Welsh Lamb – Official Meat Sponsors
Tell us a bit about your company?
HCC acts as the guardian of the Welsh Lamb brand, delivering consumer campaigns and promotional activities that raise awareness of and demand for Welsh Lamb on a global scale.
What is your slogan?
The Welsh Lamb brand has a hugely positive worldwide reputation for sustainability; livestock farming in Wales is overwhelmingly non-intensive and in tune with the natural environment.
Can you tell us about your most successful projects?
Welsh Lamb is available in many countries throughout the world including Canada, EU, across the GCC region, Hong Kong, Singapore, and most recently Japan where Welsh Lamb was served to international guests during the Rugby World Cup in 2019.
What sets you apart in the industry?
Welsh Lamb is the product of a uniquely beautiful landscape that has been blessed for centuries with the purest of natural ingredients – clean air, sweet spring water, fresh grass, and fragrant heather. This blend of nature’s finest, coupled with traditional farming practices that span generations, have helped produce high quality meat which is consumed around the world. In recognition of these unique qualities the European Commission (EC) has awarded Welsh Lamb the coveted status of Protected Geographical Indication (PGI). The UK government has awarded Welsh Lamb UKGI status.
The EC’s and the UK’s protected food name schemes aim to preserve and promote those special foods that are unique to their terrain – foods that have character, that are lovingly-crafted, that have an unbreakable connection to the land they come from. So, when you see these prestigious badges of authenticity you can be confident that the lambs were born and reared in Wales; allowed to roam freely across our wholesome, natural habitat; and cared for by farmers with centuries of traditional farming practices under their belts.
What’s in the pipeline for your company?
We wish to sustain the huge growth in appreciation of provenance, history, and sustainability by our discerning customers. UK retail sales of Welsh Lamb and growth in the independent butcher sector have been impressive over the last 18 months. Growing at least 20% year on year.
Whether eating out, shopping at the supermarket or online, we want people in the UAE and wider region to have access to Welsh Lamb as the sustainable choice. Our product has been available in the UAE for a decade but only to a limited audience, we aim to show that Welsh is the best of Britain.
Why have you chosen to sponsor?
A premier event like the HCN Awards needs premium ingredients and what could be better than Welsh Lamb as the highlight.
Rhys Llywelyn, Market Development Manager, Hybu Cig Cymru – Meat Promotion Wales