A new nationwide campaign is urging consumers to "Look for the Logo" when buying red meat, highlighting the importance of choosing genuine PGI Welsh Lamb and PGI Welsh Beef.
Launched by Hybu Cig Cymru (HCC) – Meat Promotion Wales, the £300,000 "Naturally Local. Look for the Logo" campaign will run throughout the year across television, print and digital advertising. Its aim is to increase recognition of the official Protected Geographical Indication (PGI) logos and encourage shoppers to choose Welsh-produced meat with confidence.
What does PGI mean?
The PGI (Protected Geographical Indication) designation provides assurance that Welsh Lamb and Welsh Beef have been produced to strict specifications linked to their geographical origin.
The certification helps distinguish authentic Welsh products from other meat on supermarket shelves and gives consumers confidence about provenance, quality and traceability. Welsh Beef received PGI status in 2002, followed by Welsh Lamb in 2003, and both products have become internationally recognised brands associated with Wales' livestock industry.
For shoppers, the campaign's message is straightforward: look for the official logo to ensure the product has been certified as genuine Welsh Lamb or Welsh Beef.
Supporting Welsh farmers
HCC says the campaign is designed not only to increase consumer awareness but also to support the thousands of farming businesses that underpin Wales' red meat sector.
According to the levy body, the new campaign marks the first major consumer initiative under its latest strategic action plan. By encouraging shoppers to actively recognise and seek out the official logos, it hopes to strengthen demand for Welsh red meat while reinforcing its reputation for quality, provenance and authenticity.
The campaign also highlights the close relationship between Welsh farming, the landscape and food production.
Lisa Markham, whose family farm near Llanfihangel-y-Pennant features in the television advertising, said provenance was about far more than geography.
She said Welsh Lamb and Welsh Beef are "rooted in the rich farming heritage of Wales", giving consumers confidence they are buying products with a genuine connection to place.
A boost for Wales' food sector
Red meat remains one of Wales' most significant food industries, contributing substantially to the rural economy and supporting farming families across the country.
While the campaign focuses on helping consumers make informed purchasing decisions, it also reinforces the wider message that buying Welsh products supports local businesses, rural communities and a food industry built on generations of farming expertise.
As the campaign rolls out over the coming months, shoppers are likely to see the familiar Welsh Lamb and Welsh Beef logos appearing more frequently across advertising, retail promotions and butcher counters throughout Wales.
Sources
Hybu Cig Cymru / Business News Wales – Campaign Encourages Shoppers to Buy PGI Welsh
Lamb and PGI Welsh Beef.
Farmers Weekly – HCC launches campaign to boost demand for Welsh red meat.
FarmingUK – £300,000 campaign urges shoppers to back Welsh meat.
Hybu Cig Cymru – Welsh Lamb & Welsh Beef official website.
