Summer Loving’ for Welsh red meat

by Rhys Llywelyn, HCC Market Development Manager

SCHooL summer holidays are in full swing and (hopefully) we’ll be able to enjoy some warmer weather. It’s with this in mind that we’ll be making the most of optimum

BBQ conditions to promote PGI Welsh Lamb and PGI Welsh Beef as the ultimate alfresco choices this summer.

Just as the dust settled from another busy Royal Welsh Show, the HCC team headed to oxfordshire to celebrate Lamb Day on August 1 to promote PGI Welsh Lamb at Countryfile Live. Visitors
to Countryfile Live naturally have an appreciation for the countryside and an interest in sustainably produced food so we see this as a key event to target consumers in England – which is the largest recipient of PGI Welsh Lamb.

Other events such as Abergavenny Food Festival, Anglesey Show, The
Good Life Experience and a supermarket trailer tour in September mean that HCC will have a continued presence at key public events and spaces throughout the summer months.

We will be reinforcing messages of quality, sustainability and provenance. There has been more coverage in the press and media criticizing red meat and its relationship to the environment and health; during these summer months we will be working hard, going directly to the public to give them the truth and debunk the media myths and misinformation.

Additionally, we’ll be working with some key foodie magazines such as ‘olive’ and ‘Delicious’ with recipes using PGI Welsh Lamb as well as establishing a brand partnership with AGA to highlight PGI Welsh Lamb as a high quality and sustainable food product.

In addition to our physical presence, Welsh red meat will have a ramped-up presence online as well. We’ll be

working with a select group of prominent influencers and bloggers who will be sharing recipes and information about PGI Welsh Lamb. our own PGI Welsh Lamb and PGI Welsh Beef channels will also be flooded with new recipes, competitions and content highlighting Welsh red meat’s versatility and health credentials as well as shining a spotlight on the ethical and sustainable way in which it’s produced.

We’ve also recently done some filming with FUW member Alun Elidyr to give consumers a true reflection of how Welsh Lamb and Welsh Beef is produced in relation to preserving the environment – diolch am eich cyfraniad gwych Alun!

Keep an eye out on our social media channels over the coming months to see Alun’s video – or whynotjoinusinourcampaign. Help us tell the story of Welsh red meat by tagging us in your social media posts or using the hashtag #LoveWelshLamb or #LoveWelshBeef – whether it’s an on-farm snap showing the natural environment Welsh red meat is reared in, a classic Welsh Beef BBQ or a family Welsh Lamb luncheon. We are proud to promote such quality products and are looking forward to spreading the love for Welsh red meat this summer.

Hyrwyddo cig eidion a chig oen o Gymru sy’n mynd a sylw HCC drwy gydol yr haf, o’r Sioe Frenhinol, Countryside Live, Gŵyl Fwyd Y Fenni, Sioe Môn, The Good Life Experience i daith archfarchnad ym mis Medi. Mae HCC hefyd wedi cydweithio gydag aelod FUW Alun Elidyr er mwyn ffilmio darn sy’n cyfleu sut mae cig oen a chig eidion Cymru yn cael ei gynhyrchu mewn perthynas â diogelu’r amgylchedd, cadwch lygad ar y cyfryngau cymdeithasol i weld y fideo.

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