Showcasing the Best of Welsh Business


Successful Show Marks Start of Busy Promotional Campaign for Welsh Beef and Lamb

Sioe Lwyddiannus yn Gychwyn ar Gyfnod Prysur o Hyrwyddo Cig Oen ac Eidion o Gymru



An “extremely busy” week at the Royal Welsh Show has given the perfect kick-off to plans to promote Welsh Beef and Welsh Lamb in the second half of the summer, according to Hybu Cig Cymru – Meat Promotion Wales (HCC).

And for a key member of HCC’s staff, UK Market Development Executive Emily Davies, it’s a swift return to the day job after representing the feature county of Pembrokeshire as the Royal Welsh Agricultural Society’s Ambassador.

A few days after carrying out her own Ambassador duties at the Show, Emily was back in Pembrokeshire presenting a Welsh produce hamper to Kevin & Margaret John, the lucky winners of HCC’s on-stand consumer prize draw, before heading out on a series of promotional events for Welsh meat across the UK.

“It is a real honour to be the RWAS Ambassador for 2019,” said Emily. “It was a jam-packed week for me carrying out my role and it was great to see the HCC stand extremely busy throughout the week too.”

HCC distributed over 10,000 recipe cards at the Show, giving consumers ideas of convenient and tasty ways to cook with lamb, beef and pork, as well as nearly 1,000 children’s activity books highlighting where food comes from.

The red meat body also hosted cooking demonstrations by a number of guest chefs, and will be busy during August and September promoting Welsh meat at events such as Countryfile Live, the Good Life Experience and Abergavenny Food Festival.

“The Royal Welsh was a great way to kick off a summer of promotion of PGI Welsh Lamb and PGI Welsh Beef in the home market,” said Emily. “In addition to offering samples of our products to consumers at events and festivals across the UK, HCC is also undertaking a major UK-wide advertising campaign over social media. I’m looking forward to a busy summer!”