A DELEGATION of importers and supermarket buyers from Spain visited Wales this month, to see for themselves how PGI Welsh Lamb is produced and highlight the vital role exports play in supporting the profitability of the industry.
The group enjoyed a range of activities, including a visit to Dai Charles Evans’s Tanygraig farm in Silian, near Lampeter, as well as a Welsh Lamb cookery demonstration by Hybu Cig Cymru – Meat Promotion Wales (HCC).
The delegation included representatives of a major retailer as well as suppliers to the foodservice and catering sector.
According to HCC’s Export Development Executive Deanna Jones, who met up with the Spanish buyers during their visit to Wales, the varying customer preferences in different countries where Welsh Lamb is sold is a major plus for the industry.
“Traditionally, the UK market places a premium on lamb legs for roast dinners” said Deanna. “So the key for our industry is finding premium markets for other parts of the animal – ‘carcase balance’ as it’s called.”
“Consumers in other countries have different culinary traditions and use lamb for slow cooking and barbecuing rather than as a centrepiece of a Sunday roast,” she explained. “Spanish buyers mainly look for shoulders and loins, and by taking advantage of these different preferences exports can become important in gaining a good price for processors in Wales, and ultimately for farmers.”
While the trend of lamb consumption in Spain, in common with many parts of Western Europe, is slightly downward, one retailer which stocks branded Welsh Lamb reported a significant increase in sales in 2017.
“Hand in hand with the quality and consistency that they’ve come to expect from Welsh Lamb, Spanish consumers value its European PGI status – a sought-after mark which it has in common with many premium brands such as Champagne and Parma Ham,” added Deanna.
“Naturally, the industry is keen to ensure tariff-free access to our strong European markets, and retention of PGI status after Brexit,” she said.
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