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Welsh Lamb reaches new ground in Europe

Welsh Lamb will be on more dinner plates in Luxembourg after it was featured in a prime time television programme.

Customers can buy it from the country's leading supermarket which has agreed to stock fully labelled PGI Welsh Lamb on their shelves for the first time.

Until recently the supermarket, which has approximately 50 per cent of the market share, had been stocking a mix of New Zealand and British lamb but had not been advertising its origin.

But now they have agreed to sell correctly branded Welsh Lamb to its customers and have posters and a promotional video on display in store.

The 15 minute documentary about Wales and Welsh Lamb was filmed in Anglesey and Llanidloes starring Luxembourg celebrity chef Tatiana De Jager. It was aired during prime time on the country's national television channel, RTL.

This has led to a massive rise in awareness of Welsh Lamb among people in Luxembourg.

Bill Joyce, HCC's Marketing Manager, said: "It is fantastic news that Welsh Lamb is being stocked in Luxembourg's leading supermarket. Welsh Lamb is being enjoyed by a growing number of people in an ever increasing number of countries and I'm very pleased that Luxembourg has become the latest to join that list.

"Welsh Lamb is a product which is renowned through the world for its quality and I know that shoppers in Luxembourg will love it."

Notes

To watch the documentary that was aired on Luxembourg national TV, click on the link below.

http://www.cactus.lu/page.asp?id=2184&langue=FR

The other countries that import Welsh Lamb are:

• France
• Belgium
• Netherlands
• Germany
• Spain
• Italy
• United Arab Emirates
• Hong Kong
• Singapore