HCC is in the final phase of a three-year EU-funded programme to raise awareness and sales of PGI Welsh Lamb in Germany. Key to the strategy has been targeting the country’s wholesalers and foodservice sector.
Wales exports around a third of its lamb production to the European Union (EU) each year, with Germany an increasingly important destination. HMRC figures on trade showed UK lamb exports to Germany jumped by 29% in the first half of 2017.
The meat sector is the largest segment of Germany’s food and drink industry, worth around €40bn. Germans consume a relatively high 60kg of meat per year.
“This autumn has been an incredibly busy time in supporting our growing number of Welsh Lamb customers in the German market,” said HCC in-market agent Patricia Czerniak.
“We took part at the MLF trade conference in Aachen, showcasing PGI Welsh Lamb in front of a key audience of high-end independent retailers from right across Germany,” Czerniak added. “Also supported foodservice operators who have recently expanded their range of Welsh Lamb, including at a major fair in Düsseldorf.
“We are delighted at the success that PGI Welsh Lamb is currently enjoying in Germany,” she added. “By now, a number of key distributors offer Welsh red meat to their customers, including Transgourmet, Frische Paradies, Havelland Express and Schwamm & Cie mbh.
“Significantly, many of these listings are in premium ranges, showing a demand for a range of cuts from high-end restaurants. Some of these companies also operate in other countries too, offering a way into Central and Eastern Europe for Welsh Lamb. So long as free and unfettered trade can be maintained after Brexit in 2019, the future is bright for Welsh red meat in Germany and central Europe,” Czerniak concluded.