PGI quality Welsh lamb promotion in premium retail and foodservice Customer since 1998

Objective

HCC/Meat Promotion Wales endeavours to support Welsh lamb in being distributed in premium retail and foodservice across Europe with a clear emphasis on PGI Welsh lamb (Protected Geographical Identfication).

Results

A new PGI Welsh lamb product range was successfully launched in 2019 in both retail and foodservice. Wales has subsequently benefited from a renewed awareness as the quality origin for lamb.

Response

GSB identified an opportunity to introduce PGI Welsh lamb in the Belgian organic retail sector and approached Bio-Planet as the most suitable retailer. Green Seed worked with a committed supplier to ensure that a well balanced range was launched in optimal conditions. A bespoke support plan was developed in partnership with Bio-Planet using tools made available by the organic retailer.

Premium meat importer Good Meat was appointed to launch PGI Welsh lamb in the foodservice sector. More recently, talks were started with a distinguished Belgian butcher and a well-known wholesaler in Luxembourg.