Four Italiansupermarket chains with a total of nearly 300 stores are promoting PGI Welsh Lamb in the run-up to Christmas, thanks to a partnership with Hybu Cig Cymru – Meat Promotion Wales (HCC).
The supermarkets taking part have in-store point of sale material and tastings to tempt Italian shoppers to put lamb on their festive menus.
The marketing drive is focused on southern Italy – particularly the Campania and Puglia regions around Naples, Taranto and Caserta.
Press advertising for Welsh Lamb has also been placed in major Italian newspapers, with supporting recipes and videos on social media.
“The focus on southern Italy represents a big step forward in the promotion of PGI Welsh Lamb in the country,” explained HCC agent Jeff Martin. “It’s previously been more widely available in supermarkets in the north, but we’re delighted to be working with a number of retailers to complete the geographical distribution of the product.”
“This area of southern Italy has a relatively high level of lamb consumption, and by working with retailers directly we can raise awareness of the quality and versatility of PGI Welsh Lamb, as well as ensuring a shorter distribution chain and greater control over the integrity of the product” he added.