Welsh red meat exporters will be heading Stateside to promote PGI Welsh Lamb on a trade visit facilitated by Hybu Cig Cymru – Meat Promotion Wales (HCC).
Welsh Lamb will feature at the Annual Meat Conference (AMC) which this year is taking place in Nashville, Tennessee during 18-20 March and over 1,900 delegates from across the US meat sector are expected to attend.
HCC and Welsh red meat exporters will use the opportunity to network and connect with American buyers and importers, highlighting Welsh Lamb’s natural and sustainability credentials, as well as its superior taste.
HCC’s Head of Strategic Marketing and Connections, Laura Pickup, commented: “AMC is the key event in the American meat calendar and it is vital that HCC is there to develop demand in this priority market to secure a prosperous future for Welsh farmers and exporters.
“Welsh Lamb is a premium product that boasts exceptional taste and sustainability credentials. It is produced with pride by Welsh farmers and offers some of the highest sustainability and animal welfare credentials within the global marketplace. This all adds to Welsh Lamb’s superior taste and eating experience.”
The US is a net importer of lamb and HCC’s own analysis and research suggests that that US lamb market could be worth £20million to Wales.
The first shipment of lamb was sent to the United States in October 2022 from a Welsh processing plant, following the lifting of a twenty-year ban. Since then HCC has worked, alongside exporters, to build awareness, connections and customers in the US.
