Germans in their thousands have experienced the sweet flavour and succulent tenderness of Welsh Lamb at busy consumer fairs.
Red meat body Hybu Cig Cymru – Meat Promotion Wales (HCC) attended two buzzing festivals in Munich and Stuttgart where around 7,000 consumers tasted PGI Welsh Lamb and eagerly received brochures and recipe leaflets to take home.
The ‘Eat & Style’ events attract over 100,000 visitors with a real interest in food, including professional chefs who were also pleased to pick up information on where they can source Welsh Lamb for the foodservice sector.
HCC’s Alex James, Export Development Executive said: “Wonderful wafts of Welsh Lamb enticed the Germans to our stand all day long at these events. We were thrilled with the response, and enjoyed interacting with consumers, chefs and producers from Germany’s foodservice sector.”
“Visitors to the stand were genuinely interested in the product and were keen to know how Welsh Lamb is produced and where it can be sourced. We were happy to oblige with information on the clean, green production methods of farmers in Wales, the fact that it’s fully traceable from farm to fork, and the value and significance of its PGI status.”
“We had people queuing up for samples!”
Germany is an important growing export market for lamb. HMRC data shows that exports of lamb from the UK increased by 13% for the period January to November 2016, when compared to the same period in 2015.