This week, Denmark will be let in on a secret and a special recipe for success with the launch of an innovative Lamb Cam.
It will show a 24-hour live-stream of the Welsh landscape showing sheep and lambs roaming freely in their natural environment.
Two high-tech cameras have been set-up by red meat promotion agency, Hybu Cig Cymru – Meat Promotion Wales (HCC) in north and mid Wales.
The cameras will pan the landscape and capture the beauty of the countryside over the summer months.
This will form part of HCC’s latest promotional marketing campaign in Denmark which will focus on the high level of animal welfare and traditional methods of producing quality Welsh Lamb on the rolling hills and scenic valleys of Wales.
A partnership with a major Danish retailer has led to a live-feed in a supermarket store where PGI Welsh Lamb can be purchased.
The marketing initiative will be promoted in Denmark using new labelling on lamb packaging as well as on digital platforms.
Digital banners on these sites will broadcast a live-feed from the fields to coax consumers to click for more information.
'Sheer beauty'
One camera has been set-up on sheep farmer Llyr Jones’ land at Derwydd, Llanfihangel Glyn Myfyr, with the other located at Mynydd Gorddu near Talybont, Ceredigion.
Llyr said: “The camera has been placed at the highest point on our mountain at Derwydd farm, Llanfihangel Glyn Myfyr.
“From here we can see the Berwyn, Arenig and Snowdon. This is a perfect spot to share the sheer beauty of the vast landscape and also show how the meat is produced.
“The sheep live off the land and are left to rear their lambs in a natural, peaceful setting which leads to a great tasting product.
“I’m very excited to be able to share my untouched, special corner of the world with the people of Denmark and at the same time, promote Welsh Lamb as part of an inventive and interesting campaign.
“It is a great way of using modern technology and social media to advertise the fantastic product we produce here in Wales.
“It would be impossible to fly the good people of Denmark to see my lambs here at Derwydd so this is an effective way of sharing our product with them, so that they can make the connection between where their lambs come from and hopefully build a good relationship with them.”
