Welsh Lamb eyes up fashion capital
Published:  20 October, 2016

Italy is being targeted as an area to lift PGI Welsh Lamb exports, by connecting producers from Wales with international chefs. 

According to Hybu Cig Cymru – Meat Promotion Wales (HCC), the high value of trade in Italy makes it one of Wales’ most important overseas markets for Welsh Lamb. The initiative to partner Welsh sheep farmers and celebrated chefs is being marketed under the headline: “Naturale, buono e genuine!”

The Protected Geographical Indication status is thought to help boost Welsh Lamb’s reputation in Italy and place it on a par with other foods such as Parma ham and Champagne.

“In Wales, it is very easy to find farming families like mine,” said Welsh Lamb ambassador Myrddin Davies, a fifth-generation farmer from Pandy Tudur in Conwy Valley, who has been promoting the PGI message by blogging on HCC’s Italian-language website agnellogallese.eu

“It’s thanks to this great, centuries-old heritage that Welsh Lamb and Welsh Beef obtained the coveted PGI status over 10 years ago. Welsh Lamb is a truly natural product that is bred in the open air. It feeds on green grass, and grows in a healthy and clean environment. Welsh Lamb is tender, sweet and very tasty. It is what it is, there are no secrets, a genuine taste that expresses all its qualities.”

A group of Italian journalists were recently brought together in Milan by HCC, where they enjoyed a range of dishes showcasing Welsh Lamb created by Milanese chef Misha Sukyas (pictured). Journalists were treated to meals such as carpaccio of Welsh Lamb with Shanghai sauce, smoked Welsh Lamb with salted yoghurt, and fregola in Welsh Lamb cawl.

“Italy is a very important market for our producers,” said HCC’s export development executive Alex James. “Italian consumers expect a high-quality product, based on traditional farming practices, with the indisputable reassurance of a PGI classification – that’s where reputable, traditional farmers such as Myrddin Davies are invaluable ambassadors.

“The food writers who tasted Misha Sukyas’ recipes in Milan were given great taste, fantastic flavour and the full, farm-to-fork story of how Welsh Lamb is produced.”