Supporting sales of Welsh Lamb in southern Italy
The chain has around 500 outlets and the product showcase was attended by their managers, including those in charge of meat counters and departments, all of whom had a chance to taste the product.
Elwen Roberts, Consumer Executive at Hybu Cig Cymru - Meat Promotion Wales (HCC) attended the event on behalf of the company. She said: “The supermarket has been selling Welsh Lamb for several years – primarily focusing on shoulder cuts - so we decided to give them a taste of something a bit different. I prepared Welsh Lamb breasts with an Italian style stuffing containing olives and sundried tomatoes, they were slow cooked until tender and sliced for serving.
“Hundreds of store managers tasted the samples, and it was great to be able to interact with them directly; the response was very positive. In the evening, a barbeque was held and Welsh Lamb featured on the menu - another fantastic opportunity to showcase the versatility and great taste of Welsh Lamb”.
Italy is an established market for Welsh Lamb and is the fifth biggest market across the globe after France, Germany, Belgium, and the Netherlands.
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