People are being encouraged to buy from their local butcher as part of National Butchers’ Week.
This year’s awareness-raising campaign focuses on engaging with the internet generation who may not be confident about buying from their local butcher.
National Butchers’ Week takes place from March 24th to 30th and will highlight the expertise of high street butchers who are able to offer tips, advice and the highest level of service to their customers.
Philippa Gill of Hybu Cig Cymru – Meat Promotion Wales, the body which promotes PGI Welsh Lamb, and who are one of the sponsors of National Butchers Week said: “Butchers have an important role to play when it comes to educating the younger generation about cuts of meat and how to cook them. Fast food and microwave dinners are too often meals of choice for young people and lack of familiarity with specific cuts and how to prepare them is one of the factors feeding into this.
“Any butcher will be able to tell you the exact farm his stock is sourced from, which gives consumers the ability to buy with confidence.
“The blue and yellow PGI logo on Welsh Lamb packaging is a promise of authenticity so whether you are buying from a butcher or a supermarket you can be sure the meat has unique quality and characteristics fostered by the Welsh countryside.”
Martin Player, who has been a butcher for 26 years, said: “I think people care a lot more now about where their food is from and young people should not be missing out just because they are intimidated about visiting their butcher. When customers ask where my meat is from I just point to my board which lists the origin of each product.
“All of my Welsh Lamb is PGI approved so I know it is sourced from Wales where farms have some of the highest standards of animal husbandry in the world. The lambs are tagged from birth so they can be identified as belonging to a specific farm and traced at every stage of the production process. It is this traceability and guarantee that the lambs have been reared on lush Welsh pastures which ensures the unique quality of meat I serve to my customers.”