A special Welsh Lamb recipe by famous food writer and television personality Gizzi Erskine will feature in brand new booklets produced by Hybu Cig Cymru – Meat Promotion Wales (HCC) this winter.
She has also been actively sharing her newly developed delight, using Welsh Lamb mince with peppers and aubergine, on Twitter where she has over 81,000 followers. The recipe video has already been viewed 35,000 times.
Other seasonal red meat recipes have been submitted by some of the UK’s foremost food writers and bloggers including Ren Behan, a regular contributor to Jamie Oliver’s website, and Becky Wiggins who have worked with HCC to develop new dishes with PGI Welsh Lamb.
These include recipes such as fragrant slow roasted shoulder of Welsh Lamb and Greek Kleftiko with Welsh Lamb. The Welsh Beef leaflet includes interesting inventions such as Welsh Beef chilli with chorizo, orange and chocolate!
The brand new recipe booklets will be dished out to consumers across the country by local craft butchers who form part of HCC’s 300-strong Butchers’ Club, a network of specialist shopkeepers who are dedicated to providing the best Welsh Beef and Welsh Lamb on the high street.
HCC regularly produces seasonal point of sale kits for members of its Butchers’ Club. This summer’s kit was deemed very useful by 81% of these members who found that the posters and leaflets were the most effective items received for promoting Welsh Lamb and/or Welsh Beef.
HCC’s Consumer Executive Elwen Roberts, who has also included some of her very own Welsh red meat wonders in the new winter leaflets, said: “The recipes will provide warmth in the winter weather. They have been designed with the latest consumer trends in mind and use a number of different cuts to demonstrate the versatility of the product.
“We have enjoyed working with a number of famous food writers, who have become our ‘Llambassadors’, to develop new recipes; they have their ears to the ground and have a knowledge of what people enjoy cooking and eating nowadays.
“Consumers are increasingly keen to source local food, with over 80% in our recent HCC survey saying that they look for the labels to see if their meat is produced in Wales. People also want to cook quick and healthy evening meals in half an hour, or experiment with new flavours. Our new recipe leaflets will tick all those boxes and we’ve also thrown in a couple of flavoursome festive ideas too!”
A number of ‘Llambassadors’ are working with HCC to develop new recipes using Welsh Lamb, a list can be found on our website: http://eatwelshlambandwelshbeef.com/en/welsh-lamb/introducing-llambassadors