Green Eggs and Lamb

Upscale European fine food providers Frische Paradies showcased PGI Welsh Lamb to 3,000 visitors at the annual Big Green Egg Flavour Fair earlier this summer. 

For the first time PGI Welsh Lamb featured alongside fresh products of the highest quality in front of inspirational professionals from around the world at the 10th Annual Flavour Fair in the Netherlands.

In cooperation with Frische Paradies’ chef, enthusiastic butcher Gerald Smelt prepared and butchered two lambs for barbequing and cooked mouth-watering lamb casseroles throughout the day. Gerald is a former teacher at the SVO butchery school in the Netherlands and is currently product developer at a large herbs and spices firm.

The Green Egg Fair is especially for the BBQ lover and offered the opportunity to sample the most delicious dishes, discover new tastes from familiar ingredients, and learn new techniques meaning the day was about enjoyment and inspiration.

Welsh Lamb has been gaining ground in the Dutch and German markets, and last year expanded its supply in Frische Paradies – one of the largest speciality market and fine food suppliers in the region.

According to Deanna Leven, Export Development Executive at Hybu Cig Cymru – Meat Promotion Wales (HCC), there is potential in the market for PGI Welsh Lamb in the Netherlands. “Welsh red meat is already sold in the Netherlands, and there’s demand there for high-quality food,” explained Deanna. “In particular, we’re exploring how to increase awareness of the brand among high-end foodservice clients, so we were very pleased that our existing partner Frische Paradies was able to showcase Welsh Lamb at the famous Big Green Egg fair.”