Wales eyes kick-off for lamb exports to the US

In January, the US ended its ban on UK lamb imports. It was the culmination of  a decade-and-a-half of lobbying by the UK government and bodies such as HCC and AHDB.

First introduced in 1989 at the height of BSE – better known as mad cow disease – the ban was scrapped in the early 1990s. However, it was brought back in 1996 amid a resurgence in the disease. This closed off the US market until US president Joe Biden began to reverse course last year.

Initial shipments of lamb began arriving in the US from Dunbia’s site in Carmarthenshire at the start of October. With Wales set to take on the US in the World Cup on 21 November, HCC is hoping that will kick-start Welsh lamb sales in the market.

“Our market research suggests there could be a strong demand for Welsh lamb in the US, particularly in high-end foodservice and retail outlets on the east coast,” explains HCC CEO Gwyn Howells.

“We already have a presence in Canada, and Welsh lamb has a strong brand reputation for quality, traceability and the highest production standards in terms of welfare and environmental sustainability.”

Should the publicity work, it will add to Welsh lamb and beef exports, which are already worth £210m a year, according to HCC data. Welsh lamb exports are on the rise, too – growing by 22% to Europe last year and by 227% to new markets.

“This demonstrates there is a real appetite for our renowned red meat brands and that demand for Welsh red meat is growing by the day,” says HCC chair Catherine Smith.

The World Cup is not the sole source for new Welsh exports. In October, HCC led a delegation of PGI Welsh lamb and PGI Welsh beef exporters at the Paris Sial trade show, meeting current customers and establishing new links to help grow the export trade.

Advocates are betting on sustainability to help sell Welsh lamb over rivals.

“Independent research shows lamb and beef produced in Wales have a lower carbon footprint compared with that from other parts of the world,” Smith says.

“We rely on healthy soils, natural rainwater and a respect for the land, which has been instilled in us through generations. We are committed to becoming a global exemplar of how to produce quality food, sustainably and efficiently.”