There is a common misguided belief that Spring is the best time of year for sourcing new season Welsh Lamb, according to consumer research conducted by Hybu Cig Cymru – Meat Promotion Wales (HCC).
As part of HCC’s latest marketing campaign for Welsh Lamb PGI, 'Love Lamb Week', a survey was undertaken during a supermarket tour to discover what people know and understand about one of the UK's most natural products.
The results showed that quality and country of origin were the main things that shoppers looked for when buying red meat.
Nearly 80% looked to source British produce where possible, but 57.8% thought that spring was the best time to buy new season PGI Welsh Lamb whereas in fact it’s most widely available during the second half of the year.
Addressing this misconception is one of the key aims of HCC’s 2016 Welsh Lamb marketing drive in the UK market.
The plentiful availability of PGI Welsh Lamb in supermarket stores and butchers shops was highlighted during the supermarket trailer tour earlier this month, visiting retailers at locations including Carmarthen, Cardiff and Bangor.
Sourcing 'quality locally-produced produce'
Farmer and NSA Young Ambassador, Jacob Anthony, who farms with his family at Cwmrisca, near Bridgend, took part in the tour.
He said: "It was a surprise to me that so many consumers thought that spring was the best time to buy Welsh Lamb. But people are really keen to source quality locally-produced produce.
"Meeting shoppers face-to-face on HCC's cooking trailer in Bridgend, and marketing drives such as 'Llamb's Day' on 1 August and ‘Love Lamb Week’ in early September, offer a great opportunity to engage with consumers and spread the message.
"Our outstanding locally-produced lamb is most widely-available in the shops in summer and autumn, and if people know when to look out for it their buying preferences can influence the decisions of the retailers."
‘Love Lamb Week’ is a week of promotional activity to celebrate the availability, quality and versatility of locally produced lamb, held between 1-7 September.
Elwen Roberts, HCC’s Consumer Executive said: "HCC’s marketing campaign aims to dispel the myth that new season lamb should be sourced in the Spring and educate consumers on the best time to purchase the product.
"‘Love Lamb Week’ is another opportunity to get the message across to consumers across the country.
"We’re calling on all producers, butchers, chefs and consumers to join us over the coming seven days in particular to spread the word about the fantastic lamb that’s produced in our country."
