Welsh Lamb hits the headlines on Danish News at Ten

Welsh Lamb has featured in a major news item on Denmark’s DR television network’s flagship news programme, TV Avisen.

As part of an item on European trade, journalist Anna Gaarslev spent a day with the Lloyd-Williams family at Moelgolomen, an organic upland farm in Bontgoch, near Aberystwyth.

Denmark is an important emerging market for Welsh Lamb. Hybu Cig Cymru – Meat Promotion Wales (HCC) has recently undertaken a programme of media and PR activity to promote PGI Welsh Lamb to Danish supermarkets, chefs and consumers.

Research has showed growing awareness of PGI (Protected Geographical Indication) status and the Welsh Lamb logo following the marketing campaign. The research also showed that lamb from Wales is strongly linked by consumers with being a high quality product, and associated with traditional and sustainable farming practices.

Alex James, Export Development Executive at HCC, said; “Denmark and other Scandinavian countries have been identified as key emerging markets for PGI Welsh Lamb. HCC has been promoting Welsh Lamb with major retailers, and also through chefs and trade fairs. Welsh Lamb is a growing choice for Danish consumers as a high-quality meat for barbecues and special occasions.

“Market research suggests that supermarkets and consumers are taking the message on board,” added Alex. “The fact that Denmark’s premier TV network, DR, has chosen to feature a farm in Wales on its main evening news programme is a good sign of the growing awareness of Welsh Lamb.”

Owner of Moelgolomen Farm, Rhodri Lloyd-Williams said: “I enjoyed showing the film crew from TV Avisen a day in the life of our farm at Moelgolomen. Denmark is an exciting new market for quality PGI Welsh Lamb; it will be great for a prime-time television audience to see the beautiful natural environment where the meat is reared.”