Welsh Lamb hits leading headlines on Danish news

lambsWELSH Lamb has featured in a major news item on Denmark’s DR television network’s flagship news pro­gramme, TV Avisen.

As part of an item on European trade, journalist Anna Gaarslev spent a day with the Lloyd-Williams family at Moel­golomen, an organic upland farm in Bont­goch, near Aberystwyth.

Denmark is an important emerging market for Welsh Lamb. Hybu Cig Cym­ru – Meat Promotion Wales (HCC) has recently undertaken a programme of me­dia and PR activity to promote PGI Welsh Lamb to Danish supermarkets, chefs and consumers.

Research has showed growing awareness of PGI (Protected Geographi­cal Indication) status and the Welsh Lamb logo following the marketing campaign. The research also showed that lamb from Wales is strongly linked by consumers with being a high quality product, and associated with traditional and sus­tainable farming prac­tices.

Alex James, Export Development Executive at HCC, said; “Denmark and other Scandinavian countries have been iden­tified as key emerging markets for PGI Welsh Lamb. HCC has been promoting Welsh Lamb with major retail­ers, and also through chefs and trade fairs. Welsh Lamb is a growing choice for Dan­ish consumers as a high-quality meat for barbecues and special occasions.

“Market research suggests that su­permarkets and consumers are taking the message on board,” added Alex. “The fact that Denmark’s premier TV network, DR, has chosen to feature a farm in Wales on its main evening news programme is a good sign of the growing awareness of Welsh Lamb.”

Owner of Moelgolomen Farm, Rhodri Lloyd-Williams said: “I enjoyed showing the film crew from TV Avisen a day in the life of our farm at Moel­golomen. Denmark is an exciting new market for quality PGI Welsh Lamb; it will be great for a prime-time television audience to see the beautiful natural envi­ronment where the meat is reared.”

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Jon Coles

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