Japan and South Korea are now being considered as potential new markets for Welsh lamb and beef after a recent trade visit by members of the European Union to the Far East.
EU Agriculture Commissioner, Dacian Ciolos, led the Tastes of Europe campaign in Japan and South Korea with a view to increase awareness and sales of top European foods.
“There was a lot of enthusiasm for both Welsh lamb and Welsh beef, driven by its provenance,” said Deanna Leven, export development executive with Hybu Cig Cymru (HCC), the organisation responsible for promoting Welsh red meat at home and abroad.
“Although not much lamb is consumed in these two countries at present, there could be an opening for Welsh lamb in particular as a high quality niche product in restaurants and hotels.”
Both Welsh lamb and Welsh beef have Protected Geographical Indication (PGI) designation and, as a result, HCC was the only organisation from Wales, and one of five from the UK, among the 31 European companies taking part. Only European foods that have been granted protected name status were allowed on the trade mission.
Mrs Leven added: “The visit provided us with a valuable opportunity to do some market research, particularly since Japan has been identified by the Welsh Government as a country which has great potential as a customer for quality Welsh foods.”
“We now better understand the demand for red meat in both countries and the need for high tech marketing techniques to communicate effectively with consumers in Japan and South Korea.”
A number of meetings were held in Japan, including a seminar where Japanese food professionals were briefed on the EU’s quality schemes for food and the added value and reassurance to consumers that these labels can provide.
In South Korea the campaign sought to raise awareness of the selection of high quality European foods and beverages that carry the European labels, with a view to encourage local people to experience the foods in their daily routine.
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