FARMERS are calling for retailers to back local produce and ensure clearly labelled Welsh lamb is easily available on their shelves.

The call, from Colin Millichap, Brecon and Radnor chairman of the NFU farming union, coincides with the start of the lambing season.

Lambs currently being born in Wales, which have European Union Protected Geographical Indication (PGI) designation which protects regional foods, are due on sale in shops from May.

Mr Millichap said: "We live in one of the most densely livestock populated counties in the UK and we produce high quality, grass-fed lambs, bred to the highest possible animal health and welfare standards.

"Farmers want a commitment from UK retailers that when this season’s lambs come onto the market from May onwards that PGI Welsh Lamb is given pride of place on supermarket shelves.

"The NFU Cymru Back Welsh Farming campaign was well received last year and gave consumers the opportunity to sample different lamb dishes. This cemented the union’s view that new product development is needed in order to move with changing consumer eating trends, which in turn will result in an increase in lamb consumption.

"I would like to remind consumers to check logos and labels on their purchases, both online and in store, to ensure they don’t get caught out by poor labelling."

The union’s county meeting, at NFU Cymru’s headquarters on the Royal Welsh Showground, Llanelwedd, also heard from the union’s deputy president John Davies who has represented the UK sheep industry on the EU sheep reflection group meeting in Brussels.

The Merthyr Cynog farmer said: "New Zealand has supplied lamb to both the UK and Europe for many years, but at times of the year when less UK lamb was on the market.

"Unfortunately this is no longer the case and more and more containers of chilled New Zealand lamb are hitting the UK market at peak season for UK lamb, from May to January.

"This influx of New Zealand lamb is becoming an increasing problem for the UK sheep industry and the group needs to consider whether the terms and conditions of the import quota remain fit for purpose."