A drive to develop new business outside of its traditional European markets is paying dividends for the Welsh red meat industry amid Brexit uncertainty.
Demand for lamb in Asia is projected to grow quickly due to rising affluence, tourism and a growing population.
According to figures, the market in the region could grow by 2% a year, and Wales' Cabinet Secretary for Rural Affairs, Lesley Griffiths has reinforced the message that exports were crucial to the future prosperity of the Welsh red meat industry.
The investment in building new exports in Asia has been supported by the Welsh Government’s Enhanced Export Programme, which has enabled the meat industry to undertake more work in emerging markets alongside supporting existing customers in the UK and Europe.
For example, Protected Geographical Indication (PGI) Welsh Lamb is now a firm favourite of Singaporean retailer Sasha’s Fine Foods.
Sasha’s Fine Foods, in partnership with Hybu Cig Cymru – Meat Promotion Wales (HCC), have been working on Welsh Lamb promotions around the Diwali festival in November to raise awareness of the brand in the Singapore market.
Sasha Conlan, founder and director of Sasha’s Fine Foods, said: “Coming from the UK, I am always looking for more great quality products from home, so I had no hesitation in taking up the opportunity to sell Welsh Lamb here in Singapore.
“The quality and taste of Welsh Lamb is in a league of its own and as it is not readily available in Singapore, it is an excellent addition to our range”.
The Welsh Government is investing £1.5 million over three years in helping HCC and Welsh processors to build on red meat export trade and support the industry through the uncertainty of Brexit.
Global patterns of demand show Asia is likely to be a more important market over the coming years for UK farming businesses.
