Shoppers want food that comes with quality, traceability and trust. Here’s where Welsh lamb and beef, backed by Protected Geographical Indication (PGI) status, fits in.
When it comes to food, shoppers have never had more choice. Alongside price, purchasing decisions are increasingly influenced by quality, provenance, traceability and trust.
A recent survey by The Grocer on provenance found that lamb is the food most associated with Wales, named by 69% of respondents. ‘High quality’ is the attribute shoppers most associate with Welsh produce (36%), followed by ‘a great way to support farmers’ (34%) and ‘freshness’ (30%).
Research by the Welsh Government under its Value of Welshness programme points the same way. It found that people’s associations with Wales and its landscape help shape their perceptions of Welsh food, with freshness, naturalness, quality and taste all strongly linked in shoppers’ minds.
There is still room to grow. Almost two-thirds of shoppers in The Grocer’s survey don’t yet associate Welsh produce with quality, something the Welsh red meat industry is determined to change.
Welsh Lamb and Welsh Beef have both held PGI status for more than 20 years. The PGI marks guarantee authenticity and traceability, so buyers know they are sourcing genuine produce from Wales. Built on Wales’ natural environment and generations of farming expertise, both are used everywhere from premium dining to everyday family meals.
Hybu Cig Cymru and growing brand value
In an increasingly competitive marketplace, strong brands play a vital role in influencing purchasing decisions, creating demand and delivering value throughout the supply chain.
As guardian of the PGI Welsh Lamb and PGI Welsh Beef brands, red meat levy body HCC works with partners across the industry to build awareness, recognition and trust in the products.
Earlier this year, HCC launched its strategic action plan, Red Meat Industry: Delivering Value for Wales, which identifies increasing the volume and value of branded Welsh red meat sales as a key priority.
‘Look for the Logo’
To support retailers, HCC has invested an initial £300k in the first phase of a multi-year campaign, ‘Naturally Local: Look for the Logo’. The campaign aims to increase recognition of the Welsh Lamb and Welsh Beef logos and strengthen their association with quality, provenance and authenticity.
“We aim to reinforce the reasons to choose Welsh red meat and ensure the value of our brands is communicated consistently,” says Meilyr Ceredig, head of operations and external affairs at HCC.
“The ‘Naturally Local: Look for the Logo’ campaign seeks to give the industry confidence that sustained marketing support, underpinned by a clear call to action, is in place behind the products they stock and promote.”
The campaign will run as an always-on brand awareness message, delivered with industry partners. It is designed to build shopper recognition over time and encourage shoppers to actively seek out the PGI brands.
To find out how Welsh lamb and beef can support your sales visit Hybu Cig Cymru - Meat Promotion Wales
