Welsh lamb to rival Parma?

Hywel Jones, owner of award-winning Bwydlyn Butchers based in Pwllheli and Porthmadog, has high hopes for his thinly sliced shoulder of Welsh Lamb cured, smoked and air-dried, which he launched at the Speciality and Fine Food Fair in London last week (September 2-4).

The exciting new product made its market debut with thinly sliced leg of Welsh Lamb cured with rosemary, smoked and steam cooked on the Welsh Deli Showcase Stand under the Welsh Assembly Government's True Taste banner at the Olympia event.

The new products, primarily designed for restaurants and delicatessens, have been developed in association with the Food Technology Centre in Llangefni.

Hywel said: "Both these high quality products have been developed for chefs and should also be of great interest to delicatessen and foodies, who experiment cook at home. The thinly sliced lamb can be used for starters, corporate meals and buffets.

"We are really excited about the air-dried product, which is the Welsh Lamb equivalent of Parma ham. We hand-pick the Lleyn lamb used for the products because it is known for its quality and has the perfect amount of fat.

"We are greatly looking forward to getting the new products on the market because the feedback we have had from taste trials has been very encouraging."

The company is now working with Design Wales to develop distinctive packaging for its family of new products and is receiving business mentoring marketing advice from True Food Marketing. The range includes bresola, a tasty product comprising thinly sliced silverside of Welsh Beef that has been marinaded in red wine, sea salt, juniper berries and fruit before being air-dried.

Bwydlyn, which has a workforce of 15, was formed nearly 12 years ago to source and sell quality, traceable local meat to hotels, restaurants, pubs, shops and the general public on the Lleyn Peninsular and beyond.

The company now also has a fruit and vegetable shop selling local and quality Welsh produce and a thriving on-line shop at www.bwydlyn.co.uk .

"All our Welsh Lamb and Welsh Beef is Farm Assured, certified with regards to its origin and is guaranteed to be of the highest quality," said Hywel. "Our aim is to provide locally sourced quality meat at affordable prices.

True Food Marketing is part of a Welsh initiative designed to help Welsh speciality food and drink businesses to develop the UK market. Managed by Menter a Busnes, the initiative is supported by the Welsh Assembly Government's Food and Market Development Division and the European Union's INTERREG IIIA programme.

Printer friendly version

Email this article to a friend

Bookmark this

---