French shoppers aim for trip to Pays de Galles in Welsh Lamb promotion

Shoppers at French supermarkets are enjoying an added bonus this summer. Everyone who buys Welsh Lamb at selected Monoprix butchery counters gets the chance to win a weekend break to see the country where their fine meat is produced.

The promotion is part of an ongoing marketing campaign by Hybu Cig Cymru – Meat Promotion Wales (HCC) in the French market, where Welsh Lamb is available through a number of supermarkets and independent retailers.

Welsh Lamb carries the coveted European ‘PGI’ (Protected Geographical Indication) label, which gives consumers confidence in where and how it’s produced. The designation is well-known in France, putting PGI Welsh Lamb in the same category as Champagne and premium cheeses such as Brie and Camembert.

“One of the biggest selling points for premium PGI Welsh Lamb is our farming methods and the superb environment in which it’s reared,” said Deanna Leven, HCC’s Export Development Executive. “So what better way to tempt French shoppers than to offer a trip to Wales as a prize in the latest supermarket promotion?

“France is the largest single overseas market for red meat from Wales,” Deanna explained. “Despite the political uncertainties as the UK prepares to leave the EU, HCC is determined to show that we’re committed to our industry’s existing partners in Europe.”

She added: “We’re preparing to welcome a number of buyers and journalists from Europe to the Royal Welsh Show this month, to show them Welsh agriculture at its best. The red meat export trade to France alone is worth around £50 million a year; ensuring free and unfettered trade after Brexit would be hugely important to our industry.”