Hybu Cig Cymru – Meat Promotion Wales (HCC) has been working with the Welsh Government and supermarkets to promote Welsh food in the home market in the run-up to Brexit.

Taking advantage of the period around St David’s Day, early March saw a number of joint events with major retailers, where samples of PGI Welsh Lamb and PGI Welsh Beef and new promotional materials were distributed.

HCC joined Welsh Government in a Welsh food tasting event at a store in Wrexham, as well as promoting Welsh produce at the headquarters of supermarket companies in southern England.

The activity is part of a programme of promotion by HCC in the domestic GB market.

At present, around 65% of Welsh Lamb is consumed in Britain, but this market could be even more important if there is a disruption in exports due to Brexit.

HCC is also attending key trade events in March – the International Food and Drink Event (IFE) in London and Taste Wales in Newport – as well as foodservice tradeshows and an event in Westminster.

These events run alongside promoting lamb, beef and pork to consumers over social media, and new promotional leaflets which were distributed through independent shops who are members of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club.

Emily Davies, HCC’s UK market development executive said: “HCC supports retailers large and small who commit to sourcing Welsh red meat. Supermarkets are vital partners for us in getting the message across.

With the uncertainty of Brexit, the domestic market is even more important, so we were delighted to work together with the Welsh Government on a number of events at retailer headquarters and in-store.

“We have a very strong story to tell, in terms of its quality, its standards of welfare and sustainability, and its enviable reputation for traceability. We’re determined to work with all retailers to make the case for Welsh red meat, and help communicate the message to consumers.”

Welsh Lamb and Beef are stocked by a large number of UK retailers, including Aldi, Asda, Co-op, J. Sainsbury, Lidl, M&S, Morrisons, Tesco and Waitrose, as well as independent retailers, wholesalers and foodservice suppliers.