The Welsh authorities is ready to work alongside Hybu Cig Cymru – Meat Promotion Wales (HCC) and the Protected Geographical Indication (PGI) Welsh lamb provide chain to advertise Welsh lamb on the Annual Meat Convention (AMC) in Dallas, Texas this March.

The convention will kick off on Monday, March 6, and run for 2 days. The Welsh representatives will likely be current on the occasion, at which HCC stated conferences are deliberate with importers and distributors.

Welsh lamb will then function in a tradeshow to be held alongside the AMC occasion and the HCC stated it would use the chance to go to main US retailers to hold out additional analysis on the potential of the market.

Afterwards, the HCC stated, a web site will likely be launched to provide potential prospects all the knowledge they want on the right way to supply Welsh lamb.


Following the lifting of restrictions on UK lamb imports to the US final yr, the HCC is eager to advertise Welsh produce to US retailers.

Talking on the convention and the chance for Welsh produce in America, minister for rural affairs Lesley Griffiths stated: “It’s nice to see this exercise going down within the US. 

“There are thrilling alternatives for Welsh Lamb within the US market, following the lifting of restrictions, which is sweet information for our farmers and producers.

“I’m happy the Welsh Authorities is supporting this exercise and I want the occasion each success.”

‘A multi-million pound alternative’

HCC’s head of strategic advertising, Laura Pickup, stated earlier market analysis has proven that the US market may very well be “a multi-million pound alternative” for Welsh farmers and the broader purple meat business.

“Our work in Canada prior to now has additionally helped us to develop hyperlinks with importers and to construct consciousness of the Welsh lamb model within the North American market,” she stated.

“We’re subsequently decided to place collectively a daring programme of promotion – each growing the important thing contacts, and launching a web based info useful resource.”