Welsh meat processor St Merryn’s has landed another export coup, securing a contract to supply European retail giant Auchan with Welsh lamb for its Italian stores.
The Protected Geographical Indication status meat will go on sale in November in 40 stores around Italy. The initial order is for 10 tonnes of legs, shoulders and loins.
The deal was announced a week after the company won an order to supply Italian schools with an initial 20 tonnes of Welsh lamb, also with PGI-status.
The Auchan deal was set up by Jeff Martin, Italian agent for Meat Promotion Wales (HCC), at the Cibus food show in Parma last May. He said: “I see this as an important breakthrough for
Welsh lamb producers and processors. The success was all down to Welsh lamb now having PGI status. PGI is central to our export strategy. Europeans - and the Italians in particular - have a far higher awareness and
understanding of PGI status.”
Welsh lamb secured PGI status in July last year. Consequently, only lamb that has been born and reared in Wales can be marketed as ‘Welsh Lamb’ within the European Union. HCC hailed the deal as the most significant export success into the Italian retail sector since the country lifted its ban on imports from the UK following the 2001 foot and mouth epidemic.
Richard Knox, export boss at St Merryn, which is part of the Grampian Country Food Group, said the contract with Auchan could open other doors for the processor.
“Auchan is an important commercial customer for us. Its reputation in the European marketplace is very good and we hope that this opportunity in Italy will provide us with an opportunity to develop the relationship with Auchan’s buying team in France.”
Auchan has nearly 1,000 stores in 12 countries.
Richard Clarke
The Protected Geographical Indication status meat will go on sale in November in 40 stores around Italy. The initial order is for 10 tonnes of legs, shoulders and loins.
The deal was announced a week after the company won an order to supply Italian schools with an initial 20 tonnes of Welsh lamb, also with PGI-status.
The Auchan deal was set up by Jeff Martin, Italian agent for Meat Promotion Wales (HCC), at the Cibus food show in Parma last May. He said: “I see this as an important breakthrough for
Welsh lamb producers and processors. The success was all down to Welsh lamb now having PGI status. PGI is central to our export strategy. Europeans - and the Italians in particular - have a far higher awareness and
understanding of PGI status.”
Welsh lamb secured PGI status in July last year. Consequently, only lamb that has been born and reared in Wales can be marketed as ‘Welsh Lamb’ within the European Union. HCC hailed the deal as the most significant export success into the Italian retail sector since the country lifted its ban on imports from the UK following the 2001 foot and mouth epidemic.
Richard Knox, export boss at St Merryn, which is part of the Grampian Country Food Group, said the contract with Auchan could open other doors for the processor.
“Auchan is an important commercial customer for us. Its reputation in the European marketplace is very good and we hope that this opportunity in Italy will provide us with an opportunity to develop the relationship with Auchan’s buying team in France.”
Auchan has nearly 1,000 stores in 12 countries.
Richard Clarke
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