THE first fortnight in May will be a marketing marathon for Wales’ red meat levy board as it sets to promote PGI Welsh Lamb and PGI Welsh Beef across three continents.

Hybu Cig Cymru – Meat Promotion Wales’ (HCC) marketing team will be flying the flag for Welsh red meat at trade events in Toronto, Milan and Hong Kong; three diverse markets that offer opportunities for the red meat sector in Wales.

SIAL Canada, held in Toronto from April 30 – May 2 2019, is a major international tradeshow which attracts more than 1,000 national and international exhibitors and hosts over 15,000 buyers. Canada has been an important target market for HCC from 2010 and the demand for Welsh Lamb and Beef has grown ever since.

At the event, HCC will share a joint stand with counterparts from Scotland and England, funded by the £2 million fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – AHDB, HCC and QMS.

Pearse Dolan, president of wholesaler Dolan Foods said: “Canadian butchers and chefs have been quick to recognize the quality that is so apparent in Welsh Lamb. The story of traditional Welsh sheep farming is one that resonates strongly in our marketplace; it’s a brand we’re very proud to sell.”

Italy is a well-established market for Welsh Lamb, and the country also has a growing appetite for Welsh Beef. HCC’s presence at Tutto Food in Milan between May 6-9 will therefore focus on maintaining relationships with existing customers as well as introducing the product to potential new buyers.

HCC’s export agent in Italy, Jeff Martin, said; “Tuttofood has established itself as the leading trade fair for red meat. Although early in the year, it is often the start of negotiations for the coming season and is attended by all the leading retailers and our main distributor partners. It should also be a good platform to reassure customers concerned about Brexit.”

Hofex, held in Hong Kong between May 7-10, is Asia’s leading food and hospitality tradeshow.

It is a platform for exhibitors to meet high-quality food and hospitality traders from all over the world. HCC will be working alongside other UK levy boards at this event too, but will be reinforcing the messages and credentials of the Welsh brands.

According to importer and distributor Romeo Alfonso, “The platform offered by HOFEX has helped Welsh Lamb in reaching out to customers around Asia for more than 10 years. With the consistent support from HCC in the Hong Kong and Macau markets, Welsh Lamb has been recognised and respected as succulent, high-quality lamb, well accepted in top-notch restaurants and retail chains.”

HCC’s market development manager, Rhys Llywelyn said: “Preparations are underway for a busy time ahead. We are looking forward to highlighting the start of the new season lamb period in three of our target markets as we seek to increase our exports of Welsh Lamb and Welsh Beef. The markets in Canada and Hong Kong offer significant potential for Welsh red meat beyond the European Union. It is crucial that we explore this potential and bang the drum for Welsh Lamb and Welsh Beef which are produced to an exceptionally high standard in Wales.”