HCC backs Welsh red meat exporters to get a “Great Dane” response at key trade fair

A team of Welsh red meat exporters will meet buyers at a major trade fair in Denmark this weekend as part of Hybu Cig Cymru-Meat Promotion Wales’ (HCC) move to boost exports of Wales’ iconic PGI status products in key European territories.

Processors from across Wales with openings into the Danish retail marketplace will meet Scandinavian buyers in a HCC co-ordinated export drive at Foodexpo, the largest Nordic food fair.

More than 400 exhibitors and 25,000 visitors representing restaurants, hotels and foodservice outlets from Denmark and 29 other countries will attend the three days of the event, staged at Herning.

“Increasing sales and boosting exports in new markets are vital to our work of assisting farmers and processors in Wales and to supporting lamb prices at home,” said Laura Pickup, Market Development Manager at HCC.

“Bringing together a prestigious team of quality processors from Wales to meet with key European players helps reinforce our premium production credentials and also raises awareness of the all-important PGI status that Welsh Lamb and Welsh Beef enjoy.

“It is reassuring that after twelve months there is already evidence that the work we have done in Denmark, alongside Italy, Germany and Sweden, has raised awareness of Welsh Lamb, Welsh Lamb’s PGI status and the broader, underlying principles of PGI status.

“One example of this work is Welsh Lamb’s Danish consumer website - www.walisisklam.eu – which has achieved an impressive 29,800 visits in the last 12 months.

“While lamb consumption is relatively low in Denmark - a quarter buy it once every three months and one in ten every month - I’m confident that HCC’s work will impact positively on the likelihood of consumers purchasing more Welsh Lamb in the future.”