HCC launches exclusive club for butchers

A new club recognising the importance of independent butchers to the Welsh lamb and beef industry will launch in the autumn.

The club has been developed by Hybu Cig Cymru (HCC) – Meat Promotion Wales and will include a regular newsletter, details of up-and-coming promotions and an invite for butchers to become a lamb ambassador for Welsh Lamb.

HCC market development executive Emma Jones said: “Independent butchers are a vital link between the farmer and the consumer. Butchers have the expertise to provide advice and guidance for both the experienced chef and the novice cook, helping them to select the best cuts of meat for their chosen dishes.

“That’s why we at HCC want to celebrate their expertise by inviting Wales’ independent butchers to join our new Welsh Lamb and Welsh Beef Butchers’ Club.”

As part of the club, butchers will receive a newsletter, which is currently sent to around 400 independent butchers in Wales and celebrates the Protected Geographical Indication status (PGI).

“PGI is a wonderful selling point for both Welsh Lamb and Welsh Beef – it allows butchers to display our produce with pride and gives the customer confidence that when they want to buy Welsh, it really is Welsh,” said Jones.

Club members will also benefit from seasonal PGI Welsh Lamb and Welsh Beef point-of-sale kits, access to the eatwelshlamb.com website and invitations to exclusive Butchers’ Club events. Members can also benefit from public relations and social media opportunities to build their profiles.

There is no charge to join the club, but membership is based on the requirement that PGI Welsh Beef and PGI Welsh Lamb are sold on the premises.

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