Telling the positive story of PGI Welsh Lamb and PGI Welsh Beef was the centre focus for Hybu Cig Cymru – Meat Promotion Wales (HCC) when it joined international audiences and the brightest minds and innovators in the food sector, both from France and abroad at SIAL Paris ( 19-23 October 2024).
The flagship event attracts 7,500 exhibitors from 130 countries, and 285,000 visitors from 200 countries (70% international) are expected to attend this year. With an audience of 8,000 top buyers with a €50 billion purchasing power, HCC is in prime position to showcase one of Wales’s premium export products, helping to foster trade relations with this important market.
Speaking at the event, HCC’s Head of Strategic Marketing and Connections, Laura Pickup said: “The European and French market is a critical trading partner that we are proud to support through our market development activities and working with key accounts to deliver our premium products to our customers here in France.
“Welsh Lamb and Welsh Beef is in high demand and is now exported to over 20 countries worldwide. The PGI mark of traceability has been a cornerstone of this trade, at home and abroad, since the designation was awarded in 2003.
“Our farmers and traditional methods have for many years been recognised for their production of superb quality lamb, and our exporters are renowned for their ability to harness and develop relationships at every level of business. And we are delighted to join customers, business leaders and exporter here this week to tell the positive story of our excellent Welsh Lamb and Welsh Beef products.”
As part of the event, HCC hosted a reception for selected guests on Monday 21 October. Addressing the audience, HCC Chair Catherine Smith said: “Our brands have a hugely positive reputation for sustainability. Livestock farming in Wales is overwhelmingly non-intensive and in tune with the natural environment. We are also clear that buying meat produced in the 'Welsh Way' can be part of the solution to climate change and equally important – it’s taste credentials make it a firm favourite on many a table. “
Mrs Smith stressed that tasty food skilfully produced in its natural environment results in a quality product.
“PGI Welsh Lamb and PGI Welsh Beef are no exception. Lush grasses and wild herbs nourished by heavy rainfall provide much of the feed that infuses the meat with its superior Welsh flavour and exceptional texture. With limitless versatility and superior taste, Welsh Lamb and Welsh Beef are a firm favourite among home cooks, top chefs and expert food connoisseurs,” she said.
HCC representatives used the trade event as an opportunity to highlight that Welsh farmers are famous all over the world for producing distinctive, world-class tasting lamb and beef. The non-intensive environment in which livestock are reared develops succulent, sweet and tender meat, those visiting the HCC heard.
“For centuries, livestock have thrived on the natural grassland available all year round, in one of the most unspoilt corners of the world. Sustainability and climate change is something we know consumers across the world value and more and more focus is placed on the sustainability and environmental credentials of our food. And our red meat has a great story to tell – producing Welsh Lamb and Welsh Beef the Welsh Way, is what makes this a stand out product,” added Laura Pickup.
