Hybu Cig Cymru – Meat Promotion Wales (HCC) is set to showcase Welsh lamb at FoodEx, an Asian food and drink event based in Tokyo.

The event takes place from Tuesday, March 5 – Friday, March 8, at Tokyo Big Sight, and is set to host over 2,500 food and drink companies from over 60 countries.

HCC said FoodEx offers a key opportunity to expand and build on the reputation of Welsh lamb and Welsh beef and connect with new customers across the region.

HCC head of strategic marketing and connections, Laura Pickup, will join the delegation.

“By attending FoodEx we are building on the excellent work that has already taken place and which secured a top spot for Welsh lamb on gourmet menus in this important new market,” she said.

“We are excited to continue telling the excellent story of this premium product, which is underpinned by heritage and sustainable production methods that we know are world leading and attending trade shows like this one on behalf of the industry forms a crucial element in our promotion and market development work.”

Earlier this week, HCC took PGI Welsh lamb to the Dubai food and drink event Gulfood.

The event kicked off on Monday (February 19) and will finish up today (Friday, February 23) at the Dubai World Trade Centre.

HCC’s trade team was joined by Welsh exporters to showcase Welsh lamb at the event.

HCC said the middle eastern market is an important, growing export market for the Welsh red meat sector with Welsh lamb exports growing in volume and value in recent years.

HCC market development executive, Gareth Evans, said Gulfood is a “key event” within the global food and drink calendar.

“Buyers from over 120 countries will be in attendance and it is a key opportunity to grow Welsh lamb’s reputation and connect with new customers across the region,” he said.