An “extremely busy” week at the Royal Welsh Show was given the perfect kick-off to plans to promote Welsh Beef and Welsh Lamb in the second half of the summer, according to Hybu Cig Cymru – Meat Promotion Wales (HCC).

HCC distributed over 10,000 recipe cards at the Show, giving consumers ideas of convenient and tasty ways to cook with lamb, beef and pork, as well as nearly 1,000 children’s activity books highlighting where food comes from.

The red meat body also hosted cooking demonstrations by a number of guest chefs, and will be busy during August and September promoting Welsh meat at events such as Countryfile Live, the Good Life Experience and Abergavenny Food Festival.

“The Royal Welsh was a great way to kick off a summer of promotion of PGI Welsh Lamb and PGI Welsh Beef in the home market,” said Emily. “In addition to offering samples of our products to consumers at events and festivals across the UK, HCC is also undertaking a major UK-wide advertising campaign over social media. I’m looking forward to a busy summer!”