PGI Welsh Lamb campaign “a major success”, says HCC
Hybu Cig Cymru – Meat Promotion Wales (HCC) has reported that its multi-platform consumer campaign, ‘Uniquely Welsh. Experts in their field’, has resulted in a “considerable uplift” in brand awareness.
The campaign, which aimed to increase brand awareness of PGI Welsh Lamb, featured stories from Welsh farmers focusing on farming heritage and dedication to producing quality, nutritious food.
The farmers taking part in the campaign were Emily Jones of Ceredigion, Alwyn Phillips from Bethel and Ben Williams of Pentyrch. A TV advert was also filmed at Ken and Lisa Markham’s farm in Llanfihangel-y-Pennant in North Wales.
HCC said the stories told by the farmers had a “particular focus” on the work they are doing to become more sustainable, whilst farming “in harmony” with their natural surroundings. Ben Williams, who farms Garth Farm just outside Cardiff with his brother Ethan, said: “Sustainably farming and taking care of the ground, the land around us, pays back in the long run. It’s a small investment for a very long-term reward.”
The campaign highlighted that the brothers were still in their twenties and represented the “future of the industry”, stating that the pair believed a “greater connection with the consumer is very important”.
Ben Williams said: “I think the thing I enjoy most about farming is improving our production of food year-on-year – and in a sustainable way. These two things should always go hand in hand.
“I believe there needs to be a greater connection between the farmer and the consumer. I think farmers should be able to tell their story – there is a lot to tell – so that people can appreciate the link between meat production, sustainability and community. I truly believe farming has a bright future.”
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