A group of Welsh red meat suppliers have taken part in a London retail ‘bootcamp’ to understand how to take Welsh red meat products to London consumers.

The boot camp, organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) and Food & Drink Wales, offered six rising Welsh red meat suppliers the chance to understand the London markets and an insight into how to maximize opportunities in key retail and hospitality outlets in the capital.

The group took on a full agenda over the two-day boot camp of visits to food halls, independent retailers, markets and restaurants, as well as a meeting at the Welsh Government offices in London.

The group engaged with a wide range of businesses including high street cafes and restaurants as well as premium food halls and specialist retailers.

The trip gave attendees a comprehensive insight into the London market and what opportunities there are for independent Welsh red meat suppliers. The group also discussed current trends within the food & drink sector.

A key market

London is a key market for PGI Welsh Lamb, with approximately 60% of all Welsh Lamb going to England.

HCC’s UK retail market development executive, and organiser of the boot camp, Emily Davies said: "This was a great opportunity for independent Welsh Lamb and Welsh Beef suppliers to get to know and understand London consumers and the London market.

"London outlets and consumers are ideal customers for premium PGI Welsh Lamb and Welsh Beef.

Customers appreciate the story behind the product and this event will allow these specialist suppliers to tap into this lucrative market.

Ruth Davies from Cwm Farm in Pontardawe, who specialises in Welsh charcuterie products, joined HCC on the red meat boot camp and said: "The Red Meat Bootcamp was a really valuable experience for us. London, of course, is a thriving market full of consumers who are interested in high-quality products and food provenance.

"We now feel better equipped in how to approach these markets and how to take great Welsh produce to London consumers."