Welsh meat goes to Italy

Welsh Lamb exports to Italy have received a boost following two visits to Wales, which took place in recent months.

One of Italy’s leading supermarkets has agreed to double the amount of PGI Welsh Lamb it buys following a visit to Wales in October. During the visit, representatives from the supermarket assessed the way PGI Welsh Lamb was produced.

Export market development executive with Hybu Cig Cymru - Meat Promotion Wales (HCC) Deanna Leven said: “The group were so impressed by the quality, commitment and investment in the whole supply chain, they decided to increase the amount of PGI Welsh Lamb they import. They have also increased the range of cuts they are buying so that they can supply more stores with cuts of PGI Welsh Lamb, including shops that hadn’t previously stocked Welsh Lamb.”

According to HCC, this news followed the recent success of a visit made to the Royal Welsh Show in July by a large Italian meat importer. Leven added: “The company, which is a key supplier to the Italian independent butchers, has now doubled its order of Welsh Lamb and pledged to concentrate its sales efforts on PGI Welsh Lamb.

“Italy is a key market for Welsh Lamb, worth £11m to the Welsh red meat industry in 2011, as consumers there recognise the protected status that Welsh Lamb has been awarded.”