Top quality Welsh Lamb could soon be on more restaurant menus in Germany, Hybu Cig Cymru – Meat Promotion Wales (HCC) has said.
Trade supplier TransGourmet has added the increasingly sought-after product to its listings, and is featuring Welsh Lamb demonstrations at its major client fairs this autumn.
HCC took part in a major trade fair this week in Augsburg, Bavaria, in southern Germany.
The stand featured demonstrations by award-winning young butcher Matthew Edwards, as well as giving chefs and trade buyers the chance to sample the Welsh Lamb.
According to Alex James, HCC’s Market Development Executive, TransGourmet’s listing is another important step forward for Welsh Lamb.
"Germany is known for its love of meat, and has been an important market for Welsh Lamb for some time," said Alex.
"But the new listing is a chance for us to further promote the brand among premium foodservice customers and widen its availability in Germany.
"Carrying the esteemed PGI (Protected Geographical Indication) mark, Welsh Lamb is a quality product, perfect for chefs," he added.
"If the reaction in Augsburg is anything to go by, there’s a keen interest in Welsh Lamb, and we may see it featured more and more in Germany’s top restaurants."
Rhys Llywelyn, HCC’s newly-appointed Market Development Manager, said: "It’s good to see growth for Welsh red meat in Germany, with our produce now featuring in the listings of several importers such as Frische Paradies, Havelland Express, Schwamm and now TransGourmet."
A three-year Welsh Government investment of £1.2 million to support the export activities of Hybu Cig Cymru – Meat Promotion Wales (HCC) has resulted in over £38 million of new and safeguarded business for PGI Welsh Lamb and PGI Welsh Beef.
