A major supermarket roadshow to promote Welsh Lamb at key sites across England and Wales will launch later this month.
A mobile kitchen staffed by expert cooks will be located in supermarket car parks giving shoppers a chance to taste a range of delicious Welsh Lamb recipes before they are encouraged to purchase cuts of Welsh Lamb in the stores.
The initiative by Hybu Cig Cymru – Meat Promotion Wales (HCC) will visit Waitrose, Tesco, Sainsbury’s and Asda stores as far afield as Wrexham, Exeter and Berkshire between the end of August and late November. The trailer will also be located in Portmeirion during Festival No. 6 in early September.
It coincides with a major poster campaign appearing at more than 150 locations across Britain urging consumers to buy Welsh Lamb with links to recipes on HCC’s consumer website – www.eatwelshlambandwelshbeef.com – as well as to social media.
“This is the next stage of our campaign to encourage more people to choose Welsh Lamb for the dinner table,” said Laura Pickup, HCC’s Market Development Manager.
“We will be cooking a range of delicious Welsh Lamb recipes and emphasising its provenance and superior taste to shoppers across England and Wales.
“This latest roadshow follows similar events over the past two years when we have visited supermarkets and tourist locations across the country to spread the word about the quality of Welsh Lamb, including the clean, green production methods employed by our farmers, and information on where to buy it.”
HCC conducted research among consumers who sampled Welsh Lamb during a previous tour and who were willing to provide contact details for a follow up survey. That survey found that:
More than 65 per cent stated they now intended to purchase Welsh Lamb more frequently.
62 per cent said their awareness of the nutritional benefits of red meat had increased as a result of the project.
45 per cent said they would now take the country of origin into consideration when buying red meat – an increase of 13.5 per cent over the initial figure.
As well as the roadshow, the Welsh Lamb posters will appear near supermarkets across the country from London and Lewes in the south east of England to Bangor in North Wales. These posters will be at locations near Morrisons, Waitrose, Tesco, Asda and Sainsbury’s stores.