New Welsh Lamb marketing materials arrive at butchers across Wales ahead of Love Lamb Week

A new set of seasonal merchandise has arrived at butcher’s shops across the country, thanks to Hybu Cig Cymru – Meat Promotion Wales (HCC).

Over 220 members of HCC’s Butchers’ Club have received exclusive point-of-sale (POS) kits, which include posters and recipe leaflets, to support the summer and autumn marketing campaign for PGI Welsh Lamb.

HCC’s Butchers’ Club is exclusively for independent local butchers that are dedicated to sourcing and selling PGI Welsh Lamb and PGI Welsh Beef.

Dafydd Povey of Povey butchers in Pwllheli said: “I am delighted with the materials I have received and that will be on display in my shop. The recipes on offer include Welsh Lamb noodle soup and BBQ Welsh Lamb chops and cheesy mash, which again highlight the versatility of Welsh Lamb at this time of year.”

HCC’s Market Development Officer Kirstie Jones added:  “Once again we are thrilled with these marketing materials and hope they inspire others to cook Welsh Lamb! They highlight the flexibility of Welsh Lamb and its delicious flavour across a range of meals.”

The arrival of this material is just in time for Love Lamb Week which takes place between the 1st and 7th of September. Love Lamb Week celebrates ‘all things lamb’ and this year marks the campaign’s third year running. As a result of this, Hybu Cig Cymru will be hosting a range of activities to celebrate the plentiful supply of new season lamb which will be available to purchase through the Summer and Autumn months – when Welsh Lamb is at its peak seasonality. These events will include Welsh Lamb demonstrations in AGA stores throughout the UK in a special brand partnership to coincide with Love Lamb Week.

The Butchers’ Club is free to join and members receive free seasonal point of sale material, as well as promotion across HCC’s website and advice on PGI labelling.

Further information about the Butchers’ Club and its members can be found here: