The latest red meat market intelligence data, required market specifications and the current PGI Welsh Lamb campaign will be discussed by Hybu Cig Cymru – Meat Promotion Wales (HCC) experts’ in their field – Glesni Philips, Philippa Gill, and James Ruggeri in an upcoming webinar.
The event, which is open to all, is held on Thursday 26 September on Teams, starting at 6:30pm and will also provide levy payers with an opportunity to ask questions on the topics.
Those joining the webinar can look forward to a presentation from HCC’s Intelligence, Analysis and Business Insight Executive, Glesni Phillips, who will outline the trends currently seen in the lamb market. Philippa Gill, HCC’s Campaigns Executive, is going to discuss the current Welsh Lamb campaign, which was launched at the Royal Welsh Show in July, and James Ruggeri, HCC’s Industry Development Executive, will discuss meeting market requirements.
Glesni will provide an insightful update delving into the latest trends shaping the lamb market, and explore the current state of lamb throughput, how production levels are fluctuating and what this means for supply. In addition, Glesni will also take a close look at trade volumes, analyzing both domestic and export markets, and what these trends could signal for the future of Welsh lamb in the global market.
With consumer preferences evolving, understanding shifts in demand at retail is more important than ever. Global market dynamics will also be a key focus, providing levy payers with a broader perspective on where Welsh Lamb fits into the international scene.
Speaking ahead of the webinar, Glesni said: “This is a great session for farmers across Wales who want to stay ahead of the curve. As we navigate a rapidly changing landscape, understanding lamb throughput levels, trade volumes, and consumer demand at retail is crucial for making informed decisions that impact your farm's profitability. This session is about providing you with the knowledge needed to adapt and thrive in a competitive market. For farmers across Wales, staying informed on these trends is vital for planning, strategy, and making better-informed decisions for your farming operations. “
James Ruggeri will discuss how farmers across Wales can best meet market requirements to achieve the best returns and improve meat quality for the consumer. He will further discuss the current cost of production figures for sheep producers and highlight industry development opportunities through the Live to Dead training courses with HCC.
He said: “PGI Welsh Lamb is an outstanding product, however it’s important for Welsh farmers to continue to create a product that the consumer desires, and also gain valuable insights into how you can best meet these demands, achieve the highest returns, and enhance meat quality for the consumer. We’ll also delve into the current cost of production figures for sheep producers, providing you with the knowledge needed to make strategic decisions for your farm’s future success. ”
Philippa Gill will discuss the PGI Welsh Lamb promotions which feature across ITV, Sky and S4C television channels from July through to the end of October and outline other outlet for this year’s campaign including, out of home advertising, print advertisements in Taste Blas magazine and digital advertising across social media platforms. The campaign, she will explain, also targets shoppers in Wales and south east England and will focus on areas where Welsh Lamb is available in the vicinity to shoppers.
Speaking ahead of the event, Philippa Gill said: “The campaign builds on the successes of the 2023 Welsh Lamb campaign where brand awareness was increased by 26% and propensity to purchase increased by 7%. The campaign was seen nearly 24million times last year. This year’s campaign promises to be just as successful as we target young foodies, traditionalists, home cooks and ethical eaters and our messaging will focus on sustainability and quality with underlining messages of taste, versatility and health.
“By utilizing this strategic approach, we will be targeting people who are most likely to purchase Welsh Lamb with messaging which will resonate strongly with them whilst ensuring value for money and efficiency for levy-payers. I look forward to discussing this year’s campaign in more detail and hope many of you will be able to join us.”
To join the webinar please register here:
