Swiss suppliers buy-in to the Welsh farming story

A major foodservice supplier swapped the Swiss Alps for the Welsh hills on a recent visit to the Valleys for a whistle-stop tour of the red meat industry.

Well-known for home-produced delicacies such as cheese and chocolates, the Swiss look set to savour the taste of some of our own fine foods following the recent visit to south Wales.

Three buyers from Switzerland’s top supplier were taken aback with Wales, its landscape and farming industry. They were treated to a tour of a sheep and beef farm by Brecon-based Richard Roderick, a former winner of a major UK-wide conservation award, the Silver Lapwing Award.

This was one of many inward missions arranged by Hybu Cig Cymru – Meat Promotion Wales (HCC) this year for UK and overseas representatives of the retail, foodservice and hospitality sectors.

HCC’s Export Market Development Officer, Kate Patten said: “Our Swiss visitors were in awe of Richard’s dog working the sheep and listened carefully to his comprehensive presentation on grass management and the innovative farming methods that he’s adopted on his farm. They took-in the breath-taking views and absorbed every word of Richard’s expert knowledge as they travelled by trailer across the land.

“They tasted a variety of both Welsh Lamb and Beef cuts and were very complimentary about the tenderness and taste. They also visited a local abattoir to discuss future progression in business and were impressed by its processes and procedures.

“The buyers work for a supplier which deals with top tier Swiss hotels and restaurants including the famous five-star Dolder Grand hotel in Zurich. They certainly recognise quality when they see it and are willing to pay for premium products to supply their customers.

“PGI Welsh Lamb has been successfully listed in Switzerland since 2014, but it is hoped that this visit will be a spring-board for increased imports of lamb and beef into the country.”