OVER the Easter period, there were a number of promotional events designed to boost the profile of PGI Welsh Lamb in important markets.
In London, where I joined up with Denbighshire’s Daphne Tilley to tempt shoppers with freshly-cooked lamb samples, the reaction among consumers was fabulous, showing the quality of what Wales has to offer.
Daphne is famous for selling Welsh lamb directly to some of London's top food outlets and restaurants, sourced from her own farm in Henllan and those of her neighbours in the Vale of Clwyd.
She has been awarded an MBE for her services to the industry and has linked up with Hybu Cig Cymru a number of times to help raise awareness of outstanding Welsh lamb.
The latest promotions were at the famous Fortnum & Mason store in London’s Piccadilly, where Welsh lamb is on sale in the shop as well as the restaurant.
We prepared hot samples for people to try and we were extremely pleased with the reaction, with shoppers commenting on how tender and tasty the meat was.
It makes such a difference to have the farmers, who produce the food as part of our campaigns, to really tell the story of the product and give a personal connection which is so often missing from the consumer experience.
Customers love meeting producers, hearing about the low-intensity and high-welfare way that PGI Welsh Lamb is farmed, combining centuries of tradition handed down through the generations with modern innovations to meet the changing consumer’s taste.
In this way, they can gain an insight into the passion that they have for their animals and their industry.
Our day in London with Daphne was a very positive experience; we felt as though we’d given London a real taste of Denbighshire!
Like many farmers, Daphne is a terrific ambassador for Welsh food. Many of the top shops and restaurants in London are proud to serve PGI Welsh Lamb, sourced from Daphne Tilley and other leading suppliers. Many are part of HCC’s Welsh Lamb Club, more information on which can be found on the hcctrade.co.uk website.
Dr Owen Roberts
HCC
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