There is a sense of 'escalating excitement' for Welsh Lamb in the US once trade is re-established for lamb exports, according to Hybu Cig Cymru – Meat Promotion Wales (HCC).
HCC attended the two-day Taste Wales event, arranged by the Welsh Government, to further develop its relationships with influential buyers from UK supermarkets and countries across the globe, including the USA, Canada and Hong Kong.
The American market has been closed to lamb from Britain for many years, however work has been ongoing for a decade to re-establish the trade by HCC, working alongside the Welsh and UK governments.
Taste Wales, the largest ever showcase of Wales’ food and drink industry was an opportunity to continue with ongoing discussions and explore trade channels with American buyers when restrictions are lifted.
'Huge potential'
During one of the ‘Meet the Buyer’ sessions, John Rodger from large-scale American distributor in retail and speciality markets, Atalanta, expressed a keen interest in exporting Welsh Lamb to the US once market access is granted.
“We think the market has huge potential. We love the stories behind the product and the fact that it’s produced on traditional family farms. Our customers would love these stories too.”
John Rodger continued: “The UK is right up there in terms of importing to the US, and these products are distributed to country clubs, hotels and major retailers around the country. We already import Welsh cheese to the US, and have major dealings with the meat business. Hopefully, we’ll be selling Welsh Lamb to the US soon too!”
£20 million a year
Over the coming months, British farmers are looking forward to continued progress towards opening up market access to the USA.
Previous research showed that the market could be worth £20 million a year to the Welsh red meat industry.
A consultation on bringing American animal health rules in line with other countries was announced by the USDA last year.
Earlier this year, red meat exporters, including representatives from the companies which own the three largest processing plants in Wales, visited Washington DC to learn more about US regulations for beef and lamb imports.
