Wales gets ready for ‘Llamb’s Day’ as study shows consumers keen to eat local produce

Research by Hybu Cig Cymru – Meat Promotion Wales (HCC) has showed that families are keen to eat food from local sources.

A study of 2,000 people, commissioned to coincide with the inaugural ‘Llamb’s Day’ celebration of Welsh Lamb on August 1st, has revealed that people are clued up when it comes to sourcing their food. Eight in ten adults always read the labels to see where their food is coming from – with around half complaining they can’t seem to buy enough home-produced food.

Nearly 70% of Welsh shoppers say they make a special effort to buy fresh food that’s in season, like strawberries in summertime or asparagus in spring. Welsh Lamb can be had all year round, but is most widely-available in shops from late-summer to the end of the year. HCC consumer expert Elwen Roberts said, “With Llamb’s Day on 1st August we’d like to celebrate the best time of year to try the very finest locally-raised lamb – summer and autumn.”

Despite a trend for consumers to buy cuts which can be cooked quickly, the study found that traditional fare still comes out on top when it comes to dinner time with the whole family.

A Sunday roast, cottage pie and meat and two veg are firm favourites, narrowly ahead of Italian food. The king of British meals is still the roast, with 23 per cent opting for lamb as their favourite meat, behind beef but ahead of chicken.

As well as marketing of Welsh Lamb, Welsh Beef and pork from Wales, HCC also undertakes year-round activities to educate children and adults about healthy, balanced diets and food seasonality.

Elwen Roberts said; “It’s great to see that more and more people are paying attention to where their food comes from. Learning more about the source of ingredients we use is vital to preparing healthy and delicious meals.”

Elwen and the rest of the HCC team will be holding events at locations throughout Wales during August, featuring free recipe booklets and opportunities to taste Welsh Lamb dishes.