Lamb and beef farmers across north Wales played host to a delegation of leading Danish food writers this month, as part of a press tour organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) to show Scandinavian consumers the outstanding natural environment where Welsh Lamb and Welsh Beef is reared.
Scandinavia is a growing export market for PGI Welsh Lamb in particular. HCC has worked with retailers in both Sweden and Denmark to develop the market for premium Welsh meat, and has produced lamb recipe booklets featuring Michelin-star-winning chef Morten Falk.
During the tour, a group of Danish food writers, including leading bloggers and newspaper journalists, visited Tŷ Newydd, the farm of Tecwyn and Janice Jones at Nebo near Pentrefoelas, where they witnessed the dramatic scenery where their lamb is reared, as well as seeing their award-winning herd of beef cattle. They also visited Daphne Tilley’s farm at Henllan and her cutting plant in nearby Denbigh, as well as sampling a superb selection of lamb dishes at the ‘Bryn Williams at Porth Eirias’ restaurant in Colwyn Bay.
One of the journalists taking part in the tour, Mads Schytte who writes for the ‘Gastromand’ website, was keen to pay tribute both to the farmers who hosted them during their visit, and the stunning natural environment: “The hosts were extremely warm and welcoming. It made a great impression on all of us,” said Mads. He added: “I was surprised by the country and even more so by the lamb!”
HCC’s Market Development Executive, Alex James, has been central to the bid to promote PGI Welsh Lamb in Scandinavia. He said, “Tours such as this offer food writers the chance to see the outstanding natural environment in Conwy and Denbighshire, and to meet farmers such as Tecwyn Jones and Daphne Tilley who have such a passion for producing meat of the very highest quality. Our hope is that the journalists who visited will become ambassadors for Welsh Lamb, and help raise its profile in Denmark.”