PGI Welsh Lamb has made a return to the United Arab Emirates (UAE) and secured a foothold in the Kingdom of Saudi Arabi (KSA) – Hybu Cig Cymru – Meat promotion Wales (HCC) is delighted to announce.
Following extensive negotiations, and engagement work in those new and developing markets, Welsh Lamb will now be available in prominent retailers in Dubai and Riyadh.
The GCC market is currently worth in excess of £3.5 million to Welsh Lamb industry and consumers in both markets will be able to purchase the premium product when it’s in season (October to January).
Speaking after the product was launched in Riyadh, HCC’s Market Development Lead Jason Craig said: “I’m delighted that after extensive negotiations and market development work, we are now seeing PGI Welsh Lamb return to the UAE and also making an entrance to Saudi Arabia.
“Welsh Lamb 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.”
From Royals and world leaders to popstars and movie stars the qualities of Welsh Lamb have been recognised around the world by all.
“The non-intensive environment in which livestock are reared develops succulent, sweet and tender meat. Lush green pastures of the hills and valleys, a temperate climate, mineral rich soils and unspoilt environment come together to produce lamb of the highest quality and we are delighted that consumers in the UAE and KSA can also enjoy this premium product,” added Jason Craig.
Marcus O'Sullivan, Commercial Director, Pilgrim’s Europe added: “Pilgrim’s Europe have a long association with the GCC region and are delighted to launch Welsh Lamb in KSA. After investing heavily at our site in Llanidloes, we continue to grow our business internationally with the great support of our solid farmer base and that of Jason Craig and his team at HCC.
“The support of our farming base is integral in being able to supply the best lamb this country can offer to some of the most respected high-end retailers in the UK, Europe and around the world.”
