There is no place like home!
The uncertainty of export markets in a post-Brexit era is forcing the Welsh red meat levy board Hybu Cig Cymru – Meat Promotion Wales (HCC) to ramp 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 March, HCC intends to focus on promoting Welsh Lamb and Welsh Beef in supermarkets, trade shows in Great Britain and through partnerships online with leading bloggers and influencers.
HCC Chief Executive Gwyn Howells commented; “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% of all Welsh Lamb, with 90% of those exports going to the EU. Approximately 60% of all Welsh Lamb is sold in England and 5% 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, the Minister for Environment, Energy and Rural Affairs said:
“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.”
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