Consumers' wish for meat transparency

Consumers should be told about the origins of the meat on their plates in cafes, restaurants and hotels, the chairman of Hybu Cig Cymru - Meat Promotion Wales (HCC) has said.

The Welsh red meat authority wants more menu transparency on lamb and beef on menus in food service outlets in line with the wishes of consumers across Wales.

Rees Roberts, HCC's chairman said: "HCC has worked closely with the consumers here in Wales over the past three years through our first-ever branded TV adverts, in-store campaigns and high profile promotions- and subsequent consumption figures show they have they have taken our prestigious home grown products to their hearts.

"Now it is time to widen the story of quality Welsh Lamb and Welsh Beef. We must influence those who visit Wales - tourists, business people, conference and leisure visitors, who bring millions of pounds into our economy."

This move follows Rees Roberts' call for greater menu transparency at the Royal Welsh Show Winter Fair in November and the news that the Scottish Parliament have moved to make the identification of beef in the food service sector a legal necessity.

He added: "Nowadays people come to enjoy the complete experience of Wales - the landscapes, the culture and the food and PGI Welsh Lamb and Welsh Beef are vital components in this experience."

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