lamb,” he added. “HCC is in regular contact with a large number of retailers and foodservice agents in the country, and Welsh Lamb is widely-known in the trade as a quality product.
“We’ve had success in increasing the availability of Welsh Lamb in major retailers in southern Italy over the past year.” explained Mr. Martin. “Our focus at the moment is on continuing to build relationships with our partners, and we hope to see more Welsh Lamb in high-end retailers during 2017.”