Top Italian food industry professionals have been given a taste of Mid Wales farming - and its finest lamb - as part of a trade visit organised to boost exports of Welsh red meat.

The sales team from leading Italian foodservice supplier Polo Ristorazione, based near Venice, visited Merthyr Cynog to tour a traditional sheep and beef farm, before enjoying a dinner of PGI Welsh Lamb at The Bear Hotel in Crickhowell.

The visit was part of an inward mission arranged by Hybu Cig Cymru – Meat Promotion Wales, in collaboration with red meat processor Kepak. The Italian visitors also toured Kepak’s processing site in Merthyr Tydfil.

At Merthyr Cynog, the group were hosted by Welsh beef and sheep farmer John Davies, who showcased how the landscape, climate, and traditional farming practices of Wales combine to produce high-quality, sustainable red meat.

HCC analysis suggests that the Italian market accounted for £7.8 million of sales of sheepmeat from Wales in 2024.

HCC Market Development Lead, Jason Craig, said: “Italy is one of the leading destinations for PGI Welsh Lamb and the team at Polo Ristorazione showed a great enthusiasm for understanding more about how Welsh Lamb is produced and what makes it so special.

“Inward missions provide a unique platform to sell the story behind the product and give an incomparable experience to Welsh Lamb customers – arming them with the tools to be Welsh Lamb advocates themselves in their respective marketing.”

UK Procurement Director for Kepak, Prys Morgan, said: “It was a pleasure to welcome the Polo Ristorazione sales team to Wales and showcase the landscape and sustainable farming systems behind the exceptional flavour and nutritional quality of PGI Welsh Lamb. Visits like this help strengthen our relationships across the supply chain, grounded in shared values of transparency, sustainability, and trust.”