Hybu Cig Cymru – Meat Promotion Wales (HCC) is working with Welsh foodservice suppliers to target the fastest-growing bar and restaurant scene in Britain, as part of its drive to increase sales of PGI Welsh Beef and PGI Welsh Lamb in the home market.

According to research by leading food industry research body CGA, Manchester’s food and drink sector is growing more quickly than any other UK city. The net number of new premises opening has grown by 22% over the past five years.

To capitalise on this trend, HCC took part in a product showcase organised by the Chefs’ Forum and Manchester College at the famous James Martin Restaurant in the city.1

“The chance to work with Welsh foodservice suppliers to promote Welsh Beef and Welsh Lamb in James Martin’s restaurant in Manchester was one not to be missed,” said HCC’s market development manager Rhys Llywelyn.

“It was a vital opportunity to promote high-quality meat, which is produced just an hour and a half away from a diverse and growing restaurant scene. We’re looking to build on this with more events in the Manchester area over the next few months” he added.

This is not the first time that HCC has targeted the Manchester market, having held a Welsh Lamb tasting event in Piccadilly Gardens in the recent past.

But working with the Chefs’ Forum is a way to reach restaurateurs directly, according to Rhys Llywelyn; “The foodservice industry – including hotels, restaurants and pubs – is worth billions of pounds a year, and is growing. We plan to take advantage of events where we can speak to chefs and explain the positive story behind the quality and sustainability of beef and lamb from Wales.”

In August, HCC will showcase Welsh red meat at another Chefs’ Forum event near Cardiff.

Watch this video from the event.