Hybu Cig Cymru – Meat Promotion Wales (HCC) is joining with Wales Week London and Wales Week Worldwide in their bid to raise the profile of food and drink from Wales around St David’s Day.

Wales Week, which this year runs for an extended period of February 20 to March 6, helps businesses and organisations to create a buzz around Welsh culture and Welsh business – in London and further afield – through promoting events linked to St David’s Day and through social media.

HCC has signed up as a corporate sponsor of Wales Week London in order to promote its PGI Welsh Lamb and PGI Welsh Beef brands, and particularly the sustainability credentials of Welsh livestock farming.

HCC recently published its ‘Perfecting the Welsh Way’ vision of environmentally-responsible farming, which highlighted that Wales is already among the most sustainable places in the world to produce lamb and beef based on non-intensive, pasture-based agriculture.

HCC communications manager Owen Roberts said: “Our message that Welsh food and farming has a great story of sustainability is one we want to shout loud and clear. Partnering with Wales Week London and Wales Week Worldwide will help us to achieve that.

“Following two years of mostly virtual events, we’re looking forward very much to meeting people face-to-face in St. David’s Day events, as well as sharing in the positive buzz over social media.”