Three buyers from Switzerland’s top foodservice supplier were taken aback with the Welsh landscape and farming industry when they swapped the Alps for the Valleys on a recent trade trip.

Representatives of the firm had been on a whistle-stop tour of the Welsh Valleys' red meat industry as one of many inward missions arranged by Hybu Cig Cymru – Meat Promotion Wales (HCC) this year.

They were treated to a tour of a sheep and beef farm by Brecon-based Richard Roderick, a former winner of a major UK-wide conservation award, the Silver Lapwing Award.

HCC’s export market development officer Kate Patten said: “Our Swiss visitors were in awe of Richard’s dog working the sheep and listened carefully to his comprehensive presentation on grass management and the innovative farming methods that he’s adopted on his farm.

They took in the breath-taking views and absorbed every word of Richard’s expert knowledge as they travelled by trailer across the land.

“They tasted a variety of both Welsh lamb and beef cuts and were very complimentary about the tenderness and taste. They also visited a local abattoir to discuss future progression in business and were impressed by its processes and procedures.

“The buyers work for a supplier which deals with top-tier Swiss hotels and restaurants including the famous five-star Dolder Grand hotel in Zurich. They certainly recognise quality when they see it and are willing to pay for premium products to supply their customers.

“PGI Welsh Lamb has been successfully listed in Switzerland since 2014, but it is hoped that this visit will be a springboard for increased imports of lamb and beef into the country.”