UNITED ARAB EMIRATES, Dubai. Meat Promotion Wales (HCC) is present at the world’s largest annual trade fair this month, in a bid to resume excellent progress on promoting PGI Welsh Lamb in the Middle East region.
Gulfood, which takes place in the Dubai World Trade Centre between 13-17 February, is going ahead due to the easing of Covid travel restrictions, with representatives of importers, retailers and foodservice operators from across the region looking for top food and drink products.
Welsh Lamb has been established in the United Arab Emirates for a decade, and the Middle East has been identified as a strategic priority by HCC and the wider Welsh Lamb sector. The meat’s excellent reputation helped to fuel a growth in the value of annual exports from £ 2.5 mill. to £ 14.7 mill. – nearly 500% - in the two years before the Covid pandemic hit.
With restrictions now easing, the Gulfood trade show is central to a renewed investment in the region to build trade which would benefit Welsh sheep farmers and the processing sector.
HCC’s stand at Gulfood will include a cooking station where samples of Welsh Lamb will be prepared for potential customers to taste. The trade show is part of a wider marketing investment in the region. Welsh Lamb will be featured in events at the British Embassy and the Dubai Expo – a world showcase being held until the end of March 2022, having been postponed from 2020, including Welsh ‘Lambassador’ chef Chris Roberts hosting a barbecue on the eve of St David’s Day.