Welsh meat has a strong shopper support

In the Meat Promotion Wales’ (HCC) annual conference, the shopper research expert Sophie Colquhoun stated that the performance of the Welsh red meat brands has established strong shopper support for their reputation for sustainability, taste and tenderness and has helped to embed an evocative and attractive farm-to-fork story with consumers.

Colquhoun, director of Category Insight, said that English shoppers’ views of Welsh Lamb were that it’s natural and fresh and uncompromised from an unspoiled, very rural setting with high animal welfare standards, adding that the view of shoppers was that Welsh Lamb stands for outdoor, grass-fed production; a better taste and a natural and sustainable product.

It was regularly chosen by shoppers when eating out and considered versatile when used in the home. Shoppers believed lamb from other countries of origin had a different, less positive story and could prompt shopper uncertainty with queries regarding the origin and production date.