At the Royal Welsh Show today (Tuesday, 19 July), this year’s Royal Welsh Show President Mr. W. Richard Jones FLAA FRAgS held a very special charity Welsh Lamb auction at the stand of Hybu Cig Cymru – Meat Promotion Wales (HCC).
Richard Jones auctioned a new season PGI Welsh Lamb, cut into the choicest portions, to mark the start of the period when Welsh Lamb is at its best, and to look ahead to ‘Llamb’s Day’ on August 1.
‘Llamb’s Day’ kicks off HCC’s summer and autumn marketing campaign for PGI Welsh Lamb in the UK market. August 1 will be marked with a number of events and celebrations, aimed at emphasising the beginning of the new lamb season.
Prys Morgan, Head of Operations for HCC, explains the reasoning behind the marketing campaign. “In Celtic tradition, August 1 – Lammas Day or Calan Awst – is the first harvest festival,” said Prys. “What better way to promote the finest PGI Welsh Lamb than to revive this tradition, and emphasise the superb quality of Welsh produce for UK consumers.”
Prys added, “HCC is very grateful to Richard Jones, the Show President, for making time in his hectic schedule to lead our auction to launch our renewed Welsh Lamb promotion. This will be followed up with special events on August 1, and a multi-media campaign to bring Welsh Lamb to even more consumers throughout the summer and autumn.”