Devotees of Welsh Lamb across the UK have been enjoying practical sessions on how to get the best out of slow-cooking with versatile meat, thanks to an innovative brand partnership between Hybu Cig Cymru – Meat Promotion Wales (HCC) and AGA.
At nearly 30 of the famous range cooker’s stores and dealerships, from Nantwich to Norwich and from Tunbridge Wells to Inverness, expert chefs have been showing customers how to create fabulous family dishes like slow-roasted shoulders of PGI Welsh Lamb. HCC also provided a range of recipe leaflets, and Welsh Lamb has featured in the AGA customer magazine.
Alongside the tastings, customers across Britain had the chance to win AGA cooking accessories through a social media competition.
The promotion is part of HCC’s work in the UK domestic market, targeting demographics known to be keen to experiment with new ways of cooking lamb.
“Working with AGA has been a great opportunity for us to showcase PGI Welsh Lamb to target consumers right across Britain,” said HCC’s Marketing Manager Rhys Llywelyn. “Starting on the 1st of September during ‘Love Lamb Week’ and continuing throughout the month, the in-store demonstrations and tastings have gone down extremely well.
“People have posted videos of the recipes online, and the number of entries to the cooking accessory competition has exceeded all our expectations,” he added. “Welsh Lamb is at its peak availability at retailers across Britain in the summer and autumn, so this was a timely way of showcasing how to create fantastic dishes from under-rated cuts such as shoulders.”
AGA demonstrator and cookery writer Sarah Whitaker, who presented four days of cooking demonstrations at AGA stores in the south of England, commented; “The best flavour was from roasting in the deep tin on the first runners in the baking oven. The lamb shoulders were quite perfect and delicious, tender and juicy!”