Wales hopes to boost lamb exports to Scandinavia
Published:  25 April, 2016

A team of top red meat industry representatives from Wales will be attending one of northern Europe’s biggest food and hospitality trade fairs next week, with the hopes of increasing imports of Welsh Lamb PGI into the region. 

Representatives from Rhug Estate (Corwen), Dunbia, Randall Parker Foods, Menai Meats and 2 Sisters will be joined by existing Swedish distributor of Welsh Lamb, Fraskfaruhuset.

“Hybu Cig Cymru – Meat Promotion Wales (HCC) has put together this top trade presence to look to develop strong leads and open future opportunities for trade and export for PGI Welsh Lamb,” commented Laura Pickup, HCC’s market development manager.

“The boosting of Welsh Lamb sales in new markets like Scandinavia is a vital part of the industry’s red meat strategy to assist farmers and processors in Wales and support lamb prices at home.”

GastroNord and Vinordic runs from 26-29 April at the Stockholmsmässan exhibition centre in Stockholm and is considered one of the major trade fairs in northern Europe for restaurants, institutional kitchens, fast food, hotel, wines, beer, spirits and ciders.

“This work is also part of the EU-funded programme to raise awareness of and promote Welsh Lamb’s PGI credentials,” added Pickup.

“It is reassuring that after 12 months there is already evidence that the work we have done in Sweden, alongside Italy, Germany and Denmark, has managed to raise awareness of Welsh Lamb, Welsh Lamb’s PGI status and the broader, underlying principles of PGI status.”

Scotch Beef and Scotch Lamb will also have a presence at the trade show. “Over the last couple of years, the Scottish red meat industry has improved its trading presence in Sweden, especially with wholesalers and retailers,” said Laurent Vernet, head of marketing at Quality Meat Scotland (QMS).

“There are, however, still opportunities to be seized in the Swedish market which is a stable, sustainable market for premium products such as Scotch Beef PGI and Scotch Lamb PGI.”