Welsh red meat body embarks on Netherlands campaign
Published:  24 July, 2014

Hybu Cig Cymru – Meat Promotion Wales (HCC) is looking to increase overseas demand for Welsh Lamb and Welsh Beef by starting a marketing drive in the Netherlands.

HCC recently reported that Welsh red meat earned the Welsh economy more than £224 million last year, with excellent growth in Scandinavia. Negotiations are under way to open up the US market, and now HCC is looking to appoint a representative in the Netherlands to market its meat.

The move was announced at the Royal Welsh Show, having recruited an agent for a similar initiative in Scandanavia, which helped boost sales of PGI Welsh Lamb in the region from £1.5m in 2011 to £4.6m in 2013.

HCC’s market development manager Laura Pickup said: “We have representatives in countries across the world, all working hard to promote the merits of PGI Welsh Lamb and PGI Welsh Beef to existing and potentially new customers.

“The outstanding success we have achieved in Scandinavia has encouraged us to look to further develop the Netherlands for our premium quality produce. While we already export £4.5m of PGI Welsh Lamb and nearly £14.3m of PGI Welsh Beef to the Netherlands, our research indicates that there is still room for improvement.

“Developing these markets is good news for Welsh producers, Welsh processors and the Welsh economy as a whole. It means that greater demand for our high quality produce means better prices for the primary producer and exporters, securing jobs here in Wales.”

HCC said trade customers and journalists from Italy and Germany were at the show on Monday 21 July as guests. Pickup added: “The Royal Welsh Show provides the ideal opportunity to show off the best that Wales can offer.

“Experience over the years has shown us that when overseas visitors attend the show, they are blown away by the excellent quality of our livestock and the high standards followed by farmers and processors. This often leads to further demand for PGI Welsh Lamb and PGI Welsh Beef from trade customers.”