Boost for Welsh Lamb Exports to Germany

Top quality Welsh Lamb could soon be on more restaurant menus in Germany. Top trade supplier TransGourmet has added the sought-after product to its listings, and is featuring Welsh Lamb demonstrations at its major client fairs this autumn.

Hybu Cig Cymru – Meat Promotion Wales (HCC) took part in a major trade fair this week in Augsburg. The stand featured demonstrations by award-winning young butcher Matthew Edwards, as well as giving chefs and trade buyers the chance to sample the finest freshly-cooked Welsh Lamb.

According to Alex James, HCC’s Market Development Executive, TransGourmet’s listing is another important step forward for Welsh Lamb. “Germany is known for its love of meat, and has been an important market for Welsh Lamb for some time,” said Alex, “but the new listing is a chance for us to further promote the brand among premium foodservice customers and widen its availability in Germany.”

“Carrying the esteemed PGI (Protected Geographical Indication) mark, Welsh Lamb is a quality product, perfect for chefs,” he added. “If the reaction in Augsburg is anything to go by, there’s a keen interest in Welsh Lamb, and we may see it featured more and more in Germany’s top restaurants.”

Matthew Edwards, from Vaughan’s Butchers of Penyffordd in Flintshire, won the prestigious Worldskills UK butchery competition in 2015, and was a finalist in this year’s HCC Butchers’ Club contest.

“We had two very busy days at the trade fair,” said Matthew. “The butchers, chefs and buyers there were fascinated by the butchery demonstrations, and we had an excellent reaction to the product, with many commenting on the exceptional flavour of Welsh Lamb.”

Rhys Llywelyn, HCC’s newly-appointed Market Development Manager, said; “It’s good to see growth for Welsh red meat in Germany, with our produce now featuring in the listings of several importers such as Frische Paradies, Havelland Express, Schwamm and now TransGourmet. HCC will continue to work with producers to promote our premium brands in this large and important market.”