Shoppers in Powys have been given the chance to sample the finest PGI Welsh Lamb to mark British Food Fortnight.
Co-op stores in Machynlleth and Hay-on-Wye have been promoting locally-produced lamb in association with Hybu Cig Cymru – Meat Promotion Wales (HCC). Chef Elwen Roberts prepared tasty Welsh Lamb dishes, and distributed recipe booklets to help customers to make the most of a wide variety of different lamb cuts.
In addition to the Co-op, which is the official sponsor of Love British Food and British Food Fortnight, HCC has worked with a number of retailers to provide special Welsh Lamb tasting events at their stores during the past two months, including Tesco, Sainsbury’s, Asda and Costco.
Surveys of shoppers during the promotions have shown that nearly 80% of Welsh customers are keen to buy local where possible.
“Shoppers obviously value locally-produced food such as PGI Welsh Lamb,” said Elwen Roberts, HCC’s Consumer Executive and a well-known TV cook on S4C, speaking during the promotion at the Co-op store in Machynlleth.
“People are also looking for healthy options, and lamb scores very highly as a source of protein within a balanced diet. It’s also increasingly versatile, and can be used in a wide range of dishes which are quick and easy to cook. Many shoppers in Machynlleth are looking forward to trying some of the recipes in our booklets.”
The Co-op’s Poultry Agriculture Manager, Cath Bennett, said: “We are really very pleased to be supporting Love British Food this year and sponsoring British Food Fortnight. We know food provenance really matters to our customers, which drives our enthusiasm to invest in the UK economy to provide an opportunity for British food to have pride of place in our stores. It’s why we continue to be a leading supporter of British farming and have extended our commitment to back UK farmers by switching all of our fresh bacon and lamb to 100% British*. We work closely with farmers and it is fantastic to be in store working with HCC to highlight and promote our Cambrian Mountains Welsh Lamb to customers.”
Lynwen Mathias, Procurement Officer at Dunbia said: "As the largest processor of lamb in the UK, Dunbia is proud to join forces with the Co-op and HCC to support Love British Food. We were delighted to have the opportunity to showcase our wonderful Cambrian Lamb in the Co-op Stores in Hay-on-Wye and Machynlleth where it was very well received."
*The Co-op’s new sourcing initiative will make it the only major UK food retailer to stock 100% own-brand fresh British beef, chicken, pork, lamb, bacon and turkey. It is already the only retailer to use British meat in all its chilled ready meals, pies and sandwiches.The in-store switch to 100% British bacon and lamb will be from 1 May 2017 to enable supplies to be sourced