Across the world, Welsh Lamb is highly sought-after. Nowhere more so than in Sweden, where this year for the first time, people will bid in an auction on Tradera, the Swedish equivalent of Ebay, for one of 2016’s first spring lambs.
The auction begun at 6pm on 15 May and will last for a fortnight. Tradera is visited over 2 million times each week and is one of Sweden’s largest online marketplaces. This is the first auction of a whole lamb since the site started in 1999.
The awareness of Welsh Lamb has increased of late in Sweden, after Hybu Cig Cymru – Meat Promotion Wales (HCC) undertook a range of promotional activities as part of an export drive.
Research has shown a large increase in awareness among consumers of the PGI (Protected Geographical Indication) branding, which gives Welsh Lamb the same status as other protected names, such as champagne and Parma ham. The research also showed positive perception of Welsh Lamb as a high-quality product.
According to Alex James, Export Development Executive at HCC; “This online auction is a great way of drawing attention to the growing popularity of Welsh Lamb in Sweden. HCC’s recent promotional activities in Sweden included work with supermarkets and chefs as well as a presence at the GastroNord exhibition.
“Market research undertaken since then shows that PGI Welsh Lamb is well-regarded for its quality, and is strongly associated with the beautiful environment and traditional farming practices where it is produced,” added Alex. “Sweden is set to be an important export market for Welsh Lamb.”
The auction will be live for two weeks, and the winner will be able to collect the meat, some 20 cuts of lamb totaling 13-15 kg, in a nearby supermarket shortly afterwards