Standing out in a competitive market
Customers have never had more choice when purchasing food. Alongside price, purchasing decisions are increasingly influenced by factors such as quality, provenance, traceability and trust.
For PGI Welsh Lamb and PGI Welsh Beef, these attributes provide a powerful point of difference. Built on Wales’ natural environment and generations of farming expertise, both products have earned an international reputation for quality and versatility, finding a place in everything from premium dining experiences to everyday family meals.
That reputation is reinforced by over 20 years of Protected Geographical Indication (PGI) status. The PGI marks provide an important guarantee of authenticity and traceability, giving buyers confidence that when they choose Welsh Lamb or Welsh Beef, they are sourcing genuine quality produce from Wales.
HCC’s aim to support growing brand value
In an increasingly competitive marketplace, strong brands play a vital role in influencing purchasing decisions, creating demand and delivering value throughout the supply chain.
As the guardian of the PGI Welsh Lamb and PGI Welsh Beef brands, Hybu Cig Cymru – Meat Promotions Wales (HCC), the red meat levy board, works with partners across the industry to strengthen awareness, recognition and trust in these products.
The organisation’s aim is not only to maintain and grow the reputation of the brands but also to ensure they continue to command presence and value in domestic and international markets.
Earlier this year, HCC launched its strategic action plan, Red Meat Industry: Delivering Value for Wales, which identifies increasing the volume and value of branded Welsh red meat sales as a key priority for the years ahead.
At the heart of this ambition is the understanding that consumers are more likely to choose products they recognise and trust. Maintaining the visibility of the PGI brands, strengthening recognition of their credentials and communicating the value they offer remain important areas of focus for HCC and its industry partners.
Multi-year strategy: ‘Look for the Logo’
Recognisable brands help drive purchasing decisions and create additional value throughout the supply chain. That’s why HCC has invested an initial £300,000 in its first of many multi-year ‘Look for the Logo’ campaigns between now and 2030.
The campaign, ‘Look for the Logo’, is designed to strengthen recognition of the Welsh Lamb and Welsh Beef logos and reinforce their association with quality, provenance and authenticity. Commenting on the new campaign focus, Meilyr Ceredig, Head of Operations and External Affairs, at HCC said:
“Launched this summer, our new strategy is built on collaboration across the supply chain. By working with processors, retailers, wholesalers, foodservice operators and other partners, we aim to reinforce the reasons to choose Welsh red meat and ensure the value of our brands is communicated consistently.
The ‘Naturally Local: Look for the Logo’ campaign provides the foundation for this long-term investment in building recognition and demand for PGI Welsh Lamb and PGI Welsh Beef. It gives the industry confidence that sustained marketing support, underpinned by a clear call to action, is in place behind the products they stock and promote.”
So why offer Welsh?
For businesses across the supply chain, from retailers and wholesalers to foodservice operators, Welsh Lamb and Welsh Beef offer a compelling combination of qualities that today’s customers actively seek out. Trusted provenance, assured traceability, recognised quality and a strong connection to place. Backed by more than 20 years of PGI status and shaped by generations of farming expertise, the brands provide a clear point of difference in an increasingly competitive marketplace.
A strong affinity exists between customers and food and drink from Wales. This is true of both Welsh and English shoppers and is highlighted in research by Welsh Government under its Value of Welshness programme. One aspect of this is the natural association that people have with Wales and its landscape, translating positively to shopper perceptions of the attributes of primary Welsh food and drink as fresh, natural, quality and tasty.
Wider findings include, two-thirds of Welsh shoppers would like retailers to stock more products from Wales, while 65% say they would be willing to pay more for them. That appeal crosses borders, with 80% of shoppers in England saying it is important that retailers offer a strong range of brands with Welsh, Scottish and English provenance.
The enthusiasm also extends beyond retail, with 90% of Welsh guests think it’s important that venues have a good range of dishes with Welsh ingredients. Over the coming years, for businesses across the supply chain, this represents a clear commercial opportunity.
HCC’s commitment to long-term investment in the PGI Welsh Lamb and PGI Welsh Beef brands under a clear multi-year call to action (‘Look for the Logo’) is here to stay. A sustained marketing drive both working with partners and consisting of an underlying always-on brand awareness message. Through its ‘Naturally Local. Look for the Logo’ campaign, HCC is working to build customer recognition, reinforce the reasons to choose Welsh and encourage shoppers to actively seek out the PGI brands.
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