Increased Retailer Support for Welsh Red Meat

Food & Drink , 24th August 2021

Hybu Cig Cymru – Meat Promotion Wales (HCC) chair Catherine Smith has hailed positive news for the Welsh livestock farming sector in the form of increased support by UK-wide retailers.

Marks and Spencer has launched a seasonal range of premium cuts of PGI Welsh Lamb which will be available across all Welsh and English stores for the first time. The range is supported by an integrated marketing campaign to promote Welsh Lamb to shoppers, including: editorial content, social media, email marketing and in-store signage. New Welsh Lamb signs can be found in all English and Welsh stores and email marketing will reach an estimated 2 million shoppers.

HCC offers support to all retailers, from supermarket chains to independent butcher shops, on a range of promotional activities to advertise PGI Welsh Lamb and PGI Welsh Beef.

HCC’s chair, Catherine Smith

HCC’s chair, Catherine Smith, said:

“The latest data shows that consumers love the great taste of PGI Welsh Lamb and Welsh Beef but, increasingly, they also like what they are hearing about Welsh red meat’s background story.

“They want to know more about traceability – where their food is coming from. They like the story of Wales’ network of family farms. They tell us they want to back local farmers.

“We’re very pleased that retailers are signing up to support this agenda. Welsh farmers lead on the solutions to sustainability. We have the temperate climate and topography, the natural woodland areas, grassland and shelterbelts.

“As well as supporting retailers in promotional activities, HCC will work with producers to develop their farming practices. Together we can deliver the quality, sustainable food that the consumer craves.”

Steve Mclean, Head of Agriculture at M&S Food said:

“We’re really excited to be able to introduce Welsh Lamb across all our English stores, as well as our Welsh ones, from this summer. 100% of the fresh lamb sold at M&S is British all year round, and the quality of the meat our Welsh farmers produce is outstanding, the animals really benefit from the rich grass pastures and natural resources from the surrounding environment.

“We look forward to seeing how customers in the UK respond to seeing more Welsh Lamb on the shelves, and the great diversity of meals you can make with it.”

HCC works with all the multiple retailers who stock Welsh Lamb as well as independent shops and online sellers.

Mae Cadeirydd Hybu Cig Cymru (HCC) Catherine Smith wedi croesawu’r newyddion calonogol i sector ffermio da byw Cymru, sef cefnogaeth ychwanegol gan fanwerthwyr ar draws y DU.

Mae Marks and Spencer wedi lansio dewis tymhorol o doriadau premiwm o Gig Oen Cymru PGI a fydd ar gael yn eu siopau ar draws Cymru a Lloegr am y tro cyntaf, Mae’r dewis hwn yn cael ei hyrwyddo i siopwyr gan ymgyrch farchnata integredig yn cynnwys: deunydd golygyddol, cyfryngau cymdeithasol, marchnata ar e-bost ac arwyddion yn y siopau. Bydd arwyddion Cig Oen Cymru newydd ym mhob siop yng Nghymru a Lloegr ac amcangyfrifir y bydd y marchnata ar ebost yn cyrraedd 2 filiwn o siopwyr.

Cynigia HCC gefnogaeth i bob un o’r manwerthwyr, o’r archfarchnadoedd i’r siopau cigydd annibynnol, ar amrywiaeth o weithgareddau hyrwyddo i hysbysebu Cig Oen Cymru PGI a Chig Eidion Cymru PGI.

Meddai cadeirydd HCC, Catherine Smith:

“Mae’r data diweddaraf yn dangos bod defnyddwyr yn caru blas gwych Cig Oen Cymru a Chig Eidion Cymru ac maen nhw’n hoffi’r hyn maen nhw’n ei glywed am stori cig coch Cymru’n gynyddol hefyd.

“Maen nhw eisiau gwybod mwy am olrheinedd – o ble y daw eu bwyd. Maen nhw’n hoffi’r stori am y rhwydwaith o ffermydd teuluol yng Nghymru. Maen nhw’n dweud eu bod nhw eisiau cefnogi ffermwyr lleol.

“Rydym ni’n falch iawn bod manwerthwyr wedi cytuno i gefnogi’r agenda hon. Mae ffermwyr Cymru’n arwain ar yr atebion i gynaliadwyedd. Mae gennym hinsawdd a thirlun addas, ardaloedd o goed naturiol, glaswelltir a mannau cysgodol.

“Yn ogystal â chefnogi’r manwerthwyr gyda’u gweithgareddau hyrwyddo, bydd HCC’n gweithio gyda chynhyrchwyr i ddatblygu eu harferion ffermio. Ar y cyd, gallwn gynnig bwyd cynaliadwy o ansawdd, sef yr union beth mae’r cwsmer yn dyheu amdano.”

Meddai Steve Mclean, Pennaeth Amaethyddiaeth M&S Food:

“Rydym yn gyffrous iawn i fedru cyflwyno Cig Oen Cymru ym mhob un o’n siopau ar draws Lloegr, yn ogystal â Chymru, o’r haf hwn. Mae 100% o’r cig oen ffres a werthir gan M&S yn dod o Brydain drwy gydol y flwyddyn, ac mae ansawdd y cig sy’n cael ei gynhyrchu gan ffermwyr Cymru’n rhagorol, mae’r anifeiliaid yn ffynnu ar dir pori cyfoethog ac adnoddau naturiol o’r amgylchedd o’u cwmpas.

“Edrychwn ymlaen at weld sut fydd ein cwsmeriaid ar draws y DU yn ymateb i weld mwy o Gig Oen Cymru ar ein silffoedd, a’r ystod eang o brydau y gallwch eu creu gyda’r cynnyrch.”

Mae HCC yn gweithio gyda phob un o’r manwerthwyr mawr sy’n stocio Cig Oen Cymru yn ogystal â siopau annibynnol a gwerthwyr ar-lein.