Welsh meat bosses hit the road

Welsh lamb and beef are set to get a boost in Wales this autumn, as the True Taste roadshow hits the road.

The show, organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) and the Welsh Assembly Government, will be visiting supermarkets in Cardiff, Haverfordwest, Llanelli, Swansea, Maesteg, Treforest, Wrexham and Bangor to promote Welsh food businesses.

HCC is also launching a recipe booklet in butchers and supermarkets, offering ideas for creating tasty meals, including a lamb suet pudding and a lamb, liver and mushroom påté. It also features an introduction on how sheep and cattle are reared in Wales.

Graham Titchener, HCC’s marketing executive said “There are some fantastic new ideas in these booklets and hopefully they will inspire people to pick up some Welsh Lamb or Welsh Beef from their local butcher or supermarket.”

Cooks will be demonstrating the recipes at the roadshows, using products from other Welsh companies, including Village Dairy, South Caernarfon Creamery and the Really Welsh Company. Consumers will get to taste samples.

“Taking Welsh lamb and Welsh beef on the road around Wales means that shoppers will get to see first hand both the quality and versatility they have to offer,” said Bill Joyce, HCC marketing manager.