Welsh red meat body targets Dutch market
Published:  13 January, 2015

Hybu Cig Cymru (HCC) – Meat Promotion Wales is aiming to boost demand abroad as it prepares to showcase Welsh Lamb and Beef at the Netherlands’ largest hospitality fair next week.

HCC will be displaying at Horecava, which is aimed at foodservice professionals, for the first time. Last year’s show saw 57,562 visitors from 33,369 companies in attendance; one-third were directors or company owners and 78% were decision-makers.

Laura Pickup, HCC market development manager, said: “The Netherlands is a key target market for us in 2015. While we already export £14.3 million of Welsh Beef and £4.5m of Welsh Lamb to the country, our research indicates there is still room for improvement.”

With 29% of last year’s visitors representing the restaurant sector, HCC hopes to make progress in Dutch foodservice. Pickup explained: “This trade show is an opportunity to prove to key individuals from hospitality establishments across the Netherlands that Welsh Lamb and Welsh Beef are excellent products. A large selection of cuts means the meat is versatile and can be served in a myriad of dishes.

“Our hope, with the help of our Dutch agent André Adolfs, is to open the eyes of restaurateurs, caterers and buyers to our fantastic products at the start of the new year.”

André Adolfs has worked as HCC’s Dutch representative since September last year; he will be at the show alongside a selection of major Welsh processors.