PGI Welsh lamb heads to the Middle East
PGI Welsh Lamb on the menu © Hybu Cig Cymru Protected geographical indication (PGI) Welsh lamb is once again headed to the Middle East in a bid to attract new buyers in an expanding market.
Welsh red meat levy body Hybu Cig Cymru (HCC) is joining the Welsh government’s food division at Gulfood in Dubai 17-21 February to develop the product’s reputation and connect with new customers across the United Arab Emirates (UAE) region.
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The Middle East is considered an important destination for Welsh Lamb providing a market for premium cuts to higher-end customers and helps to achieve carcase balance with other, cheaper cuts exported elsewhere.
Welsh lamb’s share of the retail market is increasing and has expanded into the Kingdom of Saudi Arabia (KSA), HCC has highlighted.
Welsh lamb cooking demonstrations and taster sessions, as well as an exclusive dinner, hosted by newly appointed Sarah Mooney, at His Majesty’s consul general to Dubai and the Northern Emirates, are also part of the engagement programme.
“Gulfood is not to be missed due to the global reach of the buyers it attracts and the potential trading opportunities it offers for Welsh lamb,” said HCC’s market development lead Jason Craig.
The Embassy event, Mr Craig added, will raise awareness of the brand and provide essential contact to influential buyers from the UAE and KSA’s food service sector.