NFU Cymru has welcomed the news that Welsh spring lamb will be the focus of a Hybu Cig Cymru-Meat Promotion Wales (HCC) promotional roadshow visiting Welsh supermarkets this week.
HCC is running the roadshow in partnership with the Welsh Assembly, a west Wales abattoir and a leading UK retailer.
The roadshow aims to showcase the versatility of locally produced Welsh lamb and highlight its nutritional benefits.
NFU Cymru president Dai Davies said: "The current low lamb price is a cause of concern for Wales' livestock farmers, so I'm pleased that HCC is taking measures to encourage the public to make the most of top quality, locally produced lamb.
"NFU Cymru has repeatedly warned in recent weeks that Britain's lamb industry could collapse if current low prices continue, and we have been calling on abattoirs and retailers to secure their UK supply base by offering producers long-term, forward priced contracts.
"Making the public aware of the benefits of using Welsh lamb in favour of imported produce is an important step in ensuring there is an upturn in Welsh lamb prices. Those retailing New Zealand lamb during the first half of the year must be encouraged not to turn their backs on Welsh lamb in favour of importing cheaper alternatives just to increase their profit margins."
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