A promotional campaign for the export of Welsh lamb was launched last week at the residency of the British Ambassador in Denmark.
The event was organised by Welsh meat promoters, Hybu Cig Cymru (HCC), in association with the British Embassy and UK Trade and Investment.
Her Excellency Vivien Life hosted the reception at her residence near Copenhagen, allowing representatives of Wales’s exporting companies to meet with Danish importers and retailers.
Laura Pickup, market development manager at HCC, said: “The latest export figures show that Welsh Lamb to the value of £1.1 million was sold in the country last year, and I’m confident that the Danish public have an appetite for even more.”
During her speech at the event, Mrs Pickup highlighted the similarities between the Welsh and Danish food industries.
“The Danish pig industry is known for its quality, food safety, animal welfare and traceability, creating the basis for the country becoming one of the globe’s largest pig meat producers.
“The same is true of Wales with regards to our sheep industry. While Wales may be a small country, we punch well above our weight when it comes to lamb production because we have one of the highest density sheep populations anywhere in the world – in fact it’s fair to say that Welsh Lamb is a global brand.
“Welsh Lamb has a well-earned reputation as a quality product which explains why it was granted PGI status from the European Commission more than 10 years ago.”
The addition of the prized PGI has elevated Welsh Lamb to reach further markets across the world.
Mrs Pickup added: “Welsh Lamb isn’t only available in Europe – if you visit supermarkets or restaurants in Dubai, Hong Kong or Canada there’s a chance that you will find Welsh Lamb. We’ve also recently visited countries as far apart as the USA and Thailand to spread the good word about Welsh Lamb.
“We see Denmark as an important new market for Welsh Lamb and we are keen to see our exports to the country grow. That’s why it is the focus of a major new marketing campaign, co-funded by the European Commission, to promote the qualities that led Welsh Lamb to be awarded PGI status.”
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