Welsh lamb gets a larger market share in Belgium
A clear, simple story on how the Welsh lamb in produced helped to acquire a larger market share in Belgium, informs Hybu Cig Cymru – Meat Promotion Wales (HCC). Even if the product is present in the Belgian market for years, the increase in sales (+17%) was reported in the last couple of years and it follows a promotion campaign initiated recently.
Export figures show that Welsh Lamb exports to Belgium have increased by 17% over the past two years.
This year, HCC has been undertaking promotional activities, based on Welsh Lamb’s intrinsic link to the unspoilt landscape, and its outstanding traceability backed by the PGI (Protected Geographical Indication) designation.
One new Belgian company stocking Welsh Lamb is Bio-Planet, an organic supermarket chain committed to sourcing food produced to the highest standards of sustainability and animal welfare. "I have visited Wales on many occasions. I have therefore become familiar with how PGI Welsh Lamb is produced, and have sampled it from local butchers and restaurants. It’s a product that we’re proud to add to our range," said Christiaan Beerens, a Bio-Planet representative. The products are also available in Belgium and Luxembourg through other outlets such as La Provençale and clients of the Good Meat importer/distributor.
"Like consumers in many parts of Western Europe, prospective Welsh Lamb customers in Belgium are keen to know the story behind their food. In Wales, livestock is reared to very high standards of sustainability. Our non-intensive, high-welfare farming systems are therefore a vital part of our promotional drive, as well as the PGI designation which is highly regarded as a mark of provenance and traceability," declared Kate Patten, HCC Export Development Officer.
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