While the weather may have been mixed so far this summer, a new range of seasonal recipes has been launched by Hybu Cig Cymru – Meat Promotion Wales (HCC), to encourage consumers to try new flavours when barbecuing and preparing summer meals.

Recipe booklets will be available from independent butchers who are members of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club, with supporting videos also available online and Welsh Lamb and Welsh Beef social media channels.

Independent retail butchers saw a marked increase in trade since the start of the Covid pandemic, with many offering new delivery or ‘click and collect’ services to help their communities.

In the summer of 2020, retail sales of beef in independent butchers in Britain were up 49% compared to 26% across all types of retailers, with major increases in sales of lamb and pork too.

The new point of sale promotions were part of a drive to maintain these sales, according to HCC brand marketing executive Philippa Gill.

“Working with leading chefs, we’ve produced a number of exciting but easy-to-cook recipes which people will love for our butchers’ booklet and online.

“They range from crunchy quinoa Welsh Beef goujons to Welsh Lamb cultlets with lime and ginger, as well as delicious kebabs with summer vegetables.

All the recipes are healthy and nutritious, and are part of the support we offer to independent retailers in Wales.

“This is the height of the Welsh Lamb season – it’s plentifully available in shops – and these new recipes are part of a multi-media promotional drive which started on August 1, and will continue through the traditional ‘Love Lamb Week’ in early September.”