Wanted: Welsh lamb ambassadors

Butchers passionate about Protected Geographical Indication (PGI) Welsh lamb are being urged to become a lamb ambassador by Meat Promotion Wales (MPW).

The organisation is looking for Welsh lamb butchers to join its panel of expert representatives as part of a new lamb ambassador campaign.

Hybu Cig Cymru MPW spokeswoman Laura Dodds said: “We’re constantly striving to raise the profile of Welsh lamb and promote its coveted PGI status and raising awareness about the PGI label in the consumer market. To do this we need spokespeople or lamb ambassadors and as part of this panel, we want to recruit a Welsh butcher who can talk about what Welsh lamb and what PGI means to them.”

According to Dodds MPW is leading an EU-wide campaign to promote PGI, which is a European quality mark only awarded to produce with a guaranteed and defined regional origin. Welsh lamb, she added, was awarded the status because of the unique attributes that go in to making it.

Dodds said: “As a lamb ambassador you’ll be part of an exclusive panel of experts including a farmer and a chef, as part of our PGI Welsh Lamb publicity campaign. Volunteering to be a lamb ambassador will take up a minimal amount of time and in return you’ll be part of an exciting national campaign promoting both PGI Welsh lamb – and yourself. All applicants will go before a judging panel of experts before our butcher lamb ambassador is chosen.”

If you’re a Welsh butcher, passionate about PGI Welsh lamb, put yourself forward as a lamb ambassador by contacting Laura or Caitlin at Golley Slater on 029 2038 8621 or by emailing welshlamb@golleyslater.co.uk