Welsh meat bosses are set to drive forward a stronger presence for the Welsh Meat brand throughout the UK.
A major consumer-focused user and attitude study in England and Wales is currently under way to find out the best ways of developing the Welsh Meat brand in those markets.
Speaking at the recent first annual conference of Meat Promotion Wales (HCC) in Aberystwyth, new marketing manager Stewart Pope said that HCC hoped to build on key successes achieved last year such as the unveiling of new logos for Welsh Beef, Welsh Lamb and Welsh Pork and the awarding of Protected Geographical Indication status for Welsh Lamb.
He said: “The results of the study will give us the best idea of how to establish the Welsh Lamb and Welsh Beef brands firmly in the minds of the consumer. We hope to launch a consumer-focused campaign in time for the Royal Welsh Show.
“The activity will aim to add value to the logos, reinforce the quality perception of Welsh Lamb and bring Welsh Beef up alongside Lamb as a key part of our offering.”
Pope also explained that over the coming months HCC will be looking to cement relations with key European retail chains such as Delhaize, Wal-Mart Germany and Carrefour following initial breakthroughs.
Other key speakers included Lars Hoelgaard, director for markets in livestock products, DG of Agriculture, European Commission who outlined some of the implications of CAP reform and discussed the influence of the Commission at the WTO in gaining a better deal for member states.