WELSH red meat levy board Hybu Cig Cymru – Meat Promotion Wales (HCC) is undertaking a strategic GB marketing drive due to the uncertainty of export markets post Brexit.
Over the coming weeks and months, HCC will be ramping up its presence and marketing activity among consumers, retail buyers and within the foodservice and hospitality sectors in the domestic market.
In late-February and over the St David’s Day period, HCC will be taking PGI Welsh Lamb and PGI Welsh Beef samples to buyers and senior staff members at the headquarters of one of Britain’s most influential multiple retailers, in a joint venture with the Welsh Government.
There will be Welsh beef and Welsh lamb in-store sampling in supermarkets and HCC will be working with Welsh food service and hospitality businesses at customer engagement events.
HCC will also be involved in a Welsh hospitality event taking place at the Houses of Parliament in Westminster, highlighting how Wales’ food and drink offering bolsters the overall Welsh tourism sector.
Major initiatives during March will be HCC’s high-profile presence at two of Britain’s most influential trade shows – IFE in London and TasteWales, held at the Celtic Manor.
To coincide with this activity, over the coming months the HCC team will also be building further its partnerships online with leading bloggers and influencers as it rolls-out targeted campaigns to key target audiences in Britain through its social media and wider digital platforms.
HCC chief executive Gwyn Howells said: “The home market is still a highly significant market for PGI Welsh Lamb and PGI Welsh Beef, and one that we can be sure will still exist after March 29.
“Therefore, it is important that we exploit the opportunity to drive growth and recognition of our quality produce on British soil.
“Exports account for approximately 35 per cent of all Welsh lamb, with 90 per cent of those exports going to the EU.
“Approximately 60 per cent of all Welsh lamb is sold in England and five per cent in Wales.
“Of course, we hope that we will still retain access to trade freely with the EU post Brexit.
“However, until the current uncertainty around that is alleviated, this push allows us to connect with more UK customers, champion our product and sell our story.”
Lesley Griffiths AM, the Minister for Environment, Energy and Rural Affairs, added: “With a no-deal Brexit still a distinct possibility, we must build on our existing markets home and abroad, seek out new markets while maintaining so far as possible our biggest export partner in the EU. Welsh Government and HCC are working together to help promote the Welsh brand and its reputation for quality and sustainability in supermarkets and at trade events throughout the UK and beyond.”