HCC welcomes supermarket’s boost for Welsh Lamb

Hybu Cig Cymru – Meat Promotion Wales (HCC) has hailed the announcement by rising retailer Aldi that it has become the latest leading UK-wide fresh food multiple retailer to stock premium Welsh Lamb this week.

The supermarket chain has introduced a range of branded Welsh Lamb products in 29 stores in south and west Wales with a formal launch by Lesley Griffiths AM, the Cabinet Secretary for Environment and Rural Affairs, and senior representatives of Welsh farmers, in Cardiff today (Thursday, October 13).

“It’s vital for the Welsh red meat industry that our produce is available in all sectors of the retail industry and Aldi’s market segment has seen remarkable growth, especially in Wales where market share is now over 10 per cent,” explained HCC’s Communications Lead Owen Roberts. “Statistics from market research specialists Kantar Worldpanel show the volume of lamb sold by Aldi increased by nearly 14 per cent over the past year and increasing numbers of their consumers are buying more fresh produce.

“HCC works in partnership, and is in regular dialogue with, all UK retailers and many took part in the summer 2016 HCC-led Welsh Lamb campaign. Aldi now joins other multiple retailers like Asda, Co-op, J. Sainsbury, M&S, Morrisons, Tesco and Waitrose in stocking branded PGI Welsh Lamb products,” said Owen. “In addition, quality Welsh Lamb products are also available in many independent retailers and at over 300 members of HCC’s Butchers’ Club,” he added.

Many multiple retailers were emphasising their commitment to quality local produce in their advertising. “This resonates with research carried out by HCC at supermarkets over the summer, which showed that nearly 80 per cent of shoppers were keen to buy more Welsh goods. Welsh Lamb is an iconic product whose quality reflects the outstanding natural environment in which it is produced,” said Owen.

Cabinet Secretary for Environment and Rural Affairs, Lesley Griffiths said: “Food and drink is a Welsh success story with Welsh Lamb at the forefront of our range.  I am grateful to Hybu Cig Cymru for all of the work it has carried out to promote this iconic Welsh product.

“I am delighted Aldi will stock premium Welsh Lamb in 29 of its stores in South and West Wales. I’m sure it will prove to be hugely popular with customers. Hopefully this will encourage Aldi to extend the initiative to more of its stores nationwide, which would provide a significant boost to the Welsh lamb trade”.