Welsh push into Germany

The national body for Welsh meat promotion has announced it is aiming to get Welsh Lamb sold on German supermarket shelves.

Hybu Cig Cymru - Meat Promotion Wales (HCC) attended the Lebensmittel Praxis Meat congress in Koenigswinter, near Cologne, last week to promote Welsh Lamb to leading retailers in the country.

Welsh Lamb is already served in some of Germany's leading hotels, but now HCC wants it to appear in Germans' shopping baskets as well.

Bill Joyce, HCC marketing manager, said: "We've already had great success in getting Welsh Lamb on dining tables around the world, including France, Italy and Hong Kong.

"Welsh Lamb is already sold in German hotels and now we want supermarkets to sell it to their customers, so more people can experience quality Welsh Lamb which has been awarded the EU's coveted Protected Geographical Indication, recognising both quality and provenance."

HCC hopes to boost the export of Welsh Lamb to Europe at a time when the pound is weaker against the Euro, making products from Wales and the rest of the UK more attractive to businesses on the continent.

HCC said this was the latest stage in its drive to encourage greater consumption of Welsh Lamb abroad.