PGI
British red meat bodies are stepping up efforts to promote Welsh and Scottish red meat overseas.
Hybu Cig Cymru (HCC) – red meat promotion Wales, Quality Meat Scotland (QMS) and Eblex have all reported internationl promotional activity.
HCC reported three visits from European meat buyers have been arranged in recent weeks, and HCC also has high hopes of forming relationships at exhibitions TuttoFood in Italy and HOFEX in Hong Kong in the coming weeks.
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Two inward visits involved wholesalers and a supermarket buying group from the Netherlands. The wholesalers visited a major processing plant for a site tour, which included viewings of the lamb line, while the second Dutch visit was focused on Welsh Beef.
Laura Pickup, HCC market development manager, commented: “The inward missions were very successful and the representatives were in awe of the Welsh landscape and efficiency of the processing plants. They were also very impressed with the taste and tenderness of the meat.
“This was evident amongst the wholesalers, which included representatives from a premium cash and carry outlet, as they have since decided to replace their current supplies of lamb with Welsh Lamb.”
Meanwhile, Scottish meat body QMS and Eblex will also be showcasing at the Hofex trade show in Hong Kong, in a bid to increase exports.
Hofex is the region’s leading food and hospitality trade show – attracts around 2,400 international exhibitors and 40,000 buyers from the region and runs from May 6 to May 9.
“While the volume of Scotch Beef and Scotch Lamb currently being sold to customers in Hong Kong is relatively small we can see real opportunities for growth there,” said Laurent Vernet, QMS’s Head of Marketing.
“Our particular focus at the moment is developing our customer-base in the food service and deli-retailer sectors and longer-term we are confident that Hong Kong will be key to gaining wider access to other potentially lucrative markets in south-east Asia,” said Vernot.
Protected Geographical Indication (PGI) West Country Beef has been chosen by Tesco for use in its ‘Finest’ range.
The PGI beef, sourced from Two Sisters Foods in Bodmin, Cornwall, will fill Finest Steak Pies, made by Tamar Foods in Callington, also in Cornwall, for stores nationwide.
/>The West Country PGI status, which covers both lamb and beef, was obtained thanks to work done by strategic advisory body Meat South West (MSW) and other organisations.
Peter Baber, chairman of MSW, said: “We worked incredibly hard to help secure the PGI for both West Country Beef and West Country Lamb. Tesco’s decision to use West Country Beef in its Finest steak and steak and ale pies is a direct result of those efforts.
“It is incredibly promising news for West Country produce. We are delighted with the outcome and the benefits that will bring to the region’s farmers and processors, who can take advantage of the premium status given to the region’s beef and lamb now eligible to carry the PGI.”
To qualify for the protected status, the lamb and beef must be at least 70% forage-fed, and come from stock born, raised and finished in Cornwall, Devon, Somerset, Gloucestershire, Dorset or Wiltshire.
Gary Bound, purchasing manager for Tamar Foods, said: “We are delighted to be able to use PGI West Country Beef in this top-tier product for our retail customer. The recent awarding of PGI status has given us the opportunity to use high-quality, regional beef, which reduces food miles, secures employment locally and adds value to the regional economy.”